Google's new content carouselIt’s wonderful seeing how well mobile marketing’s doing at the moment.

I mentioned a few weeks back that mobile advertising budgets have had a serious impact on television ad spend thanks to the reach it gives marketers and the impact it can have on their audiences.

If you’ve been investing in mobile marketing for the past few years then hopefully you’ve been seeing some fantastic results. If not, and you’re worried about missing out, then the good news is that it’s not too late to start a campaign.

Because the medium just keeps getting and better, and major search and social players are doing all they can to benefit mobile marketers with calls to action that work for them and help generate more leads.

Can you afford to miss out on so much potential business that’s happening around you?

Have you been using mobile marketing for your business? What creative strategies have you come up with to help you get noticed? Let me know in the comments section below.

Mobile matters

I mention mobile because there have been more key developments happening in the medium lately in relation to search.

Google especially has been busy lately with the search giant rolling out a new content carousel that groups content from websites around requests.

If someone were to search for the mighty Liverpool FC, for instance (and who wouldn’t!), then content from single sources such as the club itself, The Guardian, and others becomes discoverable in a swipe-to-read manner.

The point is to make content on mobile searches much easier to find and digest, which will be good for increasing traffic and becoming an influencer with a good content creation campaign.

But that’s not all Google’s been up to. It has also introduced a new ad unit to help with calls for conversions. New call only ads can be created during a PPC campaign and is easy to use; all you have to do is create a ‘call only’ as type in AdWords. Simple!

The Google ‘call only’ feature is exactly the same as a typical PPC ad, but instead of being charged to drive traffic to a website, people that click on the ad will be connected to the advertiser’s provided phone number instead to speak to somebody.

It’s a mobile marketing masterstroke. Why create a PPC campaign to drive traffic to your website in the hope that people will find your phone number, when you can encourage people looking for you to call you straight away so you can personally answer their query?

Yahoo!’s call to action

It’s not just Google looking further into mobile. After Yahoo!’s success in capturing a deal with Firefox which has seen usage in the search engine surge, they have recently stated in its first mobile developers conference that it has huge plans in place after its partnership with Flurry.


Who would have ever thought Yahoo! would make such a stirring comeback after so many troubles so long ago


Its new mobile developer suite will help app developers drive installs and analyse usage through Flurry’s analytics, and Yahoo! is hoping to expand on its own search, display, and video ad offerings.

Should Google be worried? Possibly; as well as the Firefox deal introducing Yahoo! to a whole new audience of searchers, Google’s overall search of U.S. searches (excluding mobile) recently dropped below 75 per cent, the first time that’s happened since 2008.

It’s certainly not the biggest drop in history, but Yahoo!’s progress coinciding reinforces my point that, when it comes to marketing on the internet, it’s wise not to put your eggs in one basket and to tailor your marketing efforts to those that really matter – your customers.

Will mobile take over completely and further decimate television and traditional media advertising in the near future? Let me know below!

Conversion rate greatness

After all, who would have ever thought Yahoo! would make such a stirring comeback after so many troubles so long ago? Anything’s possible in search. Is your site optimised well enough to be crawled by Yahoo! or any other search engine for that matter?

While mobile continues to thrive the point underlined by Google’s new AdWords effort is perfect. People may want to use the internet to find a product or service for themselves, but unless they feel confident that a real human being is dealing with them then they’ll look elsewhere.

Which brings me to call to actions, and how mobile offers such a fantastic opportunity to let people know that you exist, and that they can contact you there and then – especially smartphone users.

A conversion rate optimisation (CRO) audit on your existing website, therefore, may be a much more sensible use of your budget instead of investing a lot of money on a big marketing campaign that may get you a lot of traffic but doesn’t effect your bottom line.


Mobile offers such a fantastic opportunity to let people know that you exist


If your site is already mobile optimised and discoverable, how effective is it at capturing data and leading people to where they want to be, for instance? If you’re selling products, are people able to see clear pictures of them, descriptions, prices, and more?

What’s the checkout process like, and are there too many steps to fill in when they want to make a purchase? It’s the same with data collection; if you’re after a lot of information, is the user journey they have to make accessible and enough to keep their interest?

A lot of small changes made in the right way can help your conversions shoot up, but also show mobile visitors that yours is a place they can return to time and again and show their friends and family.

But, again, when it comes to marketing yourself online it’s so important to stress that you need a lot of small successes – whether it’s social, email, search, and more – to make one big successful enterprise. Anything can change at anytime; don’t shoot yourself in the foot by putting your eggs in one basket.


If you’d like to create a mobile marketing strategy that helps generate leads and attract business for your brand get in touch with Webpresence today!

(Images: Nuageculture,)