Mobile – a device which most of us can’t live without and that we spend two hours a day using. Yet, when it comes to paid search, it’s an area that has barely been discovered by many , despite the fact decades have gone by in its existence and it’s the fastest growing device segment from a paid search perspective. “Why?” I hear you wonder.
- 42% of paid search spend comes from mobile
- 39% of consumers in 2013 used their mobile phones to buy goods
- 32% of local searches on mobile phones lead to in store purchases
- …And, on Christmas day alone in 2013, there were 17.4 million mobile app downloads and 1.76 billion in the following week.
Despite the facts, businesses large and small, national and global are still ignoring the allure of mobile and the genuine rewards it reaps. Is it because it’s complicated to understand? Expensive to bid on? Too complex to set up? In simple terms; no. In actual fact, mobile is less expensive than desktop and easy to set up. It seems that companies are simply too set in their ways in following traditional forms of marketing and failing to react and understand the constant evolution of consumer trends and behaviour.
MEC Says
In a culture of growing impatience, the need of the now and want for convenience, businesses and services should be moving boundaries to serve these behaviours instantaneously. For example, consumers should be able to search for a brand or product and be served an ad immediately. Mobile ads should provide customers with a price, product and promotion in one click or the information needed in a few lines of text. In addition, customers now have the ability to interact directly with a brand whether it be a phone call through an ad or be provided with current in store offers within a specific proximity of a store. These are all forms of marketing that are prolific on desktop advertising and can be easily adopted for mobile advertising. In 2015, mobile trends are expected to surge and growth is predicted to increase further, as users shift to engage with content over multiple mobile devices. So it seems more important than ever to make the move with mobile.