Been hearing about how mobile marketing is the future for the last couple of years?
I hope you prepared yourself thoroughly, then, because it’s here. Right now. We’re living it as we speak!
That’s according to Eric Schmidt, Google’s executive chairman. When he talks, everyone and anyone connected with online marketing sits up and listens.
And according to Schmidt, we’d best get the trumpets out. Mobile has “won.”
Why, the age-old battle between desktop computer and mobile device, of course!
“The trend has been mobile was winning; it’s now won,” Schmidt recently told Bloomberg. “There are now more tablets and phones being sold than personal computers. People are moving to this new architecture very fast.”
But a new war’s being waged with wearable technology. This battle of wits will see mobile devices standing off against watches that pinpoint your location, specs that predict how many apples you need to buy, and underpants that… well, you get my point.
All of which has made and will make your previous and current search and internet marketing techniques absolutely irrelevant.
Say it ain’t so!
It ain’t so at all, so you can relax.
But the amount of people that were getting ahead of themselves with the above train of thought irritated me no end last week.
Just because the chairman of Google points out that more people are buying smartphones and tablets doesn’t mean hundreds of millions of people are going to stop using desktop PCs and tablets.
Your site won’t vanish and you won’t be left behind – if you’ve been following the right advice and been doing the right things.
Yes, if you spend a lot of time optimising your brand and have been for a while then it’d be wise to consider putting more of your budget toward mobile search.
But if there is one thing that’s remained consistent in the world of internet marketing then even Schmidt himself picked up on it in his interview – DATA.
Has Eric Schmidt’s backing for mobile changed the way you view your online presence? What would you change about how you’re viewed over mobile? Let me know in the comments below!
Stay the distance
Not that Schmidt has said anything wrong or untoward, of course. But with so many people relying on Google for their traffic they can understandably get a bit apprehensive when they hear the head of the company throwing his weight behind a single medium.
But as I’ve said countless times before it’s not what medium you use, it’s how you use it.
Mobile is indeed important, but only if your customers are using their smartphones and tablets to try and find you, communicate with you, and purchase from your site.
And in that sense inbound marketing and data collection are more important than ever for your future growth.
Using that data in the right way
You’ll have noticed when I wrote about how to optimise your brand for mobile since Google released the Hummingbird algorithm, the overriding theme of the post was to be as helpful as possible to your visitors.
That includes creating content that helps answer visitors’ questions, making sure your site loads quickly on all devices, that the design is responsive and easy to navigate, considers the local angle, and more.
All of those factors (and others) should be built around the data you’ve collected, and complemented by a proper strategy on who you’re marketing to and why.
Marketing your online brand the right way and generating new inbound leads is the reason why outsourcing to a company can often be the right thing to do – and can justify the price tag entirely.
What lessons have you learned from your time optimising and marketing your website? What advice would you give to somebody just starting out? Let me know below!
Planning in advance
If you’ve known about ‘mobile being the future’ for a while and haven’t done anything about it then you’re likely to lose ground to those competitors that have laid the right foundations over time.
But that’s also the beauty of search marketing. While there may be some ground to make up you can do it in an entirely different way to get more exposure and better results.
Maybe your competitors have good content, but your landing pages and offers may be much better. Search marketing is fast becoming the most creative marketing tool on the planet – again, if used in the right way…
Which brings me back to Eric Schmidt and his comments about mobile.
2014 is set to see up to 75 per cent smartphone penetration over in the US, with the rest of the world sure to follow. And with Google far and away the world’s biggest mobile search engine then of course Schmidt is going to be a happy chappy and champion the mobile philosophy.
But you should only champion it if it will work best for you and what you’re trying to achieve.
That should be a whole lot easier with features like Google Now coming into their own and giving users the right information they need at the right time.
So if you’ve planned ahead and have mobile optimisation in your sights as part of your overall strategy then I suggest you keep calm and carry on.
As I say at the start of this post millions aren’t going to ditch their desktop PCs, not for years and years.
And similarly your marketing campaigns may only need the odd tweak for additional success.
Mobile may be winning, but the online marketing game is a long one to play, and the rules are constantly changing.
The only fight you need to concentrate on is the one that attracts more visitors, conversions, and brand visibility.
Winning that battle is key to everything you do now and into the future.
If you want to be more mobile compliant and start generating leads from other platforms and sources contact Webpresence today to find out more!