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The Top 7 Mobile Marketing Must-Knows

Whether we like it or not, our mobile devices are becoming a bigger and bigger part of our everyday lives. Some studies have even predicted that by 2018 there will be about one billion people on the planet using smartphones.

Marketers should see this as a great opportunity to come up with unique, personalized, and real-time ways to connect and engage with customers.

But what exactly are the must know things about mobile marketing?

Here we’ll highlight some of the most important ones to keep in mind for 2016:

1. There’s More to Mobile Than Phones

Mobile marketing doesn’t just mean reaching people on their smartphones, it encompasses a myriad of different devices and technologies that you should

consider. You need to think about the size of the device, operating system and what kinds of activities people are actually doing on various phones or tablets. For example, according to a recent Forrester study, 66% of smartphone users utilize their devices while in a store, compared to only 9% of tablet users.

2. Basic Marketing Principles Still Apply

Regardless of whether you’re engaging in radio, print, or mobile advertising, the time-held truths of marketing still apply. In the end, it’s all about getting the right message to the right customer at the right time. Operate under the assumption that mobile is the first way that customers experience your brand, and use tools like Google Analytics to learn as much as possible about their location, device, and behavior.

3. Change Is Constant in Mobile Marketing

While it’s always great to have a plan, one of the must-knows of mobile marketing is that your marketing plan should reflect the rate of change in the industry. New devices, apps, and operating systems will come and go, all impacting your mobile marketing efforts in one way or another. Building periodic reviews into your mobile marketing plan will help you assess what changes are taking place and make the appropriate adjustments.

4. Focus on Responsive Design

Having a responsive website means that your web content is always optimized for viewing on a multitude of devices. Aside from ensuring a positive user experience regardless of the device visitors are using, responsive design is important because Google’s latest algorithm change ranks pages by their mobile-friendliness. Those who haven’t made the effort to optimize will be penalized with a lower search ranking.

5. Don’t Rush Into App Development

Developing your own app is often time-consuming and costly, and might not even be necessary depending upon your business. If you can achieve the functionality you’re looking for with your website, why spend the time and effort of app development? The key to this working is to understand what your visitors most need from your business (hours, location, phone number, promotions, etc.) and deliver that to them on your recently optimized, responsive website.

6. Video Is Trending

Social media platforms like Facebook and Twitter have seamlessly integrated easy to watch video content into their mobile experience. Using video to advertise on mobile is still in it’s infancy, but it’s one of the fastest growing areas. A recent Google study suggests that people who view videos on their phones are 1.4 times as likely to watch ads as those who view videos on desktop computers or televisions. Smartphone viewers are also 1.8 times more likely to share videos than those on personal computers.

7. Listen to Your Customers

While you may be eager to get the word out to your subscribers via mobile, keep in mind that mobile is a very personal form of communication. A “batch and blast” approach is likely to yield negative results, so it’s important to listen to your customers and read their “digital body language” in order to communicate the right message at the right time. A recent PWC survey found that most users indicate that they approve of a more conversational approach to mobile advertising, rather than one that is impersonal.

By keeping these must-know mobile marketing trends in mind when formulating your mobile strategy, you’ll be able to attract more customers and engage them long-term. Mobile marketing is constantly evolving, and by staying abreast of new techniques and technologies, you’ll be able to successfully leverage mobile as a key part of building your brand.

Can you think of any other mobile marketing must-knows? If so, feel free to share them below in the comments.

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How to Turn Your Houston Marketing Frown Upside Down!

Are the results of your marketing efforts getting you down? The world of marketing is always in flux, and in Houston it isn’t any different. In this post, we’ll give you four tips to get you to the top of your Houston marketing game in no time flat. Let’s begin!

Ensure Your Site Is Mobile-Friendly

When Mobilegeddon rolled out in April 2015, a lot of businesses weren’t ready for it, especially the small ones. However, it took some time for the effects to really be visible. After six months, there was some solid data to consider, and for the non-mobile-friendly, the numbers weren’t good.

On average, they fell five ranks on search engine results pages (SERPs), which would be painful enough for businesses already ranking well. For businesses that barely made the first page, it’s disastrous. In fact, 77% of mobile searches occur where desktops are likely available, such as home and work.

People prefer to use their mobile devices, and when nearly 70% of clicks go to the top three returns and more than 50% of searches are performed from a mobile device, you can’t afford to not be mobile-friendly. We mean that quite literally — you could be losing thousands of dollars monthly.

