Native Mobile Advertising
Mobile advertising is outbound marketing on the go. It dares to enter a game where mobile devices and content driven inbound marketing are the dominant players. Its daring attempt is well worth it. Companies need to see the benefits of it. One glaringly being that there is more mobile devices than human beings in the U.S.
Effective mobile advertising borrows characteristics from both outbound and inbound marketing. Being a call-to-action platform, a link for customers to go deeper within the product are ways mobile advertising is outbound. It is pushing customers to engage. With the limited working space of mobile devices, like phones and tablets screen sizes, mobile advertising needs to have effective content. Having this sort of inbound marketing feel, mobile advertising is not seen as the annoying and in-your-face advertisements we all know of.
A great way of accomplishing this is native mobile advertising. Being able to segment and position mobile ads that fit and flow within the actual page’s content is the end game. Mobile devices are depended upon to deliver convenient, quick, easy, and personalized content to users. Native mobile advertising does just that for the advertising world. We can see examples of tech companies like Airpush and Hubbl joining forces to create a new native advertising for mobile. The two company’s ad software development kit is “a content-based approach to advertising, where instead of interrupting the mobile app experience with banner ads or interstitials, ads feel more like part of the app itself, and are something users might actually want to clickthrough on and engage with.” This goes for both advertising whether on a mobile app or mobilized website. The graphic below, from hubbl’s website, displays the mix that mobile advertising needs to be effective on your mobile platform whether it may be apps or mobile webpages. Also on hubbl’s website, they declare that with their product you will “get industry leading monetization while earning good karma.” Mobile advertising leading to good karma? Advertising historically receives negative reactions, but as hubbl’s suggests, mobile advertising now can engage, earn, and retain customers.
Not So Small After All
We know there is a gap between the number of mobile users and the amount of mobile marketing budgets. According to Mashable mobile ad spending is on the rise. Mobile advertising will be an estimated $41.9 billion in 2017. As far as next year, 2014, they estimate mobile ad spending will jump up 37% from 2013’s numbers. A reason for mobile advertising increase could be due to small-to-mid size business now playing the game. Resources like Airpush and hubbl, are creating a new mobile marketing world that is expanding for everyone. In Mobile Marketer’s Classic Guide to Mobile Advertising, Carine Zeier’s article discusses the possible problems/solutions for small-to-mid size businesses in mobile advertising. I think Zeier’s article can be expanded to include all businesses. With her proposed ideas, businesses can effectively use mobile advertising to create the engaging, quick, and personalized content that mobile users want. Zeier’s 5 ideas are the following:
1. What do you want to go mobile with?:
This is the planning stage. Don’t just start mobilizing and optimizing everything without a plan. Do start with an idea to fully optimize your platform so it is an enjoyable mobile experience.
2. Look at it from the consumer’s point-of-view:
Going mobile with advertising needs to be centered around the customer. Mobile devices are personal and the ads need to not compete with that.
3. Segment, segment, segment:
The idea of always learning and using tools and services that allow you to segment the market and get your ads to the correct audience.
4. Use DIY tools to save cost and increase agility:
The information is out there you just have to find it and use it. Do-it-yourself and everyone wins.
5. Build your own customer loyalty club:
The idea of customer data as an asset. Track everything. Analyze the data. Reward your customers.
The mobile advertising world is open to all sizes of businesses not just big brands.
Mistakes Are Common
The KISSmetrics blog points out the power in mobile marketing/advertising. However, they are also quick to point out the big mistakes that are common in mobile app marketing. These mistakes can be true for the entire mobile marketing experience whether in apps or mobilized webpages. They provide a problem/solution for five mistakes in app marketing. Much like Zeier’s article, the mistakes are due to a lack of planning and treating the app as a desktop experience. To solve and limit these mistakes, pay attention to design, build a customer-friendly app. Much like mobile ads should be engaging and personalized. The other mistakes are due to communication with the customer base. As displayed in the KISSmetrics blog, the number one problem for mobile apps is retention. 90% of the people downloading the app are gone within 6 months. The solution once again is building a user-friendly and personalized app design. The app should be designed for reoccurring usage. There needs to be constant communication with the customers using the app. Feedback, a rating system, and reviews are some of the ways to get this traceable communication with your customer base. Once again this is like mobile advertising and the attempt for mobile ads to be less noisy and more fitting within the actual page’s content.
The mobile experience, whether app marketing and/or mobile ads, is centered around engaging, quick and personalized content. It is a category that is still growing and expanding, but needs to be utilized by more business of all shapes and sizes. Studying and learning the do’s and don’ts of mobile marketing will help close the gap between the number of businesses using mobile advertisements and the amount of mobile devices being used 24/7. Mobile devices can make marketing convenient and available everywhere. Mobile devices are always on.