Brafton recently reported that U.S. consumers are increasingly conducting searches via mobile devices to do product research, and now, a new report from Adobe indicates marketers are shifting their priorities toward mobile-optimized SEO and paid search campaigns to better serve these on-the-go shoppers. The Adobe Scene7 Mobile Commerce Survey reveals the rapid rise of mobile marketing and offers insight on the strategies proving most effective for pioneers of the platform.
The study found that mobile-optimized websites were a top method of generating business presence on the channel. More than 80 percent of marketers said their companies had mobile websites in place or considered implementing these sites a top priority. Additionally, respondents said mobile websites drew the most online traffic, accounting for nearly one-quarter of all mobile traffic.
Marketers also indicated that SEO and paid search were critical to catching clicks from mobile users, supporting RBC Capital Markets' prediction that up to 10 percent of overall searches may be conducted via portable devices this year. Adobe reports that keyword searches on the mobile web were deemed integral to driving mobile commerce by more than half (51 percent) of marketers.
Mobile marketing efforts are already paying off for a number of businesses. According to the mobile commerce survey, eBay expects sales from mobile devices to reach $1.5 billion this year, while Amazon reported that 4 percent of its annual sales for the fiscal year that ended in June came from mobile commerce.
Marketers who haven't explored the platform yet could benefit from SEO and paid search strategies for mobile devices. Coda Research Consultancy predicts that mobile ecommerce revenues in the U.S. will reach $23.8 billion by 2015.