How to Do It:

The task of re-designing your site may seem daunting, but ultimately it’s worth your trouble. Google recognizes three different mobile formats: responsive, dynamic (sometimes called adaptive), and mobile-specific redirect sites (e.g., m.YourWebsite.com).

While a separate mobile site seems like the quick and easy path, it isn’t going to be a long term solution. Why? Because more and more devices are coming in a wide variety of sizes. A dynamic design will offer the same content on the same URL, but use different HTML sets based on what meta data it reads from the browser you’re using. It’s effective, but harder to index by Google-bots; it also requires you to spend more time and money individually designing an appropriate number of HTML options.

We strongly recommend the responsive design — it has the ability, within one set of HTML to adjust to any screen or browser size as it’s encountered (i.e., respond to device parameters). That makes it very easy to index, and much cheaper to pay for.

How do you know if you’re mobile-friendly? And if you’re not, how do you fix it? There’s a few aspects you should be looking at.

  • First, use Google’s Mobile Friendly Test and Mobile Usability Tool to see what changes Google says need to be made.
  • Next, check the options provided by your content managing system (e.g., WordPress, Joomla, SquareSpace); Google has tips about some of these as well.
  • Then make sure you don’t use Flash, mismatched fonts, or non-optimized images (i.e., extremely large file size).
  • If you already have a mobile site, ensure all of your redirects go to the proper URL’s or you could inadvertently downrank yourself.

However, in most cases, you’ll probably be coordinating with a web designer to redevelop your site or make any needed changes. However, if you are handling your own website, here’s a few tools to help you on your way:

Ensure Your Team Is Thinking Mobile First

Unfortunately, even when your site is mobile friendly, your marketing creative may not be. Whether you’re the one that handles marketing or if you have a team that develops it, you need to ensure that your marketing is designed with mobile in mind first and foremost. Here’s a few reasons why:

How to Do It:

Marketing that isn’t targeting mobile audiences first is missing out on a larger and larger chunk of your audience. So what does creative need to concern itself with?

First and foremost, how easy is the marketing to absorb on a mobile device? Marketing also needs to be designed to work within a responsive platform and adhere to some of the same guidelines (e.g., image file sizes) that your website does.

Secondly, you need to determine what kind of marketing is going to be most effective for reaching your audience. Banner ads must be effective and native advertising is not only on the rise, it’s successful.

Most importantly, you need to have your marketing in the right place at the right time.

Ensure You’re Effectively Targeting Your Audience

Unfortunately, this seems to remain a difficult thing for marketers. According to one study, more than half of the respondents found it difficult to determine proper target personas. You may think it’s unnecessary, considering Nielsen reports roughly 59% of ad impressions reach their audience.

There’s a key problem there though — it’s measuring ad impressions instead of what’s actually important: conversions. Personalizing calls-to-action will boost conversions by 42%, while personalizing the shopping experience across all marketing and media channels boosts conversions by 40%.

How to Do It:

Reevaluate your audience by examining what your products and services fulfill in terms of customer needs. Use this to focus your segmentation.

Really break down your data, all of your data across all channels, and filter that to determine which segments are reached most effectively, on what channels, for what budget.

Take full advantage of listening tools and targeting software, especially if you can make targeting in real time.

Lastly, you should always validate your targeting and retargeting. It ensures you really are hitting your targeted segment.

Ensure You’re A/B Testing for Effectiveness

The fact is, A/B testing can take time, but that time is offset by the advantages it offers you. This tool helps you sharpen the focus and personalization of your targeting. Why? Because you’re constantly testing variations for success. This will allow you to determine something as simple as whether or not one layout reaches one segment better than another, while it fails with a different segment entirely. Similarly, you can test channels, and how successful one choice is for reaching a targeted segment per channel. Marketing isn’t one size fits all, and there’s only one way to figure out what’s going to work for your needs.

How to Do It:

First, make sure you’re evaluating the right things the right way. Don’t stick to a format because it’s the way your company has always done it. It may be time to overhaul everything, whether it’s your website or your marketing.

If you’re working on your marketing, take advantage of the Google Website Optimizer. In fact, Google AdSense has a great method for A/B testing.

