Simple Ways to Optimize for Mobile Marketing – By Mark Glauberson

by Colleen on August 22, 2012

Consumer adoption of mobile devices has exploded with over half of all Americans now owning a smartphone and tablet ownership skyrocketing. This increase has created a dramatic shift in how consumers interact with brands online.

According to StatCounter Global Stats, 10% of total internet traffic, as of May 2012, has come from global mobile traffic. It is important to develop and optimize your brand to accommodate these new media habits.

Even if you haven’t already developed a mobile marketing campaign, your users are still accessing your brand using mobile devices. According to a study by ReturnPath, email opens on mobile devices (smart phones and tablets) grew 82.4% in the past year and is currently on track to surpass both webmail and desktop email views by as early as this summer.

Mobile users are now checking their emails when they wake up, while at work, on their commute home or while lounging on their couch in front of the TV.

Therefore, while your intention might have been to reach your consumer when they first arrive at work and are checking their email on their desktop, your viewer might already have seen the email on their mobile device earlier that morning.

As a result, not only do you need to consider optimizing your creative for mobile, but you also need to take into consideration other variables such as time of day and day of the week. By analyzing opens, clicks and conversion rates from previous email campaigns, you should be able to determine what messages and times are most successful.

Fortunately technology is catching up with this trend so there is no lack of tools to help you optimize. Mobile decision engines allow for real-time optimization, showing a mobile creative to a user on a mobile device and a different creative to those viewing on a desktop/laptop.

PPC campaigns are another medium to consider optimizing. If 10% or more of your search campaign is coming from consumers using a mobile device, consider targeting this medium separately from your regular search campaigns.

Google allows you to target PPC campaigns by specific device, operating system and carrier to accommodate the end users’ search experience. Since mobile searchers’ attention spans are limited, make sure to keep mobile specific ad copy short and poignant.

Similarly, landing pages from mobile search clicks should reflect your conversion goals- featuring a clickable phone number if you are looking to receive calls, including a download link if you want to increase app installs, integrating a link to a promotional video or incorporating a geo-targeted map. By utilizing mobile functionality you will enhance CTRs, conversions and your end results.

The growth of mobile devices is profoundly changing the way consumers access information and communicate with one another. Consequently, marketers must be prepared to adapt for the mobile age.

By targeting and optimizing digital campaigns for the mobile user, advertisers will better be able to capitalize on the benefits that this change in technology is bringing.

Mark Glauberson is VP of Media Buying at Direct Agents, a digital marketing agency (

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