Mobile Is The Future For Online Marketing Strategies

By Luke McKend, Google industry head of local markets, published 1295877298

 

The explosion in mobile ‘phone usage and the rise in cutting-edge applications available looks set to fundamentally change the way in which businesses develop their online marketing strategies in the future says Luke McKend, Google industry head of local markets.

Forecasts suggest that, in just three years, smartphone sales are likely to surpass PC sales. With an estimated 3.3 million devices in circulation worldwide, mobile ‘phone usage has become so ubiquitous that half of all internet connections are now mobile.

This surge in mobile ‘phone usage provides greater – and faster - opportunities for targeting customers through search engines, Luke believes. “Search activity on mobiles is exploding,” he said, “and businesses should have a mobile strategy otherwise they are missing a trick.”

Given that search is now a universal consumer behaviour - 85% of people online use a search facility - Luke said “it’s very important to have a facility to direct users to your site”.  He flagged data from Forrester Research showing that 81% of internet users enter websites via a search engine. This has become more useful than personal recommendations when researching or considering products and services.

“Search engines provide a fantastic opportunity to reach out to the consumer at the point at which they are asking for information,” he added.

For the audience he was addressing, many of whom either operated or serviced business centre sites across the UK, Luke highlighted the benefits of using location services on the mobile, which are experiencing ‘phenomenal growth’. This could be via online maps, where information can be added about a business in the appropriate location; delivering locally relevant ads when a customer query includes location; or pointing the handset in the direction of a location to find properties in that vicinity that are available for occupation.  

“Be familiar with the tools available to you and make sure you use every channel to connect with your customer,” Luke advised in conclusion.