Posts

What Can a Digital Advertising Agency Do for You?

,

Welcome to the future! In today’s world, we connect with people, shop, learn, create, and absorb everything digitally. So, naturally, advertising has gravitated toward the digital world in an effort to keep pace with changing times.

But where does the average business even begin? If your head is spinning at the thought of keyword strategy and link consistency, don’t lose hope. The answer is simple: with a digital advertising agency, of course!

Here are the top 7 things that a digital advertising agency can do for your business:

1. Manage Your Social Media Accounts

In order to appeal to your customers, especially the younger ones, start here. Social media is, without a doubt, a crucial piece of you business’ digital presence. The 55-64 age demographic is the fastest growing (and we already know that all the millennials are doing it), so social media’s impact on your advertising strategy is exponential.

At minimum, your business should have a Facebook page and a Twitter account. You may also want to include Instagram or Snapchat, depending on what works for your business. Some companies even go as far as to have a Tumblr page and a Google+ account.

If you’re not super tech savvy, hiring a digital advertising agency to handle social media is a good idea. Digital agencies take care of creating business profiles, managing pages, and creating content to post on your behalf. Additionally, they use Analytics to see things like which posts get the most likes and shares, or how many followers you’ve recently acquired.

2. Create (Relevant) Content

A digital advertising agency will be able to help you create the content you need for your sites, ads, and social media posts by utilizing their in house staff. Some agencies even help businesses generate their own blogs, taking over responsibility for writing and publishing posts on a regular basis.

The content your business creates is important – VERY IMPORTANT. It must be relevant to your business, but also to your audience – which ultimately builds trust in Google’s eyes (but that’s a story for another day). As such, you should strongly consider placing something so important in the hands of professionals – especially if you aren’t a writer!

Hiring an agency to prepare your content is not only beneficial for your business, it’s also beneficial to you as an individual (taking some responsibility off of your plate in order for you to manage all of your business’s other needs). Don’t neglect your marketing just because you don’t have the time to fit it into your own schedule!

3. Bring Innovation to Your Business

Advertising agencies employ creative people for a reason. Working with a great digital agency elevates originality and creativity, incorporating innovative ideas into your business and marketing efforts.

Since the world of advertising is constantly evolving, an agency helps you to consistently create something new to show your customers. It’s imperative to differentiate your company from others in your industry, and you can count on an agency to help you deliver awesome new content on a regular basis.

4. Keep Up With Advertising Trends

Besides providing innovative ideas, an advertising agency will also keep up with constantly changing digital marketing trends. If the best bang for your buck is shifting toward Instagram rather than Twitter, your agency will know.

For example, Facebook Live is a current hot topic in the digital marketing world. (If you’re not in the know, Facebook Live lets its users take live stream videos.) Agencies are acutely aware of Facebook Live’s impact on the bottom line, and can help you create and post these types of videos, ultimately giving you the ability to do live demonstrations of your product or service in real time in order to connect with your followers.

5. Create and Design Your Website

Do you have a company website? If so, is your website is helping to grow your business? If not, it should be.

What if you don’t have a website? Yikes. You’re a decade behind!

Instead of worrying about how to code or design a simple site, let a digital advertising agency take charge. They are experts in building a superb product, inclusive of SEO and a solid UX design – elements you can’t get out of the popular DIY website builders.

Websites are hard to make, and, as the saying goes, “you get what you pay for.” Don’t leave such an important element of your business up to chance. You’re not in the web design industry, so why struggle when you can get professional (creative) help?

6. Strengthen Your SEO and Track Your Analytics

An agency can easily manage your SEO and set up your Google Analytics page. What is SEO, you ask? It stands for Search Engine Optimization, and it is of the utmost importance to your business – we’re talking super duper important.

Your agency’s SEO efforts will ultimately increase your site’s traffic, getting you more customers by putting your business on the (digital) map. When people search for a specific keyword related to your industry, your company should be one of their search results!

A great agency will take a look at your keywords, analyze the results, and review Google Analytics to see which of your SEO efforts worked and which didn’t. Keyword strategy is key.

