If you’ve been avoiding mobile marketing as part of your overall advertising strategy, you’re already falling behind your competitors. With mobile device usage on the rise, most companies have already incorporated forms of mobile advertising as part of their campaigns. So whether you’re just getting started with mobile marketing or you’ve been trying it out for a while, here are some ideas to help you gain more traction with consumers on their phones and tablets.
What is Mobile Marketing?
Mobile marketing can take several different forms. It is a general term used for ads that appear on smartphones, tablets, and other mobile devices. They can be used through social media platforms, Google searches, and even inside mobile apps. Because these platforms are so different and have different parameters, the cost and style will vary greatly.
What Makes Mobile Marketing Special?
As with any good marketing, you should be placing your ads where your customers are most likely to see them. And as we stated before, mobile device usage is on the rise.
However, there is also the added benefit of increasing customer engagement by reaching out to them through their devices. For example, you can use Google search ads with add-on extensions. These allow small business owners to provide a click-to-call link or embed a Google map directly into their ad. These features can be especially helpful for location based ads–ones that only show up on devices within a specific radius of a chosen location.
Social media marketing for mobile is another great way to engage with a customer. These ads should be designed to fit in seamlessly with a customer’s social feed. By sandwiching your ads between photos of friends and family, you will not only increase brand awareness, you’ll also encourage brand loyalty.
Additionally, mobile app marketing is a good way to engage with customers where they spend the most time. According to this study by Flurry Analytics, people spend as much as 90% of their mobile time in apps. These can be social media apps, YouTube, or games, just for example. It may make sense for your mobile marketing campaign to include in-app advertisements, especially if there is a particular app that is associated in some way with your business.
How to Make the Most of Mobile Marketing
As with any good digital advertising campaign, you want to plan a cohesive mobile marketing strategy; don’t just start throwing your ad dollars around to see what sticks.
The first step to creating a good strategy is to set a good foundation. This means having a quality mobile-friendly website. Even if you create a stellar mobile ad and place it on the perfect platform, customers will loose interest if your business’s website is not user friendly.
Google Enhanced Campaigns
Next, familiarize yourself with Google AdWords. Google’s addition called Enhanced Campaigns allows businesses to integrate mobile and desktop campaigns to make it easier to reach consumers across multiple devices. Learn more here.
These pay-per-click search ads allow marketers to choose the location for the ad to run. Also, as stated before, you can select add-ons that allow consumers to easily call your business or view it in Google Maps.
An easy way to get started with in-app marketing is to set up a promoted post on Facebook. Read the instructions from Facebook here. Facebook will allow you to choose how you want to target your ad; if you want to reach fans of your page or people who have listed a specific interest. You can also choose whether or not you want to limit your post to a certain area. Customizing your search is a great way to make your marketing successful!
Once you are familiar with the different types of mobile advertisements, you should think about which ones make the most sense for your business. You can also consider creating a specific landing page on your website that shows a special offer for mobile users. This is a good way to track the analytics for your campaigns and it can incentivize consumer conversions.
If you do decide to approach mobile marketing on several different platforms, remember to keep your messaging on point. You can adjust the tone and style of your ads to best fit the media and the audience you are targeting on each platform, but the ad should still accurately represent your business and your brand.
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