The internet used to be intrinsically linked to a physical device. The PC at work, the laptop in the lounge, but this is no longer the case.
In my house alone I have seven separate devices I could use to connect to the internet in one way or another, be it the mobile in my pocket, the tablet while I watch TV, or via my games console.
I may be interacting with your brand on all of these platforms, and I expect a positive experience.
I am not alone in this. Mobile devices now account for 8.49% of global website visits and iPad sales now exceed 55M worldwide, 5M in the UK.
People no longer consume your content in a single way on a single device, so you need to understand how your customers are engaging with you and what that means for your marketing efforts.
How do people interact with your company on the various platforms available and what do they expect from you?
Everybody, especially commentators and journalists, loves to talk about defining moments. That is the reason there has been so many column inches dedicated to predicting, or dismissing “the year of the mobile”.
Everyone can see the potential for mobile devices to change the way we consume and engage digitally and they are all hoping for, and expecting, a single event that marks the beginning of mass mobile adoption from a marketing stand point.
The reality however, is this event is never going to occur. The year of the mobile will probably never happen as there is no single event which is going to change the way we use and consume information and advertising on mobile devices.
What will happen is a natural evolution of mobile devices, platforms, and user attitudes that will evolve mobile internet into a channel with mass usage allowing for marketers to engage with customers more.
Search engine marketers tend to work in isolation. The SEO and PPC function sits in various departments depending on the company. Sometimes it's marketing, sometimes IT and other times web design or maybe e-commerce.
Most of the time though, integration with other business functions is minimal and work goes on without consideration for other business activities.
But search engine marketing should be something which is at the heart of a businesses operating online. Every part of your business should be aware of your search engine marketing strategy and how what they do, influences it.
An effective search engine marketing programme involves most areas of your business; here are seven business functions which should be involved in your search marketing.