Google Launch Mobile Friendly Test Tool For Small Businesses

Google launched a new mobile friendly testing tool at the beginning of June. Aimed at small business owners, the testing tool enables you to determine how user-friendly your website is on mobile devices. Don’t panic, the tool is easy to use. All you have to do is visit Google’s mobile friendly webpage and type your url into the field provided. The following results will show underneath: Mobile friendliness: ??/100 Mobile Speed: ??/100 Desktop speed: ??/100 The results will then be merited: good/fair/poor. Google will even send you a full breakdown of the report for you to hand to your web designer if you request one. Nice touch, we thought. Why is mobile speed important? There are some clinical statistics that indicate the importance of ensuring your website is mobile friendly: More searches are conducted using mobile phones that any other device. If a website does not load within 2-10 seconds, visitors will leave. If you ask digital marketers what the most important aspect of a website is, most will answer, “user-experience.” So to sum up, if the majority of consumers are using mobile devices to visit your website, but it is slow to load or they cannot navigate your site easily, they will leave. This means two things: You miss out on a sale Your rivals gain a customer. And they may stay loyal customers. Your prospective customer chooses not to click on your site when seeing it in search results next time they have a need due to the past poor experience whilst visiting before on their mobile or tablet device. Search engines have been encouraging online business...

Will AMP Be Used As A Ranking Signal And What Impact Will It Have On Your SEO?

Google is intent on delivering improved performance for mobile users. The next logical step to the company’s mobile-first-approach is Accelerated Mobile Pages (AMP). The key driver behind AMP is to increase page speed for mobile users. The search engine giant aims to achieve this by stripping away design elements that slow down load times. According to Google, webowners that adopt AMP can expect their webpages to load between 15 and 85% faster. If the search engine includes AMP as a ranking signal, making the switch could have positive results for your website. AMP for developers Google has made the transition to AMP as simple as possible and provide open source framework called AMP HTML together with a selection of content templates. The challenge for developers will be how the page looks. With design elements such as javascript and CSS stripped down, websites will look bare on mobile. Using techniques suggested in theamproject.org, AMP HTML documents only use a small set of HTTP requests. The performance of your mobile site is expected to improve by delivering documents through content delivery networks (CDN’s). There is a concern this may impact on user engagement. You may therefore have to add some design work together with CSS styling to preserve branding. Larger sites will need to integrate content management technology into the AMP HTML framework. When using CDN’s developers may also find a drop-off with SSL negotiations. This may cause some problems, but bear in mind that AMP is still in its early phases. It is hoped that any glitches caused by CDN’s will be rectified if and when Google use AMP as...

The Pros and Cons of Mobile Web v Mobile Apps

Which Suits Your Business Better Now consumers are using mobile handsets to do everything and more than they can on a desktop internet, online businesses have a decision to make. Will your business perform better online with an app, a website or both? Search engines have steered firms to build websites consumers can use on mobile phones. Yet there are still a lot of mobile users that are having usability problems. Slow loading sites, poor performance, poorly designed, intrusive display ads and impossible navigation all contribute to the frustrations of mobile internet users. Then along came the app. And with a swagger. It boasts the ability to work offline, can be customised for personalised use and generally performs better than a website. But are web apps or web mobiles better for your business? Usability Apps offer users and businesses a number of critical advantages; the performance is better on mobile devices and help brands improve personalised service and customer loyalty. Apps certainly tick the right boxes in terms of usability, but only if they add value to the customers for the long-term. Statistics show that apps typically have a short life span. If your mobile website is poorly designed, it can create all kinds of usability problems. However, these can be easily eradicated with a simple design that is clutter-free and easy to navigate. Since the introduction of HTTP2, websites can load quicker on mobile phones, and if designed well, should improve the user-experience. But web designers still need to be savvy. The more information web browsers have to communicate with servers, the longer it takes mobile pages to...

