Every Thrusday I recap 9 mobile & tablet marketing news items from the previous week that struck me as important, insightfull or surprising. They are articles I believe we should all have noticed on our radar so this post is my way of sharing these.
The number of Americans who own smartphones rocketed past the number who own basic mobile phones this year, and marketers have been expanding their mobile budgets at a similarly rapid rate.
One study estimated mobile advertising will be $5.04 billion industry by 2015.
He said that:
- Mobile search has grown 500% in the past two years.
- 28% of smartphone owners check their phone before they get out of bed.
- YouTube mobile traffic tripled in 2011 and it now gets 600m views on mobile a day – equating to 10% of overall traffic.
- 75% of these users say that mobile is their principle way of accessing YouTube, and three hours of video is uploaded to the site using mobile every minute.
- 85% of UK mobile users seek local information on their smartphone, and 81% take action using the local content.
1. Get the foundations right
Bardega said that the fundamentals of a mobile strategy are an optimised website, plus mobile focused search and advertising campaigns.
These key elements need to work on mobile – get them right before you move on to anything else.
Noting that 60% of UK businesses don’t have a mobile optimised site, he said marketers should also be aware that Google only displays the top two paid search results on mobile compared to three on desktop.
The basic rules of email marketing still apply on mobile, “but we need to be smart in how this translates to a mobile version of an email – fewer characters on a far more personal device”.
A third of respondents (33%) said that they use their mobile to screen emails, before reading them later on a desktop, though this does contradict the Knotice stats, which found that in 95% of the cases, the email open is occurring on only one type of device, which removes one excuse not to optimise for mobile.
Adobe predicts that at its current rate of growth tablet traffic will surpass smartphone traffic within 12 months.
Within a year of its launch in Q2 2010 the iPad accounted for 1% of total website visits, reaching 4.3% of total visits by the end of 2011.
In contrast, within the first two years of the iPhone market entry, smartphones accounted for 0.4% of total website visits, taking nearly three years to reach 1% of total visits.