Businesses must enhance their mobile strategies, expert claims

Digital Marketing, Lead Generation By Rhys Little, 28th March 2014

Marketers and businesses should do more to ensure they’re reaching their “always-connected” target audiences, one expert believes.

Jon Myers, the vice president of pay-per-click application specialist Marin Software, made the suggestions after his company revealed the results of its annual search engine advertising study.

The data shows that the amount of traffic generated by mobile search advertisements almost doubled in 2013, with tablets and smartphones now accounting for 43 per cent of all clicks. In 2012, the share stood at just 24 per cent.

In the report, Marin goes on to predict that mobile will have a share of at least 50 per cent before the end of 2015.

Mr Myers encouraged businesses to think carefully about their relevant marketing strategies. He was quoted by as saying: “Advertisers are quickly adjusting their strategies to accommodate the ‘always-connected’ British consumer, who’s constantly on the go and whose shopping and product research behaviour is vastly different to anything we’ve seen before.

“As advertisers battle for consumer wallet-share, their mobile strategies will need to become even more sophisticated to ensure they are optimising spend effectively in a world where the cost of mobile advertising is rising due to its popularity and effectiveness.”

According to, cost per click (CPC) rates grew at a much faster rate for mobile than desktop in 2013, with tablet costs also rising quickly.