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Raising Your Mobile Marketing Game

by Toby Tabaczynski

published on 2016-09-23 06:43:00



A mobile world

The 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 percent of consumers have their mobile device within reach at all times [1]
  • 91 percent of consumers use mobile for inspiration in the middle of a task [1]
  • 82 percent 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:
  • Michigan.com properties attract 5.7 million monthly mobile visitors. [3]
  • Michigan.com properties receive 3,060,000 monthly page views on mobile devices. [3]
  • 34 percent of Michigan.com monthly page views come from mobile [3]
  • The average Michigan.com properties mobile session lasts 11 minutes. [3]

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.

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 signups, 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,” then it’s time to rethink your approach to mobile advertising.

A digital partner

To learn more about the ways mobile can grow your business, click here or call 313-223-3203.


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. comScore Media Metrix, June 2016