The fact is that mobile commerce is important in the UK and consumers are increasingly using mobiles to engage with brands. Why then, in 2012 do smartphone users find mobile websites hard to navigate?
By Farhad Koodoruth, MD of Blowfish Digital
Why are many mobile sites missing vital functionality? We know that poor 3G coverage is somewhat to blame but it’s not the sole reason for these basic errors.
Brands know that the market is there and eager to engage with them so why do they seem reluctant to give mobile the degree of attention it deserves? The problem for many brands is that they see mobile as another search channel. It isn’t.
Marketers need to build separate strategies. Not just between their traditional desk top paid search but also specific to the mobile platform. Ipad users search in a different way to smartphone users, both navigationally and transactionally with large differences in behaviour internationally .
So, they need to look at the data and run separate, mobile specific campaigns to check how landing pages, creative and PPC are performing.
Adwords can split targeting between tablets and mobiles and a different approach is needed for both. All mobile devices are not the same and as a result, user patterns are different. Apple users are often a different demographic to Android and their purchasing behaviour is very different.
Brands want users to have the same experience when interacting with sites, be it through a mobile device or a desktop. Many are opting for a mobile specific website and there are some great ones out there, M&S, ebay, Amazon, Groupon, Debenhams do it well.
This means fewer images and more information. Simplicity and speed is the key. Remember, these are mobile devices and by their very nature users want fast results.
As Google shows few paid search ads in mobile search results, mobile searches are limited. This, I’m sure will change, but in the meantime it should not be ignored. Brands need to ensure that they appear in top positions on mobile devices just as they’ve worked hard and spent lots of their hard earned budget ensuring top position on desk tops.
According to a recent survey, over 75% of marketers say they have a mobile strategy in place with many planning to launch a mobile optimised site in the next 12 months. So, the signs for mobile are good. However, at the moment that’s all they are.
Mobile search should be an important part of your overall strategy, get it right now and you’ll reap the rewards this platform has to offer.
Blowfishdigital.com
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