Is mobile search a turn-off for UK brands?
Industry pundits have once again hailed 'the year of mobile', with smartphone shipments overtaking those of PCs for the first time. Smartphone ownership is at a record high in the UK, and the major operating platforms are jostling for business.
While the prevalence of mobile presents a new platform to drive traffic with SEO and PPC, for brands the channel has created as many problems as it has solutions. A top issue for marketers was doubts of the ability for mobile development to be monetised and deliver ROI, whilst others raised concerns over damaging the brand with poor search results. The overwhelming sense was one of reluctance to take the plunge and fully embrace mobile search tactics.
Pearlfinders spoke to brands across the recruitment, telecoms, charity, gambling and restaurant industries, including one of Google's top 10 European advertisers, to investigate the opportunities and challenges marketers perceive with mobile. To view the content, click here or subscribe.