by Gord Hotchkiss
There’s little argument that mobile’s time has come. According to Google, mobile searches make up anywhere from 5 to 12% of the total query volume for many popular keywords. And for many categories (i.e. searches for local businesses) the percentage is much higher. That officially qualifies as “something to consider” in most marketing strategies. But for many marketers, the addition of mobile is a simple check box addition in planning your search campaign. In Google’s quest to make life simple for marketers, we’re missing some fundamental aspects of marketing to mobile prospects. Okay, we’re missing one fundamental aspect – it’s different. Really different.