“Brands have a lot to gain by embracing geolocation based mobile strategies — and you don't have to be a big box retailer to benefit from doing so.”
Using mobile to find customers when they are ready to buy is important but it remains easier said than done. Nowadays, one of the biggest challenges for many businesses is to be and keep being relevant when it comes to targeting a customer at a local level.
What does that mean? Whether you’re a big retailer like Tesco or a smaller local one, the aim will be to make sure that all the offers your business is promoting on your customers’ mobile device are relevant to them.
Location has always been a big part of search but with technology improvements and a growing smartphone penetration, businesses cannot ignore location anymore and have to be clever in that space.
Moreover, it becomes even more relevant when studies are showing that the geo-searching customer needs immediate answers, especially when they are looking for a physical location. It means your customer wants to be there, hence why your local strategy has to be well established.
If you’re an Apple fan, you’ll probably find the article from Mobile Marketer (below in the update) quite interesting. Even though Apple is still doing well in the mobile market, the article is questioning the “showmanship” of Tim Cook, Apple’s new CEO and Steve Jobs’ predecessor. Many people in this industry have qualified Mr. Jobs as irreplaceable, and even if Mr.Cook is a talented CEO, will he have the same innovative and visionary streak Steve Jobs had when it came to launching revolutionary products in the market (first iPod, first iPad, first iPhone, etc.)? And will exclusivity of its products remain the priority for Apple going forward?
Additional mobile news made its appearance yesterday in the UK when Ofcom announced the winners of the UK mobile spectrum regarding the new 4G offerings. The results of the 4G bid have hefty implications for the future of mobile advertising. In the long term, they are all positive as users gain access to greater data transfer speeds on their mobile devices.
This addresses one of the primary barriers to mobile browsing usage by encouraging a greater audience to consume more mobile content as it allows for a more seamless experience. It has to be mentioned that in the short-term while this may not necessarily inhibit advertisers, benefits will be slow to arrive. This is due to the fact that mobile networks will have to find a viable way to provide unlimited data at a reasonable cost or risk a lack of 4G data plan uptake. This is something that has already been observed as EE struggle to attract users to its 4G service due to high costs and a lack of an unlimited data plan.
How to Make the Most of Mobile Local Search
Date 20th February, 2013
Brands have a lot to gain by embracing geolocation based mobile strategies — and you don't have to be a big box retailer to benefit from doing so. Companies are still trying to figure out how to best approach mobile local search by connecting online consumers to nearby businesses and boosting traffic to the physical store. Geolocation is nothing new, but as mobile wallet and payment options hit the mainstream, business will try to gain recognition in local searches more than ever before.
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Australia leads the way in tablet and smartphone ad share
Date 19th February, 2013
Australia is leading the way globally when it comes to share of ad clicks from tablets and smartphones, according to recent research from Marin Software. The Mobile Search Advertising Around The Globe report found that Australia has the highest penetration of click share from tablet devices (9.3%) and the third highest penetration of click share from smartphones (11.7%).
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