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Mobile Marketing – Under Used And Waiting To Be Dominated

One of the most under utilized marketing channels at present is that of mobile search. Sure, it’s not big yet, but it is a growing channel and one that small businesses can readily access, and perhaps dominate given the lack of real competition. Big business is slow to react and when it comes to mobile marketing, even slower. In fact, some reports suggest that more than 70% of businesses with an online presence have no mobile capability at all – are you one of them?

Mobile search is still in its infancy with less than five percent of all searches coming through that channel. However, we often advise that optimising and securing your local listing through Yahoo! and Bing is an important component of any online business – yet they hold less than 5% of UK search, combined! It makes sense then to look closely at mobile search.

Google now control 98% of mobile search in the UK. If you are going to launch a mobile marketing campaign then that has to be the search engine to optimise for. The numbers for Yahoo! and Bing are tiny in comparison. Mobile marketing can be ideal for raising brand awareness, delivering timed special offers and for building a business in general.

It is hard to find any real data on mobile marketing and mobile use, however, common sense would suggest that entertainment, dining and transport would be high use niches. While only five percent of all searches are done using mobile technology, those niches could see much higher percentages individually.

This is a marketing rarity – under used by business yet growing in use by the general public. Smart businesses could do well to research this as a marketing channel that is easier to dominate than most other online marketing channels. If your business is in a niche that has mobile demand, or the potential for mobile demand, acting now could see you well placed to benefit as usage increases. It’s certainly worthy of some thought.