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Responsive Design & Mobile Display Advertising 101

You’ve heard about mobile advertising and know that your website must be mobile optimized, but you still aren’t 100% sure how to take the best advantage of mobile display advertising for your Houston business. Understanding the benefits of an effective mobile advertising plan is crucial and starts with having a responsive design website. So – here are the goods you need to know.

Mobile Display Advertising vs. Regular Display Advertising

Mobile display advertising is a form of advertising on mobile devices, such as smartphones and tablets. Regular display advertising can be seen on desktop computers. Examples of mobile display advertising include: apps, mobile image ads, QR codes, mobile searches, SMS (text messages), and local ads.

Responsive Design vs. Mobile Website Design

Smart mobile advertising is only successful if your business has a website that is mobile optimized. Furthermore, having a responsive design website is pertinent to today’s success as a business owner. Mobile design entails creating an entirely different website to accommodate mobile devices. Using the desktop design website is not conducive or practical for mobile use. However, in today’s rapidly evolving, technologically-driven marketing world, having a mobile website and a desktop URL are not sufficient anymore.

Responsive design is becoming the standard in the digital and marketing world. TechTerms states that responsive web design (RWD) “provides a customized viewing experience for different browser platforms. A website created with RWD will display a different interface depending on what device is used to access the site.” This is especially helpful when displaying content on small screens. Responsive web design ensures that the user can receive and read all content, no matter the size of the screen being used.

The Benefits of Mobile Advertising/Responsive Design

1. Cost-$$avings

Mobile display advertising costs are significantly lower than radio, TV, and print ads, helping you to reach more people for less money. You will see a higher return on investment (ROI) using mobile display ads, while maintaining the same level of quality that traditional advertising previously provided.

2. Accessibility 24/7

People don’t stray far from their mobile devices these days, therefore, your Houston business can reach customers at all times of the day. They can read your time-sensitive messages any time and at their convenience. The best part is that businesses don’t have to wait for customers to sit down at their desktop computers, you can reach them where they are. In addition, most people have their devices “on” at all times, which means your mobile display advertising is always “on”.

3. Larger Audiences (and Growing)

More people are accessing the internet using a mobile device, giving you larger access to the general public and to an audience that is constantly growing. A 2013 survey showed that 73.4% of smartphone owners used their devices to access the internet. This number is expected to exceed 90% by 2017. Consequently, you have the opportunity to reach an audience you might not have using traditional display advertising, only accessed via a desktop computer.

4. Relationship Building

People have a deep connection with and dependency upon their mobile devices now more than ever. You can use this to your advantage by creating a responsive ad campaign that connects intimately with customers to meets their expectations. This low-pressure advertising will garner repeat customers for your business, while allowing a casual, friendly relationship.

5. 2014 Mobile Advertising Results and 2015 Predictions

As of January 2014, 58% of adults own a smartphone; 32% own an e-reader; and 42% own a tablet. Needless to say, it would greatly benefit your Houston business to take advantage of mobile display advertising, as the mobile market is expected to generate $400 billion dollars in sales by 2015 compared to $139 billion in 2012.

recent study has revealed that 50.1% of spending on paid search ads and SEO efforts will go towards mobile advertising in 2015. It is predicted that 76.7% of search spend will go to mobile marketing by 2018.

The idea that your ads can go straight to your customers’ phones is not surprising, yet can make a significant difference, almost immediately for your business. The caveat to this success, however, is to make sure you plan and prepare your mobile display advertising plan correctly and efficiently, while understanding the benefits of such marketing choices and responsive design.

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Houston Marketing Moguls: Recognizing Suzan Sherburn

1-Suzan_Sherburn_12_20_04_v2On behalf of Cox Media Group Houston, I’m pleased to publish the inaugural interview for our Marketing Moguls feature section by highlighting a dear friend of mine – Suzan Sherburn – who also happens to be a rock star in the marketing world.