Upwardly Mobile: What Consumers Want From Business Websites

A recent survey conducted by HubShout revealed that 78 per cent of mobile users found new businesses on their phones and tablets. The news gives small businesses with an online presence a confidence boost. With a solid SEO campaign and well designed website, it is possible for small businesses to compete with large corporations. But the survey was also useful with providing insights as to what mobile customers expect from a website they visit. Essentially, they want easy access to relevant information and to navigate the site in the least number of clicks and scrolls. Relevant information It is not just information that is important to mobile users, but how easily it is to find it on a website. Search engine users typically use mobile devices to research information on product prices, opening hours, services, inspiration and event times. Contact information and business hours were top of the list and should be predominantly displayed or located in a logical part of the website. Other relevant information mobile users find the most important is: • Business hours/show times • phone number (preferably click to call) • address with directions on foot, driving and public transport • menu of products and services • product images • testimonials • videos • social media profile links • fast load times The priority for mobile users then, is to have immediate access to information that is most important to them, and a web design that is easy to navigate to secondary information. The importance of information architecture on a website Information architecture is the technical term used to describe the navigational layout of a...

How Will The Growth Of Mobile And Wearable Tech Help Online Businesses?

Online shopping and advances in mobile technology is making our lives more convenient. Now wearable tech products are hitting the High Streets, how is this going to impact on your marketing strategies? Apple Watch and Google Glass are leading the pack of wearable tech options and users are already enjoying the benefits of not having to take their mobile handsets out. But as screen landscapes become smaller, so does your marketing campaign. It’s like Twitter on spectacles. Messages need to short and tweet! Sorry. Glanceable marketing Online users are already accustomed to scanning, glancing and digging out information easily. Wearable tech is purely designed around convenience. This means your marketing messages have to be precisely relevant and straight to the point. The rise of mobile technology has its pro and cons just like any other innovative product. It also presents more challenges than obvious solutions for marketers, but that is understandable given we are still in the infant stages of development. Essentially, new software is required to help marketers successfully send marketing messages to smaller platforms. Companies like wearably have made headway, but given manufacturers are still trying to perfect the technology so that it is marketable, software is naturally lagging behind. The wearable tech revolution? We have to assume however, that wearable tech will take off. Google is already working with top designers to make the tech-specs more appealing to the eye, and once developers work out more uses for the product, it is only a matter of time before the eyewear is less creepy than it currently is. The Apple and Samsung watches are likely to become...

Bing v Google: The Battle For Mobile Search

Research shows that Bing impressions on mobile handsets is clawing back some of the market share from Google. Whilst the Big G still dominates search, there is a clear indication rival search engines are starting to attract users. The number of purchases made on mobile handsets is now twice that made on desktop PC’s. And search engines are tapping into the increasing number of mobile users. Over the past year, Google has been catering to every conceivable whim of mobile users. And Bing is following in its virtual footsteps. Last week, Google launched the latest weapon in its arsenal – a buy button that streamlines the purchasing process for goods on sale through paid advertising. But Bing is hitting back with its own line-up of services that appeal more to retailers than consumers. And that is why Bing impressions have warranted a 98% increase on tablet sales and 30% through mobile phones. Bing Bing From a retailer’s point of view, Paid ads on Bing have less competition than Google. The benefit for retailers is you receive better ad positions for less cost per click. Although Google drives more customers to retailers due to their dominance in market share, statistics show search engines users are looking for alternatives to Google. The latest figures show that Bing is improving its search capacity and its share of the search market ticked over to 20% earlier this year. In the last two years they have pulled back four per cent on the Big G. If Bing continues to lure mobile users away from the grasp of Google, the impact could be a boon...

