Stop for a minute and consider this: In May of 2015, mobile search volume exceeded computer search volume for the first time. This very real trend is never going to slow down. In fact, according to iProspect’s Q1 Paid Search Report, smartphones and tablets now comprise 46% of all Paid Search clicks. Smartphone performance is skyrocketing.
Here’s the rub. In the industry as a whole, advertisers are still behind the times. While most understand the need to pay attention to mobile, a staggering 62% of them are simply replicating their brand’s desktop campaign for the mobile consumer. Brands must deliver a seamless experience across all devices in order to be successful and establish ongoing relationships with their consumers.
There are valid challenges with mobile. It’s hard to track, it has different KPIs and it’s hard to account for mobile’s impact on conversion. However, as consumers are shifting more and more toward mobile, advertisers must connect with their mobile consumer in a meaningful way.
Here are 4 key things to consider when crafting an effective mobile marketing strategy: