These browsing behaviors are inherently impacting traffic and conversion rates, and, down the line, could alter the weight and scale of media buys if one mobile “use case” is more desired than another. Online food reviews and research site Yelp, for instance, found that mobile accounted for 10% of unique visits to its site monthly, but took up 40% volume in search queries. One Netbiscuits’ customer, eBay, generates a sales transaction over mobile every two seconds.
“The thing we keep running in to when we work with these large consumer brands is we have to understand traffic,” remarked Daniel Weisbeck, CMO of Netbiscuits. “Because they’re spending a good chunk of their budget on search marketing [figures indicate more than 60%] they’re realizing that people who are clicking on these ads are not going to engage” with the brand if there is a missing link in the journey or if, say, a mobile-optimized ad links the consumer to a non-optimized site or dead air.
“It’s critical people get all of these different advertising elements right with this multi-screen journey,” Weisbeck added.
One way to start, according to Becker, is by defining what the brand objective is. There has been a lot of dialogue about becoming an “omnichannel” company to enable the customer to buy and fulfill an order essentially anywhere. But, where many companies fail, he said, is automatically viewing a “purchase” as the most desired objective or outcome. In Yelp’s case, search queries and reviews hold the weight.
“Location marketing tied with other contextual elements” such as time-of-day and expectation for the experience at that particular time of day will help marketers become more relevant. As Becker summed it up, “Times Square is very different at midnight than it is in the morning."