If you’re like most people, your smartphone or tablet computer have become must-have accessories. How best to market to folks on the go? Read Marketing Land’s Mobile Marketing column for the latest tips and techniques for these emerging platforms.

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Call-Through Rate: Key Mobile Ad Performance Metric

applenotorange With as many as 60 percent of all mobile local searches leading to consumer action within the day (depending on the category), mobile consumers are ready to connect with businesses. While calls are a de facto consumer response for smartphones (it is, after all, a phone), only a small number of mobile marketers are tracking the calls generated by their mobile campaigns. There has been a lot of talk about looking beyond the click for a more holistic view of mobile ROI. Action-based secondary metrics like map views, direction lookups and reservation bookings help confirm which mobile ad channe [...]


QR Codes Work (When Done Well)

qr-code-featured One of the advantages of writing this column at Marketing Land now is that we can focus on any aspect of mobile marketing that interests us -- not just mobile search. So in this column, I'd like to focus on everyone's favorite scannable 2D bar code -- the QR code -- and explain why I think it still makes sense for many marketers to use, provided they do it correctly. [caption id="attachment_56247" align="aligncenter" width="600"] What Google search thinks about QR codes doesn't mean they can't work for you.[/caption] Yes, all of you QR haters: I have heard you. Earlier this year on Marke [...]


5 Mobile Trends Marketers Need To Know About

5 trends Given that we are a little more than halfway through the year, it feels like it's the right time to take a step back and look at some of the key trends happening in the mobile space. In particular, these are trends that marketers should care about, especially as this channel continues to grow in both numbers and usage (see stats below). Some Key Mobile Stats Below are some stats that marketers should pay attention to. [caption id="attachment_56015" align="alignright" width="288"] Image via Shutterstock[/caption] There are 6.8 billion mobile subscribers worldwide. That's up from 6 bill [...]


Tackling The Tablet — A Mainstay For Consumers, A Must-Do For Marketers

Young woman with tablet device Whether you're an early adopter or still admiring from a distance, there is no doubt that tablets are becoming increasingly prevalent among consumers. Sure, not everyone you know has one, and they have not quite reached the smartphone's fact of life ubiquity. But, the truth is... it will not be long. Above and beyond glancing around any given room, we cannot help but remark on the consumer phenomenon when we consider the reported growth. Forrester's "Global Business and Consumer Tablet Forecast Update, 2013 to 2017," shines a light on Apple's pioneering success as a reference, as it look [...]


8 Reasons You Need A Nexus SEO Strategy For Mobile & Beyond

Image via Shutterstock [caption id="attachment_55177" align="alignright" width="300"] Image via Shutterstock[/caption] These days, the entry points to the Internet are becoming increasingly diverse. Once relegated to computers, the ability to access the Internet eventually came to phones and tablets -- and we're now seeing the emergence of a wide variety of Web-enabled devices, including TVs, glasses, watches, cars, microwave ovens and more. As newer Internet-capable devices come to market, they bring not only differing displays to respond to, but also differing search intent. Moving forward, websites need t [...]


4 Ways To Prepare For The Search, Social & Mobile Tipping Point

HiRes [caption id="attachment_167680" align="alignright" width="180"] This is a derivative work from an image used by permission from  istockphoto[/caption] According to the 2013 Internet Trends report released in May of 2013, mobile now accounts for 15% of all global Internet traffic and, with nearly 1.5 billion global smartphone subscribers and over 5 billion mobile phone users, learning about the way that people search, consume and share media across mobile devices is at the forefront of the search marketer's agenda. Mobile, Search & Local Hit The Marketer's Radar Mobile phones hav [...]


Does Google Hate Mobile Subdomains?

Your risk of being attacked by Bigfoot riding a Sharknado may be greater than your risk of becoming less visible in search as a result of dedicated mobile URLs. Since Google announced its most recent smartphone ranking changes last month, I've seen a number of commentators online saying that Google will penalize you if you don't use a responsive site. This isn't the case. [caption id="attachment_51963" align="aligncenter" width="600"] Your risk of being attacked by Bigfoot riding a Sharknado may be greater than your risk of becoming less visible in search as a result of dedicated mobile URLs.[/caption] I've gone over many of these issues in detail in past columns, but here's a short rebuttal for those of you who are considering hosting your mobi [...]


Why You Should Be Doing Mobile Marketing, If You Aren’t Already

emarketer media data 1 It doesn't seem so long ago that we were introduced to the magical world of the Internet. It became the fastest and most interactive way to get the latest news and entertainment, and with this new technology came a new avenue for marketers as well. Thus, the age of Internet marketing was born. Just when marketers thought they had understood the latest in online marketing, along came another avenue that has become a vital element of successful online marketing campaigns: mobile marketing. Marketers in recent years have sought to understand consumer mobile usage in order to most effectivel [...]


How Advertisers Can Combat Mobile Fragmentation

Fragmentation has been a hot-button issue in tech circles for a while. As newer Android and iOS versions are released, they leave behind a trail of users with older operating systems who cannot or do not upgrade for various reasons. The problem of fragmentation is most prevalent with Android because each device manufacturer and/or carrier needs to release an update of the "shell" OS, as well, for changes to take effect. Recent data show that just 33% of Android users are running on Jelly Bean – the latest version of the OS – while another 36.5% are running on Gingerbread – which was f [...]


The Real Impact Of Mobile On Marketing: More Visual Content

As of February of this year, there were 2.4 billion people online -- a little over one third of the world's population. That's a lot of people to keep interested. And while companies are looking for new ways to create agile content (infographics, tweets, videos, etc.) and curate the most relevant content from their partners, employees and customers, there is still a huge gap in the demand versus the supply. Meanwhile, as I discussed in my mobile marketing predictions post back in January, the meteoric growth of mobile devices and technology continues to change the way we live on a daily bas [...]


