Telmetrics’ Bill Dinan to Speak at SMX London on Mobile Search Best Practices

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Mobile Call Measurement Leader Offers Tips for Tailoring U.K. Mobile Ad Strategies

Telmetrics

Mobile marketers in the U.K. and globally have a significant opportunity to influence mobile consumers’ purchase decisions as many are undecided and open to guidance.

With mobile advertising spend continuing to increase, leading call measurement provider Telmetrics announced that Bill Dinan, president of Telmetrics, is speaking today at SMX London on the “Paid Search Advertising in a Multi-Device World” panel. SMX London is a premiere U.K. event for search marketing and other online advertising professionals.

Dinan will address mobile search best practices including tailoring and localizing ads to incorporate mobile consumers’ category-specific usage patterns and preferences. The presentation will include insights from the recent xAd-Telmetrics U.K. Mobile Path-to-Purchase Study, which was based on an online survey of 1,500 U.K. smartphone and tablet users conducted by Nielsen.

“Mobile marketers in the U.K. and globally have a significant opportunity to influence mobile consumers’ purchase decisions as many are undecided and open to guidance,” said Dinan. “However, to effectively reach these mobile consumers, marketers must understand the nuances of mobile consumers’ preferences, timing and usage patterns in today’s multi-device, always-on environment.”

Dinan’s top four keys to tailoring mobile content and mobile search distribution strategies that reach the right audience with the right message include:

1.    Know Your Mobile Customer – While mobile consumers have strong purchase activity and intent, specific purchase timing depends on the category.

2.    Remember: Location, Location, Location – Directions, maps and phone numbers are important location identifiers for the 50 percent of U.K. mobile consumers who look for business locations within walking or driving distance.

3.    Understand Device Nuances – Smartphone searchers are most interested in location and contact information while price and promotion research activities are more important to tablet searchers.

4.    Measure & Monetize – Go beyond tracking clicks to measure secondary actions such as phone calls, reservations, and map downloads to better understand how many and which leads are ready to transact.

About Telmetrics, Inc.
For more than 20 years, Telmetrics has been the call measurement industry leader. Telmetrics’ call tracking solutions, which are available in North America and across Europe, track the lead generation quality of local search advertising and pay per call programs for the leading brands in local search. This includes both publishers and agencies that serve millions of SMBs and national franchise locations across North America and Europe. With greater visibility into advertising performance across all media channels—digital, mobile, print and more—media publishers, agencies and advertisers can optimize the media mix for higher quality lead generation, resulting in increased revenues and a more complete picture of ROI across converging media. For more information, visit Telmetrics.com.

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Meggan Manson
Young & Associates
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