A recent study conducted by Pew Research, a third (34%) of
Americans aged 18 or older noted that they own a tablet computer, which is
almost twice the amount of tablet owners than a year ago (18%). If your company
has been slow to adapt, or even avoiding the move into the digital space, then
now may be the time to show this survey to your peers. As a business in today’s
ever changing technology landscape, it is important that you leverage each and
every form of mobile technology in order to ensure a profitable company. Some
of the ways to help your company maximize their reach on mobile devices are
explained below.
Know Who Your Target
Audience Is
Most people would assume that since tablets are a relatively
new technology that it is being adapted by younger generations (18-34) rather
than the older generation, right? Wrong.
According
to those surveyed, almost half of (49%) of adults age 35-44 now own a
tablet computer, significantly more than the 18-24 age group (33%), and the
25-34 age group (37%). So what does this mean for your business? It can mean
that either A) your target audience is more comfortable with the smaller, more
convenient smartphone and therefore you should begin using marketing techniques
geared towards this mobile device, or B) the need to create a mobile friendly
website is definitely something that should be put on top of the year’s digital
marketing strategy plan. Know your target market and what type of mobile device
they prefer or own can help to create a better understanding of how and where
you should market your business, helping to maximize your reach.
Begin Your Move From
Desktop to Mobile
While 1 in 3 own a tablet and over half of Americans owning
a smartphone, now is the time to begin experimenting, working on, and improving
your mobile website and brand presence. Does your website layout change to fit
the size screen it is on? Or what about a mobile application for an easier
purchasing process for customers on the go? These types of things can help to
improve customer relationships, build brand loyalty, and make for an overall
pleasant experience for customers.
Optimize Your PPC
Campaigns for Mobile Searches
With the large majority of your target demographic owning
either a smartphone or tablet, and mobile searches accounting for nearly half
of all searches, it is important that your PPC campaigns adjust to reach your
target users as well as others looking for your products. With the creation of
enhanced campaigns in Google Adwords and Mobile PPC in Bing, you can now create
or adapt current PPC campaigns to reach mobile device users. You can decide on
whether you want to only appear on smartphone searches, tablet searches or
more, allowing for your company to reach the device most often used by your
target demographic.
These opportunities are available for all companies to use
so that they can help to maximize their reach on mobile devices, and shouldn't
be overlooked. As more and more customers begin switching to mobile devices at
double the rates of years past, it is important for companies to step back and
look at the potential benefits each device has for themselves and their
customers, and how they can leverage that into a profitable mobile development
strategy.
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