7. Email Marketing

Everyone and (quite literally) their grandmother is online and using email. And, although it may sound too good to be true, email marketing has become a trendy part of digital advertising mix.

But, unfortunately, it’s not as easy as it looks. A digital advertising agency considers the whole picture. They help you avoid flag words so that your messages don’t hit your customers’ spam folders, and they know intricacies like what subject lines generate the highest open rates.

If 89% of companies feel that email marketing is essential for their promotions, why not see how it can impact your business, too?

Conclusion

Everything is going online. Period. End of story… well, close. If you want to make sure that your business is found, you should, without a doubt, consider hiring a digital advertising agency.

An agency brings a lot to the table, including creativity and innovation for your company’s brand, along with advertising expertise. Stay ahead of the curve! Contact iSynergy for more information about the services we can provide for your business.

Social Media Trends for 2017

,

Having a social media strategy is essential, now more than ever before, because in today’s digital age, social media is the next level of marketing. Below are predictions for 2017’s social media trends, in an effort to help you plan for the year ahead.

The 7 Major Social Media Predictions for 2017

  1. Live video, live video, live video…
    Are you using it? If not, you need to get started!According to the Social Media Examiner, 14% of marketers surveyed had experimented with social media throughout 2016. Of those surveyed, 43% were planning to use interactive video in the coming year.

    The most popular streaming sites and platforms available are Facebook Live and Periscope. Facebook reported record-breaking numbers of live streaming this past New Year’s Eve, and Periscope reports that users watch 110 years of live video every day using their app.

    It’s clear… the future is LIVE VIDEO!

  2. Messaging apps will become valuable tools in branding.
    Meghan Keaney Anderson, HubSpot Vice President of Marketing, says, “Maybe we shouldn’t be thinking about messaging in terms of apps at all, but rather as an evolving infrastructure.”Apps like Facebook Messenger, WhatsApp, and WeChat are more than simply an alternative means to texting. With more than 4 billion users worldwide, messaging apps have the potential to provide substantial marketing power.

    For instance, brands are now using these messaging apps as a means of one-on-one communication with customers – aka customer service. As a result, the world of customer service is changing as these apps provide faster and easier ways for customers to get their needs met. Even better, messaging apps are cost-effective, and who doesn’t love that?

  3. Brands will leverage consumers’ social media browsing habits.
    More than 50% of people say they follow a particular brand on social media in order to browse sales. And, of the online shoppers surveyed by Aimia, 31% reported that they’re using social media for that specific purpose – to follow their favorite brands.Brands are leveraging that visibility on social media and will continue to increase opportunities for consumers to come in contact with delightful experiences – taking a more “inbound” approach to attracting customers. For instance, a brand won’t directly ask the consumer to purchase the product or service. Rather, they provide enticing information, like gift ideas and product trends, encouraging online shopping without directly asking for it.

    Perhaps part of your 2017 marketing strategy should include demonstration videos on social media. Since research shows that people prefer to watch a video about a new product, it may be worthwhile to showcase your offerings in a new way!

  4. Marketing strategies will include virtual reality whenever possible.
    It’s been talked about for years, and it is finally here. Virtual reality is about to spread like wildfire because of the uniqueness of its immersive experience, and consumers can’t wait to gobble it up.Google Street View, for example, can offer potential customers a 360° virtual tour of your location. This technology can be used to showcase products, demonstrate what it feels like to sit inside a luxury vehicle, give dinner patrons a chance to view your restaurant before they choose a place to dine, or even allow people to see the location of your business from the outside so that they can get an idea of the neighborhood, parking, handicap accessibility, etc.

    With its increased popularity and high return on investment when used in marketing, virtual reality will see a huge boom in the coming years.

  5. Ephemeral content will be on the rise.
    What in the heck is that word, right? Ephemeral messaging, otherwise known as mobile multimedia messages that disappear after viewing (think Snapchat), are creating a paradigm shift in the way memories are captured and kept.  We have moved away from the days where photographs were cherished memories, now thinking of them more like momentary digital images that get sent out into infinity.But ephemeral stories can be used very successfully in marketing campaigns. Snapchat and Instagram are great ways to showcase your brand using authentic, unscripted content that brings out the real personality of your company.

