According to Search Engine Land, mobile search has officially become more popular than traditional desktop search. Google recently confirmed this long-anticipated event, reporting that "more Google searches take place on mobile devices than on computers in 10 countries, including the US and Japan." Google's figures count searches conducted through both mobile apps and mobile browsers, but these numbers are based only on smartphone data, as the company groups tablets with desktops.
Google's announcement solidifies the belief that marketers should be focused on developing campaigns with mobile in mind. This hard evidence of the shift in consumer behavior will be helpful in converting businesses that have remained skeptical of the rise of mobile.
Mobile Is Not an Optional Channel
This shift to mobile search plays a major role in how marketers need to build toward the future. If you want to continue to expand your brand's reach and connect with new potential customers, you cannot think of mobile as an optional channel. Companies that don't account for a mobile consumer base will instantly give up the majority of their exposure opportunities through search.
Though building out a mobile presence can be difficult, companies need to take these steps if they want to remain relevant on the online landscape. In order to be successful in the mobile age, businesses must optimize their websites for mobile devices and tailor their marketing to reach a relevant mobile audience. Mobile apps may also be a necessary sales tool. Failure to achieve these goals will result in less traffic, weakened marketing performance, a decline in revenue and more cases of website abandonment. According to MoPowered, 30 percent of mobile shoppers will abandon a transaction if the website isn't mobile-optimized.
Targeting the Mobile Audience Through Ads
Fortunately, mobile targeting offers great opportunities for brands that are willing to adapt. For instance, companies can leverage the location information provided by smartphones to gather more information about consumers. Furthermore, mobile targeting allows delivery of ads to specific areas. For instance, you can deliver a specific ad to customers within a three-mile radius of your store.
Marketers can also redirect mobile ads to apps that are already downloaded on a customer's phone, or they can encourage customers to download an additional app. With better tracking information, brands can learn more about how their campaigns are performing.
Google's announcement marks a big day not just for mobile devices, but for savvy marketers as well. If you've already invested in mobile, your efforts will continue to be rewarded. If, on the other hand, you've continued to resist, you should rethink your decision in order to make the most out of your exposure opportunities.