The likelihood of going an entire day without using a mobile device is rare nowadays. Consumers have plenty of access to new technologies, and some people even own and regularly use both smartphones and tablet computers on a daily basis. In fact, according to Search Engine Watch, tablets have been the most rapidly adapted consumer device in history. Therefore, you should develop mobile marketing strategies that focus on converting these remote web users into loyal customers.
This idea is supported by recent research that shows tablets now garner 8 percent of total clicks online, which is a 7 percent increase from 2011. No longer is it feasible for a business to focus solely on desktop computing for online marketing campaigns.
In Google’s 2011 Mobile Movement study, the search engine company dove deeper into the nuances of mobile search and how on-the-go interactions could help or hurt businesses. The study found that approximately 61 percent of mobile users call after a local business search. This is a significant population of people, and it supports the notion that companies need to create and maintain superior mobile online presences.
In fact, developing a mobile website or application may require some extensive skill and a portion of your marketing budget, but it can provide a steady return, and be relatively simple in design. When users choose to interact with your brand from their smartphone or tablet, you want to make sure they have easy access to the content they want, and that there are obvious calls to action that tell these consumers what they should do next.
Consider the advantages of developing a superior mobile presence to support your other marketing efforts. The results may be enough to encourage greater customer engagement well into the future.
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