Raise Your Mobile Marketing Game

Mobile is the newest form of mass media. Posted on Tuesday, April 17 in Making Your Marketing Work.

A Mobile World

Man on MobileThe customers you want are out there. But in our digital world, they’re constantly on the move, gathering information as they go. It’s easy for your message to get lost. Consider these national statistics:

  • 91% of consumers have their mobile device within reach at all times. [1]
  • 91% of consumers use mobile for inspiration in the middle of a task. [1]
  • 82% turn to their devices to help them make product decisions. [1]
  • 79.6 million mobile users visit USA TODAY Network sites every month using smartphones, tablets and apps. [2]

And these local figures:

  • Courier-Journal reaches 1.1 million average monthly visitors across our mobile content [3]
  • Courier-Journal mobile visitors generate 5.5 million average monthly page views [3]
  • In 2016, 80% of Louisville area adults own a mobile device, compared to only 17% in 2012 [4]

A New Mass Medium

The conclusion is clear: Mobile is America’s new mass medium. It’s become completely integrated into everyday life. What’s more, mobile usage continues to rise, taking consumers away from time spent with other media. What does all this mean to your business? Simply put, reaching potential customers on smartphones, tablets, and apps is no longer an option, it’s a necessity.

In order to do this cost-effectively, you have to discover who your customers are and pinpoint where they are. But reaching consumers on their mobile devices isn’t enough. Today’s digitally savvy consumers quickly develop the skills they need to avoid marketing messages. So in addition to knowing who and where your customers are, you have to know what they are looking for. That’s why digital experts constantly remind us that “content is king.” This applies to both the online content in which your ads appear and the content of the ads themselves.

Like any other form of marketing, mobile advertising is an investment in your business. Like any investment, it should generate a worthwhile return. And getting the best possible return for your ad dollars in the smartphone era will likely involve upping your mobile game.

Connecting Through Mobile

Small Screens, Big Picture

The first step? Step back. Take a good, hard look at each and every mobile advertising partner you’re considering, and ask these questions:

  • Do they have the technology to identify and target the audience you’re seeking?
  • Can they provide independent data to back up their performance claims?
  • Is their content sought out by your target audience?
  • How long do consumers typically stay on their content once they find it?
  • Do consumers typically visit the site more than once a day?
  • Do consumers digitally share the content with friends and family?
  • Can your ads be used across platforms to accommodate a variety of mobile formats?

If they can’t offer satisfactory answers to these questions, avoid advertising with them.

A Closer Look

The second step may actually be a little harder. Take a close look at your ad content. This isn’t always easy to do. After all, you live, eat, sleep and breathe your business. But do your best to put yourself in a busy consumer’s shoes, and ask:

  • Are your mobile ads informative, professional, attractive and engaging?
  • Do they include engaging attention-grabbers like animated elements or video?
  • Do they include live links that take consumers to additional content, such as special offers, contest entries, email sign-ups, etc.?
  • Can they quickly generate an online sale via a mobile device?

If your honest answer to one or more of these questions is “no,” it’s time to rethink your approach to mobile advertising.

Need Help Mobilizing Your Mobile Marketing Campaigns?

Are you ready to reach consumers wherever there are? We’ve got the insight, strategy, and mobile solutions to reach your consumers at home and on the go. Download our Digital Trends whitepaper to learn more about adding mobile to your advertising mix. You can also contact us online to get the conversation started.

Ready to Reach Your Customers Everywhere?


Sources:

1. Morgan Stanley Survey 2011; “Consumers in the Micro-Moment” Google/Ipsos March 2015. Base: smartphone users in the US

2. comScore Media Metrix; Total Digital Population (Desktop + mobile combined); April 2016; Base = Age 2+.
2016 comScore//GfK MRI Media + MMx Fusion (03-16/F15), Base = 18+

3. Omniture/Adobe Analytics January – June 2016

4. Scarborough R1 2016 Louisville area DMA

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