The Search world is abuzz with talk about Mobile. And it’s no wonder, as people are increasingly shifting away from their PCs and growing more and more attached to their mobile devices. According to AdAge Global, mobile phones are "poised to become the most ubiquitous media device in history." They also report that worldwide, Mobile usage far outweighs that of the PC, citing that, "PC vs. mobile penetration rates for China are (20% vs. 57%); India (4% vs. 41%); Brazil (32% vs. 86%); and Indonesia (5% vs. 66%)." What’s more, according to a recent report by Forrester Research, “… marketing spent on mobile display ads and search will surpass $1 billion in 2011.” So if you haven’t already, now is the time to jump on the Mobile bandwagon. But experts urge that companies do so intelligently. Marketers should be aware of the fundamental differences between PC and Mobile Device users when crafting their strategies. Below are some useful tips presented during the 2011 Online Marketing Summit (OMS) in San Diego earlier this month. Michael Martin, Owner of Mobile Martin, and Keith Posehn, President of Zorz LLC, discussed what it takes to have a “Smart Mobile Marketing” strategy:
- When formulating a Mobile marketing strategy, consider the following: Action, Context, Location, and Mood. You’ll get better results when you are able to determine what your target market is doing right now and when you can market to their situation:
- Action – what does your audience want to achieve?
- Context – what is specific to their situation?
- Location – where are they?
- Mood – how are they feeling?
- 15 Second Rule: Determine what you want the user to do then ask, “Can they do it 15 seconds?” Chances are, if they can’t, you’ve lost them for good. Mobile users are very different from PC users. It’s all about speed. Mobile users are less likely to conduct research, fill out lengthy registration forms or answer long questionnaires. They want to find, not search. There is a huge difference.
- “Think Outside the Banner”: Did you know that a significant percentage of Mobile banner ads are clicked on by accident? It’s true! So don’t put all your Mobile marketing eggs in one basket. Consider multiple avenues; otherwise you might rack up steep click costs while getting very little conversions.
- Think “Click-to-Call”. eCommerce on Mobile is hard. Again, Mobile users are pressed for time and less likely to scroll through product pages, view photos, or fill out order forms from their phones. Give them the option to click-to-call. In one simple step, you’ve brought them right to your door. You’re much more likely to get their business this way.
- Mobile Messaging: When writing mobile text ads for Search, think about immediacy. Make your message as brief as possible and let it be known that whatever your audience wants or needs, they can get it now. Steer clear of price messaging. Research shows that price rarely matters to the Mobile user. They want something now and they want it close, so be sure to consider location as well.