| Online: | |
| Visits: | |
| Stories: |
| Story Views | |
| Now: | |
| Last Hour: | |
| Last 24 Hours: | |
| Total: | |
Google AMP: Mobile Marketing’s Extinction or Rejuvenation?
Ever since Mobile Internet traffic surpassed PC-based traffic early last year, many marketers
have been scrambling to adjust their marketing strategies to the new content consumption de
facto standard. A 2014 report from Cisco adds further validation of mobile computing’s
dominance, stating that global mobile data traffic is projected to grow tenfold between 2013 and
2018 — from 1.5 exabytes per month to 15 exabytes per month.
As if it weren’t challenging enough to reach today’s consumers, Google’s introduction of AMP
(Accelerated Mobile Pages), an open-source program designed to speed up mobile website load
times, has some marketers up in arms. Put simply, faster load times equals less time for ads to
populate mobile web pages. In fact, Google admits that it is not sure exactly how advertising will
work within AMP, and it admits that pages will load content before advertising.
Although several details still need to be worked out, Google stressed that publishers using AMP
will be free to use Google’s ad tools — as well as third-party companies’ tools — to sell
advertising alongside their content. “Publishers control their business model and who they work
with to sell ads,” said Richard Gingras, Google’s senior director of news and social products.
Not everyone sees the new project as a death knell for mobile advertising. There are some, like
Jellyfish Online Marketing (www.jellyfish.net), that view things differently. One of the biggest
mobile marketing challenges in recent years has stemmed from consumers using ad-blocking
tools on their mobile devices. Such tools are largely used for the purpose of speeding up web
loading times, which are a top concern for those on 3G networks and/or using legacy
smartphones or tablets.
The Google AMP project will eliminate the need for bandwidth workaround tools, such as ad
blockers, and will lead to new opportunities for marketers to reach their target audiences. As a
leading, multinational, digital marketing company that’s been around for more than 16 years,
Jellyfish Online Marketing understands the needs of mobile users and marketers alike. In fact,
we’ve developed our own responsive design technology to facilitate an improved user experience
across a range of mobile devices.
Further, we work closely with Google, which is evidenced by our co-hosted mobile event earlier
this year and by the various thought leadership articles we’ve produced that speak to a myriad of
Google topics ranging from algorithm updates (e.g. Panda 3.0) to analytics. Anytime Google
makes an update or change — especially one that directly affects SEO best practices — you can
expect doomsayers to lament the good ‘ole days when marketing was so much simpler. While
their claims may be partially true, the reality is that with the right attitude (and some expert
guidance), simpler times can lead to better times — and better results for marketers and
consumers alike.
Source: http://mobilemarketingandtechnology.com/2015/10/09/google-amp-mobile-marketings-extinction-or-rejuvenation/
