Posted 29 November 2012

Stepping into Mobile Marketing

Stepping into Mobile Marketing

In a fast paced world, we’re all becoming accustomed to finding information we want straight away, whether we’re at the office, at home or on the go. Advances in mobile technology including laptops, iPods, iPads and smart phones have made this possible, and the trend towards the use of smartphones mean they are likely to become more and more popular. The Guardian predict that within 2 years 90% of mobile users will have no choice but to use smartphones even if they think that all they want are dumbphone functions; to call and text.

Businesses appear to be slow to catch on to this marketing trend, with a study by Google stating that 96% of mobile users are saying that they are engaging with sites that are clearly not designed with mobiles in mind, despite 67% of them stating that they are more likely to buy from a mobile friendly site and 61% more likely to leave a site if that cannot find what they’re looking for.

The great news for businesses that sell by phone as well as online is that 61% of mobile searches lead to a phone call, and research by Kelsey showed that incoming calls convert at 45% compared to the 3% of Pay Per Click, so by making your site mobile friendly and driving people to call you, you are also getting a lead more likely to progress to a sale. In short, if you are a business you want to get on board with mobile marketing.

As with all marketing, the mobile channel is something you want to assess and review regularly. Mobile is always on, multi-location and can straddle channels, with the Internet and phone being the key completion channels. If that many purchases from mobile searches are being completed offline by phone, you need to monitor these conversions as much as you do your online conversions. Mobile phone technology progresses so fast that it can be difficult to know how to do this, but call tracking software can track not just the amount of calls that arise as a result of this ‘click to call’ action, but the path that a visitor took in order to reach the point of calling your business. This includes the way a visitor found your site; whether it’s a keyword on a search engine or a PPC advert. Phone call tracking software will also show you which pages were looked at and for how long before, during and after the call. By using call tracking you can get a holistic picture of what drove a customer to the point of calling you, as well as if that call resulted in a sale. Using call tracking software also means you can see which pages on your mobile-friendly site are most effective by reviewing how long each is looked at and whether the page motivates a phone call. It will also allow you to see which pages need developing to further optimise your site for mobile behaviour.

Stepping into mobile marketing means you are utilising one of the fastest moving and evolving modes of marketing, as well as giving yourself the best possible chance of converting a click, to a call, to a sale: Making your website mobile phone friendly means you catch consumers on the go, using a ‘click to call’ button makes calling your business a natural progression for a user, and a call is much more likely to convert to a sale of higher value. Using call tracking means you can see all of this in action and optimise your mobile marketing.

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