In 2014, more than 1.75 billion consumers will use smartphones. The adoption of
Internet-enabled mobile devices, both smartphones and tablets, has further
cemented ours as a multi-device
world. Mobile devices have taken a more central role in consumers' lives – from
research and content consumption to social sharing and shopping – and these
shifting consumer behaviors were notable this holiday season.
From personal experience, I can
attest to these changing trends. I traveled over Thanksgiving and Christmas and
opted to tote my more conveniently-sized tablet instead of my laptop.
Over the course of my trips, I
turned to my tablet while relaxing (and digesting) to check out the latest
deals and sales. When I wasn't searching and shopping on my device, I was
checking in on my social media accounts to post photos and wish my friends a
happy holiday.
With activities like these
becoming more prevalent, smartphones, and tablets continue proving to be much
more than just "on the go" devices. Advertisers must seize the
opportunity to capture and engage potential consumers across mobile devices and
through different apertures, such as search and social.
With 2014 shaping up to be a
banner year for mobile, here's how marketers should equip their paid search and
social campaigns to ride the mobile wave.
Consider the Consumer When Developing a Mobile Paid Search Strategy
The biggest news
on the paid search front in 2013 had to be Google's switch to enhanced campaigns. Google's response
to the evolving multi-device world was a step to better align its advertisers
with the future of digital marketing, streamlining campaigns and taking context
into account.
As marketers
continue to gain confidence in multi-device strategies, the next level of
opportunity lies in refining bid adjustments, targeting, and optimizing these campaigns.
Consumers are
ready and willing to engage with paid search via mobile devices. In the U.S.,
seasonal shoppers turned to these
devices on key 2013 shopping dates with more than one out of every three paid
search clicks originating from phones and tablets. Of these two devices,
tablets saw significant increases, with revenues doubling year-over-year to
nearly 19 percent.
Once mobile ads are
served, advertisers should think about the experience the consumer will have.
Nearly half of all mobile
searchers say they would be more likely to turn to another brand if a business
lacks a phone number in its search results. This rings true particularly for
local search marketers as click-to-call represents a powerful way to connect
directly with consumers looking to get in touch.
Once marketers enable
click-to-call functionality, it's crucial to track this activity and analyze
these calls. By associating phone calls back to ads and keywords, marketers can
discover what works to keep the phone ringing and optimize ad buys accordingly.
Following the
click, a mobile-friendly website is a must-have – whether B2C or B2B. Nothing deters a consumer more
than reaching a website not optimized for his or her device and having to
navigate through a clunky mobile experience. This can be a lengthy and
expensive task, so marketers should start by focusing on the key components of
their site, seeking ways to create a simplified and streamlined mobile
environment.
Driving Mobile App Activity through Social Ads
Shoppers didn't
just engage with mobile paid search this holiday, they also turned to branded mobile apps. With more than
100 million apps available in the Apple App Store alone, it's imperative for
marketers to cut through the noise to gain visibility.
Facebook reported
that in 2013 its mobile app ads helped drive more than 145 million installs.
Driving installs
gets consumers to a branded app, but it's what they do within the app that
really makes an impact. It's critical for brands to encourage more
down-the-funnel conversion events – such as signups, video views, or in-app
purchases. Facebook offers mobile app ads that promote this type of engagement
by deep linking to specific
content that correlates to a desired action.
Marketers should deliver clear and powerful calls to
action to make the most of this ad type. By layering some of the sophisticated
targeting options offered by Facebook, such as Custom Audiences, marketers can
ensure they are targeting the right customers.
Twitter also
offers ways to target app installs via its AppCard (not currently a paid ad
format). Its acquisition of mobile ad exchange, MoPub, certainly added to the company's push
for mobile, and soon after, Twitter announced updates to its ad targeting to
include options for segmenting audiences by device, OS, and WiFi connection.
Taking advantage of these newer options offers advertisers more granular
control in reaching desired consumers.
Embrace the Mobile Era
The time is now to invest and
capitalize on mobile. The best thing marketers can do is to research and
understand the trends in mobile consumer search and social behavior and the
various ad options available in the market. Cobbling together a mobile strategy
won't cut it. Marketers must embrace the mobile shift and develop well-informed
strategies to win in this new era.
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