Jacob Baadsgaard says, “Optimizing for local search is important, but if you aren’t optimizing for mobile, you’re going to miss out on your most important source of local traffic. For years, Google has been improving the relevance of local search, from its “Pigeon Update” to Promoted Pins. And since there are more searches on mobile than desktop, it’s no wonder that Google has put a big emphasis on mobile-friendliness in its ranking algorithms. Taken together, that means that Google is putting a high priority on mobile local search — and so should you. The fact of the matter is,... [...]

AJ Agrawal says, “Today’s online shoppers depend more and more on mobile to juggle their various interests and tasks: In addition to their laptops, users are turning on smartphones, tablets and even smartwatches to consume information. And, with mobile eclipsing desktops at a faster pace than ever, mobile marketing is no longer just the option it was just a few months ago. Today, marketers looking to build the ever-crucial consumer relationship have to get on board with the digital age. If your marketing strategy has “success” on its 2017 agenda, these four mobile-marketing... [...]

Gilad Bechar says, “Now that 2017 is here, it’s time to start planning your mobile strategy for the year. If you think mobile success is about landing pages and app install ads, I have some news for you: In 2017, your mobile marketing strategy will have to include a lot more than just an advertising plan for your app. No, it won’t inflate your mobile marketing budget — it’ll just make it a lot more effective. 1. Product road map The strategic product road map must include the development and incorporation of marketing-related features in the app itself, but not only that. An effective... [...]

Nikki Gilliland says, “In the past couple of years, it’s become more important than ever for websites to be mobile-friendly.  With two updates to Google’s algorithm, both of which centre around favouring mobile-optimised sites, those that ignore this now risk a significant impact to search rankings. Copywriting is undoubtedly a big part of the mobile experience – so how can brands get their message across on smaller devices? Here are four tips. And if you want to improve your copywriting or mobile knowledge, check out Econsultancy’s training courses. Consider the user... [...]

Josh Todd says, “Throughout my column this year, a few topics have come up again and again. Most notably, I’ve discussed the Mobile Engagement Crisis — the idea that marketers are failing to connect with users, despite spending a huge amount of resources on winning them over in the first place. Yes, they’re getting the initial download. But getting those users to stick around? That’s another story entirely. The good news is that some marketers are starting to catch on. Brands have begun to embrace personalization. Most notably, we’ve seen companies begin to embrace segmented push... [...]

Nikki Gilliland says, “What will 2017 mean for the world of mobile marketing? Our experts have already outlined what they think are some of the biggest mobile trends of the past year, so now it’s time to look ahead to the next twelve months. If you want to learn more about mobile marketing, be sure to check out the following resources from Econsultancy: Mobile Marketing Training Mobile UX (User Experience) & Marketing Training 1. Contextual marketing Carl Uminski, Co-Founder & COO at SOMO Agency: I foresee a greater emphasis on context for marketing through third party or OS... [...]

Nikki Gilliland says, “We’re rapidly reaching the end of 2016, so it’s a good time to look back on the past 12 months and discuss the most important mobile trends. With help from some industry experts, here’s a quick reminder of what happened in the world of mobile marketing. Chatbots  Carl Uminski, co-founder & COO at SOMO Agency In terms of mobile, we’ve definitely seen the domination of messenger services leading to the onset of hype around chatbots. Tim Fidgeon, trainer of Econsultancy’s Mobile Marketing course The emergence of chatbots has undoubtedly been one of... [...]

Megan Totka says, “As we begin our descent to the end of 2016, it’s vital for small businesses to look ahead to 2017 and beyond. Creative marketing can set your business apart from the pack, so it’s wise to stay updated on new approaches and trends. The amount of consumers accessing the web via mobile devices now outweighs desktop users. These days, it’s not enough to just be “mobile friendly.” Here are four ways your small business should be utilizing mobile marketing in the upcoming year. Mobile Marketing Trends for 2017 Mobile Search One of the most important factors is that... [...]

Jim Yu says, “Eric Schmidt predicted that sales of smartphones would surpass PCs more than six years ago, as the then-Google CEO prepared the world for the “mobile-first” culture at the Mobile World Congress in 2010. Fast forward to today, and we’re witnessing the birth of a new mobile era where consumers interact and convert in what Google describes as mobile micro-moments — the key points of time when a user is interacting with their mobile device because they want to know something, go somewhere, do something or buy something. As marketers, measuring mobile moments that matter... [...]

Thomas Husson says, “Most marketers agree that mobile is a strategic priority. However, they fail to appreciate the true power of mobile: its ability to radically improve their entire marketing plan by linking consumer online and offline behaviors. While consumers use mobile as a sixth sense to digitize the offline world, marketers still think of mobile as a subdigital channel. Marketers must reconsider mobile’s role in their entire marketing plan. They should: * Link Mobile To Offline To Unlock Its Full Potential To bridge digital and offline marketing, marketers must rethink the total... [...]