How to surf along on the mobile wave
MOBILE MARKETING The rapid boom in smartphones and tablets is a major challenge for marketing departments: what measures and campaigns can be used to reach consumers in the mobile world? What are the dos and don'ts? Mobile marketing experts outline the current trends.Namics AG."The opportunities to reach consumers advertising on mobile devices are many. Take Facebook Mobile Ads: they offer targeting options, such as region, language, friend of friends, as well as interest-based segmentation options. For one of our insurance and finance clients, we have seen significant measurable success with the placement of these Facebook ads. Google also covers the mobile segment with the .While in the beginning mainly small or static formats were used, today advertisers have great, interactive formats at their disposal. I'm thinking here of the advertising format, which can be rotated in any direction with the finger. Or also , the further development of the classic interstitial.Mobile advertising is successful if the strategy is right, the concept and the presentation fit the channel, and the targeting is continuously reviewed and optimized. The key figures for evaluating the current campaign are the same as in the desktop environment. In-app advertising, especially in sports/fitness apps or games, is perceived by app users as annoying. Since reputation problems can arise on the customer side if this form of advertising is overstimulated, we strongly advise against it in most cases.The measures need to be orchestrated: Move away from silo thinking. The mobile channel belongs in the holistic view of the online marketing mix. And anyone who promotes their products on mobile also needs an appealing website and a good online store, sufficient sales-promoting information, and a checkout process that properly converts the traffic purchased - otherwise all the activities will fizzle out into nothing."Vision Online Agency, specializing in online marketing."Mobile marketing refers to any business communication measure that is displayed or executed on a mobile device. This includes not only digital content such as games, songs, and videos, but also news and product information, transactions such as shopping, and the execution of payments. The goal of mobile marketing is to attract attention and ideally generate sales. We at Weitblick Online Agentur therefore advise companies to consider how they can integrate mobile marketing into their existing business field. We distinguish between three possibilities: Support for the existing offer with a focus on communication. Secondly, supplementing the existing offering: with the development of new sales channels. And thirdly, focusing on new business areas, for example with app-based business models.I see great potential in location-based marketing.Apps like Foursquare, which use geotracking to inform customers about offers in their vicinity, offer completely new marketing opportunities. Not only can customers be informed about promotions in their vicinity, but they can also access information about opening hours, happy hours and other offers centrally via an app.Mobile marketing offers viral effects, enables interactivity, increases innovation, ensures ubiquity, and serves to address customers directly. At the same time, however, I also see disadvantages such as the lack of acceptance among customers.In the future, mobile marketing is likely to be used increasingly in after-sales, in addition to customer acquisition. Indispensable in mobile marketing is to optimize the website for mobile use, regardless of whether a company is interested in mobile marketing or not."Moca. The agency specializes in mobile consulting and applications."The classic forms of advertising on mobile are, on the one hand, the display of advertising banners in ads or on mobile websites and, on the other hand, Google Adwords. In addition, addressing consumers via email - optimized for mobile - plays an important role. A company's own app can also be seen as branding advertising. QR codes are often used for the print/mobile media break. A possibility that has practically been forgotten is addressing consumers via SMS.Native advertising has been the buzzword in the banner sector for some time now. This means that an advertisement is not displayed as an overlay or pop-up, but is embedded in an article. In addition, more and more video ads are being placed, some of which achieve significantly higher click rates.In general, aggressive forms of advertising that are perceived as annoying by the user should be discouraged. Therefore, full-screen advertising banners should at least have a close button. In addition, care should be taken to ensure that the frequency of appearance is not too high.When considering a mobile campaign, it is of great importance that the content linked to - usually a campaign landing page or company homepage - is also mobile optimized.In the future, advertising media will be more adapted to the context - such as the place or time. For example, an ad for a ski resort might be placed on the Friday before a weekend when the weather forecast predicts good conditions. Or the other way around, a discounted offer could be advertised when the weather is bad. Another development is interactive advertising based on HTML5. Here, the viewer can fill out a form or play a simple game directly in the advertising material."Hadorn AG. The marketing, mobile and web agency has a strong technological arm and is focused on digital channels."Advertising in apps, with banners, text links or push messages have high click and response rates. For mobile devices, Google Adwords as well as email marketing are a successful form. SMS marketing and QR codes on websites are also worth considering. And mobile couponing and gamification have recently attracted increasing attention. Mobile games are attracting a great deal of attention from users. Here, there is the possibility that the brand will profit additionally through viral spreading.However, spam and overly intrusive, indiscriminate, and frequent advertising should be avoided. Advertising on apps or mobile websites that appears repeatedly and is difficult to close can have a counterproductive effect. Too little targeted and personalized mobile advertising also has a disruptive effect; relevant content must be conveyed.Indispensable in mobile marketing is precise knowledge of the communication behavior of the individual target groups. Here it is important to analyze continuously so that the advertising is effective and does not interfere.Mobile apps and mobile marketing must offer the user clear added value in order to be successful. And every business-relevant website must be optimized for mobile devices. At the same time, the design of apps and websites must be adapted to mboile usage behavior.I see the next digital revolution in personalized, location- and time-based mobile marketing with the help of Bluetooth beacons. These mini-transmitters bring enormous marketing opportunities, as well as many new applications in areas such as customer guidance and information, as well as mobile showrooming and mobile payment. Beacons create new connections between the real and digital worlds."Poinz. The startup connects local businesses with their clientele via Poinz app."Consumers can best be reached with advertising media such as banners that are integrated into mobile websites or apps and are based on a passive approach. However, all too often the classic advertising concept has been translated from the desktop PC to the mobile world - real and innovative have been missing. The situation is different if a business has been able to establish a connection to its customers via a specific app - then it is possible to actively send push notifications to the customers.We are observing great interest in location-based marketing and increasingly also in the microcosm, i.e. in relation to the location in a store. Here, based on the introduction and standardization of Apple's BLE technology - iBeacon - a rapid development is observed. However, people are still cautious in this area, as the acceptance of customers with regard to the dosage of the notifications must be experienced.SMS advertising should be avoided. Not only does it have a grandmotherly image, it also disturbs consumers' privacy immensely, since the phone number is often perceived as very private. The smartphone has become increasingly important in everyday life: Constantly online, always and everywhere, information channel and social hub, nothing goes without it anymore. This is why users maintain an almost intimate relationship with their devices and why advertisers are advised to treat this medium with appropriate caution.We recommend our partner stores that have a direct communication channel to their customers via Poinz App to use this service very consciously. With dosage: The sending of push messages should be within reasonable limits. With relevance: When sending, select recipient group if possible. The higher the relevance for the recipient, the less he feels disturbed."