Google Planning New Mobile Ad Formats and Extensions for Multiple Industries

Google is pulling out all the stops to cater for mobile shoppers. With handhelds fast becoming the device of choice for consumers, marketers have more tools than ever to target mobile users. Although the Big G’s ad formats and extensions are not new for all online industries, they are for most. The new ad formats were launched last October for the automotive, travel, finance and eCommerce, but are now available for all verticals. Mobile users expect rich content, and Google’s ad formats and extensions are designed to communicate relevant content users are searching for. Essentially Google is moving away from keywords in favour of people-based targeting – which is a means of justifying collecting data based on the search terms of their users. So is Google killing the keyword? Not quite, but format extensions like dynamic ads and comparison ads suggest they are looking for alternative solutions. Let’s take a look: What are Dynamic Ads? Dynamic search ads (DSA’s) in AdWords allow marketers to create campaigns that complement existing keywords to create a broad match for landing pages. DSA filter information from your website so it can find a better fit for search terms typed in by the end-user. Using structure-based data rather than stand-alone search terms, give advertisers a double advantage. Data pulled from your site gives Google more information to match with user intent, and you save yourself the time-consuming hassle of selecting, managing and testing keywords. Comparison ads Comparison ads filter and sort similar ads side by side so that end-users can compare prices. The ads target discounted products and generate more qualified leads for online...

Does Google’s App Indexing Mean You Need To Build An App?

Early this year Google started indexing apps for Android users that had signed up to a branded app. A couple of weeks ago the search engine giant extended this ranking signal to include all Android users whether they have used an app or not. When apps appear in search engine results, users have the option to download them immediately using the fixed app install button. This latest development could have benefits for companies developing mobile apps. Or could it? The pros and cons of apps Search engines put an emphasis on user-experience and apps provide a solution for brands to connect with consumers in an interactive way. When users download apps to their mobiles you can have direct engagement with them. For users apps can be a valuable tool – providing the information you give them is useful for every day or frequent use. The mistake many brands make is they build an app users easily lose interest in. You can also use your app to make the purchasing process easier. Furthermore, you can take advantage of direct engagement with subscribers by using your app to handle customer services, feedback and complaints. Apps help visibility Now Google is including apps in its ranking factors, they can be a great way to drive traffic to your site and raise brand awareness. Even better news for companies developing apps is that the ranking factors can be linked to your website. There is of course a snag. Before your app ranks in search engines you have to receive engagement and interest from users. Indexing and ranking apps works exactly the same way as...

How To Take Advantage of Google’s Faster Load Times on Mobile

Google’s help and hindrance pendulum is swinging towards help for mobile users. The internet capstone has developed a way of making slow-loading pages quicker on mobile handsets that have laboured connectivity. The company has called the initiative ‘transcoding’ which really means that what webmasters haven’t done for themselves, Google will do it for you. However, this means blocking out heavy content so pages will load quicker. So for online retailers, the pendulum could swing towards hindrance. Still, Google does have good intentions. They want to provide users with an enjoyable user-experience, even if that means cutting the arms off retailers at the elbows. After all, why should Google care, they pull in around $16m a quarter from advertisers they chop arms off. So you can’t slap them. 2G transcoding The testing ground for ‘transcoding’ has been Indonesia which has a high percentage of 2G broadband. Early tests show 50 per cent of pages have faster load times once they are stripped of bytes. On the upside, fast-loading websites are proven to increase conversions. In 2013, Kissmetrics reported that mobile users will log out of a website that has not loaded up within three seconds. Three seconds! Now that is impatient. But take it as a warning. Slow sites get you nowhere fast. Google are actually doing you a favour. Now it is up to you that you do not lose the most relevant content that will negatively impact on online sales. Stripped down web design Google say the way to speed up load times is to remove irrelevant content. The problem retailers face is they have no control over...

