It is no secret that smartphone use has grown dramatically, and the chances are that many people reading this will be doing so from a portable device rather than a desktop PC.
As a result, it is strange that many businesses still underestimate the importance of targeting their internet advertising campaigns at the mobile crowd.
There is hard evidence of just how valuable mobile shoppers can be to a business, so what are the main reasons to turn your attention towards this expanding segment of the e-commerce universe?
A recent report revealed that not only do people who shop on their smartphones or tablets make 47 per cent more purchases on portable platforms, but they also have a typical spend that is 55 per cent higher than consumers who tend to stick with traditional desktop shopping services.
Businesses that are seeking to attract an audience which will spend more and visit more frequently to make purchases will therefore be foolish to ignore mobile shoppers and should instead craft their marketing to catch their attention.
Using a London AdWords consultant to advise you on the best approach to mobile PPC promotions is sensible, since companies can help clients who are in need of advice so they can navigate the emerging portable ecosystem.
Whether you were aware of the rising spending power of mobile users or not, there are other reasons to start making some plans to take on this market. Chiefly, this is something that your rivals may already be doing, as evidenced by the ongoing increase in online ad spending across the board.
In 2014, the European market for internet advertising hit €30bn (£21.4 billion) in revenues, with mobile now accounting for nearly a fifth of the display ad market and benefiting from annual expansion of 72.5 per cent.
Mobile shoppers are attracting the attention of businesses across the board because browsing habits are being altered by portable devices, and this year Google reported that more people are using their handsets to look up information on products and services than desktop machines.
This is a blessing and a curse for advertisers, because while it means that there are new opportunities to engage audiences while they are on the move and even using a second screen in tandem with their handsets, there is also the need to update marketing tactics and alter landing pages to cope with the technical features of smartphones and tablets.
Mobile optimization has become a big part of SEO following recent changes to search algorithms, while PPC campaigns now need to take into account upcoming features, such as the addition of a buy button to Google’s sponsored results which can be used to make a purchase without even requiring a visit to the retailer’s site.
Targeting mobile shoppers is a process founded on common sense and the ability to detect the way the market is moving.