By Marc Purtell | Director, SEO
The growing use of mobile devices is nothing new or surprising, but what may be a bit of a surprise is the extent to which search behavior is moving away from desktop devices. Currently, one out of every three minutes spent online is on a mobile device.
What also may come as a surprise is how quickly mobile search volume is expected to surpass desktop. By 2015, mobile search volume is expected to slightly exceed desktop and by 2016 it will be approximately 30% higher. The clock is ticking for digital marketers who have not begun to plan their activity for this new landscape.
Marketers are already recognizing this tremendous shift in behavior and adjusting their spend accordingly. In 2012, mobile search ad spending hit an all-time high of $1.99 billion. More importantly, although the 2012 spend was much higher than ever before, it is projected to grow another 80% in 2013 topping $3.59 billion according to eMarketer.
Despite the shift in spend now being allocated to mobile advertising, there is still opportunity given that only 58% of advertisers are utilizing mobile paid search compared to the 78% of advertisers who use paid search in total. (more…)
By Giles McGrath | Creative Director
Editor’s note: Below are rules Nos. 6-10 for designing a high-converting mobile landing page. Earlier this week, we published rules Nos. 1-5. You can see all 10 steps now on MediaWhiz’s SlideShare account here.
Rule #6: Simple UX/UI
Simplicity is paramount for a successful mobile site. Not only in terms of design but also the code behind the scenes. Best practice dictates designing sites using CSS to organize content in lew of HTML tables which will work better on a desktop site. In terms of design, lean towards a light colored background to help call out specific navigation and content points. Use white space where possible and design in a single column to best follow the shape of the mobile device.
By Giles McGrath | Creative Director
Editor’s note: Below are rules Nos. 1-5 for designing a high-converting mobile landing page. Read rules Nos. 6-10 here. You can see all 10 steps now on MediaWhiz’s SlideShare account here.
When designing a mobile web design page the old adage of “Less is more” holds true. As opposed to SEO or brand sites, content is not king when it comes to mobile web design. In fact, an abundance of content will decimate your conversion rate and ultimately lead to the site’s failure.
Rule #1: Keep User Experience Simple and Intuitive
Anyone who has ever visited a desktop site from a mobile device knows how frustrating it can be to navigate.
The above graphic illustrates how users typically interact with a desktop site vs their mobile counterpart. While desktop sites require zooming, scrolling, and tapping. An effectively designed mobile site will only require a tap to navigate. This is especially important in lead gen, where making a user dig for the form will result in that user leaving the site and not converting. (more…)
By Marc Purtell | Director, SEO
Editor’s note: This is the 11th post in a 13-part series on the newest search marketing strategies that will enhance your brand’s search strategy. All 10 search strategies, including 3 bonus search strategies, can be downloaded in our new report, “10 New Ideas for Enhancing Your Brand’s Search Strategy “. Download here.
Given the trend of mobile devices becoming more widely used for Web browsing, there is a huge opportunity in showing up within organic search results on mobile devices. Since the marketing industry in general has not yet completely adopted mobile as a source of business, digital marketing on mobile devices is far less competitive than on computers, making mobile SEO a low-hanging fruit. (more…)
Hakan Lindskog | CEO
The rise of mobile seemingly knows no bounds. Billions of dollars are being invested in infrastructure, database development, payment technologies and branding across every conceivable device. Brands often seem to be tripping over themselves to prove they have the coolest and fastest mobile-optimized sites.
And yet a number of leading advertisers complain that all of their mobile spending does not improve their most important marketing metric: sales.
Mobile certainly captures a lot of eyeballs, but its ability to produce a consumer action — leads, sales and downloads — is often lacking.
In an era of fleeting consumer attention, companies need to focus on what really matters in online advertising: customer acquisition. To do so, brands need to begin implementing lead generation into their mobile marketing campaigns. (more…)
By Geraldine Salamat | Senior Graphic Designer
Our weekly “Tip of the Week” is a new-series where we ask the experts at MediaWhiz to give solutions to some of the most common challenges our clients are facing.This week our weekly tip will focus on the creative aspect of mobile landing pages.
