‘Mobile search’ are the words on every marketer’s lips these days. It’s fair to say that the channel has exploded in the past year or so and continues to gather pace with ever more innovative ways of reaching out to customers.
It seems like everyone in the West has a smartphone – be it an iPhone, a Blackberry or an Android device – and magazines, billboards and posters regularly feature scanable QR codes (quick response barcodes) which consumers can use to access information, web content and more.
According to research, an increasing number of us even check our mobile phone before we get out of bed in the mornings, proving there’s not a moment in the day when we are not switched on and available to marketers who want to push their messages to us!
Today’s mobile users are savvier than ever, and they’re hungry for their needs to be met. But many retailers are squandering the chance to market their products and services in an effective way.
If you want to hop on the mobile advertising bandwagon, it’s imperative above all else to have a mobile-friendly website. It’s extremely frustrating for customers to try and navigate a site which suffers from microscopic text, tiny navigation buttons and huge graphics which take forever to load. No matter how good the content might be, few mobile users have the time or patience to repeatedly scroll from side to side.
Once you’ve addressed these points, remember to create a specific campaign for your website in the search engines to help customers find you.
On Google Adwords you can now set up campaigns to specifically target mobile devices – you can even target customers based on their geographical location or phone operator. Bing Ads also lets you customise campaigns for mobiles.
To make the most of your campaigns, you’ll need to choose your keywords carefully and think about (or even better, research!) the way mobile device users are going to search for your products and services. They are unlikely to type in long keyword strings and therefore it’s best to start with one or two word phrases. Also remember to avoid being too generic to keep costs down.
With a bit of effort and planning, the exciting benefits of mobile advertising are yours for the taking!
Related: Read the last article in Azam Marketing’s blog entitled 15 Essential Tips to Optimise Email Marketing Campaigns for The Mobile Age.
Want to take advantage of the immense opportunities presented by mobile marketing? To find out how Azam Marketing’s award-winning specialists can help your business, phone us now on +44 (0)870 870 2222 or email results [at] azam.net