Location accuracy is defined as where a user’s stated location is in relation to their actual location, which can vary depending on the source used!
According to a September 2014 report, the most accurate source is assisted GPS, followed by Wi-Fi and cell towers. Fourth in line for reliability is IP address and the least effective is user registration.
The largest share of accurate impressions served in the US in Q3 was from hyperlocal campaigns, up 12% from Q2. Surprisingly, mobile users are fond of these location-based ads, with 51% stating they find them geographically relevant. Just two years ago users were not so comfortable with the idea and voted geo-targeting as sort of “creepy.”
In order to keep up with this rising trend, advertisers should increase their mobile location spending to improve accuracy and give consumers the relevant ads they want.
Are you using mobile location ads? How does your audience respond? Share by commenting below!
When email campaigns first hit the scene, it was quickly learned incorrect email marketing could result in grave mistakes for your brand. Mobile campaigns are no different, and you want to avoid these mistakes at all costs.
Missing a Call to Action. In all your marketing mediums, you have to tell your customers what you want them to do next. This is extremely important for mobile marketing – not only do they need to know what to do, but it has to be extremely easy for them to do so. Think about what you want to happen; add a prominent subscribe button, coupon, or number to call.
Forgetting to Proofread. There’s nothing worse than receiving an advertisement that has the wrong information or spelling and grammar mistakes. Make sure you look at your mobile message as a customer would – does it make sense? Are the details accurate?
Offering No Way Out. You must allow people to unsubscribe or opt out, or you may not be complying with the CAN-SPAM Act. And why would you want to hoard a list full of people that don’t really want to receive your information? If people want to unsubscribe, let them.
Inundating Customers. Don’t barrage your customers’ inboxes and phones with too many messages. Space your campaigns to stay top of mind without stalking, preferably two to three weeks between messages.
Forgetting to Add Value. No one wants to be sold to anymore! You must deliver value if you want people on your list. Try offering interesting videos, local and relevant information, or asking your customers to vote on something.
Are you making any of these mistakes? Share your comments below!
Creating mobile display campaigns can be time consuming, but it’s not as daunting a platform as you may think.
Mobile display campaigns don’t require any special formula and often don’t need to be built too differently from standard display campaign.
Mobile display is now the strongest growing digital inventory source available, according to ClickZ. If you’re not already doing it, the time for a mobile display strategy is now!
What you need to know
Mobile inventory spans two types of ad space, in-app and mobile Web. In-app targeting allows for ads to be shown within applications and targeting can be done based on app description or by choosing specific apps to advertise within. Mobile Web targeting reaches users on mobile sites.
Regardless of which type you choose, make sure you choose a mobile-friendly website as your landing page! The last thing you want to do is send someone to a clunky, slow loading website with too many tabs to click before the user sees any vital information.
Ensuring you have the correct sizes and file types for mobile display is crucial. Default mobile sizes are: 320×50, 300×250, and 336×280. If you’re running on tablet devices as well, 728×90 and 468×60 are key sizes to create.
How are your mobile ads working? Share your comments below!
TechCrunch recently announced Google’s plans to offer targeted app install ads on mobile search and YouTube, something recently accomplished by Facebook, Yahoo and Twitter. Businesses that want to promote these app installs across the AdMob network are able to target consumers based on data Google already has on file, like what apps they use, how often they use them and what purchases they’ve made.
If a person regularly uses an app to track their daily exercise, they might see an ad for app to track their diet, according to the TechCrunch example. Marketers can target their audience using analytics and keyword suggestions from Google Play.
Google is also expanding this new app to integrate deep linking with AdWords, allowing businesses to buy advertisements that, when clicked, will redirect users directly inside their already-downloaded and installed mobile apps.
Google’s initial introduction included participation from Allthecooks, AllTrails, Beautylish, Etsy, Expedia, Flixster, Healthtap, IMDb, Moviefone, Newegg, OpenTable, and Trulia.
Earlier this month, Google announced that 24 more apps had integrated this deep linking technology, including Huffington Post, Merriam-Webster, Pinterest, Realtor.com, Tumblr, Urbanspoon, Zappos, Zillow and many other big players.
Prior to this, publishers could promote their ads on Google search, where consumers were pointed to their app store landing page; now marketers can narrowly target these ads, which is great news.
Believe it or not, QR codes were first created about twenty years ago; however, it is only recently that they started being used for business. These codes have become hard to ignore since they are found almost everywhere you look (even on places that don’t make sense, like billboards and websites!).
Despite the fact that more than half of the world’s population uses smartphones and other smart devices, it’s hard to believe that only about 15% of smart device owners use their devices to scan QR codes. What does this mean?
QR codes ARE on the decline – but not for the reasons you may think.
QR codes have great potential, but have not found their place in the marketing world as of yet. Why?
They are being used incorrectly
Like social media, some businesses try to flood the market with QR codes without having a strategy behind their efforts. In order for QR codes to work effectively and for them to be adopted as a mainstream marketing strategy, they need to be used in the right ways. Businesses need to focus on what they want the QR code to link their audience to. It should point to helpful and mobile friendly content.
