Research on the growth of mobile advertising
Over the last few years (largely thanks to the rise of the smart- phone and SMSing) mobiles have become a bigger part of our lives. Their success is in making tasks easier & providing entertainment / connectivity w hile on the go.
Predictions of global use of the Mobile Internet all point to ex- ceeding desktop use by 2015. But it seems that w hile busi-
nes s es
s tar ted
What does the data mean for m arke ter s?
What does this mean for busi- ness online? As w ith all emerg- ing trends it’s important to moni- tor, get involved w ith discus- sions, w atch other business, and be proactive (use the tools as
a consumer). But HUGE gap betw een
there’s a the predic-
I th in k
“experiment” w ith
ing there are clear strategy.
few who have a This article is to
it’s another the hype”.
from efficient frontier shows the steady growth
w hic h of mo-
s o me
ward trend w ith rapid grow th year shows the follow ing:
From the data so far it w ould ap- pear there is a massive amount of potential and with relatively cheap spend re- quired to gain good reach. There are how ever key considerations before jumping into mobile mar-
Does your w ebsite perform
Search rapid rate w ent from 0.34% one year ago to 1.70% today. Mobile advertising is 60% of the cost of desktop PC. Click- through rate can be up-to 3 times higher from mobile result pages. No significant changes in key- word behavior. Conversion rate to sale significantly low er on mo- biles vs. desktops – averaging just 14% of desktop search, but with a large variation across sec- tors.
mobile devices? If you to spend money on
advertising it needs to land respectably looking fully tioning w ebsite
on a func-
How will you monitor suc-
cess? Is your analytics config- ured to track mobile activity?
How w ill you deal w ith in-
credibly low sale? Lead maybe key?
conversion rates to tools / sign ups
Mobile marketing extends beyond just paid media and so consider- ing your natural search & local search strategy is also key to lev- eraging such a channel.
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