Mobile search is becoming more prevalent as smartphones penetrate the market and the industry continues to innovate. Fifty-eight percent of American adults now have a smartphone, according to the Pew Research Center. Worldwide, there is approximately one smartphone for every seven people and that number just keeps increasing, according to information compiled by WebDAMSolutions and reported at Search Engine Journal. With stats like these, mobile search marketing is more important than ever for local businesses and advertisers should really consider incorporating mobile strategies into their marketing plans.
Most local searches made on mobile devices are for an immediate need and according to the Huffington Post, 61 percent of mobile searches ended with a phone call to a business. By 2016, mobile search could result in 70 billion phone calls to businesses, further stressing the need for local businesses to be present on mobile search results.
Local businesses can also benefit from using a digital service partner to make sure their business listings are all up to date and have the most relevant information. Most smartphone users search via a mobile browser to find a business in their area. Businesses must ensure that Google Local, Bing Places and Yahoo! Local, as well as their respective apps' counterparts, are all updated.
Businesses can also take advantage of the large user bases of mobile apps such as Yelp for advertising and brand awareness opportunities. Yelp's mobile user base is 10.4 million, according to Business Insider. These large review sites make it easy for local businesses to create a profile. Businesses can pay to promote their business above others or display a special deal or coupon for app users.
Mobile e-commerce websites and apps are a huge source of opportunity for companies looking to capitalize on the growth of mobile. According to eMarketer, over half of American adult Internet users redeemed a digital coupon on their device during 2014, and this number is expected to grow.
This provides a perfect opportunity for mobile search marketers to serve smartphone users who want an intuitive and easy mobile e-commerce experience. Design is especially important for e-commerce advertising in mobile websites and apps. The content should be responsive to mobile users because a potential customer will likely read an email about a product special or view an ad on their phone and click through directly to the website. The website should be optimized to automatically resize itself based on the screen size of the device being used, a concept known as responsive design, in order to ensure a mobile-friendly experience.
Eighty percent of smartphone users' time spent on their device is inside apps, according to a Business 2 Community article that cites Flurry Analytics. Companies that have their own apps need to communicate a clear call to action within the app to get consumers the information they need as quickly as possible. Conversely, if an advertiser wants to advertise inside an external app, a clear and concise banner or text ad with a simple call to action and related keywords will be the main driver of a successful campaign.
Mobile search has changed the way that advertisers market to their online audiences. By building responsive campaigns and strategies that are optimized for mobile users, companies can benefit from the booming mobile industry.