Mobile Marketing, The Switch

Having spent some time in the last 3 months or so finally getting serious about mobile marketing I’ve found it both exciting and a bit frustrating at the same time.

As we keep hearing, mobile marketing is coming. The pace is exhilarating. 

Half of Mobile Users to Be Web-Enabled by 2013
Because of the rising adoption of smart mobile devices, eMarketer forecasts rapid increases in the number of mobile internet users in the US, with the total surpassing 100 million next year.
Full Article

Even for someone who is a wanna be mobile expert, I’m constantly blown away by how much I don’t know.

HTML5, 4G, the Android market, tablets, products like click to call, expanding graphical apps, Widgets, mobile ad networks such as Millenium Media and JumpTap; It’s a bloody revolution.  It’s no longer 3 or 4 years for every quantum leap, carriers have dictated the pace with two year cell phone contracts.  Have you noticed how many of your friends and co-workers made the leap to smart phones just in the last few months! The change is actually quite predictable and a bit scary.  Tune in or tune out my friends. And I mean that literally, as all this computing power, 4G speeds and cloud computing will soon be coming to your living room 52″ TV.  What’s that you say, you only have a 42″? Marketers are preparing for this switch now by creating apps and mobile web sites in landscape and portrait mode while creating and graphics that render in 1080P.

OK, and now for the frustrating part.

Marketers Slow to Integrate Mobile Tactics
Mobile is a convenient and intimate channel for communicating with consumers, but many marketers are unsure of how important an integrated mobile strategy is for their company. Social efforts are further along. Full Article

As a search marketing agency, we’re not seeing our clients willing to jump on the bandwagon quite yet. Some have dipped their toes into Google’s mobile search network and developed apps, but they typically have not developed mobile optimized landing pages yet.

Intuitively, I would not expect visitors to convert from their phones, with all the hurdles they must go through, yet they do. With some of our client’s we’re seeing conversion rates comparable to desktop performance. And the reality is that the majority of mobile visitors end up converting at a later date, from their desktop, so they may actually be converting at a higher rate than from desktop search. Unfortunately mobile phone cookie tracking is session based so the tracking is lost once the visitor goes to their desktop.  Thus the opportunity and performance metrics often go unnoticed.

Do you see the opportunity? Do you understand my frustration? How do we get more advertisers to start investing in the future of online media and taking the necessary steps to make it effective? I guess that’s why I’m writing this blog. It’s obviously through education and maybe more education. Stay tuned; same bat place, bat time and bat channel.

Jon Lisbin About the author
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