The Tap-Through-Rate : Mobile Internet Potential Represents The Tip of The Iceberg

Don’t get too excited, but we may just be seeing the start of another wave of opportunity in the world of Internet marketing for small business. Just as we are beginning to explore the wealth of opportunities that abound for the traditionally off-line business, so the goalposts appear to be shifting significantly. As we preach to the typical small business owner about their web presence, it seems that we should not be persuading them to embrace Internet marketing in its traditional form but should rather point them towards the mobile platforms of tomorrow.

History will surely prove that Apple’s iPhone introduction represented a watershed in the communications industry. Flexibility and functionality has scarcely been so cool and the iPhone surely touched off an “a-ha” moment as we envisage how our lives could become much more efficient in a mobile optimized world.

Companies, from Fortune 500 on down, are falling over themselves to make sure that they have a usable and recognizable mobile Internet presence. Applications such as that produced by Mobi iNet – currently free to download to either the iPhone or the Android – show us how easy it is to surf the mobile Internet world. With one touch of a finger, we can call upon ABC News for updates, visit American Airlines for tickets or tap FedEx to schedule a pickup. The specially constructed websites pull up in perfect resolution and size and are designed to reflect current connectivity issues – no flash, for example. You don’t have to pinch or slide and deal with badly framed presentations.

For the marketer, who is salivating at the fact that some 600 million people have mobile Internet access, a figure touted to increase to 1.5b by 2012, the potential is clear. Banner ads at the bottom or top of your cell phone screen will bring a whole new phrase to our vocabulary, the “tap through rate,” as opposed to the ubiquitous click through rate.

As more and more people access their favorite social networking sites via their phone, social media integration will take on an ever more important role for companies of all sizes.

Nigel Evans

Internet Marketing for Small Business

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One Response to “The Tap-Through-Rate : Mobile Internet Potential Represents The Tip of The Iceberg”

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