A recently released Adobe report makes three important
points: 1. smartphones are being used by people who are in the research phase
of the purchase cycle 2. Mobile search could lead to conversion once the shopper
is higher up in the purchasing funnel. 3. Paid search on tablets is generating
higher conversion than on smartphones.
Sid Shah, Director of Business Analytics at Adobe, claims that separating your marketing strategy across mobile devices is becoming increasingly important as users are in a different mindset. While mobile usage has peaked and users are using these devices when they are very likely to purchase, mobile marketing only consists of 8% of paid search traffic is on mobile devices.
Furthermore, a Digiday article (link below) makes a great point about why it’s underutilized: most advertisers don’t have a mobile-optimized site. I’ve always been an advocate of mobile advertising. Especially when I come statistics that should that mobile plays a tremendous role when consumers are deep into the purchase cycle. Advertisers should focus heavily on reaching the right consumer in the right place at the right time and most importantly in the right context. With such an understanding, they’ll be able to target their creative accordingly and increase the likelihood of conversion.
Sid Shah, Director of Business Analytics at Adobe, claims that separating your marketing strategy across mobile devices is becoming increasingly important as users are in a different mindset. While mobile usage has peaked and users are using these devices when they are very likely to purchase, mobile marketing only consists of 8% of paid search traffic is on mobile devices.
Furthermore, a Digiday article (link below) makes a great point about why it’s underutilized: most advertisers don’t have a mobile-optimized site. I’ve always been an advocate of mobile advertising. Especially when I come statistics that should that mobile plays a tremendous role when consumers are deep into the purchase cycle. Advertisers should focus heavily on reaching the right consumer in the right place at the right time and most importantly in the right context. With such an understanding, they’ll be able to target their creative accordingly and increase the likelihood of conversion.
No comments:
Post a Comment