Which Mobile Marketing Approach Is Best for Your Business?

08-26-2017     As mobile marketing eclipses traditional methods, native advertising has become the dominant form of promotion. Native advertising generated 56 percent of display ad revenue in 2016, and by 2021, this number will rise to 74 percent, Business Insider Intelligence estimates. Native video ads are driving this growth, and social media platforms such as Facebook, Instagram, Twitter and Snapchat account for the bulk of this advertising. Marketing agencies are now spending 42 percent of their budget for original digital videos, according to an Interactive Advertising Bureau report.

But as marketers rush to implement native advertising, where do other promotional methods fit in? Is mobile-first always the best strategy, or is there room for responsive advertising that includes desktop users? Is a hybrid model ever a good idea? Here are some strategies to help you address these issues, identify the marketing mix that’s right for your business, and get the most out of the marketing mix you select.

Consider Your Audience

Analyzing your target audience is the foundation for an informed decision about which marketing strategy makes sense for your business. If the vast majority of your target audience is mobile, a mobile-first, native advertising strategy makes sense. On the other hand, if a significant chunk of your audience includes desktop users, you might want to consider a responsive strategy. Similarly, if a large segment of your market responds to other media channels such as email, articles, or print media, a hybrid strategy incorporating these other channels might make sense.

To evaluate these options objectively, it’s necessary to do some market research. For instance, as Hallam Internet contributor Jonathan Ellins explains, you can use Google Analytics to determine how much of your website traffic is coming from mobile users versus desktop users. You can also use other resources, such as surveying your target market to find out what type of media they use.

Use In-app Advertising for Mobile Users

For reaching mobile users in your audiences, one of the most effective native advertising techniques you can deploy is in-app advertising. The average adult spends 85 percent of their time on their smartphone using native apps, according to data cited by Digital Turbine. In-app ads engage users at rates 20 to 60 percent higher than traditional banner ads, and can achieve conversion rates as high as 25 percent, compared to 1 to 2 percent for traditional display advertising.

To encourage your target market to download your app, feature it prominently on your website and in your social media posts. For instance, Driving-Tests.org includes buttons on its home page linking to the download pages for its app on the App Store and Google Play. This approach maximizes appeal to both iPhone and Android users.

Use Responsive Marketing to Broaden Your Reach

In most cases, mobile-oriented native advertising can be effectively supplemented by responsive marketing that adjusts both to user devices and to context. This can enable you to customize your content to appeal to individuals based on personalized data.

One way to employ responsive marketing is by creating ads in advance of planned events and adjusting them at the last minute with input from the events. For example, Pantene ran an Oscars advertising campaign by anticipating that viewers would be talking about the stars’ hairstyles and then developing memes based on anticipated discussion.

Create Videos for Maximum Reach

Regardless of whether your audience is mobile-oriented or desktop-oriented, videos should form a key component of your marketing strategy. Video will account for 79 percent of global Internet traffic by 2020, Cisco projects.

While YouTube has long formed the pillar of video marketing, in recent years social media platforms such as Facebook have introduced their own native video formats, which can be more effective for reaching audiences on those platforms. Facebook native videos generate 10 times more shares than videos from external sources such as YouTube posted on Facebook, a Quintly study found. Don’t neglect the power of native video when selecting your marketing mix.

The Guinn Consultancy Group, Inc. receives no compensation for this post. Hyperlinks are posted for the ease and convenience of the reader.

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