Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

To see how big of an opportunity the mobile market is, we must take a deeper look at the actual numbers:• There are 7 billion people on Earth. 5.1 billion own a cell phone. 4.2 billion own a toothbrush. (Mobile Marketing Association Asia, 2011)• 91% of all smartphone users have their phone within arm‘s reach 24/7 – (Morgan Stanley, 2012)• 60% of Facebook‘s 1 Billion users access Facebook on their phones. These people are twice as active on Facebook as non-mobile users(Facebook, 2012)• Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)2. More Access = More EngagementThe mobile phone is by far the the dominant way consumers access websites, Facebook, and Twitter. Don‘t believe the hype? The averageAmerican spends 94 minutes per day utilizing mobile apps vs. 72 minutes of web-based consumption? It‘s just a matter of time until mobilesurpasses television as the King access point of ALL media. Take that Howard Stern.3. Social Is MobileI previously mentioned that 60% of Facebook‘s traffic is mobile and increasing rapidly. But up until now, the only way to reach yourFacebook fans on their phones (with an optimized experience) was via the news feed.Then there‘s Twitter, whose sizable user base is almost entirely mobile. Wouldn‘t it be great if you could launch the same user experienceacross social, mobile, and PCs? (strong hint: with North Social web apps desktop users will get the same Facebook app experience theyalready love. While mobile users will get a promotional experience tailored to their phone or tablet).4. Mobile Advertising Has MaturedBy now you all know that brand promotions don‘t just go viral on their own – online or off. Before you‘re able to brag to about your ROI onyour next campaign, you must first put some wind at your promotion‘s back by generating some meaningful and measurable awareness.The good news? The mobile ad market has grown out of puberty, and is starting to flex its new muscles. Brand marketers now have a largeinventory of more mature tools at their disposal to hyper target and connect their messages to their on-the-go consumer. Facebook hasgone all in. They grew their mobile ad revenue from a flat zero in 2011 to nearly $340 million in 2012, and are projected to pull in around$850 million for mobile ads in 2013.So whether you‘re looking to drive more brand awareness, consideration, sales, or consumer loyalty, you should be trying out a number ofthe available tools to optimize user engagement from mobile ad clicks. Get to it. Test > Measure > Modify. Practice won‘t make perfect, butit will help you stay ahead of your competition and in front of your key consumers.5. Frictionless EntryThe most successful promotions are usually the ones that have the least friction to enter. You never want to jump through too many hoopsin order to participate in a brand experience. I know what you‘re thinking, what about the QR code? First off, this technology was originallycreated for industrial purposes as a way to keep track of inventory NOT for giving consumer‘s access to a website. Any brand marketer thatbelieves QR codes are the answer to quick and effortless entry into a consumer experience need to have their head examined. They maylook good in concept or a sexy pitch deck to a client, but the user experience is not inviting to say the least.Let me break it down. Before scanning their first QR code (friction point #1), one has to download a scanning app manually (try to browsethe app store and not get distracted) and then figure out how to use it (friction point #2). Then the consumer has has to wait for their camerato ready itself to take a photo (friction point #3), they then have to get the right distance away and shoot a well lit, in focus photo of the code(friction point #4), Then, each time there‘s a QR code to scan, they have to be sure they‘re using the correct scanning app for the right QRcode (friction point #5). Yes, QR codes are a giant pain in the ass.The goal is to get prospective consumers to spend time with your brand, not the actual technology that is powering your brand promotion.Consumers are about convenience, so make participation easy for them. Here‘s a brilliantly basic thought; how about asking your short-ontimeand patience consumers to just type in a straightforward URL on their phone or tablet? (ahem: North Social’s new device-agnosticweb apps enable your consumers to enter sweepstakes or photo contests without ever having to power on their PC, connect to theirfavorite social network, or download and use a complicated app…).6. Instant Reward and Follow ThroughSmart mobile apps allow you to collect customer data and hit your customers back with instant response emails that include coupons, links,and more. Sure, there are a small (and shrinking) pool of brands that ask consumers to save proofs of purchase from their favorite cerealbrand and mail them in to claim their $1.00 off coupon, but it‘s clearly time to adjust. Sure people still like to save money. Who doesn‘t? Butthe distribution and redemption game has changed. Because consumer behavior has changed. Fact: mobile coupons are now redeemed10 times more than traditional coupons (my apologies to Cap‘n Crunch). But the more challenging brands continue to make it forconsumers to access the content they want, the sooner they will jump ship and find another more accommodating brand to support.89