At the time of this writing, consumers are performing 660 million searches per day on mobile devices. That represents 15 percent of all Web searches. By the time you read this article, the number will have grown.
According to marketing research company ComScore Inc., Smart Phones are now used by one in four U.S. mobile subscribers. Estimates are that by the third quarter of 2011, they will outsell “feature phones.” Add to that the sales of iPads and other tablet-type brands, which should see $55 million sales in 2011, and you see the trend toward mobile Internet use is a powerful tool to market small businesses.
As the mobile channel evolves, data shows that the consumer doing mobile searches for a product or service is a highly qualified buyer. Consumers using their Smart Phones to conduct a business search have an immediate need and are likely to make a purchase within a short period of time. In addition to search and directory applications, they will often use a navigation or mapping application to perform the search and have a high likelihood of downloading directions or maps if they find a local business that matches their needs. This means more physical site visits and a better opportunity to close the sale with a real-time, mobile-friendly reservations system.
Remember that parking is geocentric, meaning customers typically come from within a 1-100 mile radius. That’s what makes local search (Google Places, Bing Local and Yelp) so relevant to the online shopping space. It is essential that your business get branded in all local listings today.
Having said that, there are two ways to take advantage of today’s mobile marketing: mobile search and mobile display. Here’s how each works.
Mobile Search. Mobile consumers search for local businesses in a variety of ways. They may search using the mobile Web (i.e., mobile versions of Google or Bing), or by using applications (apps) downloaded to the phone. The iPhone has more than 225,000 available apps, while the Android has more than 70,000. Of these, there are many search, directory and navigation apps, such as YPmobile, that can drive customers to your location for a relatively low fixed cost. In addition, there are new providers that offer reach by delivering search results across a broad network of more than 20 top apps, providing the attractive option of a pay-per-call campaign.
Mobile Display. Mobile advertising also offers highly targeted display or banner ad opportunities. Your banner ad can be targeted not only geographically but also by specific demographics. For example, finance and travel apps are used more frequently by 30- to 49-year-olds than any other age group and attract a primarily male audience. People ages 50 to 64 access news on a regular basis. If you want to attract a younger and primarily female demographic, media and entertainment is the answer.
Coming soon in 2011, SMC Software will be developing a mobile application for its reservations system and will be announcing partnerships with one or more mobile search directories who provide downloadable applications on the iPhone and Android. Stay Tune!
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