Wednesday, 31 October 2012

Another plus for mobile web – Google searches for mobile specific content

Another plus for mobile web – Google searches for mobile specific content

Yet another reason for businesses to have a mobile website. Google is searching for mobile specific content, crawling and indexing content for mobile devices using Googlebot-Mobile, which is a mobile-specific spider. They also state that “ads that have mobile optimized landing pages will perform better in AdWords“. Can businesses afford to ignore mobile web? We think not!

Tuesday, 30 October 2012

Mobile Marketing 2015: Rethinking Customer Acquisition, Intent Targeting | Trends in Mobile Marketing

Mobile Marketing 2015: Rethinking Customer Acquisition, Intent Targeting | Trends in Mobile Marketing

Mobile marketing continues to present outstanding opportunities for brands to reach and resonate with consumers, but too few companies fully understand the potential of this powerful platform. Many brands are trapped in traditional marketing mindsets and have not taken the time to update their customer acquisition practices and intent targeting strategies to appeal to the contemporary consumer. To show these businesses the rewards of taking more modern marketing approaches, Occam’s Razor profiled two companies experiencing enormous success by simply re-thinking the way they go about customer acquisition, through the use of mobile marketing.

Skullcandy is one of these savvy brands recognizing that mobile marketing allows them to be seen as a helpful part of someone’s life rather than an interruption. As a company that provides products for surfing and skiing consumers, they created a prominent mobile ad that directs people searching for surf- and ski-related information directly to their app download. The app includes all kinds of useful information on surf and ski conditions, as well as other relevant topics, rather than just serving as a hard sell for their merchandise. Of course, their products are clearly featured, but they avoid using aggressive sales tactics and simply position their products as useful accessories to create a pleasant user experience.

By using a mobile ad, Skullcandy made a wise choice given the popularity of mobile devices and the likelihood that their target audience would be on-the-go when in need of surf and ski information or products. Their decision to have the ad lead straight to an app showed their understanding that today’s consumer uses their mobile device to find things instantaneously, so mobile apps can ultimately make the consumer’s life easier. The goals of making life easier and providing an enjoyable user experience should drive the direction of a brand’s customer acquisition marketing in order to maximize their sales and success.

In regard to intent targeting, TripIt is one company using mobile marketing in truly innovative ways. TripIt is a mobile app that organizes all of a consumer’s travel information into a streamlined itinerary and makes it easy to access via any mobile device, which is ideal for travelers on the go. The app also provides relevant flight information, directions, and other useful travel data. By providing their travel details, consumers are literally feeding the app their personal data. The company wisely uses this data to position itself as a helpful resource. For example, the app tracks the travel route to gauge the intent of the trip and may notice that hotel information is missing. The app then sends a list of nearby hotels to the traveler to allow them to select accommodations and instantly fill the void in their trip. Chances are, the traveler won’t want to waste time searching online for hotels and will quickly make a reservation.

This demonstrates TripIt’s savvy use of intent targeting via mobile and should serve as a model for other companies. By serving as a helpful resource, companies can gain a consumer’s trust and, subsequently, their personal data. Using this data to monitor the consumer’s intent can enable the company to better target their needs and position themselves as a benefit instead of a bother. The mobile platform makes it quick and convenient for consumers to access or enter data at any time, as well as for companies to reach them anywhere. Remember, people appreciate intent targeting as long as it’s done intelligently and subtly.

Which mobile channel will reign this holiday season?

