The Importance of Mobile Search, Mobile Websites and Data Sharing in 2013
If your company doesn’t have a mobile site, now is the time to create one. You don’t want to put tremendous effort into your main site only to have a poor mobile experience and lose traffic. The fact is that mobile traffic is on the rise. According to Adobe, mobile traffic rose 100 percent as a percentage of all search in 2012 and comprises 20 percent of all retail clicks. The data supports the need to adapt to the “new mobile customer.” Take into consideration that the experience is very different on an iPhone versus an iPad. Take the time to give this proper attention and your bottom line will thank you.
Lastly, with all of this attention to targeting the mobile consumer, don’t forget to measure results. Success is dependent upon much more than clickthroughs and page views. In order to truly uncover analytics gems, look deeper into the data and how one channel impacts another. There’s a “disease” spreading called DDD, or digital data deception. This occurs when campaigns are operated in silos and data isn’t shared. Typically this exists when multiple agencies are involved. The downside is that the lack of data sharing translates to a lack of revenue opportunities. As you think about your mobile strategy, consider how mobile impacts your social media, display, email and search engine optimization campaigns as well. Use the data to understand how each channel contributes to the others