Danny Brown | October 17, 2013 | American Express Open
The shift in advertising is moving to mobile. If you don’t have a strategy in place, try one (or all) of these five cost-effective ways to make the most of your on-the-go customers.
Seventy-two percent of small-business owners planned to increase or maintain their mobile ad spend this year, with 65 percent of these increasing their spending by up to 30 percent, according to a study by Borrell Associates of 1,300 small-business owners.
Add to that the fact that Google and Facebook are shifting more of their revenues to mobile, and it’s clear that mobile marketing, advertising and purchasing is more than just a trend—it’s a key factor in how consumers prefer to do business in today’s marketplace.
So how can your business maintain relevance and competitiveness within this new paradigm?
1. Create A Native Mobile Ad
One of the newest buzzwords currently doing the rounds in social media is “native advertising.” This form of advertising complements the website it’s running on, or the content it’s displayed beside, by being relevant to both the topic and audience.
Instead of the usual Google Ads that may or may not be related to the content on a page, a native ad by a phone accessory retailer, for example, will appear on a blog that has mobile phone reviews, which encourages a warmer lead and better click-through opportunities.
A recent report highlights the increased engagement enjoyed by mobile native ads:
Mobile native ads performance
By finding and partnering with relevant blogs and news sites in your niche, you can create relatively low-cost ads and target a more receptive audience.
2. Use A Mobile Display Advertising Partner
If native mobile advertising doesn’t appeal to you, the immediate alternative is to partner with a mobile display advertising partner. (These include solutions like Jumptap, mMedia and Mojiva.) The benefit of these partnerships is that you can create an inventory of products for a fairly low cost; the hosting is taken care of by the partner.
These types of advertising partners can help ensure your ad reaches a wider audience than traditional forms of digital advertising by placing your ad across their communities. Additionally, features like contextual ads work much like native advertising and ensure only the audience that would benefit from your product or service sees your ad, offering a higher chance of click-through and activity.
5. Think Local With Your Keywords
Perhaps one of the simplest and most cost-effective ways to benefit from mobile advertising is to “not advertise” at all and use local mobile searches as your form of organic advertising instead.
As smartphone users increasingly use GPS and apps like Google Maps, along with search terms to find local services and businesses, being optimized for these types of searches can benefit your physical foot traffic exponentially.
To give you an idea of how important local mobile search is to your business, consider these statistics:
- Mobile searches for restaurants led to a 90 percent conversion rate, with 64 percent visiting within an hour of the search.
- 74 percent of mobile users used their phones to get “real-time location-based information” directions, up from 55 percent the previous year, according to the Pew Research Center.
- Mobile search will generate 27.8 billion more queries than desktop search by 2015.
With these kinds of numbers, it’s clear that simple SEO isn’t enough for your business—now you need to optimize for local mobile search, too. To take advantage of this shift in research patterns, your business needs to ensure your main website is optimized for these potential customers.
Read More at OpenForm.com