It’s the rise of mobile marketing. As digital marketers, we hear about it almost daily. And for good reason:
- Over 50% of searches are mobile (eMarketer)
- 87% of users access Facebook on a mobile device (Facebook)
- 60% of display media is on a mobile device (eMarketer)
- 66% of emails are read on a mobile device(eMarketer)
Mobile continues to pose one of the biggest growth opportunities for brands, but it isn’t as easy to get on the bandwagon. It takes substantial resources to optimize landing pages, build new creative, develop messaging, and monetize bids and budgets to achieve mobile success.
Brands need to take advantage of mobile, but they also need the resources to do it. To give you some leverage in getting those necessary resources, here are my top 3 reasons why mobile marketing is still one of the biggest opportunities for brands.
Mobile Conversions and Desktop Conversions Are Not The Same
The first thing to note when you’re running mobile marketing campaigns is that mobile conversions are not the same as desktop conversions. Conversions on desktop devices are, more often than not, an online conversion such as a cart checkout or a form fill. However, opportunities to drive mobile conversions will grow as mobile consumers’ minds are in two phases: the “discovery” phase and the “need to know now” phase.
Google coined 2016 the year of the super shopper as consumers are discovering and engaging with new products and brands when online via their mobile phone. This ability of consumers to do much of their own research actually can give brands an edge. Brands can better understand their consumers and how they engage cross-channel as well as cross-device.
New mobile conversions you will want to track include: app downloads and usage metrics, email sign ups, and the most valuable: phone calls. These conversions are more prevalent on mobile devices because it is a one-click action consumers can take to get in touch with your brand. The days of filling out forms on mobile devices are growing scarce. Now when a consumer finds your brand on their smartphone, give them the opportunity to convert immediately via a phone call.
BIA/Kelsey estimates that the growth of mobile advertising will increase call conversions from 108 billion in 2016 to 162 billion in 2019. If you aren’t attributing call conversions back to your mobile campaigns, then you won’t be measuring the true success of your mobile campaigns.
You Will Gain a New Market Penetration
Not only will mobile marketing campaigns allow you to measure new conversions, but your mobile marketing campaigns will also give you the opportunity to penetrate into new markets. I mentioned that this is the year of the “super shopper” because consumers aren’t limiting their research on mobile devices. They’re expanding their loyalty based on that research, and Google estimates that 76% of mobile shoppers will change their mind about which retailer or brand to buy from after conducting a mobile search.
Knock. Knock. It’s opportunity at your door! By running mobile marketing campaigns, your brand will do more than measure your current customer behavior. It will provide the opportunity to capture additional market share. But you have to make sure you’re running mobile-optimized marketing campaigns and tracking mobile conversions.
Opportunity to Expand Your Ad Types
Launching and optimizing mobile marketing campaigns is not just an extension of your current desktop campaigns. Rather, mobile marketing campaigns open up doors to new ad types that desktop campaigns do not possess. For example, Facebook offers local awareness campaigns that give customers the option to get directions or call with just one click. This ad type is only available on mobile devices.
More examples of mobile only ad types include: mobile-only Instagram ads, mobile-only display ad sizes (such as 320×50), Yahoo Gemini is mobile-only, and, of course, click-to-call and click-to-text are mobile-only ad extensions.
Not only can you run standard search, social, and display ads on mobile devices, but you can also expand your reach with additional ad types. This allows for increased reach and market penetration that desktop-only campaigns can’t provide.
Check out these blog posts for more tips on how to ensure you are measuring your true mobile CPA.