How Mobile Consumers are Affecting Social Advertising

E-mail on cell phoneIt’s estimated that over 1.75 billion consumers will use their smartphones to access the internet, browse merchant websites, and make purchases. Keep in mind that this number does not account for consumers who are using other mobile devices, such as iPads and non-Apple tablets. We’re officially a mobile-device-using world, with many of us having multiple devices to access the internet with. What does this mean for you, the eCommerce merchant? It means that you need to adjust your marketing and social strategies to account for mobile users.

When developing paid search campaigns and other social advertising solutions, keep in mind how mobile devices differ from personal computers. Keywords phrases should be shorter, and if applicable, use your geographical location. For instance, if you’re a pet store that has physical storefronts, make sure that “ABC Pet Store San Antonio” is a keyword phrase to focus on so that San Antonio consumers can find your store as well as your website.

From a mobile perspective, social advertising is very prevalent, but only when done correctly. Ditch pop-ups and overlays and instead go for in-text keywords, small banners, and sponsored ad placement within Facebook timelines and Twitter streams. Remember, people use their mobile devices to connect with family and friends via social media much more than via a traditional phone call, text, or email. As your target market is checking in on Facebook and Foursquare, make sure they find you there already. Consider paid search results, or simply the placement of keywords, deals, and exclusive offers to draw in new customers via their mobile devices.

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