Friday, June 15, 2012

Is your mobile strategy fit for purpose?


It’s apparent to everyone in digital marketing that all businesses need a mobile strategy, yet a number of brands are still dragging their feet.
In a talk at Econsultancy’s Future of Digital Marketing event, addictive founder Simon Andrews looked at where brands should be focusing their mobile efforts this year.
Noting that 80% of brands still don’t have a mobile optimised site,Andrews said that the opportunity was now too big to ignore. "You are losing money by not doing it properly now – if you’re not doing it then someone else is”.
He said that on average 18% of the population in a given market uses 3G, and predicted that within the next eight years nearly all consumer behaviour would be driven by mobile.
The key areas that need to be mobile optimised are:

Website

As mentioned, only 20% of brands have a mobile site, which means they are likely to see huge bounces rates, diminished time on page and are unlikely to sell anything via mobile.
It’s a no-brainer, your site has to work on mobile devices or your business will suffer.
Andrews said that even among those with mobile sites, often they have poor content or are difficult to use.

He gave the example of NetDoctor which, after realising that more than half of its mobile traffic came from Google, made sure its mobile site had exactly the same content as the desktop site.
Users expect to see all the same ailments as they would on desktop, so we built it using the same backend.
While NetDoctor assumed conversions would be low on smartphones, it saw the value of mobile as a customer acquisition tool and instead revamped its call centre so mobile customers could still make a purchase.
Andrews said that a mobile optimsied site may also impact search rankings.
Google says mobile sites will perform better in AdWords and rankings. So eventually you may drop down the search rankings if your site isn’t optimised.

Search

Andrews said that the three most valuable keywords in mobile search, as on desktop, are mortgages, insurance and loans.
We searched for these on mobile and found that people are paying top dollar for these keywords then sending people to a site that didn’t work on mobile.
This is clearly a missed opportunity. Similarly, there is a lot of innovation going on with mobile search - such as showing stock levels for nearby stores in the SERPS – which brands need to be aware of to offer a better user experience. 
As inventory is typically cheaper on mobile than on desktop, there is room for brands to trial new campaigns for lower cost.


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