Creating A Digital Marketing Campaign For Mobile Phones

It is time for digital marketing professionals to take advantage of the growing number of searches run on mobile devices. Today, this has become easier with a new feature that was recently added to the Google Keyword Tool. This feature lets you perform keyword research for mobile devices. Digital marketing experts also have the option of specifying whether they wish to search for phrases used 'all mobile devices', 'mobile WAP devices', or 'mobile devices with full Internet browsers'.

Globally, smartphones and tablets are selling like hot cakes. According to Microsoft's internal data, it has been discovered that search queries run on mobile devices, have local intent approximately 53 percent of the time. Smartphones can be carried anywhere and are always at hand, whether a user is in a restaurant, playground or on the street. This makes them extremely versatile. Most people use their smartphones to access social networking websites or dig up information about certain topics.

However, before a digital marketing expert begins to create campaigns for mobile users, there are some things to think about. People who use the search function on their mobile phones do not conduct as much online transactions as desktop searchers. This means that online sellers should expect to see a drop in conversion rates for digital marketing campaigns run on mobile phones.

Digital marketing specialists who want to expand their campaign to include mobile search marketing should complete the following tasks:

1. Create a mobile-friendly website: If your website is WAP-capable, then you could run a marketing campaign targeted at WAP phones, after conducting suitable keyword research. You should also view your website on a mobile browser to check if it displays well, and can be used by a searcher.

2. Modify your success parameters: Change the metrics of measuring success for your smartphone campaign, as there are lower transaction and conversion numbers for mobile phones. In particular, check for:

. Page views per visit: On smartphones, stickiness counts. Any user who does not click the back button is clearly interested in your digital marketing message.

. Allow customers to browse your stores, and pages on social networking channels.

. Allow simple registrations: Enable users to connect to your Facebook business page, opt-in for SMS alerts or subscribe to emails in a few simple steps. This will help begin a dialogue with them.

. Encourage them to tweet: Mobile and tablet users rank high in the list of top tweeters, and could promote your business.

. Create an app for download: You could create an app for your business, which users would like to download.

3. Different ad creative: Different mobile users have different needs. You could consider using a range of advertisements targeting the main user groups during your digital marketing campaign.

Qudos Digital is a leading digital marketing consultancy and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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