2012 Means More Mobile Marketing Money for Mobile Search


Mobile Search

The brave new world of mobile marketing is set to explode in 2012. Mobile search budgets at the end of 2011 will have a seven to 10 percent increase over end of 2010 budgets.

According to a recent report from the Macquarie Group:

  • Mobile spending is 6.5 percent of all search spending, up 2.7 times (270%) from 2010.
  • Return on Investment for search on mobile devices has climbed rapidly in 2011 but remains less than half of traditional desktop search.
  • Tablet usage has increased substantially and is now half of all click share on mobile devices and conversion rates on tablets are now comparable to that of
    desktop search.
  • Tablets have made major inroads in retail where 77 percent of all mobile traffic is coming from tablets.
  • By the end of 2012, tablets and smart phones are predicted to be between 16 and 22 percent of all paid search share.

The study also found consumers’ usage of desktop, mobile phones and tablets increased when people started their day at 8 a.m. Evening usage between devices shifted with mobile phones peaking at 7 p.m., desktops at 8 p.m. and tablets at 10 p.m. The theory is people leave work around 7 p.m. and use mobile phones on the way home. Tablets are used at home towards the end of the day and that’s why they peak the latest.

Advertisers trying to get the most bang out of their mobile marketing bucks must understand how consumers view their products on multiple devices.

To spend your mobile marketing dollars successfully, your brand experience must be positive in three areas:

1.     Mobile friendly sites: With greater usage of mobile devices, brands will have to maintain a user-friendly presence across all devices.  Mobile conversion rates double from their previous rates after they are optimized correctly.

2.     Attribution: A purchase that begins with a mobile device often ends on the desktop. As a result, the ROI on the mobile campaign looks worse than it actually is.  The smart advertiser will allocate advertising budgets across devices appropriately after accounting for attribution.  Until now, this was not an urgent need as mobile traffic was a small fraction of overall traffic, but this is changing.

3.     Tailored Advertising Campaigns:  Advertisers have to reach the consumer across devices in a manner consistent with how these devices are used. For instance, mobile campaigns should focus on shorter words since query lengths are shorter.

Efficient Frontier CEO David Karnstedt believes the future of mobile search is now:

“After years of false predictions, it looks like 2012 really will be the year of mobile… We are seeing incredible demand from our client base for mobile search advertising and today’s report demonstrates the strides mobile has made led in part by incredible rates in tablet adoption.”

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Jordan Brown is a veteran Writer/Journalist/Actor based in Harlem NYC. The DC native has also called Los Angeles, Chicago, Memphis, Pittsburgh, PA, Oslo & Bergen Norway "Home." Mr. Brown spent many years as Senior Producer at ABC, worked as War Wire Editor at Fox News Channel & Business Radio Producer at Black Enterprise. Since 2005, he has been Publisher-Editor of "The FREE Jordan Brown JOBS Report" http://www.thejbreport.blogspot.com. His personal mission is to help fellow creative media people find employment in these trouble times!

2 thoughts on “2012 Means More Mobile Marketing Money for Mobile Search

  1. Anonymous

    Creating a mobile website, depending on size, scope, and content management system, is not cheap either. Text messaging marketing can be extremely budget friendly, especially if you’re already printing signs for something or running traditional media.  Just revise the creative to add a “text-in for this or that” call-to-action and you’ve just started a mobile marketing campaign.

  2. Gilberto Cintron

    There are mobile websites for every budget. Small businesses need not refrain for fear of cost. Early adopters will benefit most.


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