Why Tapping Into Mobile Millennials Could Increase Your Online Revenue

Millennials are consumers born into the technological age and have grown up around handheld devices, desktop PC, laptops and the internet. They are comfortable using all types of devices and are typically active on social media. By 2025, 75% of millennials will account for 75% of the global workforce – and they will have more money to spend than they do now. Merchants are already beginning to see a significant shift in millennial shopping preferences – both in-store and online! The younger generation of shoppers prefer to pay using NFC (near-field communication) technology directly from their handheld device than a credit card. Subsequently, mobile apps are being actively used in-store. A survey conducted by getelastic shows that 66% of millennials using mobiles for shopping are spending more than shoppers visiting physical stores. This is because marketers with a solid digital strategy can capitalise on visual showrooms that are noticeably seen by customers. In a store, offers can go unnoticed. Consumer demands Because they are technology savvy, millennials have high expectations of digital companies. They demand seamless transactions and a happy user experience whether they are online or in brick and mortar stores. Don’t let the digital arena + millennial shopping preference statistics sway your marketing options. Like every other generation of shopper, the 14-35 group of shoppers still enjoy visiting physical stores. The trend of shoppers these days is to visit stores to examine merchandise then check out reviews online before they purchase. Buying online is a convenience most of the time, not a necessity. But millennials do expect seamless transactions across all touchpoints – which means installing means...

Google Readying Launch of Buy Button To Mobile Search Results

Search engine daddy, the ‘Big G’ as we affectionately refer to them in the SEO community, recently announced they will be adding a “buy” button on results pages for mobile users. The California-based company intends to roll out the instant buy option in a couple of weeks’ time although an official date has not been announced. Initially the feature will only be available for mobile users, once more encouraging online businesses to target a mobile audience. But that is not the only trick Google officials are pushing. The button will appear in search engine listings alongside paid search ads – and not organic listings. This indicates the buy button will only be made available to companies that are paying for Adwords. Should we be surprised? Not really! Google is becoming a one-stop-shop rather than a research tool to find information. How does the buy button work? Google has been ominously quiet about the launch of its new feature, but a “secret sources” leaking reports to journalists at The Wall Street Journal said the buy button is a direct link to special Google page where you will be asked to fill out a purchase form. This is likely to involve the usual online purchase process, following which consumers enter payment details and are passed through to the retailer to confirm the order. Why consumers have to submit their payment details directly to Google rather than the retailer has not been mentioned! However, commentators suspect it is to make online shopping easier so consumers do not have to input the bank details on every site they make a purchase from. Should...

Mobile Marketing Is Driving Technical SEO

The insurgence of digital handsets and mobile apps has dramatically changed the way we interact with one another. They are even changing the way we access information, discover new interests and do our shopping. Needless to say, mobile technology has a huge effect on our everyday lives. It is also changing the way marketers and companies present themselves to the world and acquire new customers. There is no doubt digital marketing has huge benefits for companies. With the right type of SEO you can raise visibility of your brand and drive engagement. And now more and more people are using mobile handsets to access the web, the digital landscape is changing again. Mobile apps Applications have become a customary feature on smartphones and tablets. They allow users to have instant access and interact directly with brands. If your app is useful and engaging, they are a great way to optimise engagement with mobile users. Apps may not be the leading marketing tool of the future, but given over 70% of teenagers favour apps over traditional browsers, the feature is already ingrained in the minds of today’s youth. Search results are also beginning to pick up metrics from apps, and companies that have dedicated app stores, namely Apple and Google Play, have laid the foundations for how marketers target an audience. We are already seeing signs that mobile apps are dominating user attention, and using handheld devices to conduct search grows year on year. Mobile marketing is the fastest growing industry ever. ASO is SEO The introduction of app stores has developed a new metric for search engines and consumers...

Are Your Emails Mobile Responsive? If Not, Here’s How!

There’s a lot of talk about the need for a responsive website, but the email template can be overlooked which makes a mockery of having a responsive website. The number of browsers using mobile handsets to search the web is on the rise, but there is a larger percentage of users accessing their email messages with smartphones than there is browsing. Fortunately, responsive email templates are readily available from email service providers and are easy to configure. Most also have a function which allows you to view what your template will look like on a mobile screen before you launch it. No need to send yourself an email! If you are engaged in an email campaign or replying to a request via email and linking to a page on your site, your email template also needs to be optimised to make it easier for mobile users to view the content and take the next step. Creating an email response Customer feedback surveys show that online buyers want to be able to make quick decision, easily navigate a site and purchase a product with little fuss. All these ingredients should be included in an email response. There is no harm in thinking that an email response is a promotional ad, or even a deliberate step in your purchasing process, but it should not read like an advert. Keep it personal, helpful and friendly. The only giveaway that your reply is an ad should be the call to action, so think about how you are going to do this first. Ideally it should be placed at the bottom of your reply...

