Now that the excitement of the holiday
season and the Super Bowl are behind us, it’s time to get back to looking at
some research and best practices.
“Mobile devices drove
consumers to spend more time online while on the go. Paid-search marketers
worldwide allocated 34.4% to mobile devices in 2013, with phones capturing
17.7% and tablets receiving 16.7% -- up from 20.5% in 2012.”
Retailers Are Driving Huge Increases In Mobile Shopping And Buying — This Is How
“On Black Friday this past year, sales on mobile devices accounted for more than 20% of U.S. e-commerce spending. Traffic from mobile was even bigger, accounting for almost 40% of total online shopping visits that day.”
“On Black Friday this past year, sales on mobile devices accounted for more than 20% of U.S. e-commerce spending. Traffic from mobile was even bigger, accounting for almost 40% of total online shopping visits that day.”
Six Trends for 2014 in Mobile Marketing and Advertising
“With over 75% growth in mobile advertising in 2013 (AdAgeMobile Fact Pack) mobile is no longer an emerging channel.”
“The very best marketing comes from observing consumer behavior and inserting your message into their behavior.”
“With over 75% growth in mobile advertising in 2013 (AdAgeMobile Fact Pack) mobile is no longer an emerging channel.”
“The very best marketing comes from observing consumer behavior and inserting your message into their behavior.”
Knowing that consumers are stampeding to
mobile devices doesn’t mean that you are ready to engage them on mobile
devices.
Recently I worked on a display campaign for
a client with a mobile component. So I
visited the “mobile” landing url and saw that the client did not have a mobile
friendly web site. What I found myself
staring at was a large web site smashed into a little 4 inch screen. It could have
been the best offer in the history of retailing, but I would never know. I simply could not see what the company was
offering, much less be able to navigate to find it.
Five
Ideas to Launch a Mobile Campaign for Little to No Money
·
First have a mobile enabled web
site. Ideally you have a responsive web site
(or plans to launch a responsive web site).
·
But if your site isn’t mobile friendly, you can still have a mobile
campaign.
o
Build a mobile site. There are tools that allow you to build
mobile web sites for a very small investment.
$Hundreds, not $Thousands. If you
don’t have these tools, contact me. If the only thing that is stopping you from
mobile advertising is a mobile site, I am going to fix that problem.
o
Keep in mind that most of our
clients do not need a fully function ecommerce mobile web site. They need a way for the sales prospect to
contact them in the manner most convenient to them – email, phone, walk in the
front door.
o
Make sure you have the basics in
place.
o
Import a logo and few
graphics/photos.
o
Add your contact information – Name,
address and phone number.
o
Add a “Click here for
directions”.
o
Post your hours of operation.
o
It is a mobile site. Use Click
to Call. Questions? “Click here to talk to a real human!” (When was the last time a business encouraged
you to call them?)
o
Add a mobile offer. “Bring your phone in, show this coupon for a
free dessert, save $5, Save 10%, etc.
·
Eliminate clicks. Make sure the ad takes you to the page where
the customer can say “Yes, I’ll take it.”
·
Want to know if the mobile site is
working? Use an offer or tracking code
that the consumer would not see anywhere else.
Save $5.55! Make this offer
unique to this mobile campaign.
·
Track the results. If you don’t have a computer system to track
the sales, use a shoe box. Print a stack
of coupons with the mobile offer on it.
Every time a consumer uses the “mobile coupon”, write the total sale amount
onto a coupon and throw it in a box. At
the end of the day/week/promotion, add up the amounts and see how successful
the promotion was…
Mobile advertising is exciting and
frightening at the same time. But there
are ways to engage customers without initially spending a lot of money…
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