A seasoned digital media entrepreneur, Andrew Fischer most recently co-founded Choozle, a pioneer in programmatic digital marketing. Mobile marketing continues to soar to new heights. According tonew figures from eMarketer, mobile ad spending in the U.S. is expected to increase by 50 percent, reaching $28.72 billion and accounting for 49 percent of all digital ad spending in 2015.In fact, a recent study conducted by the BBC World News indicates thatmobile advertising worldwide is twice as effective as PC-based advertising, and up to four times more effective among affluent consumers. The trending growth in mobile marketing creates a unique opportunityfor marketers, even those at small- and medium-sized businesses (SMBs). With consumers and businesses alike utilizing their devices for everything from playing gamesto making major business purchases, marketers must embracemobile and ensure it isintegralto their overall marketing strategy. Mobile advertising offersthe unique ability to deliver your tailored message to a scalable audience.Combine those capabilities with both contextual and hyperlocal targeting layers (via geo-fencing), and an effective medium emerges for businesses of any size. Unlikeother forms ofdigital marketing, mobile marketingallowsmarketers toadvertise 24/7 andpotentially reach customers in amoment that it is relevantor without distraction. This "always on" mentality enables SMBsto reach their target audiencewhere and when they are actively engaged. Consider how consumers already interact with their mobile devices, and take advantage of that behavior in your digital marketing strategy. So, how can small- and medium-sized businesses (SMBs) use mobile marketing effectively' Based on the experience of my company Choozle's customers and hundreds of mobileadvertising campaigns, we have a few suggestions to help achieve digital marketing success. Target the Right Consumers SMBs have granularity available in building their digital marketing campaigns, including the targeting of consumers basedontheirgeographic location. Utilizingdemand-side platforms (commonly referred to as DSPs), marketers canlayer multiple third-party segments to refine mobile audiencesincludingdemographic, psychographic and/or purchase behavior data sets. As an example, ourclient Clearwater Toyotarecently leveraged third-party data to target consumers in-market for Toyota cars as well as consumers who were shopping competitive automotive brands. This resulted in "the highest sales month in Clearwater Toyota's history, with more than 450 cars sold" according toJohn Morgan, VP of Digital Media at YouConnex, Clearwater Toyota's digital agency. Make It Easy SMBs should work to eliminate anything that makes buying more difficult, such asa website that doesn't load correctly on a mobile device or hard-to-find contact information. Employcreative messaging that drives a user to engage while they are on their mobile devices. Your call-to-action in your creativecould be anything from a "click-to-call" or "click for directions." Another Choozle SMB partner, Sock101.com, included a clear "two-for-one"discount within their creative strategy, which aided in growing their daily e-commerce sales by over 50 percent in the first three weeks of their digital advertising campaign. Be Concise Unlike desktop digitalmarketing campaigns, mobile advertising has less time to engagethe potentialcustomer. Thus, it's critical forSMBs to get their point across in few words: product images, for instances or testimonials from people using your products are always great starting points to captivate and capturenew customers. You could alsotry using phrases like "buy now from your phone" or "special mobile offer" that provide clear calls-to-action and indicate the consumer can make their purchase with a few simple clicks right on their phone. With programmatic channels and platforms reducing the costs of planning and managing campaigns, multiple creative angles can be employed and tested with ease, thus enabling efficient and effective optimization toward the best performing creative campaigns. Integrate With its current share-of-voice with consumers, it isclear that mobile marketing should be part of all SMBs' digitalmarketing plans. Refining your marketing mix through testingwill yield the proper spend levels to complementother channels, includingemail, direct marketing and video. With increasing consumer consumption across mediums (and the resulting fragmentation), it is more important than ever forSMBs to createa unified strategyacross all marketing channels to reach your targetswherever they are. Mobile advertising is a smart marketing method for small- and medium-sized businesses (SMBs) that can help drive consumer engagement and generate efficient personal communication between bothparties. With today'stargeting tools at their disposal, marketers can create mobile campaigns thattake on the feel of direct communication. Utilizing mobile is a "must-do" for SMBs that are looking to drive the most ROI from their limited advertising budgets. -- This feed and its contents are the property of The Huffington Post, and use is subject to our terms. It may be used for personal consumption, but may not be distributed on a website.
Click here to read full news..
