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Mobile Advertising: How To Outperform Your Competition

mobileIt’s an epidemic. People everywhere are addicted to their mobile devices.

On average Americans are using their desktops less and spending about 158 minutes every day on their smartphones and tablets.  That’s over 40 full days a year!

While there is definitely a drastic shift in technology usage with 64% of mobile users actually making a purchase after seeing a mobile ad, nearly 74% have yet to receive mobile ads from their favorite brands.

Are you on the mobile bandwagon?  Now is the time to hop aboard or be left in your competitor’s dust.

Let’s take a look at four key strategies to help you optimize your mobile ads and outperform your competition…

1.    Make the move from clickable to tappable ads

Tweak Round-Up: YouTube, Pinterest and Twitter

Pin It ChromeA few of our favorite social media players made tweaks to their systems this week. Nothing that’s going to change how the game is played but it’s nice to see them refining their tools for a better experience. (Better experience means more users and more users means more eyes on your ads.)

Pin It for Chrome Gets Smarter

To encouraging more pinning, Chrome users will now see a Pin It button when they mouse over an image.  If you don’t like this functionality, you can shut it off via options then use a right click to access the Pin It button.

Two things jump out at me on this. First is Pinterest’s phrasing:

This makes it easier and faster than ever to save articles, blog posts, recipes, products, and more, and then get back to browsing.

We’ve Got Smartphones and Tablets Covered: So What’s Next?

Here’s the thing about marketing and technology; as soon as you think you’ve got it all figured out, something new comes along and you have to start all over. You could let it frustrate you or you can accept it, get excited by it and make it work for you.

Look at this chart from today’s new Millennial Media Mobile Mix.

Millennial Media Device Charts Feb 2014

These charts show ad impressions by type of device. 2013 on the left compared to 2012 on the right. See the change? The smartphone portion of the pie was smaller in 2013. Not a lot, but smaller. Feature phone impressions grew slightly but most of the shift went to Non-Phone Connected Devices.

WhatsApp(ened)? Facebook Paid $19B for an Instant Messaging Company? Seriously?

WhatsApp

That typical exchange? Worth, wait for it, $19 BILLION!

That’s how much Facebook just paid for messaging service WhatsApp. Who app? Exactly!

WhatsApp is the YouTube of 2014, in that it’s the largest venture back acquisition of our time–earning Sequoia approximately $3B on its $60M investment.

Crazy stuff huh?

While I’m not personally a user of WhatsApp, apparently 400M+ are using the service. That apparently caught the eye of both Google and Facebook, despite Facebook previously turning one of the co-founders down in a job interview. As Pretty Woman once said, “big mistake, huge!”

Steve Jobs once criticized Dropbox as being a feature, not a product. And, that’s kinda how I see WhatsApp. I certainly can’t see why it would be worth $19B, especially when you consider the company has vowed to never sell ads!

In Q4, 55 Percent of All Email Opens Happened on a Mobile Device

In Q4, 55% of all email opens happened on a mobile device. I’m repeating this title phrase because I know that many of you have never viewed your own customer email blasts on a mobile device – let alone multiple devices. I know this, because if you did, you wouldn’t be sending out the wonky emails that I see every time I try to read my email on my iPad.

It’s better – for sure and I’m bolstered by that fact. But the reality is that the number of mobile email readers is increasing and with that, the number of mobile initiated sales.

Tribals Like Instagram, Paypal and Local Mobile Deals: Is This Your Customer?

We used to think of the mobile owner as one of two types of people; those that owned a smartphone and those that didn’t. Smartphone users were more tech savvy. They were younger, trendier and they used their device to do just about everything other than make phone calls.

Experian’s new report, “The Always-On Consumer” tells us that there are now 7 types of mobile users, each with very different needs and habits. If you can plug your average customer into one of the 7 boxes, then Experian’s report will show you how to reach them.

Always On Report Chart 1Let’s take a closer look at the breakdown.

Philips Tests a GPS System for Your Shopping Cart

Phillips lightfoods appLooking for salsa?

In 3 feet, turn left. In 2 feet turn left. In 2 feet make a U-turn. Arriving at destination on your right.

Phillips is working on a smart lighting system for stores that will help consumers locate what they need while gathering all sorts of shopper intel. Apple has been testing a similar concept with their iBeacon system which detects consumers as they move past a display. The system can send out a coupon or a recipe or other related information to encourage the consumer to stop and shop.

Phillips’ system takes that concept to a new level by placing those sensors in the ceiling lights giving the system an overview of shoppers as they move around the store. (The image of a mouse in a maze comes to mind.)