Research shows that most consumers (91 percent) keep their mobile device within three feet of them 24X7 – and nearly one-third use mobile as their primary means of going online.
Companies today that aren’t immersing themselves in mobile marketing are not only missing out on a huge opportunity to drive more awareness and revenue, they are also decreasing the potential of their current marketing efforts.
It’s important to remember that consumers are engaging with a variety of media – smartphones, tablets, PCs, TV – and your marketing plan should mirror that. According to Mobify, no one screen/device has more than 20 percent of market share, therefore it is imperative that you have a complementary multi-screen presence.
Medical Management Services Group, a physician practice management company that was integral in introducing Lasik Eye Surgery to the market, had been aggressively marketing its new capabilities and using social media to drive more engagement.
All that said, Founder Katie Carlisle says it was their mobile advertising program that has really given them the extra boost they needed to see the ROI of all of their efforts. “It’s about the surround sound effect of all these vehicles combined, and our mobile advertising has allowed us to get real-time insight about our audience and has taught us what we need to refine in other areas to reach people the right way.”
But for many businesses, particularly, SMBs, developing a mobile marketing strategy can be an extremely daunting task.
The reality is that a few key steps can make all the difference in laying the right foundation.
- No Business is Too Small: There is an enormous opportunity for SMBs in this space. Research from the UpSnap community shows that local businesses are seeing some of the highest ROI – from dentists to attorneys and even local heating & air conditioning businesses. Now more than ever, consumers are turning to Main Street to promote their own local economies, so small businesses that expand their mobile presence can really cash in right now
- Measurement 101: Mobile marketing is no longer just about the click through rate (CTR). Why? CTR is easily inflated by accidental clicks and doesn’t take into account secondary actions and overall engagement. Secondary action is when the consumer takes an extra step to engage with your business – for example clicking for directions or to contact your business. Keep in mind the industry average for secondary click through rate is five percent. Savvy marketers also understand that downstream activities, such as store visits, can make a huge impact on your ROI as well. (For more on this, read Four Essential Metrics You Need for Your Next Mobile Ad Campaign on the 60 Second Marketer blog.)
- Timing is Everything: Develop a dynamic marketing plan based on seasonal trends to ensure you speak to your target market. Get your marketing caps on and think outside of the box! Not only are holidays a good time to personalize marketing campaigns, annual events such as school graduations or New Year’s resolutions can also produce solid results. This fall, Medical Management Services Group saw great success in their campaign by capitalizing on the back to school market. Timeliness is key to drive the right awareness and engagement.
- Make the Right Impressions: Mobile impressions are very powerful. A heavy dose of mobile impressions can lead to clicks, secondary actions and offline activity like in-store visits. The ad does not have to be clicked or called to be considered successful — impressions matter! When the desired result is an offline sale, impressions are a strong vehicle for driving foot traffic.
With the right mobile advertising program, businesses of all sizes have an opportunity to drive better awareness, more visitors and most importantly, ongoing sales.
By Greg Garrick, VP of Mobile Marketing at UpSnap, provider of highly targeted, data-driven mobile advertising to attract the ideal audience for brands big and small. A seasoned marketing leader, Garrick has dedicated his career to driving B2B/B2C revenue through aggressive digital and mobile experimentation.