    This connects to consumers – particularly millennials – but, it’s also extremely important to keep this type of content lighthearted and unscripted. It should be humorous (and even flawed). These characteristics are part of the attraction that will drive traffic to your product or service.

  6. Instagram Stories will surpass Snapchat for social media marketing.
    Snapchat certainly started the trend, but Instagram has overtaken the number one spot when it comes sharing photos and videos. Since Instagram introduced its Stories feature in August of 2016, they have acquired more than 100 million daily users, and that number is growing every second.Instagram has an extra feature that allows users to publish photos and videos in a permanent portfolio (in addition to ephemeral stories), which allows the content to be used and shared more easily. And, because Facebook owns Instagram, they will continue to have a powerful backing, along with a larger audience.
  7. Mobile advertising will grow more competitive.
    Mobile advertising is the new crown jewel of the advertising world, and marketers need to expend a greater investment on mobile advertising in 2017.Social media outlets, such as Facebook, Twitter, Snapchat and Instagram, are bringing in billions of dollars in social media ad revenues, and it’s not going to stop anytime soon. Marketers need to recognize this advertising trend and get creative.

    Know your audience. Try your ads on different platforms. Then, target that audience in the right place at the right time (with the right ad) to boost your business above the competition.

Long story short, social media marketing is here to stay (until the next big thing comes along, of course). Get your social media strategy started today!

Video Marketing: Explained

,

It happened sooner than even the biggest techies expected – but the future of marketing, specifically with video, is here… and it’s here to stay. Google is backing it, and social media jumped on the bandwagon years ago (in 2015, Facebook boasted an increase of 4 BILLION daily video views within just 7 months of making video a priority).

Adding video marketing to your digital advertising strategy can be as simple as live streaming an event, and can be incorporated across the full spectrum of distribution channels – from searches to landing pages. But, is it really worth it?

Short answer: YES. Long answer: Everyone (well, not everyone, but ALMOST everyone) is doing it – which means it will only continue to become more popular, and it can significantly impact very important aspects of your business (keep reading).

BIG BENEFITS TO VIDEO MARKETING

  • Improved Google Ranking
    Google loves trustworthy sites. Video extends the viewing time of site visitors, and, longer viewing time indicates good, trusted content. The result… a major increase in your site’s ranking when video is embedded (according to Merchant Marketing Group, sites that include video hold viewer attention an average of two minutes longer than a site without video).
  • Boosts to Conversions and Shares
    Roughly 90% of users say that video is useful in the decision-making process, and after watching a video, 64% of users are more likely to buy a product online.Now consider the fact that basically EVERY social media platform is encouraging video content. Do you see the endless potential for your business and its sales? Users are more likely to share video (including branded video) than any other type of content – as long as it is entertaining!
  • Video is Your Smartphone’s Best Friend
    Smartphones are (quite literally) everywhere, and in just two years’ time, their omnipresence increased mobile video views by 400 percent.According to Google, smartphone owners are 1.6x more likely to engage with (and discuss) video content, which is increasingly important, because smartphone usage has created a phenomenon known as “micro-moments.” What (you may ask) are micro-moments?Micro-moments are fractured pieces of the buyer journey – hundreds of real-time, intent-driven opportunities to influence decisions. People want information at their fingertips, expect relevance and usefulness, and will be loyal to the brands that meets those expectations the quickest. As a result, video can play a vital role by quickly answering questions, inspiring or entertaining, and building brand trust.

CONCLUSION

Don’t have an enormous marketing budget? Don’t lose hope. Despite its appearance, video marketing isn’t nearly as expensive as you might think! In fact, it’s more affordable than ever, and nearly 52% of marketing professionals cite video as the content with the best ROI within their digital advertising strategy.

But, keep in mind that no matter your budget, you need to hit that sweet spot with your video campaigns – combining creativity and delivery with a knowledge of your target audience and their consumption behaviors. Make sure you’re reaching your intended audience effectively and consistently, using an omni-channel mindset. Don’t spit into the wind before knowing which direction it’s blowing!

