It’s no surprise that when we are talking about mobile advertising and applications, we’re talking about iOS and Android. So when it comes to optimization, these are the two focal points.
So why is mobile so important? This should give you a pretty good idea, “For 2014, Gartner estimates mobile ad spending will hit $18 billion, a 37% jump over the estimated $13.1 billion spent on the category in 2013.” The growth and potential are what make it so important; because mobile advertising is a relatively new concept it’s remained largely untapped in comparison to the over saturated TV and print ads. It’s important to note that mobile advertising is less expensive than other, more traditional, platforms- thus, the cost per conversion is substantially less.
An ever-common argument from those that doubt mobile is a powerful tool believe that, people just don’t fill out forms or make purchases from their mobile device, so conversion rates are lower. That argument does have some merit, but it also implies an inherently lazy and frankly, uncreative advertiser. The key to mobile success is to find ways to make it work for potential customers- not to say it’s easy, but it is important. After all, we are spending a good majority of our time with our smartphones.
There are some myths about mobile, SEER Interactive has debunked them, and I’ve condensed them into short, sweet blurbs:
*Geo-targeting on a mobile device is EXTREMELY reliable
*To account for the ever-common smartphone misspellings, make keywords shorter
*Putting a mobile budget together is easier than you think
According to Google, “67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy a site’s product or service.” We all know the frustration when encountering a site that isn’t designed for mobile use. The constant zoom-in, zoom-out tactics just aren’t cutting it.
I think a great example of mobile proving itself worth the investment, is in Zazzle. Now mind you, this occurred in 2012, and in the digital world that’s ancient, but it’s a very successful story all the same. Zazzle is an online retailer that lets you customize just about anything you can think of. Here are their stats upon implementation of their mobile website:
*Traffic from mobile grew by more than 100%
*Conversions rose by 35%
*Revenue from mobile ads increased by 296%
Are we neglecting apps? We wouldn’t dare. Apps are a great way to create a personalized experience for those who are interested in what you have to offer. It’s important to remember what people are using mobile for when investing in app development.
Apps are killer for the service industry based off the statistics above from Performics and ROI Research. Apps can do things like build customer loyalty, engage in a seamless experience, and increase participation.
By now, we’re all starting to understand the importance of mobile ads and apps, but It’s critical to also understand how to avoid making some common mistakes. KissMetrics has a fantastic blog about five mistakes that are easy to make:
*Mobile is not a mini-desktop, so don’t treat it like one. Reduce the clutter and focus on the main aspects of the site that customers will want to access with their mobile device. Here’s an example from domino’s pizza-
*Don’t build an app without a plan to market it.
*App expectations are extremely high, it won’t work to build a mobile site and try to pass it off as an app.
*Apps have a huge retention problem (90% of customers are gone within six months)- continued value to the customer is IMPORTANT!
*Don’t ignore your customer base, engagement and communication are vital.
Mobile can yield impressive return. If you understand its importance and avoid some of the “common mistakes,” you’re already on the right track. Goodluck!