Which mobile channel will reign this holiday season?
By Rimma Kats
October 29, 2012
Large retailers first to embrace mobile marketing....
This holiday season marketers are going to be using different mobile channels such as QR codes, mobile advertising, SMS and applications to drive in-store traffic, engagement and sales. However, which one will lead the pack?
Mobile has changed over the years. Retailers such as Target and Starbucks are using mobile to interact with consumers on a deeper level.
"If the recent CMO Council survey is to be believed, you can ask whether marketers are looking at the holiday season differently this year,” said Jeff Hasen, chief marketing officer at HipCricket, New York.
“Only 16 percent had a mobile strategy,” he said. “Contrast that with mobile users who are way ahead when it comes to mobile and the holidays – 56 percent of mobile shoppers will showroom and 27 percent will buy via their devices, according to Accenture.
"This creates excellent opportunities for mobile-savvy marketers to differentiate and satisfy the needs of the mobile subscriber and sell more stuff.”
‘Tis the season
According to Mr. Hasen, many marketers who will win will provide consumers with mobile choices rather than dictate that interaction happens through one medium or another.
"Marketers should think of inclusive mobile strategies rather than ones that exclude users who have neither the technology nor the interest in interacting in just one way dictated by a brand."
“My wife has adapted her buying experience to include mobile, but the next time she scans a QR code will be the first time,” Mr. Hasen said. “However, if you give her an optimized mobile site, convince her the experience is secure and provide a winning price and convenience, the deal is done.”
Mobile presents marketers with key opportunities to reach consumers like they could never before.
According to the National Retail Federation, online holiday sales are predicted to grow by 12 percent this year and retailers are promoting new tactics to drive sales on mobile devices.
“Because of this, I predict that we will see QR codes utilized by major brands to help facilitate mobile and online sales,” said Laura Marriott, CEO of NeoMedia, Denver.
“Brands will also leverage bar codes to drive customer loyalty through, for example, driving consumers to mobile rebate pages or product comparison pages at the point-of-sale,” he said.
Emerging technologies
Industry experts agree that brands and retailers will incorporate more mobile initiatives this year.
There will be an increase in some of the basics – such as the establishment of mobile sites, SMS and QR codes – and also an increase in mobile commerce, including NFC, mobile payments and couponing.
“Deloitte predicts that shoppers' smartphone activity, including research, coupon use and purchases, could account for $36 billion in holiday sales this year,” Ms. Marriott said. “As always, online shopping will prove to be the most-utilized forum for holiday shoppers, but we will see much more of the traffic to online sites come from mobile devices,” she said. “Because consumers have a powerful device at their fingertips, marketers need to ensure that their sites are optimized for mobile device access which will ultimately lead to sales.
“This is especially important, seeing that a new report from Gartner found in 2011, 79 percent of major advertisers had not launched a mobile friendly site.”
Ms. Marriott believes that mobile commerce and couponing will continue to be prominent within the industry.
Nowadays, consumers are always looking to save money – especially during the upcoming holiday seasons.
Therefore, coupons will be big. However, mobile coupons will be even more impactful.
Consumers are constantly on-the-go, therefore giving them an option to save coupons to their mobile devices to be redeemed at the point-of-sale will be essential.
“Coupons will offer consumers the opportunity to make an immediate purchase on their device, and this trend will continue to increase as the use of coupons via mobile devices have already risen 10 percent from last year, according to Deloitte,” Ms. Marriott said.
“Additionally, as showrooming remains a critical issue for retailers, we’ll start to see more retailers/brands utilizing mobile to their advantage,” she said.
“For example, they may choose to include a QR code on their packaging/in-store signage to drive consumers to a landing page which compares the product to similar products from other brands, both in price and features.”
According to Vivian Rosenthal, founder/CEO of GoldRun, New York, mobile apps have become the go-to channel for brands for the holidays because they allow brands to connect with consumers while they're on the go, in-store and at home.
"QR codes are being replaced by GPS-based experiences, which don't require the user to scan anything," Ms. Rosenthal said. "And while SMS is in widespread use, it doesn't create a personal or visual connection with the consumer the way a mobile app experience can, if done well.
"Bringing consumers into a dialogue with the brand is critical," she said.
This holiday season, mobile marketing is going to explode and be the biggest way that brands reach consumers in the coming years. 
"We are anticipating photo sharing on mobile as the go to solution for brands because it creates both a personal connection with the brand and also has the viral effect that the retailers are looking for," Ms. Rosenthal said.
Testing on mobile
The biggest opportunity for retailers and brands this holiday season is to connect and engage with customers via their connected smartphones.
While QR codes, SMS, and the promise of NFC are likely exciting to marketing departments, they are really just vehicles for driving traffic.
"The question every retailer and brand should be asking is 'what experience are we providing to mobile consumers and how can we best drive conversions?' said Wilson Kerr, vice president of business development and sales at Unbound Commerce, Boston.
"Any marketer that is not working in lockstep with their ecommerce team to ensure an optimal mobile commerce experience delivery is simply not paying attention," he said. "An integrated, dedicated mobile commerce site is the obvious first and most-important step to unlocking the door to mobile traffic and subsequent conversions as sales revenue.
"All else is secondary, as there’s no use driving mobile traffic to a site not ready to receive it."
According to Mr. Kerr, real world trigger points such as NFC ad QR codes are hot, but an often overlooked key to mobile commerce success is a rapid seamless checkout process.
"Mobile integration with ecommerce registration allows mobile users to access pre-stored shipping and billing information so this data is autofilled on a mobile device, at checkout," Mr. Kerr said.
Key trends
Although there are many emerging mobile technologies out there, QR codes are becoming a hot commodity.
"QR codes will reign this holiday season,QR codes is the new generation of modern technology innovation," said Isabella Lin, content director at Appitalism, New York.
"Consumers expect immediate service and immediately understanding and knowledge of the product in this holiday season, this only QR can be done," she said. "For the interest of consumers, QR codes can provide all - service projects, the commitment of the transaction in the form of additional benefits, coupons, video lottery, social media interaction.
"Additionally, QR codes also helps ads break through the clutter."
In the past marketers were facing dizzying array of options to help capture the audience's attention and drive sales.
Mobile technology has rapidly gained momentum.
"Mobile and the upcoming holiday season follow with QR code potential is immeasurable, the next generation of bar code, will be held - so much more information and an Internet connection, will not even be necessary," Ms. Lin said.
"The content will be simple and efficiently embedded in the code," she said. "You will see QR code in all areas of the market everywhere."
Proliferation of devices
Over the past few months, there has been a proliferation of new devices including Apple's new iPad mini, iPhone 5 an the new Windows 8 tablet.
Tablets are becoming bigger and bigger each and every day.
"The tablet will rein this holiday season," said Bruce Bennett, CEO of Mad Mobile. "We will witness the first large scale test of the shopping season couch surfer/buyer.
"A recent study shows that 73 percent of consumers prefer to shop on mobile-optimized sites rather than just 27 percent of people who prefer to shop on a mobile app," he said. "So when it comes to shopping this holiday season, mobile-optimized sites will be the primary medium where consumers are engaging with brands.
"It is important to note that mobile shopping does not necessarily mean mobile purchasing. You have two types of mobile shoppers – those using their smartphone to search for information such as store location and hours, price comparison and product reviews, and those who are actually looking to make a purchase on their mobile device. It is equally important to have a mobile-optimized site for both types of shoppers."
Marketers will try to balance their omni-channel efforts. Mr. Bennett believes that spending will increase.
"Microsoft will be a huge player in the rise in spending around their launch of Windows 8," Mr. Bennett said. "Mobile and social ad spend will be a large part of the $1B plus spend for this holiday season rollout.
"Windows 8 is a massive step in the direction of touch management for laptops and tablets," he said. "Mobile marketing was a key contributor to the 2011 holiday shopping season and it will be much bigger in 2012 as more and more consumers are using their mobile devices for shopping.
"Large spend on tablets of all vendors, sizes and price ranges. The widespread rollout of 4G LTE will make true mobile web browsing a reality for mobile phones. Showrooming in its many forms will affect the majority of mobile shoppers. This will be the basis for a mobile-ffirst strategy for holiday seasons to come."

