In many ways search for mobiles has become easier with the advance of Enhanced Campaigns on Google and the increased utilisation of Responsive Web Design.

In other ways it has become more complex as the percentage of mobile traffic has greatly increased. Customers consume media and utilise websites from a mobile device very differently. At indago digital we understand that not only do our mobile campaigns need to be structured differently but so does the way we measure success.

With mobile we choose to target customers differently depending on their proximity – the closer they are to a bricks and mortar store the more we are prepared to pay for them. We will even change our messaging.

We know that customers who come to our digital assets via a mobile device and more likely to be researching and therefore we need to value a mobile campaign differently.