<span style="color:#33CC66">iPage Blog</span>
Posted on Mar 26, 2013

Don’t miss the boat: Market to your mobile audience

Many, many years ago, marketing experts and analysts were declaring that you needed to launch a website, as online shopping was going to be the next big thing. 


They were right. A recent eMarketer study revealed that the global ecommerce market surpassed $1 trillion in 2012 – and it isn’t even close to peaking just yet. 


Nowadays, the focus has shifted to deploying a mobile site, as – you guessed it – mobile shopping is going to be the next big trend to take off. 


The notion of a full-functioning mobile ecommerce market might be a bit of a fantasy right now for some, but its potential isn’t. If you want some proof, look no further than a recent study, which found:


– 75 percent of mobile searches lead to a follow-up action by shoppers

– Mobile consumers can be reached in a variety of places – at home, during their commutes and even at work

– Nearly 60 percent of mobile searches took place in the late afternoon or evening


You snooze you lose
In general, online shoppers tend to be more impatient than people who physically visit stores, which means you have less time to catch their attention with your digital marketing campaigns.


When it comes to mobile consumers, you have almost no time at all. According to the Google and Nielsen report, 55 percent of follow-up actions – phone calls, store visits or purchases – happen within an hour of any mobile search. This places a premium on the importance of implementing an effective mobile marketing strategy. 


Even if you’re clueless about how to go about developing a mobile advertising campaign, there are many simple, cost-effective methods out there to ensure your success. Here are three that you should consider using:


Tip No. 1: Utilize SEO strategies.  As the Google and Nielsen study found, three-quarters of mobile searches lead directly to some form of conversion. Therefore, when consumers are searching for your product or service on their smartphones and tablets, you want to make sure your site is among the first to come up. Sprinkle your website’s content with the right mix of keywords to boost your site’s likelihood of turning up in searches. These keywords can be identified using simple data analysis tools, such as Google’s Keyword Tool, which will allow you to track how often consumers search for specific terms or phrases.


Tip No. 2: Identify consumer trends through analysis of the information stored on your website. For instance, the report revealed that nearly 60 percent of mobile searches came after 3 p.m., with 22 percent occurring after 8 p.m. That way, you can send out advertisements at specific times that will optimize the chance they will get read.


Tip No. 3: Search engine marketing can help. Find out the common searches your customers make, along with the typical path they take to land on your website. Are they constantly on social media? Or is using Google Search their most common mobile device method? By researching and finding this information, you can market your messages through the channels that your customers frequently use.


Mobile ecommerce is well on its way to relevancy, as the majority of smartphone and tablet searches already lead to follow-up actions. Don’t miss the boat on this tremendous marketing opportunity. 

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