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Croud’s Breakfast with Google Mobile Ads

The potential and growth in mobile phone marketing has been a hot topic lately and with the popular release of the iPhone 5, The Samsung Galaxy III and Android’s latest version Jelly Bean, it is no surprise.

This week Croud had a breakfast meeting with Peter from Google Mobile Ads. Whilst we ate chocolate croissants and drank coffee, Peter outlined the potential in mobile phone marketing for us with some very interesting statistics. Here are some of the most interesting snippets we learnt:

Mobile User activity:

“94% of Smartphone users have searched for local info”

It is important to realise the potential in mobile marketing- there’s a massive audience out there, don’t let them slip!

“57% of users say they won’t recommend a business with a poorly designed mobile site”

In fact it gets worse for poorly designed mobile websites as: “61% are likely to leave and go to a competitor’s site if their experience is bad.”

  Mobile Apps:

“A full 91% of companies featured in Interbrand’s 2011 Best Global Brands have a presence in at least one of the major app stores.”

But Peter stressed that although it is popular to have an app: “having an app is not the same as having a mobile strategy.

So no to having an App for App’s sake then. Don’t make an App for a user to download once and will never touch again, make sure it offers entertainment, utility or both or its shelf life will be short.

 5 pieces of mobile website advice:

So if you want to ensure your consumers aren’t going to fall into the 61% who leave a mobile website if it is poor, here are 5 handy practices to help make your site user friendly:

1. Search for your brand in mobile, as a consumer would. Take 5 minutes and do this today. What’s working? What’s not? Think in terms of a consumer – can you find all the information you need easily, opening times, directions, contacts?

2. Do the same as above but for a Tablet. Maximise the full Tablet environment with rich media.

3. Separate mobile-specific search campaigns from desktop search campaigns so you can test, measure and develop messaging specific for mobile.

4. Define your value proposition by determining what your consumer wants to do with your business in mobile. Benchmark against others in your industry for ideas.

5. Research other mobile websites that do really well. Assess mobile-friendly features. These can include large buttons, easy search and limited scrolling and pinching.

Many thanks to Peter from Google Mobile Ads, to find out more visit:

The Mobile Playbook