Australia went from the bottom of the smartphone usage charts to leading the smartphone usage worldwide in just one year with 8.8 million smartphone users. And this is on the rise, with a prediction of 12.2 million users by the end of 2012. It’s no surprise then that experts are predicting by 2013 more people in Australia will be using mobiles to complete searches than on traditional PCs and laptops.
Australian’s mobile usage is second only to Singapore, with 37% of the population who are smart phone users. And they are not just being used for phone calls and Facebook either. Research already shows that two in five Australians use their smartphones for search activity daily, as opposed to three in five on their PCs. Australians are increasingly using their phones to purchase, with almost quarter of us having done so to date. Australians are also 33% more likely than those in the US and Britain to complete mobile real estate searches. We also lead the way with mobile banking.However, 4 out of 5 websites are not optimised for smartphones, nor have a mobile strategy in place. Here’s our top level guide on what you need to consider when it comes to maximising this growing market place:
Get a mobile website: First things first, your website needs to be mobile ready. You can either opt to have a “mobile version” of your website developed, which displays content that those on a mobile device would want to find, and quickly. Or you can opt for a “responsive” design, which morphs your current website content into a mobile ready version using templates that hide or show content, and adjusts based on the interface. Both versions have their merits, so it’s best to talk to a professional to find out what will work best for your business.
Use mobile advertising: 87% of smartphone users say that they notice mobile ads, and 33% recall taking action as a direct result of a mobile ad. Google Adwords offers mobile advertising, and Google AdMob offers the ability to display rich media, interactive video and performance display advertising across a network of providers. Advertising on mobile devices should have a unique strategy developed, with consideration made to who and why people would be searching for your product via a mobile device, rather than a straight duplication of your PC based strategy.
Optimise your Google + Place’s listing: Businesses who have a localised search market need to ensure they have a fully optimised Google + Places listing. This is crucial for those in service based industries where local searches are likely to be conducted.
Get active in social media: Interaction on social media has increased due to the ability to access social media applications – anywhere, anytime. If you don’t have a strategy in place, then now’s the time to consider one.
Track your performance: As with every campaign, tracking is crucial. Using Google Analytics, you can either develop a new profile, or use your current code and filter your mobile site traffic for your reports.
It’s time to start planning and think strategically about how your business can maximise the mobile space now. Talk to the team at Bang Online Marketing about designing a mobile strategy for you.