Furthermore, review the offerings from Optimizely and VWO. Be sure you select an A/B testing method that suits your business needs most effectively. Also, review case studies from businesses that are similar to yours, and from businesses that are just as successful.

Create a plan for A/B testing content and marketing, and apply it either immediately or on future projects. The results will help shape your efforts toward higher success.

If you put these four aspects into motion, you should see an uptick in the success of your marketing efforts. Of course, at Cox Media Group Houston, we’ve got the experts and tools you need to take your marketing to the next level. Whether you need a hand putting these steps into place or you’re looking for more advanced advice, we’re ready to help.

Responsive Website

 

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Houston Online Marketing Trends to Plan for in 2016

When it comes to digital marketing, it’s not enough to follow the herd. Amidst fierce competition, brands, now more than ever, must really stay on the cutting edge of marketing techniques in order to maintain relevance with their audiences. In this post we’ll take a look at some online marketing trends to plan for in 2016 to help your business’ marketing soar into the new year.

More and More Focus on Mobile!

Mobile devices have been an important target to marketers and that trend shows no sign of slowing down in 2016. At present, 64% of all adults in the US own a smartphone, and by 2016, worldwide smartphone ownership is expected to exceed two billion people. That’s over a quarter of everyone on earth! Can your marketing afford to lose such a massive audience?

In addition to smartphones continuing to dominate in 2016, expect to see increased ownership of other mobile devices. By the end of next year, 1 in 10 people in the US will be tablet owners, and wearable tech ownership — like smart watches — will have tripled. Brands that want to thrive would be well served to capitalize on the popularity of these devices by tailoring their marketing campaigns to accommodate a variety of mobile screens and platforms.

Focus on New and Niche Social Platforms

Facebook, Twitter, and LinkedIn may have the market cornered when it comes to social media, but as a marketer you ultimately need to be where your audience is. With these “old-guard” networking sites mostly saturated — over a quarter of teens have recently left Facebook, for example — 2016 is the time for brands to broaden their social horizons by reaching out to their audiences on sites like Instagram, Snapchat, and Periscope.

While Instagram is owned by Facebook, and Periscope by Twitter, these sites boast an entirely different experience than their parent sites. Fresh and fun, sites like Instagram and Periscope offer instant, real-time connections. And their emphasis on photos and videos makes them great for brands too! Just take a look at how users are engaging with brands through Snapchat’s new, innovative “Discover” section.

Predictive Analytics

Think of predictive analytics like market segmentation on steroids. Predictive analytics looks at the past behavior of consumers and analyzes it for patterns that can predict future actions. Not only can it let marketers nurture their audience with personalized messages, it can help to predict the outcomes of proposed marketing campaigns, letting brands minimize risks and maximize ROI.

Video Ads Will Dominate

Whether it’s pre-roll, post-roll, or native, advertising in digital video will continue to grow this year,  doubling in ad spends compared to three years ago ($2.8 billion in 2013 vs. $5 billion in 2016). While impressive, these numbers are hardly surprising, given how popular streaming video is for consumers and what a powerfully engaging medium it is for marketers.

App Indexing Will Lead to an Explosion of Apps

Recent moves by Google to enable better indexing of Android apps in its Play store is as important for businesses looking to get their apps noticed as SEO is for content marketers. Rather than apps being organized very generally (games, utilities, etc.) new indexing algorithms let users search for just the right app to suit their needs, in much the same way they would a website.

If your business has an app, or is considering releasing one, it’s easy to get it indexed, and doing so can provide a helpful push in getting your app noticed.

Digital Assistants Will Lead to a New Kind of Optimization

Digital assistants such as Apple’s Siri, or Microsoft’s Cortana have changed the way users interact with the web. Businesses need to optimize their web presence in order make their information easily accessible to digital assistants so that when a user says something like “Siri, show me hardware stores in Houston,” your store comes up.

When predicting trends, it’s hard not to feel like some of them are more science fiction than reality. But while things like wearable tech, and complex algorithms might seem “far-out” right now, it’s important to remember how far technology has advanced in the past decade. As tech advances, it’s important for digital marketers to keep up. In the vastness of the world wide web, failing to do so is the quickest route to obsolescence.

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4 Steps You Can Take to Start Driving More Traffic to Your Website

The internet is an ever-changing digital landscape of best practices, search engine algorithms, and keywords. It probably feels like determining how to drive more traffic to your website isn’t as easy as it used to be, if it was ever easy at all. Fortunately, we’ve got some simple ways to drive more traffic to your website while doing more than playing by the rules. You’ll be giving your site’s visitors better, more valuable reasons to come back, and you should see conversions because of it.

