2013: The Year Mobile Will Soar

The Smartphone has changed society and has become an “Always-on-you” device.  Smartphones have passed the 50% mark in the U.S. and will continue to gain adoption and marketers should adapt and seize this opportunity.

Consumer Mobile Adoption Soars

Consumer adoption of smartphones and tablets is the baseline indication that Mobile is a huge part of consumer behavior.  The world’s consumer behaviors have shifted as we wake up and look at our phones (sometimes before our spouses); we shop, eat, drive, work out and sleep with our phones.  While this seems excessive, it is the truth.  Forrester calls it the “always addressable customer” since mobile phones are typically within hands reach all day long.

 

 

 

 

 


Source: Millennial Media

Mobile Advertising Spend Still Lags

While consumers are accessible in most daily activities, agencies and companies are still behind the curve in terms of marketing spend.  In 2012, it is reported that mobile search spends have nearly doubled year over year which shows signs of progress but the gaps are still wide.

Paid  Search Mobile Click Trends

Over the last five quarters, eMarketer shows a strong trend of Paid Search click share for desktops decreasing.  Smartphone and Tablet devices are gaining more traffic (impressions and clicks) as consumers gain comfort in searching via mobile devices.   

Just being present in Paid Search on mobile and tablet devices is not enoughAdWeek wrote that 72% of Consumers Expect Brands to Have Mobile-Friendly Sites. But 96% have been to sites that weren’t mobile-ready.  Companies must invest in mobile experiences and advertising as consumers demand it.

Are you ready for the year of mobile?  Are your mobile budgets increasing compared to last year?

 

Lindsay Blankenship
SEMPO Board Member
@lcblankenship

Introduction to SEMPO Local Chapters

Sempo2SEMPO’s local working groups are thriving and expanding!  If you weren’t aware of the SEMPO local working groups that will continue to expand in 2013, go to SEMPO.org and check out the list under “Local Groups.”

These chapters are led by a group of passionate industry leaders, called Chairs, and put on at least 4 events every calendar year in their area.

As a SEMPO member, you can learn about local events in your city by clicking “Join Group”. By becoming a part of the distribution list, you’ll stay current with event planning.

Member Perks!

As a SEMPO member you get to attend local events Free of charge! (a $25 per event savings).

Get Involved!

Want to be a leader in your Local Chapter? Contact the Chair via the SEMPO Group or contact me, and I can make an introduction.

Want to start a local group in your city?  Contact us and we can communicate the process, support you through launch and provide best practices and insight into other local chapter successes.

 

Lindsay Blankenship
SEMPO Board Member
@lcblankenship

 

Digital Evolution: Search Marketing Re-defined

Back in the day we used to confuse each other about what acronym for Search meant what. Some agencies and companies called Paid Search “SEM” while others argued “SEM” referred to the search marketing umbrella of Paid, Local, Feeds and Organic search. (I agree with the latter, still).

Today our conversations are different as the landscape has changed even further and it isn’t as much about the acronym but more about “What does Search Marketing encapsulate?” Search is a focal point of digital marketing and typically a last click before a conversion. But many actions and consumer behaviors lead up to that last click and influence SEM and therefore naturally find their way into a Search Marketers planning and execution strategy. As digital marketers get more sophisticated through analytics and big data, we can also better understand the multi-click behaviors and channels used to be more holistic in planning.

As a connective tissue of digital media and your brand destination, it has the inherent touch-points that leads to planning and executional extensions of search marketers. We live in a social and mobile world so those are logical expansions points from our traditional SEM buys.

In a given consumer decision journey, s/he will go through a variety of searches over a period of time. Searches will take place on a search engine, then a brand’s website, maybe a consumer review site, if retail – a shopping engine to compare prices, a social network to get advice and opinions of people they know and trust and then another final search to purchase online or a mobile search while running errands to find the nearest store location. So what just happened?

1. Search Engine (Paid and/or SEO)
2. Brand.com experience
3. Review Site / Shopping Engines
4. Social media
5. Local Search / Mobile Search
6. Didn’t convert? Retargeting

Sempo4

 

 

 

This is just one example that is a fairly routine showing the multiple stages and destinations a consumer could take prior to purchase.  Our jobs as search marketers are to ensure our clients’ products or services appear throughout any relevant search within that cycle (note: relevant and cost effective).   Our jobs have expanded from simply focusing on the top search engines and publishers on our desktops to a much more diverse landscape or targeted and sophisticated opportunities.

Each search within the example is a slightly different intent and mindset as the consumer drives closer to the decision.  As marketers, it is our duty to provide relevant ads and experiences (web pages, offers, messaging) that align with the psychological intent at that very moment.

Sempo4-2

And if the consumer didn’t purchase then?  Well that’s when retargeting would seal the deal.  Yes, another tactic that (could) fall under the helm of today’s search marketer.

Today’s search marketing has evolved because our world has evolved from being analog, to digital, to social, and now mobile.   SEMPO’s organization and mission has evolved as well to envelop these areas and deliver education, research, training and networking opportunities across these broad areas of Search and Social Marketing.

 

Lindsay Blankenship
SEMPO Board Member
@lcblankenship