Retailers see better click-through rates on mobile campaigns
For online retail merchants, engagement is everything. The more people who click on ads translates into a greater number of website visitors which leads to higher conversion rates. It's easy to understand why many brands get fixated on using advertising tools that provide the best click-through rates.
New data from Marin Software further highlights the importance of using mobile devices as marketing tools. Whereas desktop computers had a click-through rate of only 0.95 percent, smartphones and tablets were observed at the much higher 1.25 and 1.31 percent, respectively.
"Tablets and smartphones, while still in the early stages of adoption relative to desktop computers, are showing strong and accelerating gains in search shares, while delivering quality performance with higher than average click-through rates," Marin's report explains.
Mobile devices can be used for a variety of purposes. Smartphone-optimized ads and apps can be utilized to engage consumers, while retail brands could leverage them as payment processing and customer assistance tools.
