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5 Ways to Make Your Mobile Marketing Work Harder

mobile-on-subway750With 80% of global Internet users owning a smartphone and 47% owning tablets, we are now well past the tipping point of mobile device usage. In fact, 2014 marked the first time U.S. adults accessed the Internet more through mobile apps than they did through personal computers; over half of their Internet time (on average, 3 hours per day) is now spent using smartphones and tablets.

This presents a tremendous opportunity for brands to connect with consumers, but it is important to take the context of mobile device usage into account to ensure your mobile strategy succeeds. Smartphones in particular are incredibly personal devices—they enjoy space in our pockets and on our night stands, keeping us connected to friends and family via email, social networking, video and voice calls. They also provide high utility, allowing us to accomplish tasks and find information instantly, from any location at any time of day. It is critical to keep these usage habits and expectations in mind when developing your mobile strategy. Here are five ways to make your mobile marketing work harder.

1. Take advantage of mobile’s precise targeting ability. Digital media has given us sophisticated targeting options for years (demographic, behavioral, contextual), but mobile targeting ups the ante with its geographic precision. Serving ads and delivering experiences that are location-aware can really “wow” a consumer, and make things more convenient for them. We have had success using a technique called geo-fencing to serve mobile ads to people in the vicinity of our clients’ retail locations, providing messaging and offers that drive foot traffic. Similarly, we have used location services to dynamically generate mobile ads featuring territory-specific sales reps, complete with a head shot and a convenient click-to-call button.

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CW February issue

WHEN BRANDS TAKE A STAND ON POLITICAL ISSUES

In a recent Weber Shandwick study, 63 percent of executives who reported working in companies with world-class reputations said companies should take a public stance on social or political issues. But what should companies and leaders consider before speaking out, and what are the potential pitfalls?

  • When Brands, and Leaders, Get Political
  • Be Credible, Be Consistent: Advice for CEOs on advocating for causes
  • Your Brand, Your Stand: 5 steps to prepare for societal crises
  • CW Observer Blog

    Business communication insights, innovations and perspectives

    Advocating for a free press: #CommChat recap

    Advocating for a free press: #CommChat recap

    23 January 2019 By Khyla Flores

    Best practices for building a strong brand: #CommChat recap

    Best practices for building a strong brand: #CommChat recap

    11 December 2018 By Khyla Flores

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