In the marketing game, numbers are crucial. I'm not telling you anything you don't know. There's a reason why MarketingLand has a whole area designated for analytics. If you're a website owner or marketer, chances are you spend a lot of time looking at Google Analytics for your website. Do you give your mobile site and app the same kind of attention? Why Use Analytics For Mobile? The main reasons to use analytics for mobile are the same as the reasons for using analytics on any website. Analytics answer a number of important questions: Where is traffic coming from (for mobile web)? [...]

Related Topics: Analytics | Channel: Analytics | Google: Analytics | Mobile Marketing | Mobile Marketing Column

Local mobile pay-per-call advertising has kicked into high gear in 2012 -- in fact, we recently reported 30 times the number of mobile pay-per-call ads in Q1 2012, when compared to Q1 2011. Since mobile devices are not only search tools but phones at their core, mobile pay per call is a natural ad model for businesses aiming to capitalize on ever-expanding consumer mobile usage. While national ad programs formerly comprised the majority of pay-per-call ads, SMB campaigns have taken a huge leap as local ad programs now represent 62 percent of pay-per-call ads. Much of this growth can b [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing | Mobile Marketing Column

As a writer and speaker on mobile, there are a few questions I get over and over again. For instance, “Is the iPad a mobile device?” and, “Can’t I just sent tablet users to my desktop site?” Most of these questions are topics of intense debate and few have an easy answer. When it comes to mobile, there is a lot of grey and very little black and white. But there’s one question I get frequently that does have a clear answer, at least in my opinion, and that is, “Does a digital marketing agency really need a Mobile Lead?” Consumers Are Mobile, We Should Be, Too I actually [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing Column

Location and mobility are joined at the hip. After all, you literally use your smartphone to navigate the physical world. There's also an emerging body of evidence showing mobile users respond well to ads with localized content and messaging. Indeed, most localized ads perform better than "generic" ads, especially on mobile devices. According to 2011 survey data from JiWire, 63% of survey respondents said they were “more likely” to engage with ads relevant to their locations. And 80% said that they preferred local ads. Response rates to local-mobile ads are many times higher than ads on [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing | Mobile Marketing Column

With a population of over 300 million people, and over 100 million smartphones sold, it's easy to see why the United States is the first target for most software developers -- app developers included. More than half of the smartphones sold in the United States are Android phones. That number has been steadily rising since December 2009, as you can see on this chart from Eric S. Raymond based on data from ComScore. And there's no reason to believe that the trend is tapering off. As breaking into the English-speaking market gets harder and harder, there are abundant reasons to translate app [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing | Mobile Marketing Column

Your business website is beautiful, full of interesting content, images, and cool functionality. You’re feeling good -- until you try to view it on your smartphone or tablet. If your website has not been optimized for an audience on-the-go with a smaller screen, you are missing out on a huge opportunity to drive physical traffic to your business. But effectively maximizing your mobile visibility includes far more than just the aesthetics of your website. Now that we have your attention, it’s time to tackle the essentials of optimizing your business website for mobile consumption. Ca [...]

Related Topics: Channel: Display Advertising | Display Advertising | Mobile Marketing Column | Search Marketing

The title of this article is my opinion, but also the opinion of the founder of responsive web design. At the end of his book, Responsive Web Design, Ethan Marcotte says very clearly, "most importantly, responsive web design isn’t intended to serve as a replacement for mobile web sites". He really leaves it up to the designer to determine whether or not responsive design makes sense for their project. So why are so many designers, SEOs and search engines so gung-ho about responsive design these days? Whether it’s Angie Schottmuller, John Mueller, Barry Schwartz, iCrossing, Brian Klai [...]

Related Topics: Channel: Mobile Marketing | Google: Mobile | Mobile Marketing | Mobile Marketing Column

Admit it. You want my data. It's understandable. I’m a very attractive demographic. I’m an urban professional. A suburban homeowner. A wife and a mother of small children. I’m that household-decision-making-mom that you fantasize about targeting. Observe just a small sample of the 100+ brands I’ll make purchase decisions about this month alone. If you have something to sell, you are probably trying to sell it to me. Except for one thing. I’m also a digital marketer, so I’m on to you. I actually know you are trying to get my data -- at the store when your clerk asks for my em [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing Column

If you've ever created an Android app and put it into Android Market Google Play, you probably noticed that search alone will not make an app popular or profitable. There are a number of ways to popularize an app. Here are six of the most popular: Press releases Social Media Blogging SEO Advertising in ad networks Advertising in magazines and other offline offerings Obviously, those are all excellent parts of a campaign for popularizing an app, but there's another method that increases app usage quickly and efficiently and its power shouldn't be underestimated. That method [...]

