In 2011 the average shopper used over 10 sources of information before making a purchase. This outlines why it is so important for companies to make sure that their marketing plan is covering all areas of media. Having a dedicated mobile website is vital in translating users into customers. A study undertaken by Google has shown that 61% of users are unlikely to revisit a mobile site if they had trouble accessing it and over 40% go to a competitors site.
With the growth of the mobile search market companies are really stepping up their mobile marketing efforts. Take Unilever for example. In 2011 they launched their new Lynx Excite product and wanted to integrate mobile into their marketing mix. Remember the TV advert, angels falling from the sky because of the new Lynx fragrance. They used the Admob platform which lets advertisers engage with their target audience and maximise reach on mobile. They used mobile banner adverts to transport users to an interactive rotating halo where users could watch the tv advert, look at behind the scenes footage and find cool tips and tricks.
Also with the “invention/introduction” of the Zero Moment of Truth (ZMOT) large companies with great mobile sites encourage users to use their smartphone to research products just before purchase. The previous channel used by a consumer to reach their transactional goal was;
Advert- Shop- Transaction.
With ZMOT strong retail brands encourage users to take a different route.
With these new innovations it is critical for websites to have a mobile presence and one that works well. Google have recently introduced the Google Sites Mobile Landing Pages tool. With this tool you can build a mobile landing page in a few minutes and the best thing is that you don’t have to have any coding experience. This is a free tool therefore regardless of marketing budgets there is no excuse for your company not to have a mobile landing page.
The main benefits of the Google Sites Mobile Landing Pages are;
– It can be measured through Google Analytics.
– It’s completely free so there are no costs associated with the build.
– It’s easy and you don’t need to be a hardcore coder and you can choose from 5 different templates which are industry specific.