Be Mobile Friendly!

You’re probably familiar with the word “Mobilegeddon” by now, and you’re probably not impressed. To many, it seemed to roll out not with a bang, but with a deflated whimper that left some scratching their heads. Unfortunately, that’s because a lot of the people that would have been looked at for impact were in the process of becoming or were actually already “mobile friendly.” In search results, this is the key identifier of Google’s algorithm update earlier this year.

If you’re still wondering “why is responsive design important?” then you should take a look at a few statistics: as many as 20% of people will be using your website from a mobile device, and some 60% of searches are made from or start with a mobile device. Couple this with the fact that people use the search options on their smartphones like we used to use the nearly-defunct phone book. And – not to mention the fact that the number of users integrating smartphones into their shopping experience or even outright shopping from their phone is steadily increasing, and you begin to see why creating a responsive website isn’t just a good idea, it’s a vital one.

What this means is that if you want steadily growing traffic, you must be mobile friendly. You will need to focus more of your attention on aspects of your business that are affected by mobile traffic and optimize them. This isn’t just to make it easier for users to browse your site, or just to appease Google. This will also enhance user experience and make them more likely to visit your site again.

By the way – making the update should be easy. Depending on the platform hosting your site, there may already be tools in place to make the switch smoothly.

Stay on Top of the Shifting SEO Landscape

SEO best practices are not static. On one hand, this is because technology and the programming behind it are always being updated and improved upon. How people build websites and use search engines are changing as well. On the other hand, this is also a constantly developing precaution against companies that want to game the system.

Abusing protocol might get a site more traffic for a short while, but invariably, that traffic won’t stick around because the site isn’t actually what users are looking for. And then, of course, Google, Yahoo, or another search engine will adjust their algorithm to downrank the site for its misguided efforts.

Even if you’re using best practices from years ago, that doesn’t mean your SEO techniques will still be effective. That may sound obvious on the surface, of course, especially with the aforementioned emphasis on change. However, it cannot be stressed enough how quickly your SEO strategy may need to be adjusted in response to algorithm changes.

You need to not only make use of SEO best practices to the best of your ability, you need to keep track of its changing requirements as well. Your site may need an SEO facelift in order to actually see more traffic flowing into your site.

What might make your SEO strategy seem more complicated is also the increasing level of nuance in optimization. It isn’t merely about keywords or about having new posts being put up every day. SEO algorithms are beginning to take quality and value into account. That means taking a fresh look at your content, which we’ll discuss in a moment, as well as making judicious use of long-tail keywords.

Long-tail keywords use three or more words to make a phrase, and are intended to emulate the phrases people will actually use on search engines. This not only diminishes competition for keyword ranking, increasing the odds of your page being found, but it improves the quality and type of user that finds your site. They will be more likely to want what your website has to offer, and thus be more likely to come back.

Content Is a Priority

As we just noted, SEO is much more nuanced than it used to be. This is due, in part, to last year’s Pigeon algorithm update from Google, which largely had to do with affiliate sites and deceptive ads. It also represented a shift in how Google viewed content, specifically with regard to low-quality content (ie., little or no added value), especially when it’s stuffed with keywords. Ergo, your site should regularly produce quality content that adds value to your business. If that sounds obvious, it’s only because you were probably attempting to do so from the beginning.

What you might not know is how to produce quality content, or even what kinds of content you should be producing. Of course, this will be influenced by your industry, but there’s a few basics to stay on top of.

  • Your content should be multi-platform ready. This means that the content you produce increases your search visibility as well as your social media reach. Multi-platform content can be shared and re-shared easily across a spectrum of social media platforms, all while linking back to your site, providing a digital word of mouth.
  • Blogs in particular can help your SEO ranking, especially if posts utilize different but inherently related long-tail keywords. Presented correctly and updated in a timely manner, a blog and social media outlets will also increase the perception of your site as authoritative in your industry.
  • Guest bloggers can improve your ranking and perception as well. While commerce is an inherently competitive endeavor, there’s a point at which thriving on the internet requires a certain level of intra-industry cooperation. This isn’t to say that guest bloggers are an immediate necessity, or that they’re going to be right for your site in particular. Guest blogging should go both ways, so having credible guests lends you authority while you, guest writing for another site’s blog, increases the visibility of your own site and further supports your own credibility.

