Intro to Mobile Marketing

So lets look at mobile marketing. First I am going to read from a white paper that comScore wrote; U.S. Digital Future in Focus 2014. Digital marketing has expanded from just a desktop to mobile platforms. Because smart phone use has become so big, there are now multiple platforms being used by the same people. Meaning people are using both desktop and digital devices. The average consumer is reachable across a variety of platforms so there are so many more ways to reach your target and have a greater effectiveness to more specific people. Having multiple media platforms makes it so much easier to reach more and more customers because they are untethered devices making Americans able to spend an increasingly amount of more time online. It may not seem like a surprise that there are a lot of multi-media platform users but there were a lot of people that didn’t see the rise in mobile platform use.
So if you liked a little summary from me about comScore’s white paper then you should check out the website from Millard Brown. It’s a sweet Interactive white paper that shows how smartphones and tablets are changing the media landscape, explores how and why people use different screens, and understand consumer screen use and receptivity to ads to identify the best multiscreen opportunities.

Check out this other white paper from comScore called The U.S. Mobile App Report.

  1. The Mobile Landscape
  2. Mobile growth has increased by 52% but just because mobile usage has grown so much does not mean that computer usage has suffered, there is still an increase of 1 percent.

  3. App User Habits
  4. The average smartphone user within this segment downloads three apps per month, meaning that the average among the entire smartphone population comes out to slightly more than one. Americans have a difficult time living without their mobile devices, as evidenced by the vast majority of consumers using apps on their smartphones and tablets nearly every day. And 42% of all app time spent on smartphones occurs on the individual’s single most used app.

  5. App Usage by Platform
  6. iPhone users engage with their smartphone apps for nine more hours in a given month than Android users. What’s interesting is iOS users skew younger than their Android counterparts across the smartphone and tablet segments.

  7. App Category Usage
  8. A majority of mobile app engagement comes from only a select few categories, with Social Networking, Games and Radio contributing nearly half of the total time spent on mobile apps. iPhone users spend a greater share of their app time consuming media with General News, Radio, Photos, Social Networking, etc. and Android users spend a greater share of their time in the Search and Email categories. Consumers user different types of media platforms based on the type of content they are seeking. Radio, Maps, and Instant Messenger have a higher reach on mobile and Search and News reaches higher on desktop.

  9. Top Apps
  10. The top apps are dominated by the largest digital media brands out there. These are Facebook, Google, Apple, Yahoo, Amazon, and eBay. Facebook, being number one, have the biggest audience size and time spent. The younger the age segment the higher the concentration of Social Networking and Entertainment and the negative effect on Mail and Maps to old people.
    There are so many white papers written on this subject. If you are still interested after reading those last three, check out Rand Fishkin’s quick white paper about “stats on mobile app marketing and usage from Google”.

If you want to see an example of good mobile marketing, Starbucks has managed to get you addicted to its coffee – and its app. This article from the Washington Post explains how the app has changed the way customers by coffee by being able to make mobile payments on their smartphones. Starbucks has done this better than other retail stores because people are still not willing to purchase items over an app and Starbucks has made it easier to be accustomed with them on a mobile device.

Moz has an article The SEO’s Guide to Building a Great Mobile Site that shows why investing in mobile marketing and having mobile sites is worth while. Investing in mobile is good for ecommerce, offline companies, and informational sites. There is so many things to talk about through this Moz blog on their content and technology.

I hope reading through my blog and those white papers helped to solidify your thoughts on mobile marketing.
Thanks for reading,

Intro to Mobile Marketing

Google AdWords exploration

Google AdWords is an online advertising service that allows users to display their web pages based on keywords and links to content. AdWords offers pay-per-click on advertising for text, banner, media ads, and etc. Some benefits of Google AdWords are:
1. Target your ads –
This gives you the ability to show your ads to reach people with specific interests. AdWords offers different ways to target your online ads and those are:
-Keywords: Words or phrases relevant to your products and service. This is used for showing ads when searching with those terms and relevant websites.
-Ad location: Show your ads in multiple locations such as search engines, commercials sites, or personal sites.
-Age, location, and language: Choose how you want to show your ads with the age, geographic location, and language of your customers.
-Days, times, and frequency: Show your ads during certain hours or days of the week, and just being able to determine when your ads appear.
-Devices: Ads can appear on all types of devices and you can also determine which devices you want your ads to appear on.
2. Control your costs –
AdWords can give you control over how you can spend your money for instance you can choose how much you spend per month, per day, and per ad.
3. Measure your success –
You can measure you success by the number of clicks in your ad and by what they did on the site like purchasing a product, downloading the app, or phoned in an order that you can track. By measuring these ads you will quickly see where to invest in your campaign Analytics can help you learn many things about your customers.
4. Manage your campaigns –
You can manage multiple accounts and this helps to save time and quickly make changes to your account.

So where can you advertise?
Your ads can show up on either Google search network or the Google display network. The search network works with Google search and other Google sites like map and shopping and other non-Google search partner websites. This can help the advertisers do the following:
-Show their text ads next to Google search results
-Reach customers actively searching for their specific product or service.
The display network includes a collection of Google websites, partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page. This can help the advertisers to do the following:
-Use appealing ad formats to reach a wide range of customers with broad interests
-Build brand awareness and customer loyalty
-Increase engagement with customers
-Choose more specifically where their ads can appear, and to what type of audience.

Also think about the different types of ads that can appear on Search Network sites:
-Text ads: those are the simplest and most common kind of search ad, text ads are made up of a headline, a display URL that shows the address of your website, and a description.
-Ads with extensions: Ad extensions are visual enhancements to search ads that more prominently display information about your business (phone number, location and links to relevant content).

Once you know where you are placing your ads you need a bidding strategy. Some options that you can choose are Cost-per-click, Cost-per-thousand impressions, and Cost-per-acquisition.
When you are setting up a campaign you need to know what type of campaign you are going to use such as a search network only, display network only, and a search network with display select. The campaign should also be structured into separate groups and themes for what you are advertising. Below is an example of what your campaign structure could look like.
Whichever campaign you choose, you need to have a keyword planner to develop a campaign and the benefit of a keyword planner is to research keywords because you can get keywords that are relevant to your product or service and to get historical statistics and traffic estimates because this will help you decide which keywords to use in your campaign and set bids for budgeting your campaign. You can also use a display planner when developing a new campaign to think about basic details like customer interests. The benefits of this are research targeting methods that help you get ideas for keywords, placements, etc. and to get impression estimates and historical costs to see how your ideas are formed based on past results and get historical costs to help guide your bid.
Now once we have found what type of campaign we are using and have gotten it set up to what is being seen, you can measure your results. Some tools to measure your performance are using conversion tracking, Google analytics, and campaign experiments. What you need to measure is clicks and click-through rate, keywords, and search terms. It is also good to know conversions, sales, page views, leads and more.
When you measure these results, look for the changes that you need to adjust based on your conversions and etc. Another thing you need to look at is continuing to increase your brand awareness through targeting options, ad formats and bidding strategies.
Now that I’ve read this I think I am ready to study a little more and than take the test!
Thanks for reading,

Google AdWords exploration