Saturday, 27 October 2012

Mobile: It's Not Too Late To Be Early

TechCrunch -
Mobile: It's Not Too Late To Be Early
by Jason Spero, the head of mobile ads at Google.

Mobile is finally delivering on its promise. All the technology is in place and consumers are engaging in droves, on smartphones in particular. However, many businesses still aren’t hearing the call.

Most have not yet meaningfully engaged with mobile consumers and adapted their strategies to capitalize on the mobile opportunity. But, it’s still not too late to be early to mobile.

Here are five simple steps that businesses should take —today—to build the foundation of their mobile marketing and commerce strategy.

1) Create a mobile specific site
Give consumers a great mobile experience when they visit your site on their mobile phone. Considering that over 50% of Americans are going to have a smartphone and there will be an estimated one billion mobile internet users by the end of the year, it’s pretty astounding that only 21% of Google’s large advertisers have mobile-optimized websites.

What’s a mobile specific site? It’s a website that’s been designed specifically for a smartphone: it prioritizes what’s important for a user on the go, it features elements that are easy to see and interact with (instead of minuscule type, or rich media components that may or may not load), and ultimately, it leads to happy users, and customers.

A mobile optimized site isn’t a desktop optimized site. In fact, it may be just the opposite: websites that look great on the desktop may be illegible, or require endless zooming-in, or may not work at all on mobile. The mobile web is not a smaller, portable version of the desktop web. When designing a mobile site, put yourself in your customer’s shoes. Make site navigation easier, put key action-items front and center, and build for the on-the-go user. Think about the mobile behavior of your customers and design for it.

2) Think Local
It’s often said that mobile searches have more ‘intent’; but what does that mean? It’s a fancy way of saying that when people are looking for information on a mobile device they intend to act on it. Fast. For example, when you search for a restaurant on mobile, you’re probably hungry and want to grab a bite to eat somewhere close by. Or, if you’re trying to track down a boutique’s address at 2pm on Saturday, it’s more likely that you’ll visit the boutique and return the shirt that doesn’t fit than it would be if you searched for the same boutique at 11am on Monday morning from your desk at work. Mobile users search for information because they want to take action. After looking up a local business on their smart phone, 61% of users have called the business and 59% have visited .

Because of this increased intent, location is exceptionally relevant to mobile users, and should be especially important to marketers as well. If users intend to act quickly on the information they find on mobile, they’re more likely to take action somewhere near their locations. As a business, if you’re trying to reach a mobile consumer, understanding geo-targeted advertising campaigns and products is critical.

3) Get ‘Personal’
200 million videos are viewed every day on Mobile YouTube, an increase of over 3x from last year. 65 million minutes (over 125 years!) of Angry Birds games are played every day on mobile. We’re glued to our mobile devices, and engaged like we’ve never been before. There’s an opportunity to connect with consumers in ways that are both special, and only possible, because they’re on mobile.

Here’s an example. Not long ago, Adidas ran a campaign called ‘Basketball is a Brotherhood’. The goal was to enable players to connect with the brand, and each other, in a unique way. To accomplish this, they built out a mobile property that enabled high school basketball players to trade voicemails with Adidas-sponsored basketball pro players. Users could visit the mobile site, call their favorite pro, and maybe even get a call back, all from their mobile device.

Sure, Adidas’ campaign was mobile-specific. But, it was also mobile-special; Adidas wasn’t just taking advantage of the unique capabilities of a platform, they were also enabling a connection that can only happen when a high schooler with Kevin Garnett’s poster on his wall gets a voicemail from their favorite NBA Power Forward. These types of connections represent the promise of mobile.

4) Track your mobile site separately
The web not only looks and feels different on a mobile device, but people engage with it differently, at different moments of the day, and often with different objectives. Google sees a 50% spike in usage on weekends for Google Maps for mobile and in general, mobile engagement increases in the evenings and on weekends, when people are away from their desks, or on the go.

Mobile is distinct from desktop; your mobile site tracking should be distinct as well. When you separate your desktop and mobile website data, you’ll better understand the users visiting your site, what phones they have, and what actions they are taking. You can then use this data to optimize your website and improve it, along with your campaigns.

Moreover, think about how you might be able reach a mobile-specific audience and consumer as well. For example, as people are able to make and adjust travel plans on-the-go from their mobile devices, they are increasingly booking travel arrangements on a much shorter timeline, and sometimes even after they’ve arrived at a destination. Anyone with a mobile device that’s gotten stuck in miserable traffic, or needed to shuffle a schedule to accommodate a client, or just needed an extra day or two on the beach, probably understands this. Mobile is transforming the travel business, and others too; think about how mobile is changing your business, and build campaigns that will enable you to reach these new consumers.

