What Mobile-First Marketing Means for Your Business

Mobile-First Marketing

Last month’s Google Performance Summit in San Francisco, CA, revealed a number of changes to Google’s AdWords and Analytics tools. Some of the highlights of Google’s summit included the development of “Promoted Pins” in Google Maps, changes in ad bidding and a new appearance for ads in search results. All of these developments reveal that Google is moving forward into the mobile-first era while continuing to handle trillions of searches every year.

Google announced that its Maps service will soon include a new generation of localized ads, as well as “promoted pins” featuring local businesses. They note, “Nearly one-third of all mobile searches are related to location,” revealing that “people’s online and offline worlds are colliding.” Since locally-based mobile searches are growing, this is a tremendous opportunity for organizations to integrate their advertisements into the stream of their followers’ lives and to show them that they are located nearby.

Changes to AdWords bidding will now allow customization based on the platform of choice – desktop, tablet, or mobile. Again this change is driven by Google’s commitment to pursue a “mobile-first” approach to advertising. The increased customization capabilities for AdWords bidding will allow businesses to optimize their marketing for whichever platform drives the greatest response and, ultimately, to reach customers more effectively.

Finally, the “mobile-first” approach to advertising has led Google to reformat the way search results appear to favor mobile platforms. This follows Google’s decision earlier this spring to remove right-hand ads from desktop search results. Expanded-text ads and new responsiveness features in mobile displays further contribute to the versatility and appeal of Google’s world-leading ads program.

Google has published some very helpful information about how mobile searches connect customers to physical businesses. Of course, Google’s search and advertising capabilities have revolutionized the face of marketing in the digital age, and their shift toward a “mobile-first” approach means they are continuing to have influence in this area. The call for professionals in this ever-changing media environment is clear: as Google notes, “accounting for mobile and designing for mobile-first are two very different things.” Mobile advertising and search capabilities offer a promising way to bridge the gap between cyberspace and physical space, as the content users see online pushes them to visit physical locations.

The Public Relations and Marketing Group, LLC (PRMG) is a full-service public relations, marketing and digital advertising agency. A Certified Google Partner, PRMG is dedicated to helping organizations and professionals drive client outreach through strategies like mobile-first marketing. If you are interested in any of the services we offer, please contact us at info@thePRMG.com or 631-207-1057 for a free consultation.

Anatomy of a Mobile Website

 

mobile

According to a study by Nielsen Media Research, mobile Internet usage is growing at a rate of 30 percent each year. With more people surfing the Web using their smart phones, businesses must recognize the need for their websites to be compatible with these devices. By creating a separate site for mobile users, you are enabling them to experience faster browsing speeds, easy navigation and an overall improved user experience. Having a mobile website can also provide strong search engine optimization (SEO) benefits since it will boost your rankings on mobile-friendly search engines, such as Google and Yahoo.

This article will explain why your business needs a mobile website, what your mobile website should look like and how you can convert your existing website into a mobile site.

Why Does Your Business Need a Mobile Website? — With the variety of mobile devices to choose from, such as iPhones, iPads and Androids, the mobile Web is rapidly replacing traditional desktop browsers. As an increasing amount of people use smart phones to browse websites, businesses should not hesitate to reach this important mobile audience. Traditional websites don’t work well for mobile users because they don’t render correctly on the small, high-resolution screens of smart phones, causing sluggish browsing speeds and disfigured navigation schemes.

Having a mobile website will also provide your business with valuable SEO benefits. Since Google has a separate index for mobile content, having a mobile website is key to securing a higher ranking when people search on Google using their smart phones. Another benefit is that, since Google has a much smaller mobile index of content and not as many businesses have mobile websites, those who do have mobile sites will be at a significant advantage.

What Should Your Mobile Website Look Like? — Most websites were designed to be viewed on a desktop monitor, which has much more space for displaying text and images. For mobile websites, it is essential to have a much simpler and less text-heavy design and navigation scheme. It is also essential to reduce bandwidth so that your mobile site will load faster and run smoother on smart phones. When designing a mobile website, it is important to prioritize your content and navigation scheme and only present the information that is most relevant to mobile users. For example, phone numbers, maps and directions should be easily accessible on your mobile website because these features are valuable to mobile users. A useful feature for mobile Web browsers is the “click to call” option. This feature allows users to automatically call the business by simply clicking on the phone number.

If you are interested in creating a mobile website for your business, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles, advertising spotlights and more.