Social Media Engagement Connects Customers to Your Site

Social media is literally digital word of mouth, but making an impact on social media takes more than just shouting into the void. Turning that impact into site conversions is a step further than that. The key is engagement.

Now, engagement as a term can come off as jargon, but it’s quite literal. Just as sales are more effective inside a store by interacting with a customer, your social media outlets should be engaging, letting you interact with users that will, in turn, follow your social media content back to your site. This can sometimes be as basic as customer service, but it can also be used to draw customers in with contests, pictures, and updates about your industry. Keep in mind that being engaging will also have long term payoffs, bringing in conversions that you wouldn’t have reached without it.

Much more than that, social media analytics can give you clear feedback about what is or isn’t succeeding about your site and your business overall.

In the end, the best ways to drive more traffic to your website aren’t complicated or difficult, but they do require time, effort, and above all, quality. Take these steps and you’re sure to see your traffic swell.

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Five Infographics That Will Change Your Online Strategy

If seeing is believing, the following five infographics will make you a believer. They present ideas, tips, facts, and figures that can improve your online presence and inspire your next marketing campaign—all provided by some of the top leaders in their fields. Their nifty graphics and attention to hard data will help your business flourish on the Internet.

1. The Client’s Guide to Creating a Website

Your website is your face to the world. An unattractive site can send searchers packing. A beautifully designed, interactive, and well-curated site can increase your views and have your audience coming back for more—but making this perfect website is more than just picking a site name and writing out text. Great websites take time, goals, research, creativity and professionality to launch. In this infographic by Reed Design Group, learn how you can build and design a site from the ground up that will captivate and inspire.

2. What Is Digital Marketing

With so many new advertising avenues, it can be hard to keep up with all the buzzwords. “Digital marketing” is often believed to be just one of those all encompassing ways to say online advertising. However, Ashdown Group’s infographic dispels this rumor by breaking down what really occurs when you invest in digital marketing and why it matters to your business. This helpful graphic also explains the smaller points of digital marketing that make all the difference including sitemaps, reports, and webmaster tools.

3. 11 Reasons to Care About Mobile Performance in 2015

Did you know that 1.2 billion people use their phones to access the web? This infographic by Web Performance Today does. And if that is not enough for you to want to know more about what your business can do in the mobile arena, they give you eleven more reasons to get started with your mobile campaign. For example, do you know why 97% of mobile shopping carts are abandoned? It’s often because of slowness and experience. That’s just one way this graphic will show you how to improve your website for a new type of viewer.

4. 10 Social Media Marketing Trends to Watch Out for in 2015

A new year brings new trends. CJG Digital Marketing created a breakdown of the ten most important social media behaviors to watch for. It even explains what is and isn’t working in terms of B2B social media marketing. And if you’re looking for what is new and ahead of it’s time, check out the last tip which shows the newest social media sites that are slowly catching on.

5. Understanding Consumers Local Search Behavior

Google is the king of all things online, so why not trust their fact based infographics. With this informative graph curated by Think With Google, small businesses and those looking to target specific locals can learn a thing or two about how consumers use Google to seek out local businesses, products, and services. After all, four out of five people want advertisements that are customized to their location or home ZIP code. Knowing how best to optimize your search listings can open your business up to nearby customers and visitors.

Putting Visuals to Work

Staying up to date on online trends and best practices can be tough on any business. With so many facts and figures as well as conflicting opinions, there is just too much to sort through. But by utilizing informative infographics from reliable sources, you can get the breakdown on what is important for your digital or mobile marketing and online presence.

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Houston Businesses: Is Your Competition Stealing Your Online Traffic?

Fact: If your competition’s website loads quickly, navigates and presents information easily on a mobile device and yours doesn’t, they are stealing your digital audience.

Mobile usage has shown rapid and steady growth over the past few years and is more popular than ever with Houston residents. Mobile advertising and optimization is crucial to marketing in Houston. Your website and content should be optimized for mobile viewing in order to reach your target market, expand brand awareness and keep you from losing digital traffic to your competitors.

Browsing on the Go

Houston’s mobile users want information quickly and simply. They are using the Internet on the go and don’t have time to hunt through your website for what they need. Houston businesses must take on this challenge by creating a responsive website.