What Do Google’s Smartphone Ranking Changes Mean For Marketers?

smartphones-featured For nearly eight years now, I've been talking to marketers about the value of presenting usable content to mobile users. Throughout that time, there have been naysayers (of course) who were reluctant to recommend creating mobile-friendly content because Google didn't seem to prioritize the experience of accessing content on a mobile device. I've heard everything, from "desktop and smartphone search results are the same" to "the best mobile SEO strategy is not to have a mobile SEO strategy," and everything in between -- all because, to the average user, it didn't seem like having content tha [...]


5 Top Tips For Marketing Your Mobile App Business

[caption id="attachment_49300" align="alignright" width="240"] Image via Shutterstock[/caption] With hundreds of thousands of app developers out there, it is difficult to achieve app success. Competition is high, the market is busy and your app can easily be lost. In order to bring out the potential in your app, you need to be answering the following questions: How do you make sure that your app is being ranked high enough in the app market to be organically discovered? How do you ensure that your app is receiving enough downloads to be of monetary value to your app business? How do [...]


Forget About Mobile Cannibalization: Its Rise Bodes Well For All

Images via Shutterstock.com The media business has grown to a certain level of maturity. The ecosystem affords brands, marketers and agencies a vast tableau of options, along with tools to plan, operate and optimize across channels, platforms and screens. Yet, as an integrated digital marketer, I'm always surprised how much we tend to sweat the mix, scrutinize the allocation and fret the demise of one channel, platform, screen or another. It often takes no more than an infographic or chart to sound the alarm -- take the recent eMarketer chart below illustrating the rise of mobile that's circulating among buyers, publi [...]


iPhone 5 Vs. Galaxy S3: Which Users Engage With More Ads?

[caption id="attachment_47198" align="alignright" width="300"] Image courtesy of Apple & Samsung[/caption] With over 27.4 million iPhone 5s sold in the last quarter of 2012 alone, the iPhone 5 is the world's best-selling smartphone according to a recent report by Strategy Analytics, with its sales figures far outstripping those of previous iPhone models. The Samsung Galaxy S3, though it lags behind the iPhone in sales, put in a very strong performance during 2012 – it was the best-selling smartphone worldwide until early this year when the iPhone 5 eclipsed it. But, sales figure [...]


DNI – What Mobile Search Marketers Need To Know About Online-Offline Attribution

With the rise in mobile marketing, measuring the online-offline attribution of a mobile search campaign has only increased in complexity. Most marketers today are making valiant efforts to track all secondary actions – from phone calls and driving directions to map and reservations look ups – but tracking a call back to the specific mobile search campaign that drove it is not as simple when working with a high volume of campaigns. As a result, dynamic number insertion (DNI) is one of the key online-offline attribution tools mobile marketers should have in their toolkit. With DNI, pho [...]


(Google) Glass Half Full?

glass_glass If you pay attention to the tech world, you’ve likely noticed a proliferation of geeks donning a new device called Google Glass. This Glass is the latest in the category of what’s known as wearable computers, and it allows the owner to take photos, videos, request directions and surf the Web. The unique thing about the Glass is that they are completely hands free. A couple of weeks ago, I had the pleasure of talking with one of the original Glass owners, tech blogger, Robert Scoble. Scoble is in the process of writing a book titled, Age of Context, with the thesis that not only is techn [...]


New Tools Bring Major Changes To Mobile SEO

adwords device filter rip I know I said I would have mobile SEO case studies this month, but I’m postponing that a  month so I can discuss two tools that will soon turn the mobile SEO world on its head: Google Keyword Planner and Bright Edge Mobile SEO. Google Keyword Planner I’ve spent a lot of time in this column talking about how mobility changes search behavior and how marketers can do mobile keyword research to take advantage of the differences (when they exist, and they don’t always) between keywords entered on mobile devices and those entered on desktops and laptops. Since early 2009, the Google Keywor [...]


The 5 Most Common Pitfalls In Mobile App Marketing

mobile web smartphone Modern audiences are becoming more and more mobile; they are constantly switched-on and are ready to compare data and make consumer decisions at the drop of a hat. At the same time, mobile applications are becoming increasingly popular and have already been proven to increase revenues for companies that have taken the plunge into the mobile app marketing world. But success with apps may not be as straightforward as you might think. There are five common pitfalls often encountered when setting up mobile app marketing campaigns, and you should avoid them if you want to achieve your goals. 1 [...]


Hints About The Future Of Mobile Search At Google I/O 2013

google-io-logo This week, Google will have its 6th annual developer conference, Google I/O, where the theme will be "Innovation in the Open." Mobile Search, in particular, looks to be a focus in this year, and we can already pick up some pre-conference clues that indicate where the search giant is headed. Unfortunately, we won't hear from SEO guru Matt Cutts this year at I/O. He formerly presented a session on SEO at Google I/O each year, but that ended in 2010 -- which was also the last year I personally attended the conference. This year, Danny Sullivan, Greg Sterling, & Matt McGee will be co [...]


Location-Based Listening & Analytics

One of the five predictions in my recent 2013 mobile predictions post was that mobile analytics and measurement would get a seat at the "adult table" this year. In particular, one of the areas in which I am seeing tremendous growth is location-based listening and analytics. As more and more companies adapt a listening strategy -- in many cases, using advanced tools like Sysomos and Radian6 (now part of Salesforce.com's MarketingCloud) -- some are starting to look at the possibilities of going deeper. During a recent interview with colleague and co-author of Digital Marketing Analytic [...]


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