5) Iterate, Iterate, Iterate
We’re in the earliest chapters of mobile’s history – change is in the air and hopefully will be for a long time. Remember, before January 2007, the iPhone didn’t yet exist, and neither did Android handsets, or any app marketplaces. The rate of change in mobile over the last five years is astounding and you need to have a fast development cycle to stay ahead of that change.

The tactics and strategies that work today may be very different from what works months, or even weeks, from now. Make sure to iterate regularly on your site, your mobile apps, and campaigns. Test to see what works and learn from actual usage. You should be excited to dive-in to mobile, and be prepared to continue working on your mobile ads, websites, and apps.

Google to Marketers: Go Mobile or Go Home

Mobile Websites Pro: Forbes: Robert Hof, Contributor
As people do more and more of their online activities on smartphones and tablets, Google wants them to see its ads on those screens too. Problem is, marketers have been relatively slow to move to mobile.

So today, Google is launching a renewed initiative to walk marketers through the best ways to reach people when they’re staring at a device in their hand rather than on their lap or desk. The Mobile Playbook, subtitled “The Busy Executive’s Guide to Winning with Mobile,” is being released today along with a video broadcast at noon Pacific today with several marketers and agencies relating their success in mobile initiatives.

As you might surmise from that title, this isn’t for folks down in the ad tech trenches. Much of the advice, which ranges from the need to understand why mobile matters to building mobile-optimized websites, will seem obvious to many people.

But not, apparently, to executives who must make mobile a priority and staff it sufficiently to reach people when they’re out and about. Jason Spero, head of Google’s global mobile sales and strategy who came to the company with its 2010 acquisition of mobile ad network AdMob, says that’s obvious from one stark fact: Some 62% of Google’s largest advertisers don’t have websites made for mobile devices. “It’s a really bad brand experience,” he said in an interview.
And by extension, that’s bad for Google. Google isn’t exactly hurting for mobile ads. It’s in the clear lead and its mobile ad revenues are growing quickly. But its drive to get marketers to focus more on mobile certainly isn’t altruistic. Mobile ads are less lucrative, drawing lower prices per click than desktop ads, so analysts have been worried that the growth of mobile ads could stunt Google’s profitability.

But the more marketers make mobile ads a priority, the more competition there will be for what is, after all, limited ad space on mobile devices will grow–and the higher prices Google should be able to command.

Google can’t complain too much about marketers not moving their pitches to mobile devices faster, because the company itself has only recently embraced the new world of mobile. “My first job was to be a cheerleader, saying we need to pay attention to mobile,” says Spero. “Google knew it was important. But we and our customers didn’t know what to do with mobile.”

So early last year, he says, Google turned to figuring out what works best on mobile devices. For one, Spero says, companies need to set up separate organizations to focus on mobile. The key reason: When it comes to commercially oriented search queries, people are using smartphones and tablets differently from desktops and laptops.

In particular, with smartphones at least, they are often near stores and checking prices or availability, so they need to get different kinds of ads that are localized, more personalized, and even more driven by immediate needs to purchase, find directions, and the like.

Problem is, says Spero, digital marketing managers at retailers, for instance, are often compensated based on digital purchases. So they don’t get credit for in-store purchases driven by mobile ads. Thus, they’re not incented to focus on mobile. That, Spero says, can be remedied only with a specific group inside marketers and ad agencies focused on mobile.

Marketers also need to understand that mobile devices themselves have different kinds of uses. Some 80% of traffic from tablets happens between 8 and 10 p.m. local time, Spero says, clearly showing that tablets are used while watching TV on the couch. Ads tailored to people using smartphones, who are more on the go, won’t work well for tablets. “You want people to have a built-for-mobile path for tablets and a built-for-mobile path for smartphones,” says Spero.

Not least, marketers must realize that apps and mobile websites serve different kinds of customers. “Apps are for your best customers,” says Spero, because they’re usually installed only by people who are already fans of a company. Mobile websites are for a broader customer base, in particular for acquiring new customers.

People love a mobile website over a mobile app, survey finds

People love mobile web sites

When comes to mobile phone browsing, the choice of the majority people is a mobile web browser. Browsing web from a mobile browser is much easier than doing it from an app. According to the recent survey conducted by the Keynote Systems, which was commissioned by the Adobe, over 75% of the mobile phone users use their mobile web browser to browse the internet.

Here are some of the interesting stats that were found in the survey,

81% of the mobile users search product and price information from the browser.

75% users read the blogs from their mobile browsers.

78% read the product reviews from the browser, and the remaining from an app.

63% of the users read news from their web browsers while 37% from the apps.

58% watch the internet videos from the browser.

46% of use their browsers for social networking.

45% listen to music, and 39% play games using a mobile browser.

Though this is not surprising, it still shows the level of interest in people about using the traditional web browser over the apps.

Getting a mobile website isn’t everything.You already know your business is directly dependent on the number of potential customers your website attracts. Like any other ordinary website, your mobile website too needs some tweaks and smart ideas to make its presence strongly felt in the internet. Here are few things you can implement on your website to make it much more productive.

Mobile SEO

The top search engines have their fully functional mobile search engine algorithms and bots to deliver the appropriate search results. The mobile web design, navigation and the page structure plays a vital role in the search engine ranking. This is the reason why you need to choose a highly professional company to develop your mobile website.

Social media

Today, people are spending most of their time on the social networking websites like Facebook. Over the past couple of years, the “sharing” trend has changed the face of the online marketing on its own. A Facebook share or a twitter update could let hundreds of people check your website. So make sure your mobile website is social media compatible.

QR code marketing

With QR codes, you can give a new dimension to your business. Let people connect to your business 24/7. With the popularity of QR code marketing increasing day by day, it’s worth giving a try.

