Online marketing is a constantly developing field of expertise, with innovations emerging weekly – but no development has been quite significant over the past year than the rise of mobile devices. With more people than ever before owning smartphones and tablets, mobile devices are fast becoming the most important factor among internet marketing experts, who all advise that optimising a website for mobile traffic is the priority for 2012.
Because smartphones and tablets such as the iPhone and iPad have a full browsing ability, unlike the previous generation of mobile phones, they can still navigate a “normal” webpage without too much difficulty. Nevertheless, they still benefit from a more mobile-friendly site – and this is especially true for commercial sites. From an online marketing perspective, increased mobile traffic leads to more sales and conversions, as nowadays an ever-increasing amount of online transactions are being conducted via mobile devices.
Search engine giant Google has confirmed once again that mobile queries reached a peak the week before Christmas last year – the same as in 2010 – which indicates that mobile users are making the most of their devices for the busiest shopping period of the year. With this in mind, retailers need to be offering internet marketing campaigns that target mobile devices and use adverts specially enhanced for these devices. They could even consider separate campaigns for mobile consumption with tweaked messages and offers – such as discounts for customers that place orders or make purchaes via their smartphones or tablets.
A report published last year by tech research company Gartner estimated that mobile traffic will overtake traffic from desktop and laptop computers by 2013 across the globe. With this “deadline” looming, any company or organisation that relies on its online presence should be optimising their sites for mobile traffic, if they have not already done so. The research also showed an underlying trend that is more worrying: many online marketing professionals had not woken up to this sea change in internet behaviour and did not trust users of mobile devices to register with their sites or make online purchases – although all the evidence points the opposite way.
Fortunately, good online marketing companies are perfectly placed to assist clients with the process of mobile traffic optimisation, and can offer both advice and technical expertise.
Make sure that your website is not left behind in the mobile revolution!