Study Reports: Mobile Advertising is More Effective

DigiCareers’ Report Shares A New Perspective on Mobile Advertising

A recent study put forth by DigiCareers asked professionals their thoughts around the trends in advertising with the usage of apps and mobile websites. So what do the people in the new media profession think of Smartphones as a viable tool to reach their customers? Conversions and click-thru rates with mobile advertising are paying off compared to more traditional mediums including newspapers, radio and web banners. Mobile advertising has the capability to make a great impact if done effectively to reach customers.

For the most part, companies create a mobile app or website to appeal to a unique segment of the audience, as well as enhance the experience for their customers. Ironically, most apps usually don’t have the customers coming back for more once the novelty goes away. Some companies are quick to create a mobile app/site but instead should dedicate time to consider the value, ease-of-use, and convenience that it would add to their customer’s lifestyle.

A website/blog appeals to mobile audiences that are grabbing information on-the-go. Advertisers have found using mobile to target by region a very effective tactic. Geo-targeting was “viewed as the predominate (68%) advantage to advertising to Smartphone/Mobile phone users.” As also noted in the study, new media professionals had success quantifying their advertising dollars spent towards mobile when tracking sales conversions (24%), brand awareness (21%), and click-thru rates (18%).

Some customers have chosen to use mobile because it provides an environment that is less cluttered with ads rather than using the computer. Make sure your mobile advertisements aren’t invasive or disruptive to the experience.

Make Ads Interactive and Fun

Focus on a strategy to devise campaigns where your audience can create the advertisements that are shared with everyone. Partner with new technology enhancements available through the phone to incorporate pictures, creativity and voting to make the process collaborative and fun! Combine SMS, YouTube, touch screen capabilities, mobile games, or something else that might complement your product or service to make your ads memorable.

Here’s a great mobile advertisement from Westin that provides an interactive experience for their customers to learn about a new hotel escape. Check out the video showcasing how the advertisement appeals to the audience.

Recognize and Reward

Create mobile campaigns that recognize the audience and rewards them for their actions as they move around your mobile site or app.

Videos

Demonstrations offered through video can elicit emotions for your audience as they learn more about the experience with your brand.

Review some of these other Top 10 Mobile Campaigns to get a few new ideas to add to the mobile experience for your customer.

SEM: The New “Advertising Crack”

Words of Wisdom: Not What It’s Cracked Up to Be

At the The State Of the Consumer Internet event, Jeff Taylor, CEO of Eons.com and Tributes.com, discussed the ineffectiveness of some online advertising tools such as search engine marketing (SEM) as one avenue for marketers. He called it the “advertising crack,” as a way to reach out and gain new customers quickly using advertisements through keywords and other paid placement.

Go ahead, take a hit and see what immediate results this new addictive drug for some can bring. It may attract volume, but it will be short-lived. You may see a spike where people will hit your site and drive new traffic, only to fall flat quickly. Usually, people are not interested to be further engaged with your product creating deeper relationships with the content and making greater connections using these types of short-lived marketing tactics. One can have lots of traffic, but what is the quality of that traffic that decides to make a new space one’s home, rather than bounce around leaving the site looking for something new. One needs to measure those significant connections, review the important metrics to recognize the interactions with the content, and how people are spreading the word virally to others both online and offline.

Dave Balter, also agrees bringing people naturally to you, as he continues to keep the BzzAgents authentic with their comments in regards to his clients products, as well as enthusiastic to work with them. One bad “Bzz” experience can tarnish it for everyone.

Tradition Has It’s Place in the Digital Space
Marketing your business in the right fashion to not only engage, but retain audiences is important. One can have the best search engine optimization (SEO) strategy in place and utilize some creative SEM campaigns, but in the end, how is one going to keep a person attracted in the long-run? Providing value keeping in mind what others seek – “What’s in it for me” (WIFM), maintaining an authentic voice, staying abreast of the market trends where there are new needs, desires and interests, networking with others face-to-face, virtually testing new approaches to reach others, as well as traditional strategies to market is an opportunity to grow a new business concept.