Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Mobile Marketing & Advertising Presented by Karen Porter Department of Marketing School of Business Administration The University of Montana

Mobile Marketing 2014 Why mobile marketing / advertising is important US consumers are spending more time on mobile devices than PCs in 2014: three hours a day! (eMarketer) 58.7 percent of smartphone users access search (ComScore) 73.9 percent of tablet users access search (ComScore) During the 2014 Winter Olympic Games, percent of Olympics-related searches were performed on a smartphone or tablet.” (Google) Mobile device users are more location-specific and are more time sensitive searchers than desktop users (BIA/Kelsey) More online access by mobile devices than desktop devices by end of 2014 (and many websites are already there!)

Mobile Device “Friendliness” is Key Site content should automatically size to meet mobile device size Avoid need for user to scroll left and right to read text Make sure photos and video is sized correctly Use click to call functionality Don’t make user have to remember number and manually enter digits to call Add a map to your website Mobile users often seek directions Embed videos at 100% width vs. specifying specific height and width

How to Make Your Site Mobile-friendly Have a separate mobile website designed Most user-friendly is designed well Can get costly Requires duplicate efforts when changes are needed Use a service like Duda Mobile Inexpensive Takes your current site and makes it mobile-friendly Customizable, but has its limitations Update your site using a responsive interface Automatically makes your site mobile-friendly Can get costly (although not necessarily) Little opportunity to customize specifically for mobile

Mobile-Friendly Websites More Important Than “Apps” Apps sound “sexy” but are rarely used 98% are installed and used just once – or never! Apps fill a real need recognized by established customers or by people rabid about the app because it’s that cool! – i.e. extremely specific and truly helpful Mobile-friendly sites cater to NEW potential customers – people looking to buy! 70+% people research online prior to making a purchase (even local purchases) Mobile very popular for doing shopping research 68% of people will not return to a website that is not mobile-friendly

More Than 95% of People Use Online Media to Shop Locally Director of Research at BIA / Kelsey “We're at an inflection point where the balance of power in local shopping is shifting to online.” Current trends show that online trends are decisively shifting to mobile. Where are people searching for local information? 91% use search engines 42% use comparison shopping sites 38% use online directories (Yellow Pages; other)

Changing Ad Models Respond to Changing Online Habits Desktops/laptops heaviest use during work hours Evening use tends toward tablets for reading, checking news, reading and responding to , and general web browsing More people now accessing by mobile devices Smartphones use picks up late afternoon. Used mostly to share / source info (text messaging, check Facebook, look up directions, order take-out, etc.) Note: Newer, larger smartphones prompting some smartphone use to imitate that of tablets as well as being used traditionally as a smartphone

Mobile Advertising Popularity Search advertising A majority of mobile advertising dollars spent on search Google the predominant player Display advertising Banner ads not working as they once did, but still play a role Social media advertising Very hot – especially Facebook SMS text message advertising Still popular, but most effective in certain situations

Search Advertising How many are searching by mobile devices? 58.7 percent of smartphone users access search 73.9 percent of tablet users access search Google is far and away the leader in search advertising Search results are different when called up from a mobile device Regular algorithms still play a role Priority given to sites that are mobile-friendly Mobile search is far more locally oriented and has more time-sensitive implications than desktop search

Display Ads – A Mixed Bag Traditional banner ads – much lower click-through Click through rates now <.02% To get a click, there must be a compelling reason to do so – incentives Banner ads best for branding and overall exposure Four main types of banner ads (generally displayed on mobile devices, although may be resized) Leaderboard (generally above, below and between content) Squares (sidebars) Skyscrapers (sidebars) Buttons (usually sidebars)

Tips for Buying Specific Display Ad Placements Must know what to ask your online media reps Where specifically will your ad be placed? Who provides the ad – you? or will they create it? What kind of tracking / reporting is provided? Do NOT accept generic “big sounding” numbers that are likely meaningless (“hits” is irrelevant!) Do NOT accept hand-generated spreadsheets of numbers that may or may not be the numbers you need (in some cases, the numbers may not even be real) Ask for screen captures of actual metrics when possible Is cost in line with exposure your ad will receive?

Display Ads from Google Google AdWords offers “display network” option What is the “display network?” A group of more than a million websites, videos, and apps where your ads can appear – sites in this network show AdWords ads that are relevant to content Where displayed? Related websites and other placements like mobile phone apps, when keywords are related to content DoubleClick Ad Exchange publisher sites Google sites like Google Finance, Gmail, Blogger, YouTube Can target mobile-specific – specific operating systems, device models, mobile carriers, and wireless networks

Paid Social Ads are HOT! This is true whether desktop or mobile Paid social ads are outperforming “retargeted” ads by a margin of 20:1 Social ads: less clutter, more strategic targeting, better positioning Facebook advertising has the advantage in social ads Unsurpassed targeting capabilities Can be highly cost effective (when done well) By far the highest ROI of any social ad platforms (when used as part of a conversion funnel) Exceptional reporting capabilities Can target mobile devices specifically

SMS Text Messages Must be permission-based Package-based advertising available from various vendors services.html service providers and rough costs services.html Only work well when consumers see true value Local business that offers specials only to those on their SMS messaging list (works very well in hospitality) Professionals and practitioners who have last minute vacancies to fill

Make the Most of the Mobile Revolution A mobile-friendly website is a must Don’t assume an app is what you need (it’s usually not!) Match your mobile advertising options with the nature of your business As with any advertising, be sure to measure your results and track over time With online advertising, this is much easier than with traditional media advertising – use this to your advantage Test ad components – graphics, colors, message strategy – if not working as well as hoped, great results might just be a tweak away!

Thank You for Attending! Find today’s presentation at: Feel free to contact me at: And watch for my new mobile-friendly website soon!