A responsive website transitions from one screen size to fit various other screen sizes without users needing to zoom in or out. This makes content easy to read and navigate to increase your clickthroughs and conversions.

Mobile-Friendly Content

Optimizing your content for mobile use is key to improving engagement with your brand rather than your competitor. Use headlines to draw attention to important information and subheadlines for support and key details followed by body content.

Long paragraphs of content are difficult to read especially on a small cell phone screen and mobile readers are too busy too sift through to find the information they need. Break up sections of content for improved mobile viewing by:

  • Keeping your content concise
  • Keeping your call to action clear
  • Using bullet points to make key points easier to read

Opting Out of Optimization?

If your website requires viewers to tap or zoom their cell phone screens to see your content or scroll endlessly to find your call to action, they will be navigating away from your website. They won’t have the information they need and with a bad experience attached to your brand, your competitors will be more likely to gain their business instead—you are losing sales.

Mobile usage is constantly growing and having your content optimized for different screen sizes isn’t something that “cool” or “hip” businesses are doing, it’s something that all businesses need to consider adopting if they haven’t already. Because as we’ve read, if your site isn’t optimized for the mobile users experience your competitors may be.

A Positive Experience

If your website is easy to interact with and your content is easy to comprehend mobile users will connect a positive experience with your brand. This will enhance your brand value to them and increase your clickthroughs and likelihood of valuable lead conversions.

The world is ready for mobile even though you may not be. If your Houston business isn’t optimizing for the growing mobile audience, your competitors will leave you in the dust.

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A 101 on Mobile Geo-Fencing for Houston Businesses

Technology has opened new doors and broadened the ability to reach customers. In particular, geo-fencing, a mobile marketing technique, has become a go-to strategy for many Houston businesses. Understanding the intricacies and abilities of geographically based mobile advertising techniques and the latest in geo-fencing best practices can open up new opportunities for business to connect with customers on a more personal level.

What is Geo-Fencing?

Over the last five years, advertisers have increasingly looked to mobile technologies to push their products, drawing on a phone’s ability to provide data on a customer’s real-time location data. This has provided invaluable information, such as when and where consumers shop, to help marketers target users in real-time as they shop. Marketers began drawing data from cell tower pins, WiFi data, and GPS locations to advertise to customers when they are physically present at a store or business—a technique known as “geo-conquesting.”

Geo-fencing takes this one step further by hyper-targeting the location. In this case, the person at the shoe store would not just see an advertisement for a different shoe business, but the advertisement would be for a shoe store within walking distance. For Houston marketing, this includes “fencing” off an area within a quarter mile of a business. When the person’s phone data indicates they have stepped into the “fenced” area, they will receive targeted advertisements for the business.

Geo-conquesting and geo-fencing directly increase the chances that the shopper would be willing to modify his or her behavior in real time. It also ensures that targeted results are even more specific to the intended customer while continuing to push for advertising the provides clear ROI.

Geo-Fencing Strategies for 2015

Before jumping into geo-fencing, there are some basic best practices that will especially be relevant in 2015. First and foremost, Houston marketers should understand the format and the limitations of the mobile geo-fenced advertisements in order to select which type will make the most impact. Currently, geo-fencing marketing placement are used in content, display ads, and through SMS (text) messages.

However, not all geo-fencing strategies are created equal. While a SMS or push notification message may be direct and to-the-point, many users opt not to sign up for these alerts. On the other hand, the subtlety of display ads may be lost when a person is distracted.

For 2015, mobile marketers should try tapping into the market via applications that capitalize on a person’s location specifically. For example, Uber, the socially driven car service, uses geo-fencing to target customers who have landed at an airport. When the consumer enters the geo-fenced location, the consumer is greeted with a message welcoming them to their new city and asking if they would like a ride. Other apps, such as those that suggest restaurants or stores, could be invaluable for pushing out messages without being directly from the source.

A Must for Mobile Marketing

For Houston marketers interested in mobile marketing, geo-fencing is the best and latest strategy to effectively target a consumer group. By using real-time data mixed with a knowledge of a consumer base, geo-fencing and geo-conquesting will only improve as the technology expands and consumers become more amenable to such targeted advertising. For Houston marketing, geo-fencing, when done smartly, could bring a major change to how advertisers and consumers connect.

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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.