As millennials make up a larger portion of the job market, the potential for mobile marketing between businesses will likely grow. By next year, Google anticipates mobile searches will take over the top spot from desktop computers as the leading source of Web searches (1). In 2013, spending on mobile search ads rose by roughly 121 percent. The technology giant has a stake in the move toward smartphone and tablet use for search queries because its revenue from desktop activity has dropped consistently over the past two years.
At the same time, mobile apps are complicating things for businesses because customers are using multiple tools to look up information about companies before they decide to make a purchase or reach out for more information. In fact, Yelp's app is predicted to give Google a run for its money in terms of bringing in ad revenue (2). This is because mobile users are restricted to a Web browser when they use their smartphones or tablets.
What this means for marketers, especially those trying to connect with buyers, is they need to ensure they're maintaining a strong presence on multiple online marketing channels, including paid advertising on sites like Yelp. It's also worthwhile to keep Yelp profiles updated with necessary keywords so customers have access to accurate information.