7 Considerations for More Effective Mobile Marketing & Advertising

When business owners think about mobile marketing, they commonly think of it as running mobile banner ads. However, there are multiple ways in which a business owner can better position themselves for a mobile audience that isn’t just limited to banner advertising. Mobile SEO, mobile social networks, SMS campaigns, mobile video ads, in-game advertising and other tactics are all exciting new opportunities for businesses who want to do more with mobile.

But none of these tactics alone are a silver bullet and all of them are better served by having a deeper understanding of what goes into making mobile campaigns effective. With that in mind, we’ve put together this list of key considerations for businesses who want to go mobile and ensure their campaigns are a success:

#1 - Where are your competitors doing mobile advertising?

Mobile advertising intelligence, using free or paid tools to find out where your competitors are advertising and by what means, can help inform your mobile media plan. Tools like ComScore’s Ad Metrix Mobile make this type of data available to advertisers seeking to edge out competitors and find the best mobile advertising opportunities.

#2 - Is your website optimized for mobile search?

Increasing trends of mobile device usage clearly shows that consumers are searching for products and services during the most important part of their buying cycle – while they’re on-the-go and when they’re ready to buy. With most local business searches happening during the buying cycle through mobile devices and geo-targeted search results, mobile SEO (search engine optimization) is now more important than ever. Businesses need to be aware of how their local listings appear online, if they appear at all.

#3 - Have you registered your business with local search and social directories?

Popular mobile-friendly social review sites like Yelp and “check in” apps like Foursquare are often mobile users’ first destinations when wanting to learn more about a business. A huge component of optimizing your business for mobilized local search is to make sure you’re registered with and maintain a presence on these types of sites. There are now dozens of “go to” places online to find a local business, so knowing the best directories and how to get your business listed is essential.

#4 - How mobile-friendly is your website?

Mobile marketing and advertising campaigns alone are not enough to ensure mobile success-your website or microsite also needs to be compatible with mobile devices to accommodate the uptick in mobile traffic generated by your campaigns. Visitors arriving to your website via mobile devices will demand a mobile-friendly browsing experience, and if met with any hurdles, could quickly become frustrated and move on. MobiReady is a handy free tool that will help you assess the mobile-readiness of your website.

#5 - Do you have a follow-up “mobile action plan” in place?

Equally as important as having a mobile-compatible website is having a mobile follow-up plan in place. Running mobile ad campaigns and doing more mobile search marketing means an influx in mobile traffic to your website, more calls generated, more mobile web requests, etc. How does your business plan to follow up on these types of inquiries? Mobile sites and apps are making it easier for users to post reviews, ratings and other feedback about your business-are you monitoring and responding to these interactions?

#6 - Have you properly implemented tracking to measure success?

The success of your mobile marketing and advertising campaigns hinges on the success metrics you identify and if you’ve properly set up tracking. For example, the effectiveness of your campaigns can be measured by how many people have clicked on your ad or simply by looking at how many people have viewed it (impressions). Additional measurements may include how many times someone has clicked your phone number or measuring other types of ad interactions. It often requires careful planning and setup to ensure this data is captured and configured correctly. InMobi’s Ad Tracker, for example, helps advertisers measure post-click mobile conversions such as app downloads, lead generations, and purchase transactions.

#7 - Are you actively monitoring mobile web analytics?

Regularly reviewing your mobile web analytics is just as important as your non-mobile web analytics, and even more so during times when you’re running mobile campaigns. Google Analytics, for example, allows you to segment out your mobile site traffic in order to understand its relationship to your overall visitor traffic. This type of data is crucial for determining the success of your campaigns, whether long-term (e.g. mobile SEO) or short-term (e.g. SMS campaign) and will help you to see trends, understand mobile visitor behavior, and can even help inform your content strategy.

Any questions?

Web Ad.vantage are experts in providing our clients an essential road map to being successful in a local mobile search environment. We help our clients identify their local audience, geo-target searchable keywords and provide the professional guidance needed to be a strong competitor. Give us a call today at (410) 943-0488 or submit a Request for Proposal to learn how we can help.

1 Comment »

1. Your steps makes a big difference on mobile marketing business so thanks very much for sharing all this.

     Comment by Digital market design — September 3, 2012 @ 6:24 am

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