Mobile Advertising Isn’t Just for Big Brands Anymore

The increasing use of mobile devices, mobile Web, multiple advertising platforms and the advancement of network technologies creates new opportunities in the advertising market. But the reality is mobile advertising is still new to many businesses, so it’s important to take a strategic approach to these types of mobile initiatives. Below you will find a baseline to help you get started on your new campaign

The increasing use of mobile devices, mobile Web, multiple advertising platforms and the advancement of network technologies creates new opportunities in the advertising market. According to BI Intelligence, spending on mobile advertising is set to reach $42 billion by 2018 and grow faster than all other digital marketing categories. That’s huge! But the reality is mobile advertising is still new to many businesses, so it’s important to take a strategic approach to these types of mobile initiatives.

Below you will find a baseline to help you get started on your new campaign.

  • Don’t Overthink It: In the transition from desktop to mobile, the classic banner ad has shrunk to 300×50, a tiny ad unit that does nothing to optimize the ad experience to mobile. As such, your mobile ad has only a limited window of opportunity to get through to your audience. This means that your mobile ads need to focus on a single message. Don’t try to cram too much text or any complicated images into your in-app banner ads. Keep it simple. One message at a time.
  • Understanding Leads to Personalized Experiences: Mobile ads are useful because brands can collect a lot of information about how consumers are interacting with their ads. For example, whether people are clicking on your ads (or not), and, more importantly, what are they doing beyond the click to build a deeper engagement with your brand. You can then use these events to better retarget customers and target similar customers (look-a-likes). The best thing about mobile is the ability to have at the very moment targeting: right time, right place and right device. The promise of hyper-local targeting is a huge benefit of mobile advertising.
  • Kickstart Relationships by Adding Value: One of the best ways to boost your mobile advertising campaign is to focus on adding value at every touch point. Also, with the increased focus on brand building ads, video and native ads, you can really create a dynamic and powerful customer experience. You don’t need to spend a lot of money to add value to your customers’ lives, sometimes providing useful content such as a white paper or informational video can be enough to start a relationship.
  • Test, Measure, Optimize, Repeat: One reason mobile ads don’t have to do it all is because it’s easy to create multiple versions and multivariate test them to see which works best. Unfortunately, one of the biggest mistakes marketers make is not having developers test their ads. Experiment with different offers, different creative designs, and different messages. See what works best. You might be surprised—the message your team thought was clever may not resonate with customers. Sometimes even a simple change in text, design or details of your offer can pay huge dividends. Let the performance results speak for you and allow you to make powerful data driven decisions quickly to achieve your KPIs.

Mobile advertising will never be the end all, be all for companies. What marketers need to be focused on is, “how can you make sure that your mobile ads are doing enough?” By taking a personalized approach, with one specific behavior you’re trying to impact, and testing its effectiveness, you’ll find the right way to get big results from your small screen advertising.

Mobile’s Impact on the Consumer Path to Purchase

One in three ad dollars will go to digital advertising next year, meaning digital media spending will be almost equal to television spending. Digital strategies will help drive the U.S. advertising market to $172 billion in 2015, according to new research from Magna Global. This—in combination with mobile and social networking—will push digital to the forefront

One in three ad dollars will go to digital advertising next year, meaning digital media spending will be almost equal to television spending. Digital strategies will help drive the U.S. advertising market to $172 billion in 2015, according to new research from Magna Global. Additional research shows that digital advertising will overtake television advertising by 2017, due in large part to the growing popularity of online video, with sites like YouTube and Netflix. This—in combination with mobile and social networking—will push digital to the forefront.

A digital strategy is no longer a nice-to-have, but a must-have for retailers and brands. If you don’t believe that, then you need to take a hard look at the following data points:

  • Mobile devices lead to in-store purchases. 52 percent of U.S. shoppers have used a mobile device to research products while browsing in a store.
  • Tablets are the cornerstone of online shopping. Tablets are expected to bring in $76 billion in online sales, two times that of mobile devices.
  • Digital content and mobile devices go hand in hand. According to eMarketer, U.S. adults will spend 23 percent of their time consuming media on a mobile device this year.
  • Mobile advertising is at its tipping point. Ad spend is expected to hit $31.45 billion this year. By 2018, it will top $94 billion.

How Do You Get There From Here?
Effective digital strategies take a cross-channel approach that integrates the various mobile channels, such as SMS, app, Web and social.

Value comes behind the scenes, as brands can learn useful information from mobile interactions. For example, customers reveal their operating system when they download an app or open their Web browser. Smart marketers collate such data points into one centralized customer profile—an ideal asset to maximize personalization for mobile.

Companies just getting started with cross-channel mobile marketing should focus on small wins. True cross-channel takes time and iteration, so commit to integrating what makes sense in the short, medium and long terms instead of trying to do everything simultaneously. Below you will find some key areas to consider when building out a mobile strategy:

1. Tablets, Smartphones and Watches, Oh My!
It will be vital for brands to take different form factors into account as they roll out their mobile campaigns. Mobile campaigns can quickly be compromised if brands don’t think about the impact on visuals and the call to action across various screen sizes.

2. The Mobile Marketing Tipping Point
Mobile marketing is evolving as more than just a tactic and is being embraced as a core part of the marketing strategy. With the goals being relatively the same as traditional marketing, marketers will be able to attract, engage and retain new and existing customers. Marketers will be able to target their audiences through highly relevant content based on location, interests and interactions throughout the mobile lifecycle.

3. Deliver a Seamless Experience From Discovery to Purchase
Brands have to make a conscious effort to remove the silos across organizations to be successful at mobile marketing. The goal of marketers should be to collaborate across initiatives by taking in to account different screen sizes, channels, design and messages to deliver ONE consistent experience to consumers.

4. Connecting the Dots Across all of the Consumer Lifecycle
As digital becomes a more integral part of the marketing strategy it will be vitally important to understand how mobile campaigns are performing across the entire customer lifecycle—including mobile ads and messaging, QR Codes, mobile website, branded apps and social media. With these insights, marketers will be able to optimize their campaigns to better understand the triggers that lead consumers down the path-to-purchase.

People everywhere are becoming more reliant on mobile devices and mobile websites to provide them with instant access to product information, deals and the opportunity to purchase in an easy, straightforward manner. Brands have to make it easy for their customers to navigate mobile sites and quickly decide to purchase, regardless of what device they are on.