Why mobile matters!
We all own a phone, right? And if you’re anything like me the big debate each time you go to buy a phone is Android or Iphone. However, have you ever stopped to think how much time you spend browsing the web and using apps on your phone or tablet: “Mobile traffic represents 15% of all internet traffic, versus less than 1 percent in May 2009. By this time next year mobile should approach 25% of global internet traffic. Today in China more people access the web via mobile devices than via PCs.” (Source: HubSpot) So, why are we still ignoring mobile as a way of reaching customers? In the USA people spend about 12% of all time on mobiles but mobile only pulls in 3% of ad spend. Print media on the other hand only receives 6% of time but pulls in 23% of ad spend (Source: KPCB Internet Trends 2013) Expect these stats to change dramatically in the near future as companies realise that they are in fact wasting money on advertising that is not bringing them customers and abandon the “preference for what they know”.
How do I take advantage? According to Marketing Land “mobile marketing involves reaching customers and prospects when they’re using the internet away from the traditional home/office desktop environment” The first step towards this is making sure your website is mobile friendly. We come across a large number of websites which are not scaled for mobile and when found on a mobile browser are hard to view and navigate. If a customer can’t understand what you are trying to communicate on your site, they will find someone they do understand. The next step would be to implement a mobile marketing strategy. Paid search (e.g. Google AdWords and Bing Ads) is a great way of reaching customers on mobile and we have seen almost 50% of ad clicks for one of our customers coming from mobile devices. So, finally, if you’re not advertising on mobile already, why not?!?! You’re missing out on a potential 25% of all internet traffic (especially if your customers are in China). Contact us for more information about mobile advertising