Your commerce-enabled mobile advertising!14 Mar 2013
We do not intend to talk over and over again about how prospective mobile advertising is, regarding the rapidly-growing usage of mobile devices all over the world. Even my grandma is absolutely sure about this tendency; she is also convinced that m-commerce is a new generation tool for effective commerce. It means faster and more profitable! So what we need to talk about here is that if you do business online in any way, you already have to do good mobile advertising in some basic forms – mobile website, app, at least a banner!
A simple proof of that – a print advertisement may ask the reader to make a call or visit the store to make a purchase, right? Because the reader has to complete the task through another venue, chances are – they will not follow through in the most cases. With mobile, however, the user can click straight through to the advertiser’s homepage or ecommerce site. Also, print advertisements are based on a blended audience demographic rather than individual demographics and purchasing behavior as the mobile advertising allows– precise targeting is the key after all.
When Mad-Adz started as a mobile ad platform, our first clients were actually online retailers and they still are our main target as our services fit their goals perfectly.
We do believe that m-commerce has stable future and many online stores of any size – from global brands like Nike to small local ones – have already increased their profit at least twice for a year. This helped Mad-Adz define some basic marketing rules that every online retailer must integrate … immediately!
To be successful, marketers need to exceed these expectations by delivering ads with the right message, in the right place and at the right time. This can be achieved through mobile advertising. If you reach your audience with the right ad at the right time but fail to commerce-enable these ads, your efforts could be totally wasted. Commerce-enabled mobile advertisements present an invaluable opportunity to increase ROI by enabling purchase decisions, and missing this opportunity would be a major loss for any marketer!
Further research from Google suggests that search on mobile results in "an action" within an hour, compared with about a week for a desktop search. So customers use their phones to look for store locations, review something they've seen in a store (see what other customers thought of it; see if it's cheaper elsewhere) when they are on the high street. More than two-thirds (71%) of smartphone owners research products on their mobile , with 32% doing it on a weekly basis.
But when asked what they had done after researching products on their mobile, 38% of respondents said they completed a purchase in-store compared with 25% who made a purchase on their smartphone. Last year, 17% of people said they researched travel on their phones, but just 3% made the booking there.
This means that mobile services must be improved!
1. Your ad format is the key to the target!
By the time a consumer gets to the point of purchase inside a mobile advertisement, they are expecting a rich experience. As consumers’ confidence increases in spending via mobile, brands and agencies need to be really creative. You as an advertiser need to tell a story with your campaign. Standard mobile advertising with campaigns such as click-to-download are still overwhelming prominent, but as the feature phone slowly drops off, rich media is becoming more used by brands. For instance, for the second consecutive year, the top application category by impressions was games, ahead of music and entertainment, and mobile social media.
After all, mobile commerce advertising is not strictly limited to in-application or mobile Web banners. Applying buying features to other mobile initiatives, including out of home, SMS and mobile bar codes is also crucial for brands looking to leverage their campaigns. Additionally, the growing tablet market will open up opportunities to marketers in the coming year for sure. Another example of successful mobile advertisements is the use of native advertising. Also known as extreme ads, these are custom-made to the app or page that the consumer is viewing instead of a standard banner ad
Mad-Adz as a well-optimized mobile ad platform first considers well your products, target groups and campaign ideas in order to give you some good advice and offer you the best options of ad formats regarding your goals!
2. Crucial step in your campaign organization is the precise targeting!
Some ad networks are already able to target mobile ads to where a consumer is and combine it with the consumer’s past buying behavior. The ad network can also use a mobile user’s public data, including weather and traffic, to serve users a hyper-local ad to match where they are.
In order to best equip their ad campaigns, brands need to understand the difference between geo-fencing and geo-targeting to target an individual mobile user more uniquely. Geo-fencing is a broader area that marketers can use to target a larger area such as a city. Geo-targeting gives advertisers a more specific and smaller area to base a campaign around.
3. Some technical issues must also be overcome this year!
For many retailers their mobile strategy doesn't really extend any further than iPhone, even though Android has more than 50% market share globally, and iPhone isn't ever expected to break much above 15-20%. This has to change and it will!
For example, one of the great mobile commerce businesses, Amazon, not only has a mobile-optimized website, but also apps for Apple, Android and even BlackBerry and Windows Phone, all of which are completely integrated at the back end. Put something in your basket in the app, and it's there on the mobile site. Look at something else, and that influences your "recommended for you" window on the desktop site. All of this gives the retailer huge reach among mobile shoppers and greatly improved user experience, leading to reassurance and increased propensity to shop.
This proves well enough that a successful online retailer needs to overcome such issues and make sure that the mobile tools are integrated in various forms and for various OS and mobile devices!
4. Forecasts for 2013 ?
The biggest difference between 2012 and 2013 is believed to be the move from test budgets and mobile fitting underneath the innovation area to budgets dedicated to mobile and tablet with expected ROI. Brands are finally maturing and demanding that their media agencies reach their audiences on mobile and tablet platforms.. Also the focus on ad products for 2013 will be "much more about post-tap advertising user flows than it will be about the size and placement of banners!"
There is a really good forecast saying that some brands will win big with mobile while others will wonder, 'What just happened?'.
So don’t be the one who wonders and grab your mobile ad opportunities now @ mad-adz.com!
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Meet Mad-Adz in Barcelona! 1 Feb 2013
What will or will not change and why? 12 Dec 2012
Some tips on how to take advantage of the mobile advertising effectively 27 Nov 2012
CPA tracking for mobile apps - more than possible 22 Oct 2012
Future of Mobile is User Context 17 Oct 2012
Tablet Users Are the New Target for Mobile Advertisers 2 Oct 2012
Mobile Ad Revenue Following Twitter 21 Sep 2012
Mobile Games and the Future of the Gaming Industry 19 Sep 2012