mobile marketing: 4 ways to tap the new opportunities - digital advertising screens

Nowadays, "mobile" seems to be the next big opportunity in the mouth of every digital marketer (
Maybe just after "social).
According to eMarketer, U. S. mobile advertising is expected to reach $1 billion this year, up 48% from 2010.
The entire Android operating system (
Now the leader in the US smartphone market)
The only purpose of launching this product is to protect Google's share of the digital advertising market as consumers increasingly shift their time to mobile devices.
And yet--
What exactly is mobile marketing?
What opportunities does it offer?
Why does it always seem to be "about to" become huge?
Mobile: the next huge advertising opportunity?
For many brands and traditional advertising companies, mobile is seen as a huge opportunity to provide display and rich media advertising, which is in line with almost every website that consumers visit on their PCs.
Big brands are eager to spend more money here, from Apple's iAds to Google's Admob, as well as numerous startups, and countless mobile advertising platforms are lining up to give them a chance
However, one of the main obstacles at the moment is that mobile advertising is suffocating due to lack of normalization-the same problem that has plagued online advertising for ten years.
Cell phone shards: so many different devices, screen sizes, and OS shards: The beautiful ads you develop for your iphone will not translate into other cell phone network shards: no party can put your ads on all sorts of platforms and the solution seems to be more standardized without the equivalent of ComScore or Nielsen (can) to measure your ad performance in the mobile world.
New mobile ads start
Ups comes up every day and promises to solve the fragmentation problem.
If HTML5 brings greater normalization to the mobile Web, it may also prove to be a great help. And yet--
What if Mobile is a terrible space for mass advertising?
However, there is another possibility that mobile is actually a terrible advertising space.
Users may not be willing to put up with too much advertising on their mobile devices at all, and the experience may be too intrusive and the screen may be too crowded to attract too much attention.
Brands hoping to translate their massive advertising campaigns to mobile screens may just have invested a lot of money in a bad situation.
Popular live news: Tony Award deadly crane collapse trophy hunting documentary Women's World Cup four other ways to go public via mobile devices marketers may need to focus on some very different ways to connect with customers in the mobile world.
Here are four ideas: 1. Micro-Advertising.
If ads are going to work on mobile devices, they will most likely need to be a different kind of ad-smaller audiences, smaller messages, and more enticing calls for action.
Imagine it as "micro
Advertising ": information that works in 2 seconds, does not require much space and reaches a very targeted audience.
Perfect micro my vision-
Advertising will be a new offer for a brand I chose to follow-for example, my favorite band announced the release of the new album.
When you get my attention, give me a link to hear a sample of a song now, or let me enter my email address in order to send me an MP3 download. 2.
Optimize the entire network for mobile devices.
Forgot the banner ad
When your customers use their mobile devices, search for marketing, email, branded websites, and videos all need to be equally effective.
For small businesses, their best return on mobile investment may come from testing every email activity they send to see how it reads on a variety of phones and making sure they send a landing to customerse. g.
When you click on the "order now" link in the email)
Designed to detect if the reader is on a mobile device and provides a mobile device
Optimize web pages. 3.
Shape the point of purchase.
The most important thing about mobile devices is not the screen size, but, in fact, we tend to use them when we buy-this is the end of our "decision-making trip" as a customer.
We may order online (
Because we use our smartphones in a hurry)
, Or ready to be purchased locally (
Check out our phones to find retailers, read reviews or compare prices).
That's why the check is moved.
In and coupon services like Foursquare and Groupon are running very well on mobile devices.
As I went around the block in Manhattan, I used an app called BestParking to find cheap garages nearby;
This is much better than the garage marketing that any mobile banner ad might offer.
When shoppers enter the door, retailers are using QR codes and other mobile media to provide them with information and transactions. 4.
Create a brand experience.
Many brands use mobile devices as a place to create brand experiences and content.
These typically take the form of branded apps or games, with a focus on providing entertainment, related content, and even utilities to users.
Kraft sells more than 1 million iFood Assistant applications to help customers plan, buy and prepare food with Kraft ingredients quickly.
Nike offers athletes a set of apps such as training clubs, Nike BOOM and Nike GPS that keep you on target on sports goals and keep you thinking about the Nike brand every day
Before trying to translate their mass advertising strategy into mobile words, customers who go deep into funnelbusiness should think twice.
The biggest opportunity for mobile marketing may not be to drive broad awareness with millions of impressions.
On the contrary, the opportunity may lie in other stages of the marketing channel: shaping brand perception (
Experience through brand)
, Affecting the purchase point (
Local decision
Marketing oriented)
Promote customer loyalty and publicity (with opt-in rewards).
Keep in mind that in the mobile world, marketing is more than just offering ads, and more.
Related: Everything you need to know about how Google can make money by charging social media, because you can avoid the courtesy of flickr users, liewcfFollow @ David _ Rogers * David Rogers shows more than 100 business cases and a thriving digital age for planning and implementing digital strategies in his new book "network is your customer "five strategies.
"He teaches digital marketing strategies at Columbia Business School and delivers speeches at conferences around the world.
Rogers offers marketing and digital strategy advice and development to a wide range of companies such as SAP, Lilly and Visa.