A report from the Interactive Advertising Bureau found that companies are investing more in their mobile marketing efforts in hopes of improving visibility among the growing smartphone and tablet user base. The study suggests that companies invested more than $5 billion in different mobile channels, and their spending was increasingly diverse.
Display ads saw more than $1.5 billion of investment as marketers look to drive visibility and traffic. However, search garnered more than $3.2 billion in mobile spending last year, as companies look to attract the rapidly growing mobile audience.
Whether it’s paid search or organic, establishing a strong presence with a comprehensive SEO strategy will help companies drive traffic. Even paid search ads benefit from the creation of custom content developed with both the user and search crawlers in mind.
In North American specifically, more than $800 million was dedicated to the improvement of mobile search presences. Europe and Asia-Pacific actually surpassed North American with $900 million and $1.3 billion spent, respectively.
With comScore reporting that more than half of all American mobile phone users access the mobile web from their devices, reaching these consumers with content is critical for the success of any business. Moreover, Brafton recently reported that Google released its first series of guidelines for mobile SEO, saying that a website optimized for both mobile and desktop access will help businesses separate sites for each access point.