How To Optimise Your SEO For Mobile Shoppers

An increasing number of consumers are using mobile handsets for shopping. Google stats show 67% of online consumers are using a mobile device for at least one stage of the purchasing process. Furthermore, the search engine giant announced it would be including mobile-friendly sites as a ranking factor. If you do not have a responsive website that can be easily viewed and navigated in a mobile screen by 21st April 2015, expect to drop down Google rankings. By now you are probably well aware of the mobile mania sweeping across search engine land. Now all you need to know is how optimise your website for mobile shoppers. First thing to remember is that search engines are online consumers want a good UX – user experience. You can give them this by making your website easy to navigate on a mobile device and making the purchasing process quick and easy. Mobile usability Mobile screens do not have as much landscape to view as desktop PC’s and laptops – therefore the amount of info is limited. But you still have to get your message across… …so we are talking about the wonderful artistic concept of less is more. Well kind of. The real purpose here is getting straight to the point rather than going round the houses to explain your point. If visitors want further information they should be given the option to find a detailed description on a separate page. Therefore, your content must have a place of its own and be clearly labelled. Add a feature that allows users to bookmark pages. If you have an eCommerce site give...

Check List To Ensure Your Website Is Mobile-Friendly

With less than a week to go before Google launches its mobile-friendly algorithm on 21st April, we thought it would be a good idea to run through a quick checklist that will help you measure your websites responsiveness to mobile devices. Google has been pushing web owners to improve user-experience across all devices for a good half decade now and the latest upgrade to their – sometimes – beastly algorithms, is the last chance for business owners and blog keepers to accommodate mobile users. The first check, and quickest check, you can make is to run your URL through Google’s ‘Mobile-Friendly’ checker. This will give you a response to the basic responsive requirements you need on your site to ensure your website is at least responsive. Should you pass, you can breathe a slight sigh of relief. Your website will still rank at least. However, this mobile-friendly checkers cannot measure how good the user-experience is on your website. But will search engine crawlers? Improving user-experience We do not know yet how Google’s algorithm will work. It may just be as simple as their mobile-friendly test, but given the search engine giant is on a mission to improve the overall UE of the internet, a basic responsive check on websites is hardly likely. It is certainly best practice not to take any chances! We will assume you have consulted a web developer who understands how to layout your web pages so they are responsive and user-friendly so will not waste too much time with regards your web design. What we should mention however, is that copy should be kept to...

Is Your Site Mobile Friendly? What To Expect From Google’s New Algorithm

Google is scheduled to roll-out its new ‘mobile-friendly’ algorithm on April 21st – so what should web owners expect? Let’s keep this simple. If you already have a responsive web design, you won’t be affected other than moving up the Google rankings to replace websites that are not mobile friendly. The bad news is only for companies that do not have mobile-friendly sites, otherwise known as responsive design websites. A responsive web design shape-shifts to fit whatever size screen visitors are viewing your website on. If you do not know whether your website is mobile-friendly, it probably isn’t. But to be on the safe side, run a check through the Google Mobile-Friendly Test. Why are Google launching a mobile-friendly algorithm? A growing number of internet users access the internet on their mobile handsets. However, before mobile web design was called into play, websites did not fit on to smaller screens and are subsequently difficult to navigate. The goal of search engines is to create the best user-experience as possible, regardless of the type of device users are accessing the internet. To encourage webmasters to provide a better UE, the search engine giant will give priority to websites that provide a good user-experience on a mobile handset. The repercussions of the latest algorithm could be just as devastating to website owners as Penguin and Panda. The good news is that the solution is a relatively quick fix – get a responsive web design. Having said that your site will be down-ranked for a least a couple of weeks until coders can upgrade your design and it is going to cost....

