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    Home > News > Digital Marketing Options For Smartphones

10^th Jan 2012 | Author: Maria Appleton

Digital Marketing Options For Smartphones

Without any doubt, the unparalleled growth of smartphones has resulted in many digital marketing professionals thinking of placing advertisements on mobile devices and tablets. The main benefit of mobile is its ability to reach customers with immediacy, user relevance and local presence – all at the purchase point. This has raised eyebrows in the digital marketing arena, with online marketers becoming conscious about what this could mean for their bottom lines.

Obviously, the first inclination of a digital marketing professional is to tackle the task with enthusiasm. However, just like with other ‘new’ technologies, one may feel a bit bewildered over the nuances of this medium. One thing that often perplexes digital marketing professionals is whether to select display or mobile search.

Mobile Search

If the main objectives of a client are to increase local leads and drive higher amounts of web traffic, then their digital marketing specialist should consider testing mobile-local search. As most smartphone users who run searches have serious immediate intent, ads placed on mobile search can prove to be highly profitable. In addition, mobile phone users also have some of the highest secondary-action rates. This makes people who run mobile phone searches, more likely to click or call, visit a store and make a purchase.

A mobile search-based digital marketing strategy that is optimised for the local market generally consists of two parts: paid listings and organic business listings. Organic listings come from information submitted to directory websites, industry listings, places pages and so on. Sponsored listings for mobile phones defy the notion that users prefer organic content to advertisements. As the screen size of smartphones is small, the location where an ad is placed is vital. With paid ads, one can leapfrog over organic listings, and get premium placements in search results.

Mobile Display

If the main digital marketing objectives of a company are to enhance brand awareness and improve exposure in the local market, then mobile-display ads may be what they need. According to the latest digital marketing statistics, mobile display ads have proven to be highly efficient, sometimes displaying CTRs that are ten times higher than their online ads. A major reason for this effectiveness is believed to be the small screen of a mobile phone. Another reason is the high relevance of display ads, based on the ability of a smartphone to provide highly sophisticated targeting for a wide range of variables.

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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