Geraldine Salamat, senior graphic designer at MediaWhiz, has seen it all when it comes to mobile optimization. Clients have come to her with many different issues over the years and with the huge growth in mobile, many of those issues have been mobile related. In our creative tip of the week Geraldine gives her expert solutions on two of the most common mobile landing page design challenges currently facing our clients.
How can you reduce elements and content to create a strong mobile design?
Clients may sometimes get too attached to certain elements of the original landing page designed for a desktop experience. The solution here is to take a step back, determine the overall theme of the site and ask yourself “what do I want the user to do?”. From there, pick one or two elements that most strongly support that goal. It is also important to get rid of heavy image files, plugins, and flash animation. If flash animation is absolutely needed, convert the flash animation to HTML5 because a majority of mobile users have access to HTML5.
Users on mobile phones want pages that load fast, within approximately 5 seconds. These changes will enhance the look of your site while helping decrease loading times. it is also important to keep in mind that connectivity varies from user to user, so constantly test your mobile site. (more…)
By Hakan Lindskog | CEO
In the online advertising ecosystem, mobile has become the star. Developed nations are becoming mobile-first societies. Some people consider their smartphones as vital as the air they breathe. And brands are tripping over themselves to prove they have the coolest mobile-optimized site.
But one thing is conspicuously missing from this scenario: a mobile customer acquisition strategy.
For many companies, mobile marketing often stops at branding. They build a slick mobile site, position their brand in front of a wide swathe of consumers, and call it a day.
Mobile marketing campaigns that don’t produce a consumer action—leads, sales, downloads, etc.—are a pointless endeavor. In an era of fleeting consumer attention, companies need to focus on what really matters in online advertising: customer acquisition.
By Ori Carmel | Vice President, Performance Strategy
In an era of sensational declarations marketers have become immune to rampant hype and passing fads. In a sense, knowing that every year is declared “The Year of Mobile” doesn’t bode well for those pushing the mobile direct response envelope. Understandably, there are only so many times one can cry wolf and expect someone to touch their glassy screen on the other end.
Alas, something seems different this time around. 2012 seems to have been a turning point, both in the numbers themselves and in the understanding of the mobile market potential for direct response. Maybe it’s the growth of mobile as spend. Maybe it’s Google finally taking mobile ad measurements more seriously. As marketers continue their march forward toward meeting society’s mobile-first demands, let’s take a moment to examine the ways in which this channel can impact your company.
First, the scale:
- Seventy-seven percent of the global population has a mobile device. That’s 5.3 billion people. (ITC, 2010)
- Of those 5.3 billion mobile device users, 18% use a device with 3G technology. That’s 940 million, mostly in developed and mature economies. (ITC, 2010)
- There are five times as many cell phones in the world as there are PC’s. Yes, that includes Macs (Impiger, 2012)
- Americans spend 2.7 hours a day on their mobile phone. That is twice the time they spend eating. (Unisys, 2011)
- Mobile ad spend is rising. Well, rising is an understatement. It’s exploding. Here are some stats from eMarketer. (more…)
By Ori Carmel | VP of Performance Strategy
To understand the impact of mobile on the lead-gen industry, and online marketing as a whole, one should head to Ghana. That’s right, Ghana.
Say bye-bye to your Madison Avenue office. Hail a taxi JFK bound and ask Siri to book a flight to the villages around Accra, where you will find some of the most advanced, sophisticated and interesting examples of how mobile can and will impact the lives of consumers and the advertising and marketing agencies who aim to influence their purchasing decisions.
Lacking infrastructure, entire regions in the developing world have leapfrogged the PC era. People in these regions rely on mobile technology to operate and streamline many aspects of everyday life, including business interactions, regardless of how large or small those businesses are. At the click of a button individuals can conduct their entire business cycle, including acquiring new customers and solidifying existing ones through mobile-optimized e-commerce and lead-gen platforms. (more…)