Mobile marketing has surged over the past couple of years. In 2013 Facebook redesigned their mobile ads to appear in the newsfeed section, which was a big risk to user satisfaction. The success was immediately apparent with a huge leap in advertising click throughs and profits. Google has also had a massive revenue boost from their mobile search department. It seems like mobile advertising is here to stay, and for good reason. It can be highly targeted, highly profitable, and can help the user achieve what they want anywhere, any time.
Here Are 5 Things You Ought To Know About Mobile Marketing
1. Banner Blindness Is Not Such A Big Issue
Nothing is more of a major pain than when you create an ad, test it, optimize it and then scale it up, to find that within 2 days your click through rate has bottomed out. Mobile users are still comparatively safe from advertising and don’t have their high guard up like they do online. Most cellphone users will respond more to ads that seem like they are part of an app or game, rather than something that is blatantly a banner ad on a normal website.
2. Targeting Can Be Very Specific
If you are using Facebook ads, you can be incredibly specific about your target customer. Need to target 18-21 year old women who are in a relationship and love romance movies? Not a problem. If you are using other forms of push advertising you can target in on specific location, carrier and type of contract. The type of contract a cell phone user is on can define who that person is to some degree. If you are looking to market to teenagers, you would be more inclined to target prepaid services. If you are looking to target business owners or professionals, you can target high monthly cost plan users.
3. Apps are Destroying All Other Platforms
When you browse your email on your phone, play a game, surf the net, use your to do list, track expenses or one of the other million things you do on your phone, you are using apps. By advertising in-app, you can target your ad specifically to the requirements of the user of that app. For example, if you want to sell a fitness product, you can advertise on a calorie tracking app or a workout planning app.
4. Mobile Doesn’t Save Cookies…. Yet
When you visit a site that books flights, they will often save your cookies and remember that you searched for a flight from Changi Airport to LAX. If you close your browser without buying, and then search again at a later date, the website will remember this. The website will then bump prices up to encourage you to buy now before the price goes up even further. This is common practice on a wide range of websites; however this technology isn’t available for smartphones yet. When a smartphone user downloads surfs the internet, they are much less visible to an advertiser than when on a laptop or pc. This is not a deal breaker, just something to be aware of when you are planning a mobile targeting campaign.
5. Smartphone Use Is Growing
Not just the amount of users, which is growing at an alarming rate (in the US around 75% of the population own a smartphone), but also the amount of time spent using them. With the ease of use and accessibility or smartphones, users will check them at regular times, play games and use apps at all times of night and day. This means that your mobile marketing is getting more and more time in which to target your ideal customer. There are so many statistics from different organisations, but a rough estimate is that the average cell phone user operates their phone to check pings at least 60 times per day.
Why Mobile Over Traditional Online Advertising?
With this tremendous growth in mobile advertising, it isn’t hard to see why it is getting so lucrative. With traditional advertising both organic and paid becoming such stiff competition, mobile advertising is a breath of fresh air for marketers and business owners. Although it can be more of a challenge when there is less physical room available for advertising, the fact is that mobile is working for a lot of businesses. You may need to get a bit more creative with your campaigns and track what competitors are doing to get some fresh ideas.
Mobile is always on. The masses carry a cellphone in their pocket along with a few other very select items such as keys and wallet. If you can target somebody at any time of day, wherever they are, it is more powerful than a $10,000 billboard on the side of the road. You are able to get right in your customer’s face and explain about your product while they are in leisure time.
Image courtesy of Stuart Miles/FreeDigitalPhotos.net
Author Bio – This article is written by Tom Sawyer from Monkey Advert, a famous company offering affordable targeted SMS marketing. Don’t forget to check out their webpage if you’re interested in signing up for a marketing par SMS plan today.