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    Home > News > Digital Marketing – Mobile Search

12^th Jan 2012 | Author: Maria Appleton

Digital Marketing – Mobile Search

Digital marketing specialists, whose prime objective is to increase traffic and leads from their website, will find mobile-local search really effective. Most people who run searches through mobile phones usually have serious, immediate purchasing intent, which is why smartphones have displayed some of the highest secondary-action rates. This means that when mobile users use the search facility on their phones, they are more likely to click or call, before making an offline purchase.

A mobile-search presence that has been locally optimised usually comprises two basic components: organic listings and sponsored listings.

• Organic listings: In most cases, these listings are automatically generated from the data that is submitted to online directories, places pages and business profiles on the web. While these websites ensure that a company’s digital marketing details are properly displayed on smartphones, it is the responsibility of the company’s digital marketing staff to make sure that the submitted data is accurate, updated and optimised with the right digital marketing keywords. This means following best practices for enhancing local search.

• Sponsored listings: Unlike their counterparts on the traditional Internet, mobile listings defy the popular digital marketing notion that consumers prefer organic content over paid content. As mobile screens are very small, it becomes important to rank in the top organic search results, to get noticed by a customer. However, getting such high rankings can be a gargantuan task, which is why it is better to opt for paid listings. Such listings (with premium placement) can help one get listed before organic listings, both in browser as well as app-based search results.

While searchers generally ignore sponsored listings on desktop computers, these same digital marketing listings on smartphones garner more attention, mainly because they are on top. Think of the typical smartphone user – a person with little time on his hands, endlessly searching and scrolling with difficulty. Such a person wants to see the digital marketing information he is looking for, immediately. This means that paid listings, located at the top of the smartphone screen, have a higher chance of being clicked upon.

One can also consider enhancing paid listings with links to mobile landing pages, promotional content, click-to-call, mapping, navigation etc. Test various digital marketing combinations, to see which ads are receiving the most valuable responses from your targeted audience. The best thing about paid listings is the launch of new pricing structures based on performance (leads received).

Qudos Digital is a leading digital marketing agency, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.

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