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Is your competition stealing your customers because they know a few more things about localized mobile advertising than perhaps you do?
It’s entirely possible.
Mobile Marketer reports that Facebook’s mobile advertising during the 2nd quarter of 2014 represented 62% of advertising revenue, an increase from 59% during the 1st quarter and a 41% year over year increase. Further reports indicate that of the 1.32 billion people using Facebook monthly, nearly one-third (approximately 400 million) only log into the site using their mobile devices.
Why Should You Care about Local Search Traffic
People are no longer relying on their desktop computers or even laptops to surf the web. Smartphones and tablets for the most part have replaced these bulkier devices, and provide a mobile platform for users to surf the web while they go about their daily activities. Whether working or playing, majority of consumers are frequently on the go and connected to their tablets and smartphones. While e-commerce has certainly grown by leaps and bounds, the U.S. census reports that 75% of consumer spending still takes place within 15 miles of the average American’s home. The difference today is that consumers are using their mobile devices while they are out and about to do everything from searching for retail establishments to looking for coupon and discount offers.
An increasing number of retailers are now capitalizing on this emerging trend by specifically optimizing ads for consumers who are on the go and physically near the advertiser’s retail establishment. According to a study published on Media Post, 62 percent of consumers expect a mobile-friendly website. By providing a mobile friendly option, retailers are able to take advantage of the opportunity to guide consumers toward making a purchase at their places of business.
The latest mobile technological advances combined with increased use of mobile devices have created a strong need for local mobile marketing incorporating localized mobile advertising.
What exactly is local mobile marketing? Similar to traditional online marketing, localized mobile marketing promotes the services and products of companies. By taking advantage of this form of technology, companies are able to effectively establish a strong mobile presence and encourage more customers to purchase their products and services through mobile advertising.
Localized mobile marketing and advertising is not just for brick and mortar retailers and businesses. Any product or service with the potential for a local purchase can leverage localized mobile marketing to drive more sales. While retailers should utilize online campaigns, it is equally important to provide more contextually relevant, localized ads and offers to engage consumers in real time wherever they are. According to a recent report from BIA/Kelsey, local mobile marketing spending in the United States will reach $15.74 billion in 2018, an increase from $2.87 billion in 2013.
How You Can Take Advantage of Localized Mobile Marketing & Advertising
If you are not already taking advantage of localized mobile marketing strategies, below are tips to help you to drive more traffic to your business via targeted mobile advertising.
1. Send Location-Based Offers via Push Notifications
Geo-targeted push notifications are excellent for retailers to target users according to location. With this strategy, you can target prospective customers within a radius of a few hundred feet. Besides location driven targeting, you can also target users according to the goods and services you provide, whether you operate a retail outlet, restaurant, bar, auto repair shop etc. For example, if you operate a restaurant, you could send out a coupon to entice users in the neighborhood to drop in for a lunch special.
Studies show that the “search for coupon” is the top mobile activity at 35.86%, compared to only 12.05% for “buy item online.”
2. Prompt Users to Redeem Coupons by Checking In
When you offer coupons to your customers, consider asking them to check in using Facebook or Foursquare. This strategy benefits your business as the more customers who check in, the more sales you will generate thanks to the exposure gained through your customer’s social networks. In addition to asking customers to check in to redeem coupons, you might also offer a rewards program for loyal customers who check in and spread your business via social media. Great ideas for rewards include discounts, free items, or entries in giveaways. The key is to ensure that the reward is relevant and valuable to your customers.
3. Review your Mobile Analytics
Along with ensuring that you provide relevant offers and opportunities to entice customers in the local vicinity of your establishment, it is also important to frequently review your mobile app analytics. The more you understand how your customers interact with your mobile app, the better for your bottom line. Take time to carefully analyze the habits of your users, so that you can tailor your localized mobile marketing strategies and advertising to the interests of your target customers. For instance, if you notice that a large number of your customers are taking advantage of your mobile coupons, you may decide to focus more attention on that feature.
As mobile usage continues to expand, the importance of localized mobile advertising will also continue to grow. The sooner you take advantage of localized mobile marketing and advertising, the faster you can move ahead of your competition.
The post Localized Mobile Advertising: What Your Competition Knows that You Don’t appeared first on Launch & Hustle.