How to Optimize Your Google My Business Listing

,

Imagine that you’re an auto dealership, and you’re looking for a way to stay ahead of the curve (which isn’t easy, because auto is a highly competitive industry). Would you believe that there is a FREE tool hiding in plain sight (on the internet, of course) that can launch you well past that curve and, instead, make you leader of the pack? It’s a little thing called Google My Business (GMB).

Many businesses have yet to realize the value of this free tool from Google, but, the exposure it can bring is astronomical. By simply registering your business with Google, you are able to optimize your exposure on search engines – particularly on Google’s search engine, which just so happens to be the largest on the planet.

Likely, if you’re reading this, you’ve already discovered this star in the Google galaxy. So, let’s talk about how you can make the most of Google My Business for YOUR business. All you need is a website and an email to get started, so, let’s dive right in!

Is Google My Business REALLY that Important to Local SEO?

Two words: Yes and YES.

According to Kevin Gibbons, Co-Founder and Chief Executive at BlueGlass (a content marketing agency based in the UK), having a GMB listing is critical.

The increased visibility that Google has placed around Google local listing results on mobile has meant that Google My Business is essential for local SEO.

If you are searching on a mobile device you will see that organic results are now shown below the fold (you have to scroll down to see them), and there are now only the top three Google local results being shown – So, due to the on-page real estate Google local can take up, there are huge traffic opportunities for being listed for competitive searches.

What are the Most Effective Ways to Optimize a GMB Listing?

Can’t find your business? Improve your info! Below are some easy (and also some more advanced) ways to get the most out of your GMB page.

  1. Verify your business. Seriously, if you haven’t already done this, stop reading right now, go verify your listing, and then come back. Learn more about verification here.
  2. Confirm that your information is correct and consistent across all of your digital outlets. Nothing drives customers away faster than incorrect information about your business. It sounds almost too easy, but BE CERTAIN that your address appears the exact same way each and every single time – right down to using “St.” vs “Street.” It matters.
  3. Add pictures (or better yet, a Street View virtual tour… but we’ll cover that in tip #4). It’s a always a good idea to have at least three pictures of your business, because they make a BIG difference. Show off your goods or services and highlight your story. Google offers some helpful guidelines for uploading pictures. Check it out.
  4. If a picture is worth a thousand words, then you will feel like you hit the jackpot with Street View. This is one of our favorite Google tools, yet surprisingly, its benefits are not widely known. Undoubtedly, Google Street View WILL set you apart from your competition. Street View gives a 360-degree virtual tour of your business, and provides an immersive view of products, location, or whatever else you want to feature (For some creative ways to use Google Street View, see our blog, Getting the Most Out of Google Street View for Your Business).
  5. Interact with your customers by managing and responding to reviews. Ask for reviews, you say? Yikes! What? Ask for REVIEWS? Relax. Yes – ask for reviews – they are great for your business! Your rankings will improve, and the more reviews you have (and the more positive they are), the more people will feel comfortable doing business with you! Again, Google provides some great tips on not only asking for reviews, but also  responding to reviews.
  6. Build up your business profile by increasing relevant citations. Services like Yext can help manage those citations for your local listing. But, what the heck are citations? Well, they are basically the backbone to search engine algorithms – they are places (sites, etc)  where your information pops up on the internet.A company like Yext makes creating a broad swath of citations as easy as three clicks. Once you have that broad base of citations, building a wider array of citations in industry-specific and locally-relevant verticals becomes the main focus.

GMB is a valuable tool that, when used correctly, can take your business into the next stratosphere. Once you’ve implemented the above six tips, you can then begin focusing on the analytics and Insights offered by GMB. Insights let you know how customers found you, and this type of information is invaluable when it comes to reviewing what works (and what doesn’t) for your business.

Four Companies with Omnichannel Experiences that Will Make You Jealous

,

Imagine you’re on your phone sitting patiently in a waiting room, scrolling through your favorite retail site. You find a couple of things you like and put those items in the online shopping cart.  But, of course, your name gets called before you can hit the purchase button, and you shutdown your phone… items still in the cart.

Later, you take out your iPad and remember that same shopping cart, loaded with goodies that you still want to buy. Unfortunately, when you go to the site on your iPad, the items are no longer in the cart. You shrug and figure, “ehh, it’s probably better to save the money anyway.” SALE LOST!

