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Google Study Iterates the Importance of Mobile Advertising and Marketing

It’s no secret that the eight hundred pound online gorilla’s – aka Google – primary focus is to push mobile compatibility across its network, as it foresees colossal revenue streams from the phenomenal growth of mobile advertising and marketing.

So What Next For Google?

Google suspected quite early on that mobile devices and mobile web search was going to be the next big technological evolution, which now looks to eclipse all else that has preceded it.

Mobile advertising and marketing is gaining tremendous pace in the US as significant numbers of consumers take to their mobile devices to search for goods and services.

In the US 1 in ever 2 Americans have a smartphone. In August 2011, the UK telecommunication regulator Offcom reported that over a quarter of adults and nearly half of all teens now own a smartphone.

Google pushes for more mobile advertising and marketing

In late 2010, Google conducted a study called “The Mobile Movement: Understanding Smartphone Users” of 5,013 US adult smartphone internet users, which revealed some insightful information about consumers generally and is of particular import to local providers of goods and services.

Here is a video and summary of some of the main findings of that study which reveals why Google is so active in pushing webmasters to use mobile friendly web platforms:

Google’s Smartphone Study Reveals Why Businesses Need To Think About Mobile Advertising And Marketing

Local Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find.
•    95% of smartphone users have looked for local information
•    88% of these users take action within a day, indicating these are immediate information needs
•    77% have contacted a business, with 61% calling and 59% visiting the local business
Purchase-driven Shoppers: Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process.
•    79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer
•    74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones
•    70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store.
Reaching Mobile Consumers: Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.
•    71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%)
•    82% notice mobile ads, especially mobile display ads and a third notice mobile search ads
•    Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase.

Mobile devices that are connected to the web are clearly very addictive because of their versatility and convenience, fitting neatly into one’s pocket. The potential for mobile advertising and marketing for online advertisers like Google and for businesses generally is to be able to reach consumers directly via their mobile devices.  It’s the one thing that people tend never to leave home without and it’s always within arms reach 24 hours a day 7 days a week.

This is what Google had to say in conclusion to its findings on the study of mobile phone user behaviour:

Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information. Incorporate location based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users.

Develop a comprehensive cross-channel strategy as mobile shoppers use their phones in-store, online and via mobile website and apps to research and make purchase decisions.

Last, implement an integrated marketing strategy with mobile advertising that takes advantage of the knowledge that people are using their smartphones while consuming other media and are influenced by it. For further stats on mobile advertising and marketing you can connect to the full blog post here.

If your business does not currently have a mobile advertising and marketing strategy, you’re missing out on what is likely to be the biggest ever shift in consumer buying behaviour. If your business web presence does not allow for mobile friendly navigation (e.g. mobile landing pages or mobile phone websites) you could soon be losing up to 50% of your target market to your competitors.

The potential upside for all types of businesses but in particular for local businesses in being able to tap into the mobile market will for some businesses be transformational given the tendency for consumers to search for goods and services to purchase locally.

For help with setting up a strategic mobile advertising and marketing campaign or in creating a highly optimized mobile phone website or mobile landing pages, contact us today and speak with one of our mobile marketing analysts.

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