Advertising providers that serve global SMBs need to harness the mobile opportunity by developing mobile specific campaigns based on the nuances of mobile consumers’ preferences, timing and usage patterns.
Toronto and Berlin (PRWEB) June 11, 2013
As small and medium-sized businesses (SMBs) interest in mobile grows globally, leading call measurement provider Telmetrics announced that Bill Dinan, president of Telmetrics, is speaking today at the European Association of Search and Database Publishing (EASDP) Conference in Berlin on the “State of the SMB Around the World” panel. The EASDP Conference is a go-to European event for directory, search marketing and digital publishing professionals that provide advertising services and solutions to SMBs.
Dinan will address the differences between mobile and desktop search for SMBs, the importance of action-based metrics and the mobile searcher’s typical path to purchase.
“SMBs and the advertising providers that serve global SMBs need to harness the mobile opportunity by developing mobile specific campaigns based on the nuances of mobile consumers’ preferences, timing and usage patterns in today’s multi-device, always-on environment,” said Dinan. “Consumers engage differently with mobile and there are more action-based metrics that SMBs can leverage to measure and optimize mobile ad performance.”
The presentation also includes 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. Some of the relevant stats that Dinan will discuss include:
- Local relevancy is an important influencer for mobile search in the U.K. as nearly 50 percent of both smartphone and tablet searchers expect search locations to be within walking or driving distance.
- 66 percent of U.K. mobile searchers do not have a specific brand in mind so advertisers have an opportunity to influence their purchase decision.
- More than half of U.K. mobile searches ultimately result in a purchase.
- U.K. mobile searchers have a longer purchase decision cycle than U.S. mobile searchers which means advertisers have more opportunities to reach and influence consumers.
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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