Maximising Your Mobile Targeting Impact
Location is one of the first things that always comes to people’s mind whenever they talk about or conduct mobile search. Mobile devices open up opportunities for brands to target mobile users, who are hard to reach in desktops for instance.
82% of smartphone users use search engines whenever they want to look for a local business, according to a Consumer Barometer Survey conducted in 2015 based on 1,000 adults. Additionally, Google’s internal data conducted from 2014 to 2015, shows that 88% of “near me” searches was done on a smartphone.
Due to this, there are more opportunities for brands to leverage mobile devices to lift store visits, such as setting up geofences around the store locations. Moreover, mobile devices would help to bring up the engagement level of consumers in stores.
According to a study done by Google and Ipsos, 82% of smartphone users utilise their phones to decide what to purchase in stores. Hence, it would be good for brands to keep that in mind and offer in-store promotions and personalised content for mobile shoppers.
There is no 100% guarantee that mobile users will convert. If you do not get their conversions, get something else, such as their attention from the video ads, games, or interactive map. Do not think that other actions other than conversions will detract from the ultimate goal or overall conversion rate.
However, the focus on conversions should still be a priority, where calls to action should be noticeable in the mobile content, video or ad. Do note that some consumers are not ready to purchase or would prefer to purchase via other means, it would be good then to have secondary give-and-take opportunities.
These give-and-take opportunities should give mobile users a chance to learn more about the product and services, and increase the interest of the consumers while giving brands an opportunity to get the consumer’s email address and/or social media likes or shares in return for instance.
Make converting easy
Converting consumers on mobile phone is not easy and often takes a long process. The best way to convert consumers on mobile phone is via an optimised landing page, with short loading time and easy to use call to action. Navigation tools would also have to be placed in areas where accidental clicks would be minimised. Always remember that mobile users have shorter attention span and are less patient.
Additionally, mobile users hate it when the keyboard covers the mobile forms when they are filling it, making it impossible to see what they are typing. Always make it easy for mobile users to load and fill up the mobile form.
Understand the preference of customers
It is important to understand the method of conversion your customers prefer. Look at the analytics and monitor how mobile users use your site. Determine the actions that the users are performing the most, and if the conversion rates are suffering. If it is suffering, is it due to a misalignment between the preferences of customers, or a typical consideration phase?
These are the questions that brands will have to ask themselves to ensure that they are not losing customers. Furthermore, if brands are not able to handle calls when their calls to action are “click to call”, then it would be better to use mobile forms or other alternatives.
Brands have to keep implementing changes to align with the preferences and expectations of customers.
Tracking mobile users
According to a study done by Google and IAB, 40% of mobile users who have done their research on a smartphone will make a purchase through their desktops. This emphasise the importance of tracking consumer engagements in other places, not only mobile.
By providing information such as the store locations, directions and business hours can increase the intent of purchase for consumers. Promotional codes and free gifts also serve as a great way to bridge online and offline sales.
Beacons can also be used to track in-store visits, and will help to drive a huge volume of traffic to stores through push notifications.
As mentioned previously, make conversions easy and convenient for mobile users, and you will be able to capture information that allows you to track the mobile user.
Most importantly, brands have to come up with creative ways and capture leads in the mobile purchase path for future mobile marketing purposes. Aiming for immediate sales after implementing mobile ads is not necessarily the best means of measurement.
Make use of apps
Ads in apps allow brands to connect with mobile users on a deeper level. Always leverage on apps to build brand loyalty and engage existing customers, such as giving away offers and providing useful content. Understanding the value of apps can help to increase customer loyalty and brand value.
YOOSE is a global audience intelligence platform that aims to connect marketers with their most valuable consumer segments. We have been delivering innovative and powerful mobile campaigns for global brands since 2008. Evolving beyond location based solutions, YOOSE understands how a combination of location and audience profiling is changing the way brands interact with their consumers. We combine cutting edge innovative technology with deep expertise, experience and passion to help global brands and advertisers capture the opportunities of this fast-paced, ever-changing world of location based mobile advertising.
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