Mobile marketing is on the verge of a massive explosion.
Every marketer is thinking about mobile landing pages, about click-to-call, about mobile search, and mobile PPC. Here’s what you need to know.
Several factors will converge in the next few months that will produce a massive mobile marketing explosion.
1) Research from sources as disparate as Morgan Stanley and eMarketer project that mobile marketing spend will multiply 5x to 10x in the next 4 years. Other growth models projecting into 2020 and beyond are even more staggering.
2) Smartphone penetration surpassed 50% in Q2 of 2012 and will continue to grow. It is increasingly likely that by 2014 nearly 80% to 90% of 18-55 year olds in the U.S. will have a smartphone. In fact, even now, more people on Earth own smartphones than own toothbrushes.
3) Mobile search is rapidly gaining preeminence. By the end of 2013—or perhaps in early 2014—mobile search volume will surpass desktop search volume. This means that more people will find your website and learn about your business on their smartphone than on their laptop or desktop.
Research from Mobile Marketer found that over 90% of mobile searches result in action. And over 70% of those actions occur within one hour of search. Google even says that over 50% of mobile searches result in purchase.
Other mobile methods work just as well. Research indicates that over 95% of text messages from businesses are opened within 15 minutes.
These are stunning numbers when compared with virtually any other marketing channel. Imagine if 95% of your businesses emails were opened within 15 minutes. (Heck, I’m sure your email marketing guy would be thrilled with 96% open rates in 15 days).
Or, what if 70% of people who heard a radio ad acted within one hour (like mobile search)?
We could regurgitate additional statistics to demonstrate this single point: no marketing medium we’ve ever seen compares to mobile in terms of response.
The next thing you need to know about mobile is this: mobile marketing is very, very good at producing phone calls. An August 2012 study from Nielsen found that 73% of mobile searches result in a phone call. That number is up from 61% just a few months ago.
It is becoming increasingly apparent that the most common and natural action after a mobile search is a phone call.
Because mobile marketing produces phone calls so frequently and so readily, the metrics required to track the success of mobile campaigns are call centric. In other words, ‘traditional’ online analytics like abandon rate, CTR, etc., simply aren’t useful.
Call analytics are useful. You need to know which ads produce calls and which do not.
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