According to a 2016 Mary Meeker Report on Internet Trends, advertisers are still spending most of their marketing budget on print, radio and TV – and not enough on the web, especially on mobile.
In fact, most businesses spend 39% of their advertising on television, 23% on Internet advertising, and 12% on mobile advertising. While it’s still important to use television, print and radio, it’s also necessary to take a look at the amount of total media consumption time. Amount of time spent in television is currently on the decline at 36%, while mobile is at 25% and only increasing usage.
Get started and nail those mobile ads now, and get a head start before everyone else shifts their spend there.
Here are four simple ways to dominate the mobile market, and prepare for the mobile advertising revolution:
1. Study Your Market. Market research is essential to not only learn who your audience is, but what they do and where they are at any given point in the day. I think as consumers in the digital media age, we are coming around to the fact that these platforms play Big Brother. The more we give away information to sites like Facebook and Google, or update our status to say “I’m sad, who wants to go to Taco Bell?”, the more we browse on our phones with our location settings on, the more we shop online, order Ubers from downtown to our homes, download apps, or overplay Justin Bieber’s new single on iTunes, big data is cracking it’s proverbial knuckles and jotting down our every last move. And this is OKAY to us.
As marketers, it becomes our job to access this information and use it to our advantage. No longer are we paying for billboards to potentially be seen and then forgotten by our target market. No longer should we be dishing out spend on print magazines when more and more people read a majority of their content online on a daily basis. Take advantage of Facebook for Business Audience Insights when determining your audience. Use mobile advertising to target them by how much money they spend online, what they search for, what artists they listen to, what days they are around your place of business.
2. Get a Beacon. Using the Bluetooth low energy signal, small, wireless broadcasting devices called “Beacons” trigger an app to deliver targeted offers that are meant to encourage customers to buy more during their visit to your retail store, restaurant or business. According to Entrepreneur Magazine, Beacon marketing can also be used to reward frequent customers and deliver helpful content to consumers while they shop or wait for service.
You may already be familiar with Shopkick, an app that users “opted-in” to receive notifications and deals from their favorite store. When users walk into a business, they are greeted with a mobile notification with an offer from the store or restaurant. As they continue through the store, they can browse the Shopkick app for sales, or can allow them to see products they may have “liked” online. It can even work as a personal shopper providing them with ideas for what to gift their friends and families.
Facebook’s Beacon allows mobile Facebook users to see Place Tips from your business at the top of their news feed, providing increased reach and engagement. Ultimately, if users can see photos that their friends have posted at your business or can read tips from others, then quality conversations can be generated. The usage of the Beacon in tandem with Place Tips will allow marketers and small businesses to determine whether people who saw an ad on its site actually turned up in their store. The wait list for Beacons is slow, as the demand is pretty high, but with the way marketing is moving, it is definitely worth ordering one.
3. In-app Advertising. As consumers, in-app advertising drives us crazy, but as marketers, we understand the value of this strategic marketing element. In-app advertising is enhanced by location data, which is the first step in understanding context and increasing engagement. In-app advertising also allows us to determine which platforms prove to be the most successful in obtaining our goals for online marketing.
In-app advertisements don’t have to be the AdWords Display Ads that pop-up while we are playing Candy Crush (or whatever the trending game is this week!). These ads can be mobile Twitter ads, or Facebook ads built solely for cellular devices. They can also be an ad in the Starbucks app that says, “It’s Free Coffee Tuesday! Click Here to Redeem Your Free Cafe Mocha.” These can be especially beneficial for your business if you can use them in conjunction with Facebook’s Custom Audience Pixels. If you are taking an “inbound marketing” approach on your site, and collecting data such as email addresses, keep track of which devices your signups come in through. Create a “Mobile User” list and advertise your Facebook content solely on mobile to these users. Use this platform to give them incentives and drive online sales from mobile.
4. Interactive Ads. Interactive ads are video ads that require some participation from the audience. Interactive elements make room for viewers to engage with your content beyond just watching your ad and praying it’s short so they can get back to whatever they were streaming. Interactive ads can also drive visits to your site, encourage viewers to download your app or buy your products and drives web visits. This is something that YouTube has taken advantage for awhile now – how could they not? However, in 2016, this is still one of the most underused forms of advertising.
With that being said, YouTube has taken it upon itself to create an app for businesses. Marketers can create their own interactive ad right from their cellular device. YouTube even provides templates to make these videos. Your project can then be uploaded right to YouTube. If you live in a major metropolitan area and have the eye, but not the hands, you can hire a professional filmmaker to shoot your ad for a $150 fee. Download the app and check it out for yourself!
See you guys, it’s that simple. I’ve provided you with the tools, it’s up to you to use them! If you have any questions on where to begin, contact Sparq Designs! Digital marketing is our bread and butter, and we understand the importance of quickly adapting to the ever changing realm of mobile advertising. Email me at firstname.lastname@example.org and let’s talk!
Adele Stewart is a Marketing Account Manager & Designer at Sparq Designs, a digital marketing agency in Pittsburgh. Learn more about her, here. If you have questions about building a relationship, contact the Sparq team today.