Mobile lead generation has manifested itself as a major trend in 2013 and is likely to become even more dominant in 2014. According to the IDC Research Report 2013 57.3% of the U.S. population are already smartphone users, a number which is projected to rise to 67.8% until 2017. Cisco further estimates that mobile internet use will grow by 66% each year until 2017.
Mobile especially offers tremendous opportunities in lead generation because consumers are increasingly using their phones to research products and services. Getting mobile right can therefore make a huge difference for the sales conversions of companies.
There are in many trends that marketers can and should incorporate into their mobile lead gen strategies:
- Treat Mobile as a separate marketing channel
Mobile has completely different technical requirements. Building mobile landing pages is entirely different from building traditional landing pages and different aspects matter for mobile users. When it comes to lead gen, forms should not be copied from PC-based internet channels, but changed to enhance the mobile experience.
Geo-targeting makes it possible to reach the right consumers, at the right time, at the right place. This means that localized mobile ads can be delivered to the right target group. And since it’s all happening on a mobile phone, marketers can even offer customers incentives to visit them directly, for example coupons or directions. Moreover, ads can also be matched to what consumers are looking at on their mobile phones or which apps they are using, which increases the effectiveness of localized mobile ads and trigger a direct response.
Recent research from iAquire shows that about 70% of mobile searches lead to action within an hour. In lead generation, Click2Call takes the mobile experience one step closer to where consumers can buy via their mobile devices. Click2Call enables consumers to directly call vendors by clicking on banners, without having to fill in any forms.
- Changes in user behavior
In lead gen, the quality of leads is mainly measured by the intent of the users to buy. Mobile users represent a group who are not only eager to buy, but also who are also action-driven. Most mobile users use their smartphones to search for information, and they are eager to get in instantly. The high sense of intent to buy therefore offers a huge potential for online lead generation.
- Mobile Bidding Platforms
Mobile real-time bidding platforms first came up in 2013 and have been taking over a large percentage of f mobile ad buying. They are likely to be used as the major channels for real-time ad buying.