Consumers Change Their Minds at the Drop of a Hat

In considering the previous scenario: do you think the outcome would be different if those items had remained in the cart?  Likely, it would be. If those items were still in the cart upon your return, you, as a customer, (probably) would have purchased them.

This is the type of situation that today’s marketers need to take into great consideration. There is a very high probability that the hypothetical sale mentioned above would have been saved if all of the company’s platforms and devices had been in sync. This is the difference between multi-channel marketing and an omni-channel experience.

With advertising advancements leading away from traditional marketing tactics, businesses have begun using multiple digital channels to provide customers with information about goods and services. But, if your business’s digital channels are not in sync, you will lose sales.

Omnichannel marketing integrated experiences provide customers with the following:

  • Convenience
  • Consistency
  • Relevance
  • Empowerment
  • Agility

Want to see examples of omni-channel done right? Check out these Four Companies with Omni-Channel Experiences That Will Make You Jealous:

Disney

Disney’s omni-channel experience is so complete that it includes even the tiniest of details, resulting in a user experience that is essentially seamless.  They have a mobile responsive website, and their My Disney Experience allows customers to:

    1. Plan their trips
    2. Book dining reservations
    3. Secure FastPasses
    4. Manage MagicBands, which act as:
      – A hotel room key
      – A photo storage device for photos taken with Disney characters
      – A food ordering tool

Everything works together so that customers can find exactly what they need exactly when they need it – no matter what device they are using. This focus on omni-channel is what makes Disney magical!

REI

REI is an outdoor clothing company that excels in providing clear communication across every touch point for their consumers. Their information is up-to-date and accurate, regardless of how the consumer is interacting with their brand.

So, if a customer needs a product, whether they ask a store associate or search online to see if it’s in-stock, they will get the same exact answer. By ensuring that their internal communication is consistent across all channels, REI guarantees that every interaction with their company is a positive one.

Bank of America

Bank of America takes its omni-channel focus to the financial services industry in a genius fashion. Because they have diligently sewn all channels together, customers are able to use whatever device is at their disposal to do the following:

  • Deposit checks
  • Schedule appointments
  • Interact with personal bankers by video
  • Share documents
  • Experience real-time expense tracking
  • Make mobile purchases

Starbucks

Ask most any omni-channel pro, and they’ll tell you that Starbucks is the master when it comes to omni-channel experiences.  For example, customers receive a free rewards card when they sign-up for the Starbucks app, but, unlike other cards, Starbucks cards can be checked and reloaded by phone, on their website, in their store, or on the app itself.

The impressive part of this, however, is that any change on that card is made in real-time. So, you can reload your card while on your phone (literally) standing in line, and the cashier will be able to use that reload by the time you get to the front of the line. Those Starbucks people don’t skip a beat!

Streamlined shopping experiences for today’s consumers are essential. Businesses can’t simply think in terms of the multiple channels that they use – they need to make ALL of those channels work together ALL OF THE TIME.

The concept of omni-channel is a “holistic” approach to marketing. It’s a realization that the whole is greater than the sum of its parts. Everything must work together like a well-oiled-machine so that there is no downtime or snag during transition.

Businesses must always be mindful of the platforms and devices that their customers are using, and then be certain that everything aligns to create a seamless user experience. This is done by standardizing the brand message, goals, objectives, and design across each channel and device.

If you aren’t using an omni-channel mindset for your business, you’re already falling behind. Take the examples above and get started now!

For more great benchmarks of omni-channel businesses, visit:
https://blog.hubspot.com/marketing/omni-channel-user-experience-examples#sm.00000sw7bsf2meeokpu8ukh0tvtxn

Want to learn even more? Check out our post about Omnichannel Marketing: Explained

Omnichannel Marketing: Explained

,

OMNI-CHANNEL MARKETING – Every time I read this term, I can’t help but hear a narrator’s deep, booming voice echo in the back of my mind (for fun, let’s picture James Earl Jones or Morgan Freeman). Now say it together: “Omni-channel Marketing…”  I mean, it (literally) sounds great, but what the heck is it?

