The growth in search advertising through mobile devices could open up a new opportunity for B2B marketers looking to reach audiences across multiple platforms. According to a study from KenShoo, smartphones and tablets receive nearly 20% of all search clicks yet marketing ad spend budgets are failing to stay on pace with this trend.
An article from eMarketer highlighted the findings of the study, which revealed that although 8.7% of search clicks come from a mobile phone, marketers only allocate 5% of their ad spending to this medium. The observed growth in mobile search is an indication to marketers that ad spending should be adequately aligned with search ad click rates in order to improve ROI, increase conversions, and generate leads. The study also noted that CPC of mobile is significantly cheaper (30 cents) than that of PC (56 cents), a price that may encourage some marketers to reconsider the allocations of their ad spending budgets.
Andreas Piani, general manager of European Arbitron Mobile, told Mobile Commerce Daily, “If they haven’t already, merchants should be taking advantage of the development of the mobile medium and ensure that they have a diversified strategy to engage consumers across different touch points… It’s also crucial to have a plan to deal with the highly fragmented nature of the medium and ensure that all properties are optimized across the prevalent operating systems, device types, and screen sizes.”
eMarketer predicts that by 2017 marketers will have, to an extent, caught up with mobile search click rates and mobile ad budgets will have increased to nearly half of overall ad spending.