4 Mobile Marketing Tips
For all brands to effectively reach their audience, targeting users on mobile phones or tablets is essential. More often than not, users access the internet on devices other than a desktop computer. In fact, the typical user who spends at least three hours a day on their mobile device is increasing at a rate of 11 percent year-over-year, according to a Pew Research Center study. The growth of mobile in the past few years is unquestionable, and now marketers are finally on par with the platform's significant presence.
Whether consumers are on their favorite social media platform or shopping online, innovations within mobile marketing are allowing B-to-B and B-to-C companies to target users on-the-go. For brands looking to enhance their mobile presence, consider integrating the following initiatives into any mobile marketing strategy and overall business plan to see substantial increases in your return on investment:
Display banner advertising
When it comes to display advertising on mobile, there are several options for targeting users as long as they're consuming content in some way. More than ever before, the offerings today allow brands to look at users as individuals and serve them ads that are unique to their specific needs and behaviors.
Within Google's display network, banner ads are available for mobile sites. For example, if your target demographic includes readers of CNN, you can have your advertisements appear on an article on CNN's mobile site. The network allows you to target demographics, ZIP codes and regional areas. While this isn't honing in on a precise geographic location, it's still a fit for some companies depending on the needs and goals of a specific campaign.
Hypertargeted location-based marketing is taking display ads to the next level — even beyond what Google is currently capable of providing. Programs like Mosaic, a display advertising platform for mobile, allow you to target in on one specific location by using GPS technology and geo-grids. If you're a B-to-C marketer and your target audience typically shops at several stores within the same category, you can specify your target audience so that when they're walking through a competitor's store, they're served with a coupon or ad for your store on their mobile device.
Similarly, if you're a B-to-B service provider and want to reach potential customers that are at a major industry event, you can target the conference venue as the location where you want your mobile ads to appear.
Instagram is a top social media platform preferred by users across the world. What makes this visually engaging platform different from Facebook and/or LinkedIn is that the majority of Instagram's visitors are on their smartphone or tablet when accessing it. In fact, most users (and businesses) consider it a mobile social network.
Instagram has recently started offering advertising options for all brands, making it a viable option for B-to-C organizations interested in selling their products online or generating brand awareness. For B-to-B companies with a prominent audience on the platform, it can also be an excellent fit, especially for those looking to enhance brand recognition or drive conversions. Visually, advertisements mirror the look and feel of organic posts, instilling a sense of credibility and trust with users as they scroll through their Instagram feed.
Direct response ads on Instagram are an effective and excellent tool for lifestyle and consumer product goods brands. Each post includes a compelling call to action, whether it's "Buy Now" or "Learn More" or "Install," and takes the user directly to a point of conversion. Direct buys have a strong correlation to increased sales because it makes the process as seamless as possible for users and helps facilitate conversions.
Ads work on a cost-per-click basis, which helps to keep costs at a minimum. Engagement is high on Instagram — higher than other social platforms — so clickthrough rates are generally higher for ads as well. You can target users based on their location, age, gender, accounts they follow, profiles they "Like" posts on the most, or even the hashtags they most frequently use.
Optimizing the e-commerce experience
For online retailers, the experience you provide your mobile users directly influences whether they'll make a purchase. In general, shopping via a smartphone isn't always an easy process. A lot of e-commerce brands have a checkout process that can be close to 10 steps long — and on sites that aren't optimized for small screens! Typing in billing and shipping information, or even something as simple as looking at the product image before clicking "Buy Now" can require a lot of effort from the user if the site isn't mobile friendly.
A new technology is available to help eliminate poor mobile shopping experiences. Relay is truly advancing the mobile commerce industry by allowing retailers to easily integrate the platform into their app. This e-commerce platform is new to the space, and facilitates a shopping experience where the user doesn't need to visit the site to buy an item. Instead, users are provided with an optimized one-step checkout process directly in the app. Additionally, an added bonus with programs like Relay is that mobile product ads will perform much better simply because usability is exceptional, keeping visitors in the app longer.
The importance of mobile marketing
Mobile is no longer a secondary element of the marketing industry. It's quickly become a vital channel that allows you to reach a substantial portion of your target audience. Ultimately these new tactics to enhance mobile marketing are paving the way for businesses everywhere to effectively accomplish their objectives and interact with their customers and prospects.
Best of all, these initiatives aren't just helping brands — they help users too, as content delivered is more specific to customer needs and targeted to behavior at a specific time.
Gabriel Shaoolian is the CEO and founder of New York-based Blue Fountain Media, a digital agency focused on generating qualified leads, increasing sales and expanding brand recognition for clients online.