Tag: mobile marketing google

Mobile marketing is starting to make Google twitch

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.

Google - Mobile MarketingBefore 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.

Mobile marketing just got easier with the addition of Google Calculator

Mobile Marketing GoogleThe internet giant is making waves again by offering value tracking efforts to marketers.

As mobile marketing becomes an explosively popular practice, Google has added a new feature for companies to help to gauge the value of their efforts through the addition of its new Calculator tool.

This is a response to the rapidly growing consumer use of smartphones and tablets to interact with businesses.

Now, more than ever, consumers are responding to mobile marketing by using their tablets and smartphones for online searches and interactions with their favorite brands and companies. And this trend is only growing. A recent Nielsen and Google study showed that almost 30 percent of searches over these devices result in a visit to a store by that consumer, a call to a business, or an online purchase.

As business owners work harder on their mobile marketing campaigns, they require more data to judge their success.

These companies are boosting their efforts for mobile marketing to help themselves to get the most out of this growing trend. In this, they need to know how and when those efforts are actually having the desired impact on consumers. Google is now helping those companies with a new tool called The Full Value of Mobile Calculator.

The purpose is to use a few basic benchmarks and equations to help to gauge the value that mobile is having in driving over optimized websites, apps, and other channels. This gives business owners the ability to get a better idea of what is and is not working for them so that they can adjust and polish their mobile marketing campaigns for the potential for considerably improved outcomes.

According to the head of mobile ads marketing at Google, Johanna Werther, “Mobility has forever changed the way consumers live and shop, giving rise to the new consumer paths as the lines between digital and physical experiences blur.” She then added that “Understanding what each of these mobile pathways means for your business is a critical piece of the larger attribution challenge that every marketer needs to meet head-on.” To begin the mobile marketing calculation, information is uploaded by the company, such as sales from the mobile site and in-store sales, either manually or by importing through the already existent Google Adwords account.