Mobile User-Experience To Be Included in Google Search Results

Google is stepping up its intent to deliver better user-experience to mobile devices – and will favour websites that meet the criteria. The search engine giant recently announced it will start ranking websites that provide a good UE on mobile handsets higher in search rankings. The ratings will go live on 21st April. Google has been testing websites for mobile-friendliness since last September when it gave a green tick to responsive websites that met the criteria. The following month grey icons of a cross through a mobile identified websites that were not responsive to smaller screens. At the time, it was not clear what the Big G was hoping to achieve with these icons, although many SEO practitioners suspected they would eventually be used as a ranking signal. We were right! The conclusion to draw from this latest algorithm change is make your website mobile-friendly or expect to slip down the rankings. According to Google, April update will have a “significant” impact. Does your website pass Google’s mobile-testing test? To determine whether your website will suffer in search rankings post April, run a Google mobile-friendly test using the free tool. This will tell you yea or nay, and if the latter, what you can do to rectify the issue. You can also use Webmaster Tools to identify which parts of your site are not mobile-friendly by using the Mobile Usability Report. If you have not already upgraded your website to meet the demands of mobile users, Google may just force your...

How To Capitalise On Local Search For Mobile

The increasing number of people using mobile handsets to search the net has influencing the way online companies are marketing their business. Whereas the internet was once billed as having global reach that could make you a fortune, developments driven by mobile use has reduced global reach to local focus. Optimising your online store to target local customers, but in order to reap the benefits of the functionality you need to know how to push your site up the SERPs (Search Engine Results Page). The importance of going mobile Search Engine Watch reported last summer that mobile users were using their handhelds to search the net more than they were using desktop computers or laptops. This may also be an indication of which times people are using their phones – outside work hours! This is significant, as we will see later. If your online store is not already geared towards mobile handsets, it should be. You will be missing out and losing ground on competitors if your website is not mobile friendly. First major issue to address is a responsive web design. You should also be setting your online campaigns up to target local customers and mobile users. Google Adwords recently updated functions in its database so that companies running a pay-per-click campaign can include call only settings that prompt local mobile users to take action. The third crucial issue is the time of day you launch ads. Remember you are competing against national and international companies that invade a local markets. You may not be able to out muscle them financially, but by being tactically cute, you can...

Responsive Web Design And Why You Need It

Responsive websites are the latest must-have designs for online businesses. Why? Because more browsers are using mobile handsets to access the web and traditional web builds do not fit smaller screens. As a result this makes user-experience a pain in the Arsenal and Google ignore your page in mobile search results. A website is typically designed to fit into a specific space. When you access a website on your laptop or desktop computer, the design fills the entire screen and you can see the entire page and its content clearly. With the menu bars, side bars and content clearly visible it is easy to navigate the website using a scroll bar and menus to click-through to other pages. A well designed website is user-friendly – something search engines demand. However, when this same website is accessed on a smaller screen such as a smartphone, the content, menu bars and sidebars are not clearly visible. The users has to use scroll bars along the bottom and up and down the side to navigate the site. You have probably had this experience yourself. It’s awkward isn’t it? In essence, this type of web experience is not user-friendly, and it has become custom for visitors to immediately log out of websites they cannot easily navigate. What is responsive web design? Responsive web design enables websites to change size to fit into whatever sized screen the browsers is using to visit your site. If they have a 4-inch smartphone, the content will narrow in size and filter down for them to scroll through. Likewise, if you are viewing a website on a laptop,...

What Are The Most Effective Ways To Deliver Mobile Marketing Messages?

It’s no secret that mobile will be the next big stage for marketers. The evolution is already changing at a rapid pace. Tools are not in short supply, but with so many options it can be difficult to know what form of mobile advertising will work best for your business. When it comes to online marketing, there is no one size fits all strategy, but there are a wide range of tools that can help you get some leverage. Below are your best mobile marketing options. App-based Apps enable you to interact with customers easily and conveniently. Providing the app offers value that can be sustained to the user you will have more benefit. For example, a cooking app updated with recipes is better than an audio walking tour users will only use once. Mobile image ads When publishing content in the modern digital landscape, you have to consider the device your customer will be receiving your content. Given most people access their mobile when in cafés, on public transport and in bed, huge swathes of textual content is not going to be appealing. The answer is images with ads, and there are many ways of producing images that will get your message across. You can produce content that deliver a message with free drawing tools downloaded from the internet, so just imagine what you can do with a professional package. QR Codes For some businesses, QR codes are an ideal way to directly connect with your customers. The best way to use them however, is to give the user a benefit in using them rather than just a...

