Mobile advertising, whether smartphone or tablet, continues to dominate how businesses spend their marketing dollars. The first transition away from traditional TV, radio, and print advertising delivery toward more online promotions has already occurred. This second shift in ad dollar spends is to capture more clients and views by way of mobile content.
At their recent F8 developer conference, Facebook’s Mark Zuckerberg reiterated the importance of mobile to the social networking giant. He indicated that 1 billlion of their 1.28 billion users access Facebook via mobile. Mobile advertising is the single largest contributor to their revenues, he noted. As a result, Facebook is also premiering its own mobile ad network. Similarly, other social media favorites such as Twitter, Google+, and LinkedIn have their own mobile outreach strategies well underway.
The takeaway for your business is to have your web presence centered on mobile-friendly usability. Your company message and promotions need to be there as viewers move through their days at a typically frantic pace. It no longer is sufficient to have a perfect website that is viewed at a leisurely pace. You need to make things happen, right now, on that fleeting visit you get by your mobile viewers.
As an added means of attracting customers away from big box stores and ecommerce sites, local retailers are using online mapping technology from providers such as Nokia and Google according to a recent Wall Street Journal article. By uploading their store data to a mapping app, local retailers begin to show up in web searches with the neccesary street routing, specific location, and physical floorplan interior layout details. Other apps like aisle411 or Retailigence enable a store to upload inventory data so online and mobile shoppers can see if a particular item is in stock or matches an item on their shopping list.
This aggressive marketing and customer service strategy helps local retailers remove impediments to myriad shopping alternatives that exist for any particular buyer, product, or service. By anticipating and answering potential buyer questions and queries, a local business owner stands a better chance of gaining both a sale and a new customer. Executed aggressively, a comprehensive online and mobile outreach plan can be a great equalizer for any small business.
You may want to check out small business Twitter advertising and lead generation products at business.twitter.com. Using their self service advertising platform, you can examine promoted accounts, promoted tweets, and promoted trends. There are analytics available as well. According to a recent survey, about 24% of small businesses have tried Twitter ads and about a third of those rate the results as excellent or extraordinary.
Twitter has added new advertising features including pre-scheduled tweets and more specific search targets. They have also added capabilities that make it easier for advertisers to reach the burgeoning mobile audience by targeting Apple’s iOS and Google’s Android operating systems, as well as searching device type and wi-fi connectivity options.
Just another FYI from Western Equity LLC Consulting Services, as you seek to broaden your company visibility with the goal of increasing leads and sales. Good hunting!
According to the Wall Street Journal, mobile device advertising continues to sky rocket. Current 2013 projections of almost $9 billion dollars already exceeds an earlier $7 billion estimate and almost doubles 2012 expenditures. As examples of this outreach strategy, Facebook has positioned themselves as a mobile advertising company and Proctor and Gamble reportedly increased digital media advertising to 35% of their overall budget.
The takeaway here follows previous Western Equity LLC posts. Your company needs a mobile-friendly web emphasis to reach potential buyers or other interested parties and your marketing and sales initiatives need to capitalize on this sea change in creating broad awareness of what you do and what you have to say or sell.
Not content to see traditional brick and mortar sales share continue to erode to a plethora of on-line competitors, there are a number of retailers that have begun initiatives to add an ecomm feel to their store locations. While largely still in the early stages, these retailers are looking for tech partners that can assist in extending the in-store utility and information access that web shoppers crave.
By providing digital content on in-store devices, they hope to mimic the data search accessibility and sales tools that shoppers use to make buying decisions. This new tech-oriented marketing approach is seen as an extension of their existing web presence and reflects the buying preferences of a lot of today’s shoppers. While not entirely removed from the old retail store design adage of announce, amplify, and explain, it adds a dimension that may also impact the role of sales people in a more self-service environment.
It remains to be seen whether an ecomm component can restore some of the lost store traffic and buying excitement of a traditional retail shopping event for those that are inclined to surf the web and hit the shopping cart button. Retailers are closely watching to see if this strategy will help restore brand loyalty and boost in-store ROI’s.
When Google acquired Waze in May, 2013 for a reported $1 billion, it solidified its hold on intelligence-gathering for the PDA mobile market. Waze is a free GPS-based navigation application for Android, Apple, Blackberry, and Windows mobile. Waze has an estimated 50 million worldwide users. A stated value of the Waze app is to allow users to provide real-time updates on traffic jams, accidents, speed traps, cheap fuel locations, and landmarks along their route. Waze’s programmatic ability to to know where you are at all times by assessing vehicle speed and location has the benefit of potentially saving you a lot of time, although the ‘eye in the sky’ tracking of 50 million vehicles or PDA’s is a bit Orwellian.
Google and Waze see mapping as the key to monetizing mobile potential in much the same way as search engines have done for the web. They seek to differentiate between when you’re ‘just’ going to work and not likely interested in ads from those trips where you might be influenced by advertising prompts along your route. All in all, it underscores the importance of your PDA mobile planning to attract new customers. At Western Equity, we recognize that a mobile device strategy is essential to any new initiative.