Mobile marketing is increasing in popularity and is forecasted to exceed desktop Internet access in many parts of the world. Statistics say that more than 90 percent of Americans have a mobile phone. So marketers need to keep tabs on the opportunities of reaching audiences via mobile devices (includes tablets) and how to make their mobile sites accessible.

When mobile users do searches, it’s not just the device that is different. The location, urgency, context, subject nature and the triggers for search are distinct from searching on a computer. If you want their business, don’t treat them as you would desktop users.

Here are some stats on mobile searching...

  • "25 percent of overall search queries are now on mobile devices." – BIA/Kelsey (April 2014).
  • "During the 2014 Winter Olympic Games, 60-65 percent of Olympics-related searches were performed on a smartphone or tablet." – Google (April 2014).
  • In the US, mobile was 34.2 percent of all paid search clicks in December 2013. It is expected to be 42 percent by December 2014 and 50 percent by December 2015 – Marin Software (March 2014)
  • In the UK, mobile was 43.4 percent of paid clicks in December 2013. In the rest of the Eurozone, it was 20.2 at the end of 2013 – Marin Software (March 2014).
  • 58.7 percent of smartphone users access search; 73.9 percent of tablet users access search – ComScore Mobile future in focus (March 2013).
  • US consumers will spend more time on mobile devices than PCs in 2014: three hours a day – eMarketer (April 2014)

These statistics demand that business have a mobile-friendly site in order to leverage mobile web marketing. When the user clicks through from the search results, they are not going to appreciate that a site is slow to load, doesn't fit the screen, may be using Flash (which doesn't work), has no easy way to find contact info or makes it impossible to book, register or buy the products and services that are included on the website.

It makes no sense for a business to spend money and resources into branding, just to end up with a sloppy mobile presentation. The number one thing needed to reach people via mobile devices is to make sure a website can be seen from a smartphone or tablet. Your website must either be built with responsive design or have a separate mobile website. Your content also needs to be kept simple and clear and limit the number of pictures. A clear call to action must be present and not cluttered and your business address and contact information should be easily accesssible.

If your competition has a mobile website, you need one as soon as possible too – or risk losing your customers to businesses with a mobile presence. A business with both a mobile-friendly website and a standard site enjoys a distinct advantage over businesses that do not have a mobile site. Google, Yahoo!, Bing, Yellow Pages and other search engines and directories rank mobile-optimized businesses higher than their competition.

If you pride yourself on quality customer service or great products, you need to make your website accessible to your customers on the go. A mobile website will make it so much easier for visitors to find your business and contact you with one-click calling, one-click email, and instant directions.

We know that finding the best agency for your marketing project can be difficult. Hundreds of agencies. Dozens of disciplines. Good versus great. The considerations are many. Rnked can help. Our broker team intelligently matches growing businesses and marketing agencies. We give you choice, freedom, and zero obligation in the process. Using smart data and years of experience, we take an important marketing decision -- and simply make it less difficult. You're still at the helm, but we're here, aiding along the way. And we do it without cost to you.

Michael  Koehler

Michael is the Director of Sales & Marketing for Rnked Marketing Directors.  He leads the day to day operations of the brokerage team - spending his day working with both agencies and business, trying to make amazing matches happen.