5 Reasons Why International Mobile Search Marketing Matters
From one side of the world to the other, we can't get enough of mobile devices. As a result, mobile search marketing has fast become one of the most powerful methods of drawing traffic to your content.
If you need to convince someone of the importance of international mobile search marketing to today's digital landscape, or even need a little persuasion yourself, read on. These five compelling reasons reveal why mobile search is an essential part of digital marketing today.
1. Mobile users rely on search. Make no mistake about it, search engines rule the mobile web. The screen may be smaller and typing in search terms often takes more effort, but users rely heavily on search results to point them to the information they need.
Google's ThinkInsights research tells us that mobile search has grown 400 percent in the past year. When it comes to the most visited mobile sites, search engines dominate, with Google leading the field with a 17.3 percent market share. In fact, while there's a lot of buzz about apps, mobile users often prefer using their browser for nonentertainment activities, particularly shopping and research.
2. Mobile search traffic converts. From booking travel to buying financial services to finding a great restaurant, people use mobile search to seek out a variety of information. Once they've found it, the odds are high that they'll act, often immediately. A mobile research study conducted by Google with Nielsen showed that three out of every four mobile searches will trigger a follow-up action, and 55 percent of these conversions happen within an hour.
As mobile e-commerce technology develops and more of us opt for mobile browsing, it's becoming easier to make purchases using our smartphones and tablets. According to Forbes, 24 percent of online purchases made on Black Friday last year were via mobile devices. With the Google/Nielsen study noting that twice as many shopping searches are done while in-store, marketers can reach consumers at a key decision-making moment. Other actions that mobile searchers make include visiting retail websites, sharing information and making phone contact with a business.