Quantcast
Channel: Razorfish Search » rebecca keen
Viewing all articles
Browse latest Browse all 5

Double Take – The Rise of Tablet Devices and Search

0
0

I wish I could say told you so… Oh wait, I just did. First things first… the Internet is growing… at least in terms of traffic. However, we already know that! Last April I wrote a POV on the rise of the tablet devices and a follow-up is in order. In the world of search advertising, mobile phones and tablets continue to outpace the performance of search ads on PCs, while representing only a fraction of impressions and investment, according to Marin Software.

Lots of factors are affecting this, such as the continued upgrades that telephone service providers are providing, the cost of mobile and tablet devices are going down, and the growth of mobile and tablet internet impressions and clicks. Phones and tablet devices are allowing users to do more than ever online… while on the go. According to eMarketer, tablets shipped out have nearly tripled from 2010, which confirms the usage of these devices is rising fast.

Tablet Shipments eMarketer

Quarterly figures from Marin Software indicate that mobile devices and tablets accounted for 10 percent of all search ad clicks in the U.S. in Q4 2011. That is double the amount of clicks seen on those devices in Q3 2011.

Marin Software Impression Share

As search marketers, we should be including tablets in our client’s search marketing plan; and, we should ensure that our client’s content displays well on a tablet, too. Overall experience for the consumer on their tablet should play a huge factor. If you are not currently doing this, hurry up and get on it! Plant the seed, and work on growing the opportunity.

Remember, the average consumer is using multiple devices during the purchase funnel when deciding on a product or service. This division will increase and our job, as a search marketer, is to ensure that the consumer has a good experience on all devices. Also, our job will best serve client’s interests by focusing on three fronts:

  1. Tablet-friendly sites: With greater usage of tablet devices, brands will have to maintain a user-friendly presence across all devices. Tablet conversion could ultimately double or triple if optimized correctly.
  2. Attribution: A purchase that begins with a tablet device often ends on the desktop or at the store (depending on vertical). As search marketers, we need to keep this in mind and allocate search budgets across devices appropriately after accounting for attribution.
  3. Tailor Search Campaigns: Search marketers should aim to reach the consumer across devices in a manner consistent with how these devices are used. Remember, the medium is the message.

If you want to shoot me a line, a question or send cupcakes, you can direct all these inquiries to Rebecca.Keen@razorfish.com.

The post Double Take – The Rise of Tablet Devices and Search appeared first on Razorfish Search.


Viewing all articles
Browse latest Browse all 5

Latest Images

Trending Articles





Latest Images