Author: Lucy

As a growing number of marketers target smartphone and tablet users, the search engine giant is feeling the pinch.

Shares at Google have experienced some notable drops over the last week, following the reports from the search engine giant that have indicated that profits and second quarter sales were not as high as they had projected; a fact that is being blamed, in part on mobile marketing.

Though Google is very dominant in the online sphere, smartphones and tablets are shaking things up.

The revenue for the second quarter of this year was reported to be $11.1 billion. Though this is still a solid figure, it is a clear miss of the average estimate that had been presented by analysts for $11.3 billion during that period of time. Mobile marketing is starting to be seen as considerably more powerful and influential than it had been.

Moreover mobile marketing also took its toll on the profits that Google experienced in this time.

Before certain items, profits had been at $9.56 per share, which is lower than the average forecast, which had been staked at $10.80. Last week, the shares continued their slide by up to 5.7 percent, at times.

Furthermore, beyond all of this unfortunate news for Google, the average cost per click also drooped by 6 percent, as mobile marketing became an increasingly popular effort, drawing budgets away from traditional desktop advertising.

According to a BGC partners LP analyst, Colin Gillis, in an interview with Bloomberg, “The challenge is for Google to reignite revenue growth as their existing businesses start to mature.” Gillis went on to say that “The core business is slowing down.”

This means that Google, just like the rest of the online world, is now realizing that the power of mobile marketing is considerably greater than predicted, and that an evolution will be required in order to be able to keep up with the changes that it demands.

There was one point during which the shares from Google had shrunk to $858.80 following late trading that had occurred after the day’s closing, which had been recorded at $910.68.

The retailer saw a boost in its revenue by 170 percent following the addition of this site feature.

A new “What’s Hot” feature on the Deb Shops website is proving to be extremely successful in mobile commerce as using the button shows which products are trending on Facebook and Pinterest.

For many teens, knowing which types of clothing are hot and which ones are not are an important priority.

When Deb Shops took that into account by adding the “What’s Hot” button on its mobile commerce website, it made a considerable impact on its revenues. In fact, according to David Cost, the company’s president of e-commerce and digital marketing, when compared to the shoppers who do not use that button, those who do use it are 20 percent more likely to place an item into their shopping carts. This has brought about an increase in revenue by 170 percent.

This has been an extremely meaningful mobile commerce strategy for the retailer.

Cost explained that “For a retailer like us that has a very broad product offering, to get customers quickly to relevant products is important, especially on a mobile device.” The retailer currently has over 30,000 products available for sale in its catalog online, and over mobile commerce.

Deb Shops first opened its mobile commerce website in April 2012, added Cost. Since that time, the traffic from smartphone users has exploded. By the end of 2011, it was making up 15 percent of the total web traffic to the site. A year after that, it had grown to 40 percent. Today, it has reached over 50 percent of the site’s traffic.

This convinced the retailer to redesign its mobile commerce website, placing a greater focus on improvements to the navigation and search features of the site. BloomReach Corp was the technology chosen by the retailer for this purpose. That company provides online hosted software that draws all of the information about the products that are being posted and talked about by consumers over Facebook and Pinterest from Deb Shops and posts it for shoppers to be able to view for themselves.