Mobile first. Do Marketers dive right in or wade in the shallow end first?
There’s no denying it, the mobile era is here and it is here to stay. It is predicted that 2016 is going to be the year that mobile ad spending surpasses desktop ad spending and could account for approximately a quarter of total media spending. However, the question is, do Marketers put mobile as the focus of their marketing strategy?
First, consider if mobile is even compatible with your brand.
Second, the screens, while they do continue to grow in size, are still limiting and small. Your marketing pitch needs to grab your audiences’ attention with lightning speed without interrupting their mobile experience.
Third, if you are going to go in the app direction, keep in mind that the app needs to provide a service and not overwhelm the user with information.
Start with the pros: Facebook, Twitter, Instagram and Snapchat.
“Billions are funneled into Facebook, Twitter and, increasingly, Instagram and Snapchat by Marketers. These platforms are becoming more sophisticated and data-rich with video and useful attribution models. Facebook (which owns Instagram) commands almost 20% of the $42 billion in U.S. mobile ad revenue, according to eMarketer; Twitter’s share is another 4%. Facebook alone boasts more than 1 billion daily active users. Twitter, for all its Wall Street and user-growth pressures, still boasts 320 million monthly active users. Instagram says it has 400 million monthly active users. Bourgeoning Snapchat counts more than 100 million daily active users and claims that more than 60% of 13-to-34-year-olds in the U.S. are Snapchatters.”
Next, understand that choosing a mobile platform such as Facebook and dumping posts on it is not exactly a mobile strategy. It is certainly a foot in the door, but there is much more to being mobile.
Thinking of going in the app direction?
Keep in mind, the screen is mucher smaller than a desktop, you can no longer cram a handful of ads into one area. Your space is much more limited and user experience becomes very important. This new limited space can be a bonus, forcing you to be smarter about what kind of ads you publish. Ask your marketing team, are consumers actually going to like this and is it useful? Is this going to make users download an ad blocker?
This is where Facebook, Twitter and Instagram become appealing. They are safe from ad blockers and they look more native to the page.
How do you find context?
Steer clear of using banner ads on mobile, think about whether it is adding value or creating clutter. Mobile is an opt-in experience and should be personalized.
“Brands have to think about their role when they appear on the mobile screen, because mobile is the most personalized screen,” said Ram Krishnan, senior VP-chief marketing officer at PepsiCo. “People are often engaging with friends and family, and brands have to have a clear plan when they interrupt that conversation.”
There’s no doubt mobile is here to stay, and now you have to find your place in it.
To learn more about going mobile and Social Media Marketing, give us a call at 800-538-0669. 20/20 Business Solutions, Inc.
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