Mobile ads

Are you not getting enough visitors to your mobile website? No problem! Try mobile ads. The volume of the mobile internet has expanded so much that none other than Google is offering its contextual mobile ad service to the advertisers.

Update the content

Keep updating the content of your website, so that the search engines give it a good score. People love to visit the sites that have something in new in them. Add a blog to your website and keep your visitors interested all the time.

This has been in the discussion for the quite some time as the mobile internet and the smartphone usage has been rapidly increasing. As a business owner, you don’t really need an expert advice about getting one in them.  It’s you who have to decide which one suits you the most.

A mobile app

If your business is popular, and if you have a good customer base, getting a mobile app is a good choice. Most business doesn’t need a mobile app. A mobile app is more to do with the brand, the customer engagement, and the type of complex services it offers.

There’s no big chance to find new customers with a mobile app.
Getting an app is not the end, you need to market it.
You need to spend big money to get the app developed by the professionals.
You need to spend some money to push your app into the different app stores.
Apps could be removed from the mobile phones anytime.
You need to develop apps for multiple devices.
You still need a mobile website anyway!

A mobile website

A mobile website suits perfectly for all the business. The smart businesses always have a mobile website over a mobile app.

Any internet enabled mobile phone can open a mobile website.

People can find the mobile websites through search engines.

The development and maintenance costs are quite less.

A mobile website fulfils most of your online and interactive marketing needs.

A mobile website can be optimized for search engines and social media.

A mobile website can easily be upgraded or updated.

You need a mobile website for the innovative marketing techniques such as QR codes.

Based on these points, you could easily tell which one suits your business the best.

Are you thinking about a new marketing strategy to take on your business competitors?

You must take your business to ‘mobile’ then! Yes, a good mobile marketing strategy today can send hundreds of new diners in your locality to your restaurant. The popular internet marketing strategies are soon coming to a dead end, as the new businesses are finding it extremely difficult to get a foothold in the internet surpassing the long time occupants.

Get a mobile website

You already know how effective a mobile phone is, and at what pace the use of mobile internet is increasing all around. The stats are saying the same too. The mobile phones are going to take over the desktops and laptops in the next two years, as a huge percentage of the people areusing their mobiles for web browsing, searching and shopping.

Every day, many people are using their phones to find the restaurants, check menus and book seats. Make sure you reach your potential customers who are on mobile, searching for the right places!

QR code marketing, another smart way to boost your sales

When you have a mobile website, you should try the QR code marketing too. QR codes are quickly getting popular, and more and more people are finding them convenient to use.

You neither need to invest big amount here, nor is it a complex strategy to carry out.

The lack of awareness is the main reason why many small and medium businesses are not completely able to use the mobile web to increase the sales. The mobile web is lot bigger than one could think. The smartphones are the future of internet and online communication.

Here are some interesting stats related the mobile web.

Till date, there are 5.3 billion active mobile phone users around the world.

By 2015, the desktops fall second to the mobile phones in terms of internet usage.

The number of mobile searches has increased fourfold in the last one year alone.

63.2 million Americans own a smartphone.

53% of the smartphone users are actively engaged in the mobile web browsing.

71% of the smartphone users search internet.

The usage of mobile coupons has increased tenfold in the last year.

65% of the smartphone users have scanned a QR code at least once.

There are 80 million mobile Twitter users, and 200 million mobile Facebook users.

These stats clearly show the rise of mobile technology in the area of mobile computing and internet. As you could already see millions of people actively engaged in using mobile web, there’s absolutely no doubt that a mobile website plays a key role in the area of ecommerce.

Today, the people want everything on the mobile, and on their finger tips. You just have a casual look around you, and you will notice a good number of people browsing something from their mobile phones. The rise in the smartphone technology has given the mobile web an all new dimension, and helped it expand beyond the barriers and boundaries.

The mobile website can benefit a business in so many ways. Here’s a quick list of the advantages of a mobile website.

Advantages of a mobile website

Exploring huge mobile market: There are over 5 billion active mobile phone users in the world. Over 250 million people access the Facebook from the mobile phones. Your potential customers are on mobile, and they will stay on mobile.

Mobile Search Engine Optimization: Almost all the top search engines such as Google have a dedicated mobile search index for the mobile internet. When searched from a mobile, the mobile websites with a mobile compliant design and sitemap is more likely to top the results.

User experience: The look and feel of a regular website will not be that good when opened from a mobile device. This is because it was not designed or optimized for the smaller screen sizes of a mobile. Only a mobile website ensures a smooth and hassle free browsing experience to your customer, which encourages them to visit your site again and again.

Better Communication: A mobile website allows the people to call your phone number instantly, which significantly increases the sales.

QR code marketing:  A mobile website allows a business to take complete advantage of the QR code marketing, which is getting extremely popular these days.

The mobile website is no longer an additional advantage or a luxury. Today, the mobile website is a need, a need for every business that depends on the internet for their marketing or advertizing purposes. The mobile internet is expanding, and expanding big. Millions of people around the world are now using their internet enabled smartphones to browse the web.

So the mobile website is certainly not restricted to any business industry. Almost all the businesses can best use a mobile website to boost the profits and increase the reputation.

The vast internet user community is slowly slipping into the clutches of mobile internet. When the people are making the switch, the businesses should make sure they follow them.

According to the Nielsen, the smartphones will play the leading role in handling online shopping and ecommerce surpassing the traditional desktops and laptops.