Users don’t understand the benefits
While QR codes look like simple concepts, most smartphone owners do not know how to use them. It is important for business owners who use QR codes to take the time to create a compelling “why” – what’s in it for the user when they scan your code?
QR codes ARE still relevant, but they are simply not being used as they should.
What do you think? Could QR codes be the next big thing if they are “done right?” Share by commenting below!
Even pre-recorded television has gotten in on the act. Viewers are encouraged to use Twitter to vote for their favorites, or Shazam commercials for supplemental information.
Shazam recognizes music and media playing around you. Tap the Shazam button to instantly tag, and then explore, buy, share and comment. Tagging is unlimited, so use Shazam as much as you want.
Everyone I know today has a device in hand while watching television. In fact for many, their phone or tablet is their first screen; for some others, a mobile device might be the only screen.
Does the idea of cross-screen media plans disappear when trying to reach this demographic? Perhaps not – we just need to adjust the two-screen strategy to cater toward those who are mobile-centric.
Even with a growing portion of the population falling into the mobile-first category, it’s important for brands to still have a way to reach these consumers with large-format video in addition to mobile application.
Large format doesn’t have to mean their home TV screens!
Location-based video – those screens in offices, gyms, gas stations and malls – provide a platform to serve this large-format video to the mobile-first audience.
Imagine how powerful it would be for brands to target their audiences on mobile in combination with location-based video.
According to Mobile Commerce Daily, this mobile-first audience is by definition not sitting at home watching TV. Instead, they are out and about: consumers on the go.
For this audience, you can take the data they generate while mobile and use it to immediately customize the collective experience – not on television, where it is difficult, if not impossible, to make real-time changes of this sort – but rather on location-based video screens reaching those same consumers while on the go.
Do you use location-based strategies when reaching your mobile audience?
According to PRNewswire and the PulteGroup, Millennials continue to show a strong interest in purchasing a home. For renters ages 18-34 with an income of more than $50,000, 65 percent indicated their intention to buy has significantly increased in the past year.
The catch? Most Millennials aren’t moving into their first home on their own. Ideally, 76 percent said they plan to live with a spouse or significant other, and if not coupled they anticipate having a roommate, which could mean a friend, parent, in-law, grandparent or sibling living with them.
Even after witnessing the housing boom and bust, Millennials still view a home as an investment. Their number one reason for buying or the desire to buy is to build equity; the second reason is being tired of apartment living.
What do Millennials Want in a Home?
Today’s buyers want a lot of value in a home and for it to make efficient use of every space. The single most important home feature to a Millennial buyer is the floor plan layout. In fact, an overwhelming 69 percent want an open/layout space in the kitchen and family rooms for entertaining family and friends.
According to PulteGroup’s internal buyer surveys, Millennials found the following aspects in a new home as extremely important/very important:
The Best Way to Reach Them
The Internet is the primary source of information for home shoppers today – more than 90 percent of plugged in Millennials research their home search online. They really do their homework and use several resources to make such an important decision.
PulteGroup uses a variety of ways to reach them, from mobile apps to chat rooms to visiting model homes and designing homes online. They have successfully provided a variety of ways for Millennials to get the information they want, when they want and any way they want.
How do you reach this valuable market? Share by commenting below!
According to Clickz.com, a recent study by Initiative (a media agency) revealed that voucher codes, QR codes, and brand mobile websites drive the most engagement from consumers compared to mobile banner ads.
It clearly shows that activities that can only happen on mobile yield the most engagement in click-throughs, downloads, and interactions.
The more consumers browse on mobile, the more they shop from the device, the research claims.
52 percent of smartphone shopping is done while consumers are relaxing at home, typically in the evening. Conversely, almost half of all research and price comparison happens in-store with QR codes, comparison sites, and coupon/voucher sites increasingly accessed via smartphones.
Digital social behaviors such as instant messaging and social networking are consistently migrating from laptops to smartphones. Users spend 58 percent of their time connecting digitally to other people via their smartphones compared to desktops.
For retailers, the study showed 25 percent of consumers regularly post updates or comments on what they’re buying and 26 percent will regularly take a picture to share with friends.
No wonder this audience is best engaged through conversation than standard banner ads!
Yes… they really do. And they’re on the web a lot more than we realize.
According to eMarketer, the internet has become a way of life for baby boomers and seniors in the US. The poll defined baby boomers as those ages 45 to 65 and seniors as those ages 65 or older and found that boomers spent more time on the web than with any other media channel, including TV. And for seniors, time spent watching TV exceeded time spent online by just 30 minutes.
Boomers and seniors rely heavily on the internet to for news and weather, and 57% of respondents said they headed online to get information related to shopping. A surprising 45% were in search of coupons, daily deals or other discounts.
Smartphone and tablet use among seniors and boomers naturally isn’t quite as high as the younger generation, but those who are on smart devices are also using them for a range of activities. This demographic views a search on a smart device as an early step in the path to purchase.
eMarketer projects that the percentage of US boomers on the mobile web will surpass 50% this year, hitting 28.8 million.
Are you including mobile and web advertising in your marketing plan when you target Boomers and seniors? Share your thoughts by commenting below!