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5 Signs Your Brand is Dropping the Ball on Mobile
All trends are leaning towards mobile-first. Americans are spending 51% of their time consuming online media through a mobile device. In the years to come, everything will have to be mobile-first, including your marketing strategy. Chances are you’ve at least started thinking about how your brand is going to leverage the mobile space. But are you building out an effective plan? Here are 5 tell-tale signs that you’re not doing mobile right and dropping the ball completely.
1. You think all impressions are created equal. This is the key to mobile advertising placements. Too many brands are striving for mass brand awareness instead of focusing on strategic ways to reach their target audience. It will always be quality over quantity in mobile. One thousand impressions from your target demographic is better than 1 million from an audience that isn’t interested in your brand at all.
A 2013 study showed that only 2.8% of mobile users thought the ads in apps and mobile websites ads were relevant to them. So if you’re still investing in mass display advertising, stop. Contextual advertising, based on relevance to the content of the app or web page, location, or time of day are much more effective. The Brand Aid survey found that when people view brand ads alongside relevant content, they are 10% more likely to pick up new information, nearly 20% more likely to feel more positive about the advertiser and, crucially, 23% more likely to think that the ad is relevant to them.
An excellent example (pictured right) is a mobile campaign ran by Samsung on the mobile site for TV.com. TV.com is a website people visit to see what’s on TV, read up on television industry news and catch up on what’s happening in their favorite shows. An oh-so-fitting place for a Samsung TV ad.
2. You’re marketing to “millennials”. If you’re claiming “millennials” as your target audience, you’re effectively saying “everyone”. Using stereotypes to target 80 million Americans is not an effective marketing strategy. It’s like saying everything living in the ocean is a fish —it’s entirely false.
Millennials are a large group of people within a 20 year age range of varying genders, ethnicities,nationalities, interests and lifestyles. Instead of looking for easy ways to clump people together, focus on the ways that separate them. The more specific you can be about who your target audience is, the more tailored and effective your brand strategy can be.
3. You’re not reaching email inboxes. Even in 2016, email is still king when it comes to effective marketing. A study found that 91% of consumers check their email every day and 48% say it’s their preferred channel of communication with brands. So if you don’t have a means of collecting email addresses from your potential customers and a strategy for maintaining contact through email, you’re missing out on a lot of potential business.
The trouble with collecting emails, is that most consumers try to avoid giving their email out as to not have an inbox full of spam. The only way to combat this is to offer your customers something in return for access to their inbox. Many companies offer discounts and other member perks to customers that give their email address. An example of this is The Barista Bar’s Coffee Club that they promoted through a twitter ad placement. (See photo below.)
4. You’re not offering value to your customer. No one loves banners ads and intrusive pop-up videos, but you know what people do love? Free stuff —discounts, trials, and useful content. If you’re going to ask for someone’s time, attention and ultimately, money — be prepared to offer them something of value in return. The key to both customer acquisition and retention is to offer something that people actually want when advertising.
5. You’re not establishing loyalty. Loyalty is more than complicated point systems and exclusive sales. Loyalty is building a relationship with your customers. The best ways to establish that relationship is to hear them out and respond. Social media is a great opportunity to do that. If you’re not responding to comments and tweets, you’re missing out on the opportunity to build a relationship.
Another way to establish loyalty is to offer customers something for their mobile wallets. Apple Pay and Google Wallets are a place where consumers store virtual coupons that they can redeem IRL (in real life). A coupon from your brand in their mobile wallet keeps you front of mind and with them as often as their phone is (all the time).
You can also build loyalty with mobile customers by creating an app where users can get more perks, find out about sales and interact with your brand seamlessly. One company that executes this amazingly is Target through their app Cartwheel. Customers can check for sales, clip virtual coupons, scan items to see if they are on sale and simply can their barcode at check-out to get all the saving. Target killed it.
So, if you’re currently dropping the ball on mobile, it’s not too late to turn it around. With this new insight, you can develop a winning mobile marketing strategy in no time. Do you have any other mobile marketing tips, tricks, do’s and don’ts? Let us know in the comments.
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