When thinking of a mobile website, you are certainly not investing in something for the future. The future you might be thinking or expecting to come in sometime is actually here.

If internet could play a role in the success of your business, you should get a mobile website for it.

These days the mobile website is a must for all the local and small businesses. The internet is undoubtedly the cheapest way to advertize or market your businesses or the products, but it’s not that easy. Considering the amount of the competition, establishing your business in the internet can really be a challenging task.

What's a mobile website?

A mobile website doesn’t do anything strange or extraordinary other than the basic things a normal website usually does. You are getting your mobile website just to make sure you don’t miss out on the big mobile web traffic. As you can see a lot of people around you browsing the internet all the time from their mobile phones, there’s big space in the mobile web to explore and make use of.

What businesses are most benefitted from a mobile website?

Almost all the businesses! Every business should have a mobile website in addition to the existing conventional website. The ever increasing mobile web usage has opened doors for the small and local businesses to get in and explore.

When comes to return on investment, and quick results, often the restaurants and the salons are a step ahead of all the other businesses.

If you own a business, wait no more! Get a mobile website today and make the most out of it before your competitors does!


Do you need a mobile website?. ....


Would you give half of your customers to your competition? You may be doing just that if you don’t have a mobile website. The International Advertising Bureau has found that 61% of customers who visit a website that isn’t mobile-friendly will leave the site to visit a competitor.

A mobile site should be a top priority for all small and medium-sized businesses. Your customers aren’t tied to their desktop computers anymore and your website shouldn’t be either! As the mobile trend continues to grow, websites that aren’t mobile-friendly will become obsolete.

Consider these statistics:

There will be more mobile-connected devices than people on the planet by the end of 2012 (Cisco Systems, 2012).

By 2015, more than half of the world’s internet users will be using mobile devices (Morgan Stanley, 2012).

Mobile sites are convenient and easy-to-use, just like the mobile devices they are viewed on. Customers expect straightforward access to vital information, such as your hours, location and products or services.

If your website doesn’t display well on mobile devices, it can be impossible for customers to find what they’re looking for. Recent research shows that 57% of small to medium-sized business owners do not have mobile optimized websites. These business owners rely on their desktop sites, which often look terrible on a mobile device.

Like a messy storefront, a messy website drives customers away. Customers who can’t easily find what they are looking for will leave. They will defect to your competitors and your business will suffer.

Building a mobile-friendly website can do more than protect your existing customer base, however. It can help your business flourish! Special mobile features like one-click calling, instant directions to your business and the ability to check in at your location can help your business expand and grow.

Fortunately, building a mobile website with these features is not as difficult or expensive as you may think. help businesses build great-looking, successful sites without any coding or technical knowledge required.

Mobile internet users are often looking for fast, easily accessible information. Connect your customers to your business quickly with one-click calling and directions to your business. Prominently display your opening hours, upcoming events and offer coupons for your products or services.

With a  mobile website builder, your customers can request reservations online, leave a message for you or request a call back. You can also allow your customers to check in at your business with Foursquare, Gowalla, Yelp and Google Places so they can share their location (and therefore your business) on those networks.

Of course, if you’re an online retailer without a physical location, you can also list your products and add shopping cart integration so that customers can buy your products directly from their mobile device.

Full-featured mobile sites can attract and retain more customers. You can easily integrate rich content, such as image galleries, forms, and video. Content from your desktop website, such as your blog, about us information and legal terms, can also be added.

Social media integration can make your site a powerful marketing tool. Links to your Facebook page and updates from your Twitter feed help your customers connect directly with your business on social media networks. They can also opt-in to receive emails and text messages from your business.

A mobile site keeps your customers connected to your business and ensures that your profits continue to grow! Protect and grow your small to medium-sized business with a mobile website builder today.

5 Reasons Why National Brands Should Be Using Local Targeting In Mobile

Written by: Chi-Chao Chang

Gone are the days of broad, fingers-crossed advertising. Advances in mobile location targeting technology now allow large national brands to reach their audience at a local level without the sweat once involved.

Finally, the promise of location targeting is a reality…. so why aren’t more national brands using it? Here are five reasons why local targeting will finally show national brands (and the world) the real value behind mobile.

1. Builds Local Brand Awareness (Where Sales Happen!)
Whether you’re a brick and mortar-based business or an online retailer, local consumer awareness is at the core of any national brand’s marketing — and mobile can achieve that at scale.

Cities and neighborhoods around the country are defined by the unique behaviors and needs of their local consumers. Therefore, laser-focusing your brand’s outreach to cover a number of more granular local audiences as opposed to one, broad target, can more effectively reach these diverse communities nationwide.

Local consumers can better identify with the franchise around the corner or the online retailer offering local deals, grabbing their attention and driving them to engage.

2. Increases Ad Engagement And Response
Once targeting parameters are appropriately shifted to more effectively target your audience based on their location, mobile ad copy can follow suit. It’s no surprise that a brand’s products and services may mean something very different to a mother of two in Toledo vs. a young professional in Miami.

As a result, mobile ad creative should be written to speak specifically to these key audience differences. For example, our recent Mobile Path-to-Purchase study, conducted in partnership with Telmetrics and Nielsen, found that across categories, including travel, restaurant, and auto, 50 to 70% of consumers said they are most likely to respond to ads if they are relevant to local proximity and search intent — further proof that mobile consumers expect a more personalized experience.

3. Budget Efficiency — Go Small To Save Big
The concept is simple – with a more granular focus comes greater budget efficiency. By narrowing your national campaign focus to a number of target audience pockets, instead of a broad sprinkling of impressions, advertising dollars can actually go further.

