As smartphone engagement increases, it’s only natural for smartphone advertisement to increase as well. Mobile ad click through rates are roughly 75% higher than for standard banners or rich media viewed on desktops or laptops, according to an analysis from digital solutions company MediaMind.
These aren’t just empty stats, either. 59% of U.S. smartphone users say mobile ads directly influence their spending habits on a regular basis, two percent higher than television ads, according to InMobi. In a separate study by OPA & Frank N. Magid Associates, 79% of those polled had made a purchase based on a mobile ad at some point and 24% of those polled made a purchase in store as a result of a mobile ad they viewed.
According to InMobi, 71% of U.S. mobile consumers use mobile search and 64% use the mobile internet, often while they’re relaxing in their homes or waiting for something. 53% of those polled said they had been introduced to something new via their smart phones.
It isn’t difficult to determine the reasoning; the average mobile user has their device with them on a regular basis, creating more opportunities to casually surf the web. Among the most pivotal group of consumers were content buyers, who hold differing opinions on mobile ads than traditional consumers.
More so than other consumers, content buyers are:
11% more likely to be motivated to buy an item based on a mobile ad
25% more likely to research a product based on an ad
10% more likely to view smartphone ads the same as internet ads
16% more likely to describe smartphone ads as harder to ignore
12% more likely to describe the ads as eye-catching
11% more likely to describe the ads as relevant, unique or interesting
If more engaged mobile consumers lead to higher click through rates for mobile ads, it should stand to reason that those higher click through rates lead to increased mobile ad budgets. eMarketer expects mobile ad spending to reach 2.61 billion this year. Learn more about BSMG’s mobile advertising opportunities
Even as the importance of having a mobile strategy and social media strategy becomes clearer, never forget one of the first elements introduced of the digital age: email. It might be easy to dismiss it as archaic or irrelevant when consumers are spending more time checking their phones and newsfeeds, but if utilized properly, not only is email still vital, but it can serve as a great compliment to the aforementioned digital elements.
A recent study by eMarketer indicates that email usage will increase by nearly three percent over the next four years, and will reach total saturation of 96% by 2016.
Email’s growth can be largely attributed to the rise of smart phones; 36% of consumers viewed emails on their phones. In a separate study by Forrester Consulting, 32% of smart phone users who were polled said they had made a purchase directly from a promotional message they received from their phone, with email leading the pack over SMG or in-app messaging.
The relationship extends to social media, as well. “If you’re doing [customer relationship management] work today, social goes hand-in-hand with email as a CRM tool,” said MediaWhiz president Ed Kats in a recent interview with eMarketer. “Email is a big driver of the beginning of the customer conversation, and social media is a natural channel for following up and continuing that conversation.”
Don’t forget about email’s advantages over other traditional media channels, like TV or radio, either. A recent Harvard Business review blog post by Arthur Middleton Hughes highlights this. It’s significantly easier to track all the variables associated with an email campaign, like which consumers opened and clicked what, and therefore better determine which aspects are working and which are not. They’re also much more conducive for users to expand their knowledge and views of your brand on their own via outbound links and related online content. And while it cannot always tracked, email is a quick and easy way to create awareness for a brand or product, that might pay offer later if a consumer buys in-store or visits your website at a later date.
Digital marketing is heading in a lot of exciting directions, but one of its cornerstones, email, remains integral as ever.
With many kids heading back to school in the coming weeks, parents are as engaged as ever with many brands and businesses. Whether they’re searching for deals or shopping online, good moms and dads everywhere want to make sure their kids are ready for the school year – which could make them good customers as well to savvy brands and businesses.
A lot of emphasis has been placed on the value of tablets and smart phones, and consumers with children and proving in this summer. According to a study from Placecast, parents are more likely than childless consumers to use their mobile phones to:
Visit a business’ website
Use an app from a business
Purchase an item online
Do comparative shopping via a barcode scanner
Respond positively to an email marketing campaign
But rising digital trends doesn’t mean print campaigns are moot; parents want to find the best deals and promotions possible, and coupons still have a strong presence in print. Consumers with kids are 10% more likely to clip and redeem coupons from a newspaper or direct mail piece, and 33% of those parents polled said they actively search for promo codes and discounts wherever they can.
Parents don’t just represent themselves; they represent entire families, with a real need for both specific products and a desire to save money. They’re a strong demographic to target, both in print and digital, and especially this time of the year.
With the benefits of a strong social media strategy also come responsibility: Facebook and Twitter are strong forums for customers to post negative feedback, and if not monitored or addressed in a timely fashion, can reflect poorly on a company of brand. The more equipped a business is to address customer issues via social media, the better it will reflect upon them – and could even strengthen the relationship with a consumer.
A recent study showed that 17% of consumers had a customer service exchange via social media in the last year, and the number is rising. Companies are recognizing the need to address those customers, as well; nearly half of companies polled indicated they were using social media to track brand feedback and address customers’ concerns.
It’s important to have guidelines when determining how to respond to customers via social media. Here are a few:
Have a dedicated person or staff monitoring all social media channels on a consistent basis. Address customers directly as soon as possible if someone posts a complaint.
Be respectful and clear. Give as much helpful information as is available, and offer additional contact information. Offer an explanation for the issue if there is one, and accept responsibility and apologize if an error has occurred on the part of the company.
Give an individualized response – not a scripted or automated one. Customers post very specific issues, and companies should offer in-depth and tailored responses.
Having a strong social media policy helps keep your brand relevant and maintain customers. Customer service is a strong component of that.
Contact your local BSMG rep to get more information on the reputation management service we provide, or call 410-332-6300.
The Baltimore Ravens’ 2012 season starts soon, and instead of asking who’s ready, a better question may be who isn’t ready? Baltimore’s NFL franchise has consistently proven itself not only to be one of the top teams on the field, but also one of the best at engaging and expanding upon its fan base – making them an extremely valuable asset for businesses and advertisers.
It’s difficult to narrow down the typical Ravens fan, because Ravens fans have proven to branch across multiple demographics – they range from pre-teens to senior citizens, from blue collar to white collar and the female fan base even edges out the male fan base, according to a 2010 ESPN SportsPoll.
Baltimore’s love of the Ravens is an extension of the United State’s love of football – according to Nielsen 9 of the top ten single telecasts from 2011 were NFL –related, and a Harris poll from October 2011 revealed that 2 out of 3 adults watch the NFL on a regular basis. In Baltimore, over 1,400,000 metro area adults have either attended, listened to or watched a Ravens game in the past year.
These people are not just fans – they are readers too, specifically of The Sun:
Ads running twice a week in The Baltimore Sun during football season reach 556,020 metro area adults – 405,000 of whom are committed Ravens fans and 103,430 of whom attended a Ravens game in the last year
Ads that run once a week reach 426,880 metro area adults , 314,500 of whom are Ravens fans and 82,540 of whom have attended a Ravens game in the last year