Six Ways Mobile Marketers Can Reach Their Audiences From 2010-2014

Aspiring mobile marketers are watching the space for signs of convergence, consolidation across ad platforms, and the rise of industry standards. Meanwhile, more aggressive gamers are actively exploiting the mobile device revolution to increase sales and engagement.

Here are 5 mobile channels you can take advantage of if you fall into the “aspiring” marketer category.

1. Mobile display ads

Theaters and film industry insiders have conducted religious tracking studies showing that “avid moviegoers” use their mobile devices to get movie information and times “at the point of decision.” Studies show that this category of viewers is heavily influenced by mobile display ads.

To place similar ads, you need to sign up with mobile ad networks like AdMob and Peerfly. Very recently, immediately after the AdMob purchase, Google announced the introduction of “location-aware” mobile display ads that provide advertisers with the ability to geo-target mobile display advertising. Google has linked this capability with its “pay-per-call” model so that advertisers only pay when potential customers call from the ad.

2. Marketing by SMS (text message)

The SMS marketing category remains by far the most established of all the mobile marketing channels. SMS stands for Short Message Service. SMS marketing campaigns generally work using common short codes, the four, five, or six digit numbers that subscribers use to send SMS messages to receive coupons, promotions, and other branded content.

Research sponsored by neustar indicates that SMS-based campaigns achieve an acceptance rate of over 90%, compared to 22.1% for email. Today, there is no better channel for generating databases. SMS campaigns have shown extraordinary power of attraction when implemented in television advertising.

3. Mobile search advertising

Mobile search is rapidly coming of age, and Google and Yahoo (in particular) aim to be the default mobile search engine on all mobile platforms. Currently, Google appears to be leading in this area, due to its branding and default location on both iPhones and Google’s Android-powered phones.

Google offers advertisers a robust set of targeting options in AdWords, including targeting by mobile operator or by operating system. Marketers can leverage mobile search for unprecedented access to consumers at the right “time to market.”

Highlighting the importance of this consumer segment, 54 percent of users who researched online and bought offline did so with their research on mobile devices (according to Google’s Retail Advertising Blog). If you consider a June 2010 report from the Latitude Group that indicates that click-through rates are 200 percent higher in searches on mobile devices than on PC within its customer base, and “even more than 35% of searches on smartphones do not contain sponsored listings, “you probably realize that opportunities in this area for marketers.

4. In-App Advertising (or AppVertising: In-App Ads)

Mobile apps are an increasingly important advertising channel for marketers. Apple’s iPhone App Store now supports more than 200,000 titles (and it’s growing). Google’s Android market has more than 40,000 titles (and on the rise), among others, that have joined the app market.

Marketers can choose to work with ad networks to run ads or sponsor apps directly. Some of the advertising format options include the use of links, banners, and clickable images (such as logos) to send messages to consumers who have shown that they are willing to put up with advertising, in exchange for keeping the majority. of applications at 99 cents or free prices. The promise of locally targeted app advertising only increases the possibilities.

5. MMS (multimedia messaging service) and mobile video

Although adoption has been hampered by the complexity of the mobile ecosystem, the diversity of carrier networks, and mobile platforms, research in the automotive industry has shown that rich media ads resulted in twice the click-through rates of mobile platforms. banner ads in controlled tests.

Although ad-supported mobile video remains a very small market ($ 35.1 million in 2010 per eMarketer), it is projected to grow at a compound rate of 60% between 2009 and 2014. Aggressive marketers targeting The young male consumer category may find it worth experimenting here.

6. Mobile social networks and games Since Mobile Game Town, a social gaming network, skyrocketed to more than 10 million users, with more traffic than Yahoo.com and more than $ 200 million in annual revenue, industry analysts and observers have expected excited for other successes to emerge in this space.

UK-based Flirtomatic, a location-based “social flirting” site, has also seen tremendous growth and has developed a model that generates revenue of 15 per cent of its subscriber base.

conclusion

If you’ve been putting off your first foray into mobile marketing, now is the time to launch a serious marketing effort in this space. For marketers who decide to make the leap, their target goals may be:

• Learn how to create specific lists of mobile users.
• Build offers and campaigns that resonate
• Create synergy between mobile devices, the Internet and other marketing channels

Whether your organization is a national brand, a local establishment, or an institution, there is surely a place in mobile marketing for you.

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