Is the New Age of Marketing Going Mobile?
With companies like Groupon conducting over 50% of their sales via mobile devices, more and more companies are beginning to rethink, or already restrategize their advertising efforts. What started on the radio, then the televison, and then the internet will now become a major part of our mobile world, ads.
Groupon has proven that mobile advertising is the future of the industry, however it is much more complicated than internet advertising. Even companies like Google, Apple, Facebook and Twitter are having difficult making the switch. Cookie-centralized tracking methods marketers have relied on for years are not available to them when dealing with the mobile ecosystems.
When a mobile user moves from one app to another, cookies aren’t capable of tracking their behaviors, and behavior is what motivates companies to steer their advertising one way or another. Studies have showed that 88% of mobile use is performed while using downloaded applications, and 82% of tablet use is spent navigating apps – that is a lot of time that advertisers can take advantage of, but how?
Rebecca Lieb, digital marketing analyst for The Altimer Group says that a new industry will open up within the current advertising and marketing industries, an “audience network”. This network will target user engagement and place advertisements across a broad range of apps using information from social networks and user behaviors.
Marketing manager Amit Shah who works for PayPal Media said “we would love to spend more of our budget on mobile ad networks, but that data just isn’t there.”
Mobile advertising is far from simple, it is a complex ballhame yet to be explored, let alone mastered. In 2014, mobile advertising is estimated to make up almost 75% of Groupons revenue, 46% of Beyond the Rack’s revenue, but under 10% of revenue for a majority of major retailers.
The same user who spends 6.5 minutes browsing an online site will only spend 3.6 minutes on the same site via a mobile device. That is less time to analyze, less time to study, and less information advertisers can use. Mobile ad networks are still very much a work in progress, but companies who have yet begun to start looking into this new world of marketing are sure to fall behind, and quickly.
5 Mobile Marketing Myths and Misconceptions Debunked
There are few areas in Internet marketing more confusing than mobile marketing. The appearance and need for mobile content, tools, and strategies was not obvious until smartphones began to replace desktops as the device of choice for an entire generation. Almost overnight, costly and intricate websites that were state-of-the-art became unreadable on mobile devices. Like most new technology advances, this led to a gold rush of people trying to fill in the void with new ideas that came out as apps, QR codes, and responsive website design. If you’re trying to get a grasp on this exciting technology and use it to promote your business, avoid the following misconceptions and myths while you’re at it.
Myth #1: All You Need Is Apps
Unlike John Lennon’s famous “All You Need Is Love,” you’ll need quite a bit more than just apps for mobile marketing to make the world go round. There is no one solution for all your mobile marketing needs. You will want to include a mobile-optimized website, SMS, QR codes and more in your mobile marketing campaigns.
Myth #2: Mobile Is Only for On-The-Go Advertising
You might be thinking that you have to be a restaurant or a local business to have a dire need for mobile marketing, since these businesses compete for customers that are out and about town. In actuality, most mobile content, a whopping 75% of it, is viewed from the home. This can include a smartphone user who is watching a television program while browsing his smartphone’s mobile content. Are you going to let that sales opportunity go by just because you’re focused on local on-the-go marketing?
Myth #3: High Traffic from Mobile Sites Means Success
While it’s one type of success, it’s not the most important. According to CLJ Photography mobile traffic stats, it is very important to know what type of attention you’re getting from mobile devices and whether it’s ultimately leading to higher conversions. If you just put out a free app, got thousands of people to download it, and then found out it either appealed to a demographic that would never buy from you or it never led to a single conversion, then it’s actually a failure, not a success – no matter how high the traffic counts.
Myth #4: Mobile Marketing Is a Fad
If you think your traffic isn’t likely to come from mobile devices in the future, you aren’t paying attention to the facts. At this time more than 25% of users searching online do so from a mobile device. That number will only increase as more people adopt the technology. With desktops being used less and less as consumer devices, and smartphones and tablets taking their place, it’s only a matter of time before your content and marketing strategies will be deeply impacted by mobile marketing.
Myth #5: Content Doesn’t Really Require to Be Optimized for Mobile Devices
This is tricky because most business owners do not realize the difference a few inches of screen space can have on their content. Not to mention, it is very hard for a smartphone user to click on a link embedded within multiple other links with a big fat thumb. Even if all you have on your site is text, no one likes to click through multiple pages on a smartphone when they can scroll and swipe instead. If your content isn’t easily navigated on a smartphone, regardless of the fact that is says the same thing as it would on a desktop device, the mobile user won’t return any time soon.
There are numerous other misconceptions and myths out there that a business owner might encounter when debating whether to start a mobile marketing campaign or not. Business owners can also make the mistake of revamping everything into mobile marketing, without leaving room for other technologies that are still important. Millennials may have been early adopters of mobile browsing, with lightening quick thumbs, but it doesn’t mean that other demographics aren’t doing mobile searches too. In fact, more than 50% of mobile users are over the age of 35. Thus, it’s not just a kid’s game anymore. There are plenty of people of all ages who wouldn’t be caught dead without their smartphone or tablet, and they’re more than comfortable using them to do online searches and shopping at a moment’s notice than ever before.
The Best Strategies for Mobile Retargeting
Mobile retargeting has proven itself one of the more useful strategies in integrated marketing campaigns. It is definitely one of the best ways to engage an audience that is already familiar with your website. The following are a few of the best strategies for mobile retargeting.
1. Place your burn pixel and your segment pixel in the appropriate places.
It is very important to segment your audience for the campaign that you are currently serving. For instance, if you are trying to move your newer potential customers into further action, then you need to make sure that your burn pixel is on your “Thank You” page in order to be sure that you are not bothering people who have already converted. In contrast, if you are trying to upsell your superfans, then you want to be sure that your segment pixel is on your highest page rank landing page.
2. Multivariate testing is a great way to tweak an ad campaign.
Although you may have a general idea of what your audience wants to see in an ad campaign, the wording in your ads can make a big difference. The keywords that you use may appeal to different people. The placement of your ads may attract a different type of customer. In a mobile retargeting campaign, your ads should be tested in an A/B style, changing one variable at a time, until you have determined the best mix for your overall marketing program.
3. Your brand must be as ubiquitous as humanly possible.
This may seem to be completely self-explanatory, but you would be surprised at the number of people who do not believe that they should place their brand across multiple ad networks. A marketing consultant with a bachelor of communication degree says you need to retarget your audience from as many angles as possible, especially on the mobile platform. You never know where your customers may find you, so cast a wide net when it comes to partnering with ad networks.
4. Brand your ads with your most recognizable marketing elements.
In order to get the most engagement with your mobile retargeting ads, you should identify the portions of your brand that are the most recognizable with first time visitors. You can then play up these elements in your retargeting ads. For instance, if you have a great logo that everyone seems to recognize on first engagement, then you can definitely play this up in your subsequent ad campaign.