The concept of omni-channel marketing is to provide a consistent sales experience across all channels and technologies that a customer uses to interact with a particular brand. The challenge, however, is that those channels definitely aren’t as they used to be.

The buying experience has evolved rapidly within the past few decades. Take a second to think about all of the major developments we’ve seen with technology since we were born – it’s incredible! For some additional perspective…  Facebook has only been around for 13 years.  The iPhone has been in existence since 2007.  Yikes! Imagine what we’ll see within the next 20 years!

Needless to say, the buying process is constantly changing. If it’s not managed correctly, it can be a rough experience. And, for a business that just wants its products noticed and purchased, it’s overwhelming to think about keeping up-to-date with all the ways to connect with customers – but, it’s absolutely necessary.

How is Omni-Channel Different from Multi-Channel?

Multi-channel marketing is what most businesses invest in, because it makes use of the various digital marketing avenues that are available. As such, businesses know to put time (and money) into important tools like websites, social media, and blog posts – aka things that are used to engage and connect with customers.  But, it differs from omni-channel marketing in one key way…  It doesn’t coordinate the overall goals and objectives across various platforms and devices in order to provide a seamless user experience.

Confused? Here’s an example:

You’re on your lunch break at work, and decide to grab your smartphone to do some browsing on your favorite retail site. You find a couple of items you want to buy, and put them in your cart. But then, before you know it, break is over… So you put away your phone without hitting the purchase button.

Later that evening, you’re comfortably sitting in your living room, passing time on your iPad. You suddenly remember the cute shirt that you placed in your online shopping cart during lunch break, so you visit the retailer site again (this time on your iPad).

Lo and behold, the items are STILL in your cart, and you’re able to complete the purchase!

That encounter, my friends, is an omni-channel event – a consistent sales experience across all channels and technologies.

Why is a Seamless User Experience Important?

Customers today want to feel like they can have the same experience buying from your business no matter what – whether they are making the purchase from their sofa or from inside your brick and mortar store.  But, when the various methods of your digital marketing strategies aren’t synchronizing, that experience certainly cannot be considered “seamless.”

John Bowden, Senior VP of Customer Care at Time Warner Cable says,

“Multi-channel is an operational view – how you allow the customer to complete transactions in each channel.  Omni-channel, however, is viewing the experience through the eyes of your customer, orchestrating the customer experience across all channels so that it is seamless, integrated, and consistent.  Omni-channel anticipates that customers may start in one channel and move to another as they progress to a resolution.  Making these complex ‘hand-offs’ between channels must be fluid for the customer. Simply put, omni-channel is multi-channel done right!”

Think about your target audience, particularly if you intend to sell to millennials.  Where do you believe their buyer’s journey is going to begin?

Most likely, it will start online (and unless you’ve been living under a rock, you should already know that). So, if these potential customers are receiving mixed messages across various platforms, or if your product doesn’t appear the same across all digital devices, you will (VERY) quickly lose their attention.

Every bit of your brand’s content and design needs to be presented to the customer in the exact same manner – ALL THE TIME – and, they need to receive succinct, consistent messaging, regardless of whether the information is being received by email or found on LinkedIn. Without consistency, customers are lost… Not just lost in the process, but lost to your business.

How Do I Get Started?

  • Get to know your customer! 
    Determine which digital platforms and devices your customer base is using.  Are they on Facebook, LinkedIn, Twitter, or your website? Were they viewing on desktop or mobile? Once you define your buyer persona, you can ensure that you are connecting with them in the right way.
  • Take it for a test drive.
    Seriously. Get online and review your company’s digital presence.  Is your site easy to navigate? Is your content provided in a uniform manner?  Place an order while you’re in there. If you were a customer, would you rate your buying experience as excellent?
    Check out these 7 companies who are doing omni-channel right!
  • Make use of technological advancements.
    There are plenty of programs available that allow you to capture data and build rich  profiles about your buyers and their buyer’s journey.  Marketing automation companies, like Acxiom or DSPs, can also be used to further enhance the data.
  • Figure out your customers’ preferred channels.
    Understand that a customer may search for an item on their phone, place it in their cart, not make a purchase, and then come back later on their laptop to view the item. If that item is no longer in the cart, you may have just lost the sale. In order to create a satisfying customer experience, you must keep all channels open!

