We're hiring

We love digital - Call
03332 207 677
and say hello - Mon - Fri, 9am - 5pm

Call 03332 207 677

Stephen Logan

Time to Take Mobile Marketing Seriously

19th Jul 2011 News, Industry News, SEO, Mobile Search 2 minutes to read

Smartphone ImageThe latest figures from the Institute of Direct and Digital Marketing show that 28% of all Internet browsing in Britain is carried out on a smartphone. So if you’re still ignoring your online businesses mobile visibility, you could well be missing out on a huge chunk of traffic.

As a smartphone user, it’s not all that uncommon that I’ll perform quick searches as and when required. Clearly I am not alone in this. The worry though is that some businesses still view this as a small niche, continuing to develop websites that are ill-equipped for the mobile market and ignoring advertising opportunities.

Let’s imagine your site uses a flash navigation to woo visitors and show off your innovation in design. If you don’t also have a purpose-built mobile site, then you could be rendered inaccessible to all smartphone users. That’s 28% of all online browsers disappearing into the ether even before you really get started.

There’s no doubting that creating a custom site purely for mobile usage is a costly endeavour and may not be suited for certain businesses, but by and large it is an investment worth making. At the very least, you should be looking to make sure that your current website translates to smartphones effectively; this may mean removing certain elements or simplifying the navigation. These aren’t changes that would ruin your site, but would make it far more accessible.

The mobile Internet also offers a wealth of marketing opportunities for businesses. As well as your standard PPC advertising on search engines, you can also embed your phone number allowing searchers to instantly call your sales team. You can develop locally targeted coupon campaigns (something McDonalds have been doing as far back as 2008), develop unique mobile barcodes to tie-in your offline and online campaigns and can even sponsor apps through display advertising networks.

Effectively there is a whole new audience emerging and businesses need to take note. If you’re reliant on local traffic, bolster your SEO and make sure you’re visible for all relevant searches in the area. With mobile users regularly on the move, this visibility can convert into meaningful and targeted traffic to your site and premises.

For everybody else, it is all about providing effective site functionality and creating a clear presence in what is still a developing market. There’s a good chance that some of your competitors are lagging behind when it comes to developing their own mobile technology and marketing efforts, so why not take advantage? If you needed any more impetus to do so, surely the knowledge that 28% of your potential audience are using smartphones. As such, failure to provide a working platform will immediately write-off a quarter of your traffic.

Image Source

Set of touchscreen smartphones via BigStock

Share this post

Stephen Logan
About the author

Stephen Logan

Stephen Logan was a Senior Content Marketer at Koozai. With four years experience writing exclusively for the search engine marketing industry, he has amassed a wealth of industry related knowledge. He will be breaking news stories and contributing compelling SEO related stories.

What do you think?

  • aspect-ratio
    Nicola Churchill

    The Psychology Of Colour In Marketing

    When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.

    Nicola Churchill
    30th Jun 2017
    Content Marketing
  • aspect-ratio
    Cat Birch

    Koozai Launches Free Breakfast & Learn Events

    We’re excited to announce that we’re launching a series of free Breakfast & Learn events for brand-side marketers. Our digital marketing experts will help you to boost your SEO, paid media, paid social and content marketing knowledge over breakfast.

    Cat Birch
    25th May 2017

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?