Campaigns that lack location targeting are actually wasting ad impressions and inhibiting local engagement. So, do your research, and get to know the communities you’re looking to reach. By targeting your ad placement and messaging at a local level, you increase mobile ad performance and ultimately, your campaign ROI.

4. Delivers Measurable Conversion-Rich Activities
Local targeting is not just a benefit to advertisers, but also to the mobile consumers they serve. These users are looking for information quickly, and they will not jump through hoops to find it.

For this reason, mobile ads should be developed to provide users with not only the most locally-relevant information, but the most efficient user experience possible. Considering mobile consumers are typically on-the-go and make purchasing decisions quickly, a well-developed, locally-targeted, mobile ad campaign should provide the user with the most actionable data possible.

Providing consumers with immediate access to their nearest store location information without their having to thumb through a locator is like heaven. Consider how excited this user would be if you provided them (from the ad or the landing page) one-click access to calling the business or receiving a map or directions from their current location.

No wonder locally targeted ads perform two to three times better than non-targeted ads.

5. Drives In-Store Traffic And Sales
As our world becomes increasingly digital, we are quick to overlook the most powerful ROI indicator. Whether you’re visiting a franchise location or a big-box retailer, local business interaction still makes the world go round.

Mobile has a unique way of enabling that interaction, bridging the gap between our digital world and face-to-face engagement. In fact, according to our recent Nielsen study, the most popular methods of brand interaction via mobile device hinge on location.

Beyond the initial click, 50% of mobile users look up the location of a business. From there, 39% click to call the local business, and 48% download map and driving directions.

So, it’s safe to assume that once a mobile user takes the step to engage with targeted mobile-local advertising, a large portion of these users will be paying that business an in-the-flesh visit very soon. Therefore, it’s essential to develop mobile ad campaigns with location targeting to drive local interaction with national brands, benefiting both the brand and the local community.

National brands have an enormous opportunity to reach and affect key audiences nationwide through mobile location targeting. By leveraging these targeting techniques, national brands can focus their efforts to a hyper-local audience — but at scale.

This increases the relevancy of any mobile ad campaign, which in turn, enhances overall user engagement, driving customers through the door. As brands struggle to enhance their digital storefront, those winning in mobile will be the brands to survive and thrive on the ground in years to come.

Survey: Mobile Will Loom Large In Holiday Shopping


Published on October 25, 2012
Written by: Greg Sterling Survey: Mobile Will Loom Large In Holiday Shopping

A new survey from online shopping portal PriceGrabber argues that mobile devices will play a major role in holiday shopping this year. So for all those marketers and retailers still without a mobile strategy: you were warned. The PriceGrabber data come from a US online survey conducted during two weeks in September. The survey had 2,469 responses.

The survey found that 31 percent of consumers “already have shopping-related apps on their smartphone,” with 82 percent of those people planning to use them to save money over the holidays. Roughly a third of survey respondents said “they plan to download new shopping apps in preparation for the upcoming 2012 holiday season.”

What Kind of Apps?
You guessed it: coupon apps. Seventy percent named coupon apps as the top category of apps they planned to download. After that here’s the hierarchy of desired holiday shopping apps/tools according to the survey:

66 percent — comparison shopping apps
63 percent — price check apps
54 percent — Black Friday deals apps.
43 percent — deal-of-the-day apps (e.g., Groupon)
32 percent — price calculators (to determine discounts, tax and total cost of purchases)
30 percent — gift list apps
Small Device, Big Ticket
Some of the inhibitions against making big purchases on mobile devices appear to be falling away:

42 percent of consumers plan to purchase both big- and small-ticket items with a mobile shopping app
41 percent will purchase small-ticket items under $100
10 percent plan to purchase all holiday gifts through mobile apps
7 percent will purchase big-ticket items over $100
Save on Gas, Add Efficiency
Some consumers are looking to use m-commerce to avoid crowds and add efficiency to their holiday shopping. Nearly half of these PriceGrabber respondents said they would make fewer trips to retail locations this year:

45 percent of consumers said they would probably make same amount of trips to physical retail stores
7 percent indicated more trips to stores
48 percent said fewer trips this year
We can assume that the population surveyed by PriceGrabber was more shopping savvy that the overall population of US consumers. As a result these findings may not be representative of smartphone owners generally or the broader market.

What the survey does suggest however is that consumers will be aggressively using mobile apps to help them research products, do price comparisons and otherwise save money during Q4 holiday shopping. It also argues mobile commerce will see meaningful growth in Q4 as a sub-segment of overall e-commerce.

Need New ROI Concepts
Many marketers are held back from aggressively jumping into mobile by an apparent absence of clear ROI. However because mobile consumer behavior and usage are different than PC user behavior, we need new ROI definitions and concepts.

Notwithstanding the above findings about intended m-commerce purchases most users don’t “convert” on smartphones. Google and others have found that increasingly consumers use multiple devices during the same day to research and buy things. The smartphone is central to consumer research but conversions tend to happen in stores, on the PC or tablets much more often.

Nonetheless, marketers who sit out mobile in Q4 may find that they lose out on the ability to influence offline or in-store consumer purchases and lose out to competitors in online sales as well.

Free Digital Business Card

Top 5 Tips for building an effective mobile strategy

by David Akka, UK md with Magic Software

Embarking on the road to building an effective enterprise mobility strategy can seem a daunting prospect. Although there are significant benefits to be derived – such as improved productivity and efficiency, many organisations have concerns about how best to overcome the challenges of security, management and mobile device proliferation. Below are five Top Tips to help build a strong framework for mobility and ensure that it has a positive impact within your organisation.