START TODAY!  Don’t let your customers get too far ahead of you.  Streamlining your brand’s presence and accessibility will only help you to deliver on the promise of providing a personal omni-channel experience for your buyers.

For more info on omni-channel marketing, visit:
http://blog.marketo.com/2014/04/the-definition-of-omni-channel-marketing-plus-7-tips.html

Mobile Marketing: Explained

,

If you are in advertising and don’t know the answers to these questions, you are already 15 steps behind. Mobile marketing isn’t the future, it’s the NOW, and as such, marketing strategy needs to have mobile marketing as its top priority.  More users than ever before are spending insane amounts of time engaged with mobile devices, and this is one trend that will surely continue for many years to come…

How Does Mobile Marketing Work?

Everyone is mobile, whether they use a smartphone or a tablet – there is no escaping the mobile movement. By definition, mobile marketing is advertising that appears on mobile devices in specific ad formats. Customizations and styles vary, depending on the technology being used, and provide customers with time and location sensitive, personalized information that promotes goods, services, and ideas.

Why You Need a Mobile Marketing Strategy

Did you know that 40% of a user’s internet time is spent on mobile devices? How about the fact that 80% of time spent on mobile devices is spent on apps? Mobile has surpassed desktop when it comes to user rate, and it is here to stay. If you don’t yet have a mobile marketing strategy, you NEED ONE.

Aspects of Mobile Marketing Strategies

  1. App-Based Marketing:
    If 80% of mobile time is spent engaged with apps, you’re losing business by NOT advertising within this segment. Good news – it’s easy to begin, AND you don’t have to create an app yourself to get in on the action.
    Services like Google AdMob help advertisers create mobile ads that appear within third-party mobile apps, and the big players, like Facebook, allow advertisers to create ads that are integrated so seamlessly with news feed that users often don’t even realize they’re looking at an ad.
  2. In-Game Mobile Marketing:
    This refers to mobile ads that appear within mobile games; ads can be banner pop-ups, full-page images, or even video ads that appear between loading screens.
  3. QR Codes:
    QR codes are those funky little squares you’ve seen on business cards, product packaging, and print advertising. They are designed to be scanned by a smartphone, and once scanned, consumers are taken to a specific webpage. This technology provides easy access to brand information and ultimately increases conversion rates.
  4. Location-Based Marketing:
    Location-based mobile ads are ads that appear on mobile devices based upon a user’s location relative to a specific area or business. For example, some advertisers only want their mobile ads to appear when users are within a 1-mile radius of their business. Instead of treating consumers as one large group, location-based marketing adapts to consumer traits by thinking and acting locally.
  5. Mobile Search Ads:
    These ads are basic search ads built for mobile, often featuring extra add-on extensions like click-to-calls or maps.
  6. SMS and MMS Marketing:
    SMS or MMS marketing involves capturing a user’s phone number and sending them text offers. This particular strategy is very personal in nature, since you are reaching the individual directly, so it’s highly important to remain brief and respectful. Craft a clear call-to-action, don’t use slang, and keep texts under 160 characters.

Mobile Marketing Best Practices

Below are a few quick tips to make the most of your mobile marketing campaigns.

  1. Be Clear and Concise: Cluttered messages on tiny screens will lose viewers. Keep content simple and succinct.
  2. Optimize for Local: 1 in 3 mobile searches have local intent. Optimize for local mobile marketing to make sure you are targeting the right audience.
  3. Consider Your Audience: The type of audience you’re hoping to reach should influence the kind of mobile ads you use. Use the right platform to get the right message to the right customers at the right time!
  4. Experiment with Different Strategies: There’s a lot of room for experimentation when it comes to mobile marketing. With today’s technological advancements, you are only limited by your imagination.
  5. Track Your Results: With the sheer volume of data at your fingertips, you’d be silly not to use it. TRACK EVERYTHING and figure out what works best for your brand.

Making the most of your mobile marketing opportunities will bring you the best return on investment. Moving into the future without a mobile marketing strategy is a great way to lose out to the competition. Develop one today!