Suzan comes from a background steeped in corporate branding, marketing and sponsorship’s. Her views are always based on broad knowledge and experience – which makes her one of those credible experts you know has gone through it before. When Suzan talks – we listen. Enjoy.

Meet Suzan Sherburn – Associate Director, Global Branding and Sponsorship’s

The University of Texas MD Anderson Cancer Center

Maintains 25 years+ experience in marketing and communications positions within the financial, high-tech, transportation and health care industries.

CMG: How did you wind up in sales/marketing?

SS: I ended up in marketing because I couldn’t find a teaching job.  After grad school, I moved to Los Angeles to continue teaching English as a second language. I had previously taught ESL at the University of North Texas and at the American Cultural Center in Alexandria, Egypt.  When I landed in LA, I got a job at Glendale Federal Bank as an advertising copywriter just to pay the bills.  I realized I had a knack for business communications and so I never went back to teaching.

CMG: Who has had the biggest impact on your career and why? 

SS: I would not be where I am today in my career without the unconditional love and support from my family.  Whether it’s working late, travelling out of town on business, changing jobs, or relocating, my husband and son have always been my biggest cheerleaders.

CMG: What in your marketing experience are you most proud of? 

SS: I was on the core team that led the rebranding of UPS in 2001.  Getting to completely rebrand a company the size of UPS was a once in a lifetime opportunity.  I learned so much about the business and the complexities of changing a logo on everything from airplanes and trucks to uniforms and packaging.  After working in secret for 18 months, the best part was when we finally revealed the brand strategy and seeing UPSers, customers and partners embrace the new direction. 

CMG: Where do you come up with your most creative ideas? 

SS: I usually do my best creative thinking when I’m reading about others’ ideas and innovations. It gets me thinking about how I could take that concept or product and apply it to what I’m doing.  I try to read a variety of web sites, blogs, novels, and magazines across multiple industries and topics.  Right now I’m reading several golf publications to get ideas for a golf sponsorship.  I also share what I’m reading and learning with my colleagues which often sparks creative conversations.

CMG: One word that describes you? 

SS: Purposeful

CMG: In the Houston business world – what do you want to be remembered for?

SS: Helping others succeed and make connections.  I love it when I can connect two colleagues and they end up collaborating on some level.  In fact, an associate at the Houston Livestock Show and Rodeo connected me with Cox Media.  And now I’m being featured in their marketing blog!

CMG: What is one hard lesson you’ve learned about marketing?

SS: You may have the greatest idea in the history of marketing, but if the decision makers aren’t buying it, it’s dead in the water.  So, be well prepared when pitching ideas.  The follow-up lesson is that if your idea is shot down, don’t waste time sulking.  Have a drink with a friend to mourn the loss and then move on to your next great idea.

CMG: How do you integrate your marketing efforts? Can you give us an example? 

SS: Marketing can be so specialized these days.  You’ve got one group doing traditional advertising, one doing social media and another doing sponsorships.  While everyone usually sees the value in integrating efforts, it’s still a challenge to get teams to work together and “open their borders.” 

One way I’ve been able to integrate our sponsorship efforts was to form a cross-functional team, made up from staffers from communications, development, corporate alliances, community relations and marketing. We meet regularly to brainstorm ideas, address third-party requests, and approve strategies.  Everyone is expected to participate and be accountable.  Once a sponsorship event has concluded, we publish an executive summary that highlights efforts of the entire team.  I think our team understands that our collective efforts make for a bigger story and certainly has more impact with our target audiences.

CMG: Do you have any tips or best practices for measuring ROI?

SS: Determine what you want to measure before you activate. Then create a process for capturing the data. For example, if you have a team, you might delegate one metric to each person to be responsible for and then give them a timeframe for reporting back to you for the final summary report.

CMG: What is your secret weapon?

SS: As one colleague recently said to me, “You take work seriously, but not yourself.”  Being approachable, keeping it real and injecting humor is my secret to developing great work relationships