It is becoming more and more evident that the business potential of mobile and the mobile web can no longer be ignored. Online marketers can continue to neglect this only at their peril. A major search engine like Google recognized this couple of years back when they redesigned the search features on both mobile and tablets through their mobile first campaign. These changes have been replicated to the desktop, totally debunking the earlier assumption that the mobile platform generally follows what happens on the desktop. The updated version of Google Maps is evidence of this shift from Google.
Google’s extensive study and report
Google did not bring these changes by accident. They first released a report in 2012, which talked about how users navigate the web through multiple screens and also carry out transactions on them. The report ended with 8 conclusions, one of which clearly mentioned that the smart mobile platform was going to play a major role in the years to come, its penetration is going to increase and no business can afford to stay away from its influence.
That conclusion was borne out of two data points. The first one related to the high searches from mobile phones (about 65%) and the second was the fact users would reach for the first available screen to find out more about anything they see interesting on television or hear from the radio and that is the mobile screen (about 34%).These were enough to convince Google that depends such a lot on advertising for its revenues to immediately take steps to make optimum use of the mobile platform for advertising.
Changes initiated by Google
Consequently in July 2013, Google coaxed Adwords advertisers to move to its “enhanced campaigns” initiative. This was viewed by the industry as euphemism to prevent Adwords advertisers from separately placing their bids on mobiles, tablets and the desktop. Google had not been making money on its CPC and analysts assumed that was due to advertisers not willing to pay same rates for clicks they got on mobiles and tablets that they were willing to pay for desktops.
Google has been more than proved right. Sales of smart phones and tablets have been increasing exponentially in the last couple of years lending credence to their theory. Page views from such devices have been increasing and that has been steadily cutting into the desktop share. It is but natural for search marketers to view these developments and track them closely. After all, the desktop search blueprint is increasingly being influenced by the design on the mobile screen. The small screen SERPs do look radically different and can influence user psychology as well as behavior.
What it now means for the user
It is clear that the phase of ‘mobile disruption’ is well and truly upon us. Google too is busy designing SERPs that fit the “mobile first” initiative. These can also be broken up into answer boxes and other cards that will be compatible across gadgets of varying screen sizes. The magnitude of search volume on non-desktop gadgets will continue to go up sharply and the consumer is going to reach for his mobile for his searches.
The world of m-commerce has arrived especially with search engine major such as Google paying more attention to “Mobile First”. If you are yet evolving or have evolved in the world of e-commerce, it makes sense to move towards a blend of compatibility of both the worlds to stay well in the race. Being available across mobile screen ensures more visibility and enhanced business prospects too!!
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