Mobile Vs Desktop: How To Reach The Consumer On The Go

There are few things in life that actually live up to their hype. For example: The Grand Canyon, The Internet, Tesla cars, Game of Thrones, peeling plastic off of a new electronics… And of course smartphones.

Remember when your grade school math teacher drilled long division into your head because: “You’re not always going to have a calculator in your pocket”?  Guess who has the last laugh now.

I called it a while ago that 2015 would be the year on mobile. It looks like the world is beginning to agree.

Here’s why:

During their 2015 Adwords Performance Summit, Google announced that for the first time, a long time speculation came true: mobile is beating desktop in the search game. Honestly, this should not come as a real surprise to marketers. With the growing number of apps and smartphones available on the market, and the fact people are always on the go has resulted in the growth of a mobile concierge economy. Combine that with the long awaited Mobilegeddon of Google, and you have all the makings of a coup d’etat for the digital crown.

It is an inescapable truth that mobile devices have become a fundamental part of life. It is not only the screen glued Millennial’s that sleep within an arm’s length of their phones. We feel lost and disconnected when we cannot find them. I can’t be the only one who has ever experienced a phantom vibration when I don’t have my phone in my pocket.  The world is of course faster paced today and we are constantly on the move within it. So all of this mobility begs the question:

How do you reach the consumer on the move?

You can see there are numerous trends appearing around the country now if you followed the news from SXSW, or any of the other trade shows marketers frequent. One growing in popularity that I foresee really making a significant impact in the digital world is that a number of retailers have begun installing beacons inside their stores. This technology essentially is the next level of CRM (customer relationship management) device that allows for a unique and personalized bottom funnel sale /remarketing ability exclusively to mobile devices.

For another we can look to an older medium radio for inspiration. Traditional radio is sharply declining. In its place are Internet radio services like Pandora and Spotify which bring in new listeners in droves. Why is this? Simple: mobility and personalization. Consumers want things now, and they want them, the way they want them.

Uber-For-Everything
^Courtesy of The Wall Street Journal

People are commuting farther and more frequent these days, and to help them get where they are going (mad men nod) they are using traffic crowd source apps like Waze and Google Maps to help them get where they are going.  This is an opportunity.

It is said that there is now a Uber for everything. This rise of a concierge economy is powered almost exclusively through the prevalence of mobile. Need a cab? Summon an Uber or Lyft. Want some booze but don’t want to drive? Drizly or Saucey have you covered. Have to get some laundry and dry cleaning done? Washio has your back. You can even order a doctor or a massage using the apps Heal or Zeel.

I bring this up because each of these services has an audience that is on the go. There are advertising opportunities available within each of these, as well. Google Display Advertising can allow you to place your message within these apps giving you the ability to reach people during their commute or free time.

So which is better Mobile or Desktop?

A hard question but to answer it, I’m going to take another page out of radio’s play book. Imagine search as a Hot Clock. There are high traffic times and low traffic times. Times when you know people are more likely to be on desktop, and times when they almost certainly have to be mobile. The folks over at the IDG Knowledge Hub put together a killer graphic that goes into this with a little more detail. Click here to check it out.

It is not just search in which mobile wears the crown. Take a brief look over any campaign reports from Facebook or Twitter to see how mobile your target audience is. If you separate out the placement of your ads I would wager you are likely to see a stark contrast in the CTR and impressions between mobile and desktop.

Mobile IT purchases and when people are most active on their mobile.

So should I drop desktop entirely?

Not by any means. While I am clearly an advocate of the strength of mobile over desktop, “traditional computers” (going to coin the phrase now) will still reach a broad demographic. It depends on who your audience is and what day part you want to hit them. Be honest: how many times have you watched a YouTube video or did a little Amazon shopping while on a computer at work?

When buying things online, there is still some level of distrust from consumers. Google’s Mobilegeddon aimed to relieve some of that hesitation and make the internet a bit more mobile friendly place. The trend is that consumers are doing research on their mobile devices, but when it comes to time to buy, they return to their desktops. A integrated marketing campaign will, as always, produce much better results.

What does this all mean for digital advertisers?

Bottom line? The ability to meet your target audience on the go and where they work was once a luxury, but now, it is  essential. The traditional sales funnel is changing and we as [digital] marketers must change with it.

Looking for more analytical proof about why mobile is important? Check out this blog on StrataBlue to learn more.

Want to talk more about how to advertise inside apps and search to reach your customers while on the go?

Click here now to contact us online!

Supercharge Your Mobile Marketing with Geo-Conquesting

If you remember my blog from earlier this year, the word geo-conquesting should sound familiar. Geo-conquesting is when you target customers that are near your business’ competitors and try to pull them away with a message in real-time. This is all based on location targeting. And according to MDG Advertising, 53% of consumers are more likely to engage with location-based advertising. This type of advertising usually yields high ROI because the messages sent are relevant and highly targeted. Furthermore, according to a Pew Research Study, the average young adult looks at their phone a whopping 109 times a day.