US Leading Mobile Marketing Trends

If you are a marketer in the UK – or anywhere else for that matter – and want to know what the latest mobile marketing trends are, look across the pond to your brethren in the United States. The US is the biggest economy in the world – and it is not by chance. They also have the world’s leading marketing ideas and have done for a century or so. Needless to say, the advancements in technology is also US-led. Let’s take a look at some of the successful marketing trends of 2014 and determine what is next in store for UK marketers. Mobile marketing first With the rapid growth of mobile advertising, online marketers in the US are recognising the value of structuring their marketing campaign to meets the needs of mobile users ahead of every other target audience. According to Business Insider, the spend on mobile advertising in the US last year enjoyed a growth of 49.7% outstripping traditional marketing strategies such as TV, print and radio. Mobile’s closest rival was social media with an 18% growth. The stats speak for themselves. Interactive advertising The focus for marketers is to engage customers with content and the mobile platform presents a perfect opportunity for companies to interactively connect with prospects. With handheld devices giving users easy access to video, social media accounts, video games and online questionnaires, etc, interactive advertising is a fast growing industry and in the US, spend is tipped to hit around US$77m by 2016. Expect interactive to gain pace this year. NFC technology We seemed to wait an eternity for NFC technology to go...

5 Mobile App Mistakes To Avoid

Mobile apps are an integral part of digital marketing and are proving to be essential tools in numerous ways. However, there are pitfalls. Targeting prospects through handheld devices requires careful thought and understanding. Your message requires a personal touch and sensitivity to how the receiver will feel. One mistake and you could lose a customer forever. The mobile app arena is therefore a delicate stomping ground for marketers. Here are a few things to avoid. 1. Keep content mobile-friendly Mobile marketing is a different ball game to desktop marketing. What you need to remember is the size of the screen users will be viewing your campaign on. Therefore the content should be appropriate for the screen size. The app should also function easily on a handheld. If users have to scroll through content or it is not obvious what the next move is, they will give up and move on. The key to mobile content is to focus on the important elements of your message. If you do that effectively then marketing apps are a blessing. Keep it sweet and simple. 2. Costly messaging One of the key advantages mobile apps can give marketers, is the ability to target specific customers with a personal message. Furthermore, the data digital marketing allows companies to collect from your customers is invaluable for identifying individuals for specific items. Mobile users are the perfect audience for apps that provide a personal touch. The problem marketers have is sending a personal message on a mass scale. Customising each and every message is time-consuming and costly. If you only target a small group, your ROI...

Is It About Time Your Business Developed Bulging Apps?

With the growing importance of mobile marketing, isn’t it about time your business developed apps? With a bevy of apps available that make it easier for you to manage social media, promote your business, create content and target customers with portable devices, the answer to that is obviously yes. But why and how? You may have already heard that mobile marketing is the fastest growing industry ever and is only going to get bigger. This means that more and more people are using their mobile phones to shop – whilst they are physically shopping. Surveys found that a large percentage of mobile owners use their device to compare prices and items in different stores. The latest trend for shoppers is to browse in one store, then run a Google search to see if they can find the same item at another store. This trend clearly poses problems of customer retention for many retailers. However, there are a whole range of apps and mobile marketing technologies you can use to secure a sale. It’s all app’ening One of the leading methods for mobiles is QR codes which allow you send offers in the form of discount coupons directly to customers. By using a mobile GP tracking device, the app will alert you when a customer is in your store or near your store. You can then send them the QR code which will show up as a barcode on their phone. Mobile Apps are the most affordable and effective way to reach out to customers – even more so than social media networks. The best news is you can combine...

