When Martin Cooper, a project manager at Motorola, invented the first mobile phone back in 1973, few could have predicted the impact it would have on our everyday lives. Now in 2011 the mobile web is one of the fastest expanding trends in the world, with 23% of the UK’s internet usage coming via mobile web alone.
The demand for internet on the go has seen many phone companies shake up their design and production processes just to stay with the competition. The iPhone, Blackberry and the Android phone are leading the way in modern markets and at the end of 2010, a staggering 27% of the UK were owners of a smart phone.
This has not only affected the communications industry, but the development of these phones has affected society as we know it.
So what does mobile web have to offer?
Mobile Applications for one, offer a new way of thinking for the internet user. The ability to purchase online, scan items using handsets, tracking of their daily routines and diets through online planners have captured the global consumers attention. Many of the top commerce websites have taken the opportunity adapt and benefit from Mobile web including the likes of eBay and Amazon. Auction websites have plenty to gain, as people can now bid more regularly, meaning more profit made from increased sales. In 2010, eBay was recording a sale every 2 seconds via mobile devices and overall M-commerce in the UK returned £500 million in revenue and it is not just auction sites that stand to gain from the mobile web revolution. Everyday companies that use Pay per Click and Search Engine Marketing also benefit substantially from the rising popularity of this new culture.
So what is needed to plan a good mobile web marketing campaign? It’s important to know what the top trends are to gain the best results. There are currently four main trends when it comes to mobile web.
1) Entertainment. Every day thousands of people use the internet on their phones to play games, look at news websites and watch videos. YouTube alone boasts a staggering 20 million playbacks a day through mobile internet use, so if you want to get something noticed, it would make sense to start here.
2) Immediate results. The impact of mobile web is immediate. This is especially noticeable when shopping as 82% of people book or purchase within a day of searching through mobile web.
3) Local. Most mobile web searches are local as people are either looking for a product or a service that they can get from somewhere nearby. 61% of mobile web users in the UK go on to call the local business or service they are searching for and 59% end up actually visiting the searched for place.
4) Shopping. Smart phones are the ultimate shopping companion with 74% of UK shoppers purchasing after using their phones to research a product.
After trends there are five further things to bear in mind when appealing to the mobile web audience.
1) Is your site mobile specific? On some smart phones it’s possible to view browsers as you would on a desktop but this can’t be said for all handsets, so it is an intelligent idea to have a mobile web specific site developed to give the user the very best experience.
2) Is your site aimed predominantly at regions local to your business? As I mentioned when discussing trends earlier, most people want and need products or services close by.
3) Does your site have a personal approach? Mobile phones are personal in the way that they belong to a specific individual, so having a site that individuals can relate to will grab attention.
4) Track the performance of the mobile web separately to that of your everyday website. This way you can see the true worth of mobile web and how much it adds to your businesses growth and can make smarter business decisions when spending your budgets.
5) Be sure to be repetitive. Consistency is the key to a good, professional and successful website, particularly on the mobile web where they only see the basic information.
The Mobile web is expected to grow substantially over the next ten years so now is the best time to jump in. Find yourself a well Qualified Web Development company to design the best web campaign for your business.
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