The increasing number of Google searches on smartphones and tablets may cause many companies to enforce a more rigorous mobile marketing plan for the new year. Studies show that more than one-quarter of Google searches were estimated to be on mobile devices in the fourth quarter of 2012, and marketing officials say the year holds explosive mobile spending habits.
The Digital Marketing Report for the fourth quarter of 2012, conducted by the Rimm-Kaufman Group, says that approximately 27 percent of Google searches were on mobile phones, with Yahoo and Bing reporting that 19 and 6 percent of their searches were mobile, respectively. Mobile activity accounted for 20 percent share of paid clicks and 15 percent of paid search in Q4, as well.
In addition, 28 percent of Google’s non-brand clicks were from Google Product Listing Ads. This means that mobile B2B marketing is detrimental for businesses looking to grow their sales. With new applications and programs, such as local search, making shopping more convenient for smartphone users, B2B marketing strategies should be updated to include the global reliance on mobile.