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Go Mobile or Fall Behind. Gary Richmond – VP, Sales & Account Management. grichmond@marquettegroup.com. Agenda. Mobile Trends Types of Mobile Advertising Driving Local Mobile Results Expectations of Performance Q & A. Driving Sales Leads vs. Fund Raising.
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Gary Richmond – VP, Sales & Account Management grichmond@marquettegroup.com
Agenda • Mobile Trends • Types of Mobile Advertising • Driving Local Mobile Results • Expectations of Performance • Q & A
Driving Sales Leads vs. Fund Raising • Much of the materials I will talk about today is slanted towards business driving local sales leads, however… • This same approach, executed with a skilled ad agency, can be successfully utilized for fund raising including: • Proper media selection • Skilled targeting • Demographic • Geographic • Behavioral patterns • Gaining visibility and mind share for your charity • Tracking results and determining effective investments of your marketing dollars
The Mobile Marketplace • Last year, the U.S. become a multi-platform majority. The majority of digital consumers used both desktop and mobile devices every month • Around the same time, mobile surpassed desktop in terms of digital media engagement • Just this year another milestone was reached, where now the majority of all digital media time spent occurs on mobile apps • Despite this app engagement, they have not attracted the advertising dollars its audience warrants comScore – The U.S. Mobile App Report - 2014
Why Mobile? • The average adult looks at their phone 41.5 times per day • This jumps to 109 times for young adults • Research shows it takes a person 26 hours to report a missing wallet, but it takes just 68 minutes to report a missing phone Pew Internet & American Life Project, 2013
Mobile and Local: Where are We Now? • More and more leads are coming from mobile • Up to 50% of mobile search is local compared to 20% on desktop May 2014 (70% smartphone penetration)
Mobile Search Drives Valuable Outcomes 73% of mobile searches trigger additional action and conversions
Top Activities for Mobile Shoppers • 70% of mobile searches result in a CALL to the business Source: xAd Inc. 2013
Mobile is Key in Consumer Decision Journey for Local Key to fundraising Bing
Types of Mobile Advertising – Mobile Marketing Association • Mobile Web Banners • Text Messaging • SMS – Short Messaging Services • MMS – Multimedia Messaging (not yet fully supported) • Text with a link that resides on your phone • Mobile Video & TV Ad Breaks • Mobile App • Banner • Interstitial Ad • Rich Media Mobile Ad
Mobile Search and Display Advertising Search Display • Priority placement across a premium network • Search advertising • Pay-per-call OR pay-per-click campaign • Display advertising • Pay-per-click campaign only • A blended campaign of both Search and Display • Pay-per-click or CMP (pay per thousand impressions) campaign • Standard and Advanced Targeting Capabilities • Target Keywords • Device • Time of Day • Location • Publishers • Proprietary Ad Scoring
How Location is Determined Less Precise Mobile IP Address Cellular Towers WiFi User Reported Data GPS More Precise
Mobile Display Advertising • Ability to dynamically render creative based on the consumers actual location • Eliminates the need to develop custom creative for each business location • Allows the most relevant location to be displayed • HTML5 banner creative allows immediate engagement with the ad via click-to-call or click to a mobile optimized landing page • Distance from the business appears within the ad • Patented ad serving technology • Identify hot spots of activity for specific searches at the specific location(s), time of day, days of week etc. when activity is at its highest
Local Mobile Landing Pages Offer / Call-to-Action Prominent logo image *Ability to change image for a nominal fee Business address and link to main website Click-to-call Integration of user reviews Click-to additional details such as company description and detailed review data Map & driving directions
Measuring Success • Identify key performance indicators (KPIs) prior to campaign launch • Typically measuring secondary actions • Calls • Landing page visits • Volume of donors generated by ad • Visits • Map and directions downloads • Measure and optimize to meet KPIs throughout the campaign • Learn from your efforts • Study and understand the analytics
Top Secondary Actions of Locally Targeted Mobile Display • A secondary action can be defined as any activity that happens after the click • In mobile advertising, true engagement with the viewer starts with the next activity post-click Other 1% MoreInfo 5% xAd 2013
Mobile Summary • Mobile as an advertising medium is still immature but developing rapidly • Mobile can provide significant targeting capabilities • You should seek the support of the experts to avoid wasting marketing budgets • Understand what you want to gain from utilizing mobile advertising in your media mix