Does Your Website Pass The Mobile Friendly Test

Google recently launched an easy-to-use tool for webmasters to check their website is mobile friendly. In other words, can somebody using a portable device easily navigate your website! All you need to do to use the “Mobile-Friendly Test” is visit this page and type your URL into the space provided. It only takes a matter of minutes to analyse and hopefully you will get a message that reads: Awesome! This page is mobile-friendly If the test comes back negative, you should seriously think about updating your online store so it can be viewed on a small mobile phone screen; otherwise you will lose customers and profit. Why your website should be mobile-friendly Mobile shopping, or eCommerce at it is formerly known, is the fastest growing industry in the world ever. The wealth of statistics published across the internet clearly show a rise of between one and two per cent every quarter. One of the most significant reports compiled by Nielsen shows the number of mobile shoppers in the UK increased by 48% between June 2013 and June 2014. And the custom is still in its infancy. With all the indicators pointing towards a significant growth in the number of consumers using their mobile phones to surf the net and shop, it is essential for webmasters to have a website that can be viewed on a smaller screen. Traditional websites made for laptops and desktop computers can only be viewed and navigated well on a large screen. On a 4-inches, the user can only see a portion of your website and have to use vertical and horizontal scroll bars to...

How to Write For Mobile Readers

Getting content in front of readers is challenging. The majority of content these days is filtered through newsfeeds and social media networks. And that means that a large percentage of readers are using mobile phones.  Research conducted at the University of Alberta indicated that writing content for smaller screens is a whole new ball game. Your page has to be clean, easily digested and only focus on the essential content. Low level writing Tests showed that reading complicated content on a smaller screen is twice as difficult as when reading from a larger surface.  A smaller screen size reduces the amount of content viewable. This does not enable readers to glance back at previous information as a quick reminder of what they had previously read. When reading it is easy to drift of slightly and not remember what you have just read, especially with so many distraction in public places when most people are using their mobiles to catch up on feeds.  Writers therefore need to basic language that is clear and concise. Short, sharp sentences are better digested and easily remembered. You should also include a quick round up of each point in one sentence. Keep your writing tight The ability to write bite-sized sentences is cutting words you don’t need. Read a sentence back to yourself and ask if there are any words you can remove without losing its meaning.  For example, I want to explain to you that overwriting a sentence uses up valuable space and time mobile users do not have.  You could rewrite the sentence removing unnecessary words, such as “to you” above. I...

Mobile Advertising Expected To Grow 15% By 2017

There can be little doubt that mobile is the driver of modern day marketing. It is the fasting growing trend ever and with over 2bn users projected for 2015, the phenomena shows no sign of slowing. The range of statistics involving the growth of mobile marketing are too great to ignore. The most recent report, a projection of global ad spend in 2015 issued by ZenithOptimedia, predicts a further 15% growth over the next two years. If you’re not already targeting smartphone users, you are probably missing out on the chance to attract customers. As we move into a world of All Things Internet, online advertising accounts for 24% of global spend. With smartphone technology, apps and social media networks at the disposal of marketers, mobile marketing has the potential to be the dominant platform for advertisers. How to capitalise on mobile marketing Mobile marketing needs a little more savvy than traditional desktop marketing. First of all, you need to think about the type of device your audience will be using. That means creating an advertising campaign for a 4-inch screen. Advertisers have been slow to move into the mobile marketing arena, but this year saw a flurry of campaigns specifically designed to have an impact on a handheld audience demonstrated how far the technology has matured over the last couple of years. Some of the tactics used improved interactivity, enhanced targeted audiences and took advantage of native experiences. Social media networks still lead the way in terms of reaching your audience, but marketers should be considering how to make the most of mobile technology. Mobile wallets NFC technology...
Get A Free Quote

Get a free quote for digital marketing services.

Enter your details before and one of our team will come back to you to discuss, without obligation:

Your Name (required)

Your Email (required)

Your Telephone number

Company Name (required)

Company Website

Project Description

Project Budget

×