Mobile Marketing and Mobile-Friendly Websites Are A Must As Mobile Smartphone Adoption Grows

Over a year ago my marketing firm began advocating the importance of mobile-friendly websites to our clients. Most embraced the emerging marketplace, recognizing the power of meeting customers where they are. Others outweighed losing visibility to 1% of their website traffic (even if that 1% meant thousands of visitors) to keep the splashy flash website design their advertising agency had proposed …which would be neither search engine, or mobile friendly.

January 2010: eMarketer reports that 42% of Americans now have smartphones.

Your customers are using mobile devices.
So, shouldn’t you consider mobile marketing part of the marketing mix?

It is very likely that you are using your own mobile device such as iPhone, Android, Blackberry or other smartphone to access the web, socialize and to shop. So, why wouldn’t you expect your customers to do the same?

Initially, industries most likely to benefit from being mobile-friendly in their website were retail, travel, tourism, food, and of course social media sites….but now any type of business with a target market can leverage the mobile marketplace.

Google Search is currently the #1 site viewed from mobile devices. – Comscore

There are 3 ways to reach mobile customers:

  1. Mobile-friendly website. Make your www. site friendly to mobile browsers, visible to search engines, and most importantly, ready for clicks to conversion! This approach typically costs the least to offer when considered during the website planning, design and development stages.
  2. Mobile version of your website. The mobile version is presented when a mobile browser is detected when your website is called up. This approach requires additional work, but can be cost-effective if planned to be developed in harmony with your www website.
  3. Mobile application. This is more than just pushing a website out there. You have to solve a problem, add value or offer entertainment for your mobile app to be attractive, reviewed well and offer the ROI you’d expect from the investment.

Until recently, the iPhone operating system and browser dominated mobile web access scene. Consequently, the mobile application market is growing exponentially, first through iPhone, now through Android and other mobile platforms.

As the Google Android phone platform has become a formidable oponent, quickly gaining market share, and overall smartphone adoption cotinues to increase, having a website that is visible, clickable and actionable is vital to EVERY business.

Mobile Marketing Daily reports 2009 as the first holiday season that mobile marketing became a targeted aspect for the integrated marketing mix.

As mobile users clicked on banner-ads, received SMS messages, and accessed their mobile phone for search, research, shopping and buying, early adopters of mobile marketing campaigns are reaping the benefits, as demonstrated by the succes in mobile marketing case studies.

If you are not ready to leverage the mobile marketing platform, you want your online presence to be mobile friendly, at very least.

– Rebecca Murtagh

TIP: Google Analytics offers data that will tell you how much of your website traffic is coming from which mobile browsers and operating systems.

Not sure how to extract or interpret mobile, search, advertising or use data for your website?
I invite you to enroll in Google Analytics Training & Coaching.

Happy Marketing!

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Integrated Marketing, NY Digital Topics, SEM - Search Engine Marketing

Google’s Commitment to Mobile Expands With Nexus One Droid Phone and Click to Call Ads

With Mobile internet browsing growing each and every day, and Google’s dominance in websites visited using moble browsers, it makes perfect sense that mobile advertising and marketing will follow. Google is blazing the trail in leveraging the mobile platform as an advertising and revenue source.

“…the mobile web is still in its eary stages” – Google

eMarketer predicts that spending on mobile advertising will continue to increase over coming years, reaching an estimated $1.56 billion by 2013.

Of the the nearly $24 billion to be spent for online advertising in 2009, mobile ad spending was expected to reach $416 million in 2009. Compare this to the  $51 billion on TV adsvertisements and $38 billion for newspaper ads.

Mobile Advertising Spending
Mobile Advertising Spending


It may be early in the game, but Google is making a major commitment to the mobile space.

Google Leading The Trail to Mobile

Google announced to Adwords advertisers that , beginning this month, (January 2010) that  “Click to Call” to Adwords PPC Advertisements will appear on high-end mobile devices such as smartphones, iPhones, and of course the much-anticipated Google “Nexus One” droid phones…as unveiled today.

For the mobile advertiser:
“Click to Call” indicates yet another method for conversion for PPC ads, as the click on the phone number within the mobile ad directly places the call directly on the phone.

For the mobile device user:
“Click to Call” offers ease of access to the advertiser.

View the types of Mobile Advertising Google is targeting with the acquisiton of AdMob’s mobile display ad technology.

2 more things I’d like to mention:

  • As an advocate of natural, organic search engine optimization, is with Google Search as the #1 website accessed over websites in 2009 (Jan-Sept 2009 as reported by Nielsen) and the preference of users to organic listings to paid, being search engine optimized AND mobile-friendly will continue to pay off.


  • Click to Call has been launched by Google before. In fact, “Click to Call” feature dates back to 2005.  However, Google’s acquisition of AdMob  demontrates a serious commitment to the mobile web, indicating great expectations for mobile advertising (and revenue) in the future.
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