With increase in the popularity of mobile advertising, Google is making efforts to make the most of this opportunity. According to Jason Spero, the head of mobile for the Americas, Google is looking at consumer behavior to get insights into developing useful mobile products and offerings. The combination of mobile and local is something the search engine giant has been focusing on through its Offers, Sites and Places products. Spero clarifies that out of every three mobile interactions, one has a local intent and so it is likely to remain a point of focus in Google’s mobile products.
The company is also helping small businesses create a lightweight version of their Google sites for mobiles. Within a week of the launch of this service, more than 3,500 lightweight mobile landing pages have been developed by businesses.
These simple mobile sites also make SEO marketing via mobiles possible for small businesses. Apart from providing information on products and services, businesses can also encourage potential customers to call them for further details with click-to-call features. Businesses can actually sell their products through mobile landing pages using Google Checkout payment platform.
Google Wallet is another M-commerce product from the search engine giant. A yet to be released offering will make mobile payments possible with the help of a NFC reader at seller’s checkout and a NFC chip in the buyer’s phone. Google is also exploring ways of using mobile ads to encourage customers to make a purchase either from a physical outlet or via mobile. Through mobile sites, ads, payments and more, Google is trying to fulfill all the requirements for successful mobile marketing.