Today, mobile phones are practically a necessity in daily life, we take them everywhere with us.
So this is where I come to discuss mobile marketing; it is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. Numerous marketers are now fully aware of these benefits, they understand, most importantly, that this platform helps keep their campaigns attune to their target audience.
It is important to deliver your campaign straight to where your audiences spend most of their time – which is very likely to be their mobile phones. You may be missing a trick by sending your campaign to a user’s desktop, when there’s a chance they may not see it for several hours, until sitting down with their computer. By acknowledging the accessibility of mobile devices, you can ensure that your messages are seen effortlessly by every user.
There are so many benefits to mobile advertising. By ensuring your future campaigns include this new placement on offer, it will help you improve your ad impressions, targeting, and campaign return.
According to Ofcom, two thirds of people now own a smartphone, using it for nearly two hours every day to browse the internet, access social media, bank and shop online.
- Smartphones overtake laptops as UK internet users’ number one device
- We’re spending two hours online on our smartphones every day; twice as long as laptops and PCs
- Superfast 4G is helping change the way we shop, bank, watch TV and communicate
You’ll have many more consumer insights with mobile advertising, as people tend to keep their mobile within their bag or pocket. You will have access to geo-targeting, so you can magnificently deliver location-based advertisements straight to their phone. If for example they are making their way to a particular store – or in the area, an advertisement can be delivered at that moment – very smart!
On every mobile there is a unique mobile ID which can give you a lot of information on a mobile users offline and online proneness. Knowing these metrics can dramatically enhance your campaign by creating a wealthy profile of information. You can boost the accuracy, relevancy and targeting ability of future campaigns.
It would probably be a good idea to research into reports on mobile usage, and think about how much time they spend on their mobile devices? Perhaps see if they comfortable completing a purchase on a smartphone?
Some interesting observations include: (via Marketo)
- 65% of all email is first opened on a mobile device.
- 48% of users start their mobile internet sessions on a search engine.
- 56% of B2B buyers frequently use smartphones to access vendors’ content.
- 95% of adults primarily use their smartphones to access content/information.
It’s also very cost efficient, a fraction of the cost of television or radio advertising. You’ll have more room in your budget to send repeated messages or retarget consumers, and you’ll do this knowing that you will gain more revenue.
You can adapt each campaign to suit a mobile user’s preferences. Build tighter social relationships with customers, make suggestions, encourage purchases, and offer support and easily engage.
Finally, let’s take a look at a recent study between Facebook and Datalicious which claims that mobile advertising claims now drives over half of all mobile conversions. Their research discovered that marketers who only measure campaign success via cookies overlook, on average, 2 in 5 digital touch points in the consumer journey to conversion, we found that over half of all measured cross-device conversion journeys were influenced by a mobile touchpoint, and that people-based measurement more accurately associates touch points to people, reflecting the cross-device, cross-channel consumer journey. A study conducted on three Australian brands — Telstra, Foxtel and Medibank — across a three-month period from October to December 2016. Read more about it here
Effective mobile advertising means understanding your mobile audience, designing content with mobile platforms in mind, and making strategic use of SMS/MMS marketing and mobile apps.
Mobile advertising allows you to utilise social media, apps and mobile websites to target your consumers. Just a few examples include in-app ads, mobile banners or pop-up advertisements.
Are you utilising mobile as much as you could?