4 Mobile Advertising Trends You Need To Be Aware Of
Mobile advertising is incredibly important, especially in ecommerce. In fact, mobile traffic has overtaken computers as the top traffic source for ecommerce sites.
People are using their mobile phones ALL of the time. They are literally attached to our bodies or within a few feet throughout most of the day (and night for that matter). So, if you aren’t already considering mobile advertising as one of your marketing channels, think again.
Have you checked your mobile traffic lately (compared to desktop)? We can pretty much guarantee it’s growing as a percentage.
Mobile is where most activity happens these days, and that’s good news! It’s a much better channel for advertisers. With mobile, we have significantly more information about where a person is and what they are doing, so advertisers have the ability to serve much more targeted and relevant ads. And that’s a win-win for advertisers and mobile users alike.
Here are the key trends you should be aware of in mobile advertising:
Social PPC
In the past PPC was synonymous with subpar display ads, disrupting your browsing experience and quite often inducing a headache. These horrendous PPC ads were already dying out, but mobile is the last nail in the coffin.
How often do you see a display ad like this on your mobile phone? You don’t.
Instead, there is a new wave in PPC, called Social PPC. Unlike traditional PPC, these ads are placed in context of the social platform where they appear (whether that be Facebook, Instagram, Snapchat, etc), like any other post, so they are less disruptive to the user. And not only that, they are higher quality ads. The images are better, the copy more clever, and the relevance to the user improved based on highly specific targeting.
Geomarketing
With mobile, geotargeting is no longer limited to a general area, zip code, or IP address. Geo-fencing now allows marketers to be incredibly specific on where to serve or show certain ads, down to radius’s around a physical store location or pre-determined coordinates or boundaries. For instance, Dunkin’ Donuts’s now pushes out a coupon through Waze to all users driving near one of their locations.
This allows marketers to be both very intelligent and creative in the way they market to their audience.
Read about customer snapchat geofilters and how to make them work for you here.
Marketing Through Apps
Apps are a great way to advertise to a curated audience. Apps are like advertising self-selection. Many apps have a very specific target demographic that it appeals too…so find apps that attract your ideal audience, and advertise through them.
Don’t believe us? Check out these popular apps and the demographics of their users.
This is great way to reach your target customers efficiently.
OK, we can’t call email a trend, now can we? But we felt it was important to include. Email continues to be one of the most effective ways to engage with your audience and drive revenue. And while email is not new, mobile is changing email. It changes the way emails need to be designed and how concise and precise the content needs to be. So make sure you are considering how your emails display on mobile when planning your next email marketing campaign.
What do all of these changes and trends mean for marketers?
In general, this is good news. Sure, you may need to change your strategy a bit and spend more time on creative, but that’s a small price to pay for:
- way more advanced targeting capabilities
- a more captive audience
- better engagement & better user-experience
- better tracking
So, if you’re a marketer, get started thinking about your next mobile advertising move. Here’s another article on Instagram marketing to check out to get you started.
