Mobile marketing is no longer an objective play for some original pie in the sky. The major brave today, according to Google, is educating or training marketers how to bring on mobile’s promise, with the correct strategy and process for exact goals. Taking a new look at the mobile landscape, Google has outline five serious questions that businesses should address when rising a mobile policy. The company published its newest recommendations and examples in the second edition of this Mobile Playbook as a follow-up to last year’s guide.
“At Google, we consider that constant connectivity represents a sociological shift in how users speak about with both the digital and physical world. Businesses that appreciate this will win,” writes Jason Spero, head of global mobile sales and strategy at Google.
While most leader marketing officers are previously embracing mobile, the gap between meaningful and doing remains prevalent, Greg Stuart, chief executive of the Mobile Marketing Association, notes in the report. “We consider that now is the time to close that expressive versus doing gap. It is time to take action and not just do mobile, but do mobile right,” Spero adds.
Google interview hundreds of marketers to appreciate their struggle and best example for success in mobile, and backs those result with the newest market data to highlight significant trends. More than two-thirds of all mobile searches occur at home, according to a recent study from Nielsen.
Juxtaposing that data with its own study from more than 30 internal studies, Google says 88 percent of clicks on mobile search ads are incremental to organic clicks, and in sure industries the number can be as high as 97 percent. Another new study from Nielsen found that half of all purchase-related conversions happen within an hour of the mobile search that initiate them.
To hit those results, Google offers marketers five tips or action items to help them adapt to the new marketing concepts and opportunities made possible by mobile:
- Focus your value proposition so it meets true mobile-specific needs.
- Create mobile-first, not desktop-lite, destinations.
- Build mobile accountability into your organization.
- Drive ROI (return on investment) and branding with mobile marketing.
- Integrate mobile into multi-screen marketing.
“When companies talk about the chance mobile presents, often they are referring to the chance context presents. A better considerate of context, the specific situation in which your customers seek you out, such as time, location, and even proximity, allows your marketing message to be more targeted, meaningful and successful,”.
Tailored messaging is necessary to successfully serve each customer’s exact need. For example, someone searching for pizza at 7:30 p.m. on a mobile device downtown isn’t probable to be seemed for the same thing as an important person searching for pizza on a laptop at home around lunchtime.
“A mobile conversion doesn’t unavoidably entail filling up an online shopping cart and checking out,” the report notes. “It can be a customer penetrating for store directions, calling your business straight or visiting in person. It can be an app download that leads to a purchase, or a shopping process that start on mobile and then finish on a computer or tablet later in the day.”