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Blue Corona’s president, Ben Landers, is currently attending SES Chicago 2012. Today, between information sessions, he called the office to fill us in on all the search marketing and SEO skinny. After we hung up, two things struck me. First, the amount of money companies invest in online marketing is disproportionately low when you compare the amount of time people spend online (vs. viewing traditional media). Second, the same is true to the extreme when it comes to mobile marketing.
Take a look at this:
People consume 10 percent of their media via mobile device. Yet, only 1 percent of advertising budgets are spent on mobile marketing. Think about it – people are glued to their “smartphones.” You see it at the mall, the airport, and even (gasp) on the freeway! You see this happening, but how much money do you spend on mobile marketing? If you’re like most companies, you don’t even have a website optimized for mobile devices!
Why You Need a Mobile Marketing Strategy
There are a few things I fear more than dying. One of them is finding myself alone in a room with Gary Busey. Another is having to give mouth-to-mouth to a loved one after they’ve just consumed a food that I find extremely repulsive (creamed corn comes to mind. Or anything with ranch dressing). But probably one of my worst fears is someone going through the Google search history on my iPhone.
There’s just something about the convenience of having the Web in my little spray-tanned hands that makes me want to search the most ridiculous things that I would normally be too lazy to go get one of my nine laptops and look up: DIY acupuncture, how to open a wine bottle without a corkscrew, how to get Ryan Gosling to notice me, can I mix protein powder with champagne, dinosaurs invented by government to discourage time travel, why is one foot cold, rent a midget, etc.
I’m not the only one who is increasingly relying on mobile devices for Web searches (although I might be the only one searching for champagne and protein powder recipes). By 2014, mobile internet usage is projected to take over desktop internet usage! A staggering 91 percent of U.S. citizens have their mobile phone within reach 24/7.
In addition, a recent Google survey of mobile users reports that 67 percent of mobile users are more likely to buy a product or use a service if a site is optimized for mobile use. And 61 percent are more likely to leave a site if it isn’t optimized for mobile use. Which is basically like saying every time you send mobile traffic to a non-mobile website, a puppy dies. (I realize this not an extremely original or creative way to state this, but I mean, if you hate puppies you can get off my Internets. As far as I can tell, nobody wants puppy blood on their hands. Except maybe Gary Busey, that crazy diamond.)
So to start, do you have a mobile website?
(If you don’t have a mobile website, contact us to learn more about getting a custom mobile site design.)
But there’s more to take away from the mobile usage statistics than just the need to have a mobile website. In the near future, it’s not going to be enough to treat mobile as an afterthought. Mobile is going to need to be a priority. New sites, services, and social networks will be designed with mobile in mind first and desktop in mind second—they will have fewer buttons, require less typing, and be built for easy browsing. The graphic below lists Google’s mobile site best practices:
Realize that if you’re not willing to readjust your Internet marketing strategy to incorporate a mobile strategy, you are basically giving your competitors a bunch of free customers. So why don’t you give up that yellow page ad and start investing in mobile marketing strategies? I’m pretty sure most people just use phone books to open up wine bottles when they don’t have a corkscrew, anyway.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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