Related Topics: Apple: iOS | Apple: iPhone | Channel: Mobile Marketing | Google: Google Play | Mobile Marketing Column

QR (Quick Response) codes are an awesome mobile marketing tool, and are now popping up literally everywhere. Some of the methods of using QR codes today make great sense, like on a business card, so people can scan your info instead of having to type it all in. And then the placement of some QR codes make no sense at all, like on a street billboard where traffic moves fast. Think about it, how is someone supposed to drive and scan your QR code at the same time (and not have an accident)? I’ve also seen QR codes on websites that brought you back to the exact same website when used. Just [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing Column

As mobile adoption continues to skyrocket and consumers rely more heavily on smartphones and tablets to research and immediately act on purchases, there is a broadened opportunity to help businesses track and monetize consumers’ forward movement in the buying cycle. To capitalize on this opportunity, marketers must harness the valuable feedback offered through the action-driven nature of mobile search and ad content. For example, someone traveling in an unfamiliar area may be searching for a nearby restaurant or auto repair shop via a mobile browser or within an app like Yelp or YPMobi [...]

Related Topics: Analytics | Channel: Mobile Marketing | Mobile Marketing Column

This year, mobile will come into its own as a mainstream marketing medium, as more businesses allocate larger budgets to mobile advertising and, especially, to developing mobile websites. And that’s a good thing, considering usage of the mobile Web is exploding. In fact, a Google report shows that the percentage of search queries stemming from mobile continues to grow for many industries: Restaurants: 29.6% Auto: 16.8% Electronics: 15.5% Finance/Insurance: 15.4% Beauty/Personal: 14.9% And those numbers are just the tip of the iceberg. If you’re wondering whether the trend [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing Column

We're all well aware that mobile is the future. 35% of American adults own smartphones, and that number is constantly on the rise. Equally important is the fact that app use has outstripped mobile browsing on mobile platforms by a margin of 81 minutes a day to 74 minutes a day on the web. It isn't a huge difference, but the trend is very much toward app usage, with a 91% increase in app usage year-over-year, according to analytics firm, Flurry.   I Have a Website. What Can I Do to Go Mobile? Most companies now have websites, and if you have a mobile version, you're off to a good [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing | Mobile Marketing Column

In case you hadn't noticed, 2011 was the long-awaited "year of mobile." It was the year that consumers made the mobile internet mainstream and marketers finally made mobile a priority (at least in terms of their rhetoric). In 2012 most of the trends and developments that we saw this year will only accelerate. Those who didn't fully pay attention this year will begin to realize in 2012 that mobile is not merely a small-screen extension of the PC web, but a parallel universe that increasingly operates as an alternative to the "fixed internet" for many people. So without further ado her [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing | Mobile Marketing Column

Without a doubt, developing or improving mobile marketing strategies in 2012 is likely occupying a lot of real estate on the product roadmaps of many brand managers. For those marketers whose top priority in 2012 is creating and maintaining mobile apps to support their marketing activities, figuring out the functional requirements and features to make mobile apps appealing to their target audience is a daunting first step. In order for marketers to leverage mobile platforms and generate measurable ROI from apps, it's important to first take a look at how a mobile app would best serve the [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing | Mobile Marketing Column

Mobile Internet usage is growing rapidly. How can we take advantage of this trend and make what we call Pocket Marketing even more interesting and easier to measure? Why do we call it Pocket Marketing? Well, because advertisers nowadays have the opportunity to reach their future clients literally through their pockets. We all carry our mobile devices when we go shopping, dancing, driving and working 24/7. The number of phones in use worldwide is already more than 5 billion! The number of phones with a fast Internet connection has already reached one billion in just a few years. A telephone [...]

Related Topics: Channel: Mobile Marketing | Mobile Marketing | Mobile Marketing Column