By now, most businesses, particularly big-box retailers, understand that taking advantage of mobile marketing is a must. But for Main Street merchants (whose budgets and resources are considerably more limited than their larger counterparts), the thought of making a mobile move in advertising can be overwhelming.
Research shows that mobile sales accounted for nearly 40 percent of online traffic on Black Friday and one-third of Cyber Monday traffic during the 2013 holiday shopping season. So, retailers or marketers who are not building awareness in this arena are missing out on a significant opportunity. Moreover, based on new data from my company’s community of users, we’ve found that smaller, local businesses are the ones seeing some of the highest returns on investment from their mobile marketing programs. For that reason, no retailer/marketer should miss out on the vast potential of engaging with new and repeat customers where they live and breath – on their mobile device.
- Use Mobile as a Multiplier: If you’re investing in mobile advertising, make sure to create a surround sound effect by ramping up your social media efforts and using it to support your ad campaign. This can increase awareness and engagement to help you increase the ROI and potential of all marketing vehicles.
- Timing is Everything: Everyone wants their ad to be relevant – and nothing does that more than capitalizing on seasonal trends. The holidays are a great place to start, but remember the other events that correlate to your business – for example, school graduations, New Year’s resolutions, weather changes, etc. can also produce solid results.
- Understand Success: While the click-through rate (CTR) is a standard measurement tool for mobile ads, it shouldn’t be what you’re focusing on. The secondary action rate is what really tells you about the effectiveness of your campaign. Secondary action is when the consumer has taken an extra step to engage with your business—from clicking to call, selecting for directions or simply visiting the website, it’s the rate at which a user is requesting more information. An effective mobile ad campaign should return a 5 percent secondary action rate.
Greg Garrick is VP of Mobile Marketing at UpSnap, provider of highly targeted, data-driven mobile advertising.