There’s no escaping the fact that mobile marketing and m-commerce are on the rise since 66% of smartphone owners use their phone to aid them when shopping[i] and 25% of smartphone owners said have made purchases on their phone in the last week[ii]. Advertisers need to make sure they are up to speed on the best practices for mobile advertising and optimizing their web presence.
For those already on board with mobile advertising, make sure to run with Rich Media creative. Mobile is all about engagement; so don’t be shy about using the native functions of the smartphone to engage consumers with your brand, products and offers.
- Use push notifications to let users know when they are close to your store.
- GPS locators are great for retail stores—brands like Starbucks, Target and Goodyear use this creative functionality to drive in-store traffic.
- Include the option to set calendar reminders.
- This functionality is great for entertainment clients that want to remind fans to watch upcoming movies and shows, or for retailers to remind customers that a sale is starting or announce that a new product is available.
- If you have an app, increase interactivity by implementing a rewards or loyalty program.
- Consumers will be more excited to keep spending with you if they are getting something in return.
- Apply audio and video to grab attention and make your offer more appealing.
- Audio and video complement cross-platform campaigns, especially for new product launches as they can align with radio and television advertising respectively.
Also, make sure ads are built in HTML5 when possible—this will lower the cost of creative and you will be able to run the ad on both mobile and display.
Outside of advertising on mobile platforms, there are two distinct ways for brands to better connect with mobile consumers—mobile optimized sites and branded apps. Any brand ignoring mobile optimization risks losing revenue as 61% of customers who visit a mobile unfriendly site are likely to go to a competitor’s site and 57% of consumers will not recommend a business with a poorly designed mobile site[iii]. And, although users prefer to shop on the mobile web, apps are important too. This is especially true for retailers; 43% of mobile consumers have downloaded retail apps to shop[iv]. As mobile usage continues to grow, so will these numbers.
Developing a mobile marketing strategy can seem overwhelming. Some savvy mobile platforms will create alternatives to the above options as an added value if your creative development resources are limited. Instead of going without a mobile presence at all in Q4, partner with someone who can solve your cross-platform media needs. The efforts will keep your brand top of mind among mobile audiences and boost sales as m-commerce continues to skyrocket.
[i] Leo J. Shapiro and Associates, 2012
[ii] Wave Collapse, 2012
[iv] Retrevo Blog, 2011