Using coupons to increase sales and strengthen the relationship with customer is one of most popular advertising methods for marketers; however, the medium that people using has been changing to mobile gradually. Mobile advertising can be very effective for company to reach customers and choosing the right tactic can dramatically increase the performance of a campaign and achieve goals.
People generally feel positive about Mobile Coupons
Many people are willing to receive coupons from their mobile device. According to 2016 Mobile Consumer Report form Vibes, more than 80 percent of people consider digital coupons are more convenient than paper coupons such as printed from web or got from newspapers and circulars. In addition, certain loyalty programs could be more successful if the company allows the customer to save and access information from their mobile device because it is more convenient and useful for the customers. More then half of US marketers believe mobile coupons are the best way for “attributing in-store purchases to mobile ads” based on the finding by Marchex and Digiday.
Beacons can improve the in-store shopping experience
Many people are talking about beacons and some retailers start using it to create a better in-store shopping experience for customers. “Beacons are devices that communicate with a shopper’s smartphone in the hopes of improving the in-store shopping experience.” These Bluetooth-enabled devices are placed in stores and send ads, coupons or product information to the detected smartphone users. It can encourage the shoppers for specific products and reward loyal customers from the time they walk into the store. However, advertisers should consider carefully about what information they deliver to their customers. It could be annoying if receiving messages that are totally not interested in.
One major challenge for advertisers to use beacons is getting customers to download the store’s app and open it with Bluetooth signal on when they are in the store. In order to achieve it, some other mobile advertising methods will need to be cooperated and implemented in advance.
Video advertising on mobile is growing rapidly as it has the essential elements of sight, sound and motion which encourages the audiences engage in the advertisement. Most of the people preferred watching video rather than spending time to read and study about a product; therefore, it would be a good idea to include mobile video in the marketing campaign.
Maximizing the video completion rate
People from different countries have different attention spans on watching mobile video. For example, people in the US are generally willing to spend approximately 20 seconds to view the mobile video, whereas, people in Canada are willing to spend around 15 seconds. Therefore, the marketers should deliver their message within these times in order to achieve higher completion rate. It is very important to do some researches on the specific country or region that you would like to target for achieving a better result.
The difference between Apple and Android users
Apple and Android users are different type of audiences and understanding the differentiation may able to improve the performance of the marketing campaign. For smart phones, Android devices receive more completion rates compare to Apple advices in the US and the UK. For tables, Android devices also perform better compare with Apple devices in most of the cases; however, more impressions are placed in Apple devices in many countries.
The video trends in mobile
Choosing the suitable strategy for the video advertising can optimize the performance and achieve the goals. One of the popular trends of video ad is reward-based video which some people call incentivized video. The users can get reward or benefit if they watch a video, such as receiving some credits or points for the game. The users are willing to exchange their time for the things that they value. Another common used video format is vertical video and it is comparably natural for smartphones. It only uses a small portion of the users’ vertical screen and requires them to turn the phone into landscape mode in order to access a full-screen mode. Mobile video will continue to grow and advertisers will keep spending more and more money in this medium. It is a time to take more attention in mobile video advertising.
Using mobile advertising is a good way to interact with target audiences. However, which mobile medium can achieve better result and ROI? Some marketers would say in-app advertising, but some others may have different opinion. Let’s compare the performance of mobile app and mobile web.
The advantage of in-app advertising
Many marketers said using in-app advertising can easier to achieve their goals, such as able to measure lifetime value of users post-install and manage the acquisition costs. In addition, many of them believed it is worth more to spend on in-app advertising rather than in-web advertising. Kleiner Perkins Caufield Byers’ report indicated that nearly 90% of time people spend on media through mobile app, whereas the rest happens via mobile web. Besides, it is more effective to identify the sources of traffic volume by in-app advertising. It also allows the audience to click straight through to do installation. Mobile app is becoming one of the most important mediums in digital media.
The advantage of in-web advertising
A lot of articles explained how mobile app advertising is more effective than mobile web. However, some studies showed completely different results. The research conducted by Morgan Stanley claimed that mobile web audiences are two times more than app audiences. The research also mentioned most of the mobile traffic come from mobile web browsers compared to mobile app according to many publishers. One important reason is the mobile users are quite selective when they download apps. As mentioned in the previous paragraph, people are spending a lots more time using mobile app then mobile web; however, it may not explain the whole picture. Many mobile users spend so much time on apps that they would use daily, which possibly lend the report favor in apps.
It is continuously debating the effectiveness of mobile app vs. mobile web, and each side has its strong argumentation. It is difficult to say which one is better than other because it depends on the different situations and circumstances. IAB’s study pointed that mobile users value both in-web and in-app almost are the same; therefore, including both mediums in a media plan would be a good choice.
Using mobile devices as vehicles for content, communication and collection is growing rapidly. As mobile becomes a significant part of advertising budgets, we have to use it wisely and effectively.
Video on mobile with location targeting is growing
Video advertising on mobile is continuing to grow. More advertisers start to use videos inside apps with location and geo-targeting to reach consumers on their mobile. Targeting can be more effective by using mobile. Moreover, mobile video is considered one of the best ways to let customers exploring products and services according to the research conducted by Animoto, online video creation application provider. The finding showed that people preferred video rather than spending time to read and study about a product.
Mobile couponing comes of age
Providing coupons to customers is a good way to increase sales and marketing. Nearly half of the consumers are willing to receive relevant coupons on their mobile device according to HubSpot. Combining with the use of location targeting and automation platform can help the advertisers to deliver the relevant coupons to the related customers, which able to actually link a mobile ad to an in-store purchase. Moreover, many customers will redeem the coupons if it is relevant and attractive to them.