Mobile platform choice –it’s not ‘either/ or’

The first and most important thing to consider when it comes to developing a mobile enterprise strategy is platform choice.

At first glance, it may seem that you have to choose one mobile platform (Apple, Android, or BlackBerry) to work with; one device type; and one type of application.

But this simply is not true. With the right technology to back you up you can easily use any device or any platform with any application.

So, in effect, you build lots of small applications for each business process that will be mobilised.

For example, your sales person can use an iPad, whilst your technician can use BlackBerry Playbook and your internal employees can use Android. You can choose the right device for the right job.

Don’t ignore the Bring Your Own Device (BYOD) trend

BYOD is a trend that cannot be ignored. just because it isn’t affecting your organisation right now. That doesn’t mean that it won’t in the future.

It is a trend that can have a positive impact and help to deliver cost savings for the organisation if managed effectively.

Recent research carried out by Amdoc (here) suggests that BYOD could decrease costs and increase productivity by 10-25 per cent.

Any mobile strategy must include an option to embrace BYOD, and must also incorporate a truly ‘multi-channel’ approach which accommodates different device types.

Differentiate between mobile phones and tablets

There is no need to be forced into a decision between tablets and mobiles. Companies should choose a device which is right for the job at hand.

However, it is also imperative that when the right device type is chosen, the applications that are created are built with the context of how they will be used.

This in turn affects the way any application must be designed. Developers need to design the functionality of the application around its use.

For example, with a tablet the user is two handed whereas with the phone everything needs to be done with one hand and even one finger.

Applications – don’t think monolithic

When developing applications for desktops, developers have typically tried to get as many features as possible into an application.

However, developing for mobile devices can be different. The most effective approach is to develop very small applications built with a specific process in mind.

So, in effect, you build lots of small applications for each business process that will be mobilised.

Each application should contain no more than two to five screens. This is the point at which we have found users’ acceptance of new applications remain high and there is no possibility of confusion.

Don’t forget mobile device management (MDM)

Any successful mobile strategy must also take into account the management layer of the physical devices.

What will happen if a device gets lost or is stolen? There must be a way to manage the data and the access to each device.

There are innumerable services out there that help with this from full blown mobile device management (MDM) solutions such as RIM/BlackVerry’s Fusion to services like Find my iPhone.

It is always recommended that an organisation chooses the service which suits them and that the strategy is built with this in mind.

Mobile devices are having a fundamental impact on the way that we access information and we ignore these changes at our peril.

Incorporating these steps can help to build a mobile strategy which ensures you select the right tool for the right job and that the ‘move-to-mobile’ delivers real business benefits.

Author biog

David Akka is the managing director UK, Eire & Nordics UK, Eire & Nordics with Magic Software. Mr Akka has been with Magic Software since 1998 and is considered one of the organisation’s foremost authorities on cloud computing and SOA methodologies. In his six years as managing director of Magic Software UK, Mr Akka has transformed the sales subsidiary into a highly performing business unit within the global group. His visionary management style and practical strategies have helped both the organisation and its UK based partners and customers to go from strength to strength.

Mobile revolution

The IAB Engage event here at London's Barbican Centre is starting to wrap up – Yahoo's Piers North is currently on stage with TV personality Dave Gorman, who is dissing SEO and describing the internet as a flighty teen.

It's been an interesting day all round, but some of the highlights have been complete surprises – Tesco wheeling on tech start-up StoreTrek to show off their interactive virtual store, and the IAB's own John Mew leading a light show on the audience's tablets and mobiles – and, for me, that's not as true of anyone as Easyjet marketing director Peter Duffy.

Duffy gave a very down-the-line and open look at the airline's marketing strategy, which by his own admission was ruthlessly commerical, ROI-focused. Easyjet is low-cost in more way than one – as Duffy said, it spends tens of thousands, rather than hundreds of thousands on marketing, and expect to see a ROI on that spend into the millions.

So it's good to see a company which is focused on cutting costs without ignoring mobile. It's had an app since 2010, which has been downloaded 3m times since then. Along with its mobile site, the channel makes up over three per cent of its total revenues – a figure which jumps as high as five per cent on weekends – and seven per cent of traffic. And on iPad, according to Duffy, those figures double.

“Everyone here knows, there is nothing short of a revolution going on,” said Duffy. “There's a massive lesson to be learnt by every company of what mobile means for their business. For us, we're focused on improving the customer journey, and mobile is absolutely a facilitator for that.”

Duffy also touched on mobile behaviour – the channel has a shorter booking time than the web, unsurprisingly, and mobile over-indexes for shorter domestic routes – and Easyjet's mobile plans going forward – being the first low-cost airline to introduce mobile boarding passes, and the difficulties of introducing that technology to more far-flung locations, and investigating delivering flight information through passengers' smartphones rather than tannoy announcement.

Frankly, none of what Duffy said was ground-breaking, and he took a fairly no-frills approach. But sometimes in this industry, that's exactly what you need.

Mobile Websites Pro

Mobile Websites

Make the perfect mobile website
Create great mobile websites quickly and easily! Mobile-friendly features make it easy for customers to find what they’re looking for and convert leads into sales.
It works on all phones, including smartphones and other connected devices like tablets. It even looks good on desktops!
We have the most comprehensive set of features, probably more than any other- our users report a 20% increase in sales!
Mobile Websites