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Here are some of the industries and retail categories that can benefit from geo-conquesting:

  • Businesses that sell bigger items like furniture or automobiles will have more of an appeal because of the infrequency with which people make those purchases. The bigger the savings, the more enticing to customers they will be. Saving a few hundred dollars on a vehicle will encourage someone to drive across town to get a look at your prices.
  • On the other end of the spectrum, industries such as retail, restaurants and gas stations can take advantage of this specific target marketing. These categories, plus other similar low-interest industries where there is a small window of thought before the purchase, can benefit too.
  • Holidays and events are a great time to take advantage of geo-conquesting because stores will have a higher volume of traffic throughout the day.
  • One way hotels could take advantage is by setting up geo-fences around nearby airports to attract incoming travelers. A great time to send these ads would be late at night and early in the morning to weary travelers and also during severe weather when flights would likely be cancelled and people will be looking for hotels.

Geo-Conquesting Strategy

The best way to develop successful campaigns through geo-conquesting is to first have a profound understanding of your competitors. You will need to find out why people are shopping at a competitor over your business or store.

Your mobile strategy should be equal parts of push and pull technique. A great way to really make your strategy shine is by using more customized alerts that have a time limit with them.

If you don’t think geo-conquesting is right for your business, be aware that the chances are your competitors are already doing it. Staying on top of digital marketing trends is vital for business success, so it might be time to reconsider.

Has geo-conquesting ever persuaded you to shop at a specific store?

Keeping Your Business Mobile: New Techniques You Need to Try

Hopefully you read my blog last week. If not, shame on you! I’ll forgive you this time, but it was about mobile marketing and why it will be important for your business to adapt to this rising trend.

According to a Motorola Solutions survey, retailers believe that over the next five years, 56% of all transactions will be completed via mobile POS, self-checkouts at terminal or on mobile devices. In that same survey, 42% believe that improving the in-store experience will involve sending coupons to a customer’s phone based on their location in the store. If you still don’t think you need to take advantage of mobile, look around the next time you are in a restaurant or waiting on a street corner and really notice how many people are on their phones. These are all potential clients!

It’s no surprise that people’s attention spans have reduced dramatically over the past couple of years. With video accounting for 50% of all mobile data, you’ll need to adapt to this trend. Micro-content will be key in keeping your customers engaged with you. You will be seeing more companies take advantage of Vine, Instagram Video and even Snapchat as they continually rise in popularity.

Cezar Kolodziej, president and CEO of Iris Mobile predicts that Rich Media Messaging (RMM) will explode in 2014 (with already a 99% open rate and double the conversion rates of SMS). RMM allows Android users to no longer receive iPhone content that they will not be able to open and iPhones will stop receiving Flash videos that are not compatible. RMM allows companies to send messages designed for each specific phone which allows the image, video or coupon to fit the screen.

Have you considered Geoconquesting? This is done by setting up a geofence around your top competitor’s location(s) and scheduling a message to go out on high traffic days and times for those areas. This is first accomplished by getting a second opt-in from your customers. After you have received that information, you will be able to send messages to your customers when they are near your competitors. You will be able to send a real time text message to them saying something like this: “Stop by our location in the next hour and receive 15% off any full-priced item! Show MSG when checking out.” This gives them a specific call-to-action and incentive to leave your competitors and come directly to your store.

Have you already adopted mobile marketing techniques? Are you seeing a bigger ROI? Comment below and grab my attention on Twitter.

How Mobile is Your Business?

Is your business mobile? I don’t mean literally, unless you own a food truck, but are you taking advantage of mobile marketing? According to eMarketer, U.S. adults spend an average of 2 hours and 20 minutes on non-voice mobile devices every day! Are you taking advantage of this? Better yet, are you reading this on a mobile device?

Going forward, your marketing must be designed with both mobile and desktop in mind. Before you create that next email, ask yourself, “How will this look on a mobile device?” Internet traffic on mobile devices will soon exceed traffic from traditional desktops.

Use mobile marketing to create loyalty among your customers. If you are relying on loyalty “punch cards,” you might actually have the reverse effect in some cases! Let’s say you own a restaurant and pass out loyalty cards. A potential customer is out looking for a place to eat and passes by, but has forgotten their loyalty card so they probably won’t stop in. Even if they were in the mood for your food, they will go somewhere else and wait until they have their card to eat at your place. If you were to offer a deal for anyone who checks in on Foursquare (a location-based social network), you would never have to worry about that. People can also connect their Twitter or Facebook page to Foursquare so all their friends see they’re at your place. That is some great user-generated marketing right there.

If the weather is bad or you’re having a slow night, send out a quick tweet offering a special. For example, most people aren’t inclined to go out to dinner on a cold and snowy evening. As a restaurant, send out a tweet that you’ll give half priced bottles of wine to anyone who shows their server the tweet tonight. It’s a great, easy way to market on-the-go, and it also rewards your social media fans for following you.

Have you ever been into an Apple store? No matter how many people crowd their stores, you never see an angry line of people waiting to check out. Each employee can fulfill your purchase anywhere in the store with their mobile device. Imagine how much better your customer service would be if a customer walks in and finishes a transaction with one person without having to deal with multiple people or waiting in line to resolve their issues.

With mobile subscribers projected to reach 7.5 billion people by the end of 2014, can you afford not to use mobile marketing? Over the next few weeks, I will be discussing different tools and techniques for mobile marketing. Are you already using FourSquare for your business? What kind of promotions have you successfully ran? Leave a comment or connect with me on Twitter!