Does Mobile Make Sense?
Have you taken the plunge into mobile marketing? Does it make economic sense or should you wait a while longer before spending extra time and effort on yet another social media platform? These are just a few of the questions social media management firms are routinely asked so today, we’re going to take a bit of time to answer. If it’s been more than six months since you originally evaluated mobile marketing, it’s time to take another look; in fact, if it’s been more than three months it may make sense to re-evaluate your position on mobile marketing. Keep reading to find out why mobile is getting ready to make headline news in the coming years.
Mobile marketing has been around for a few years but aside from a few early adopters, the majority of small business owners have been rather reluctant to invest the time and energy into yet another method of advertising. All of that is about to change. Not only is mobile marketing one of the fastest growing segments of social media but it’s rapidly replacing more traditional advertising and support methods of communication. Method that have served society well over the years but are now on a clear downward trend actually increase the risk associated with small business marketing whereas those (like mobile marketing) which demonstrate a strong upward adoption rate decrease risk. However, if that single fact alone isn’t sufficient to make you embrace mobile marketing, perhaps the following facts will persuade you otherwise.
Fact #1 – Mobile is More Effective
How much more effective? Recent research by AdParlor found that Facebook mobile advertisements were not only less costly than desktop advertisements but also 13x more effective! What is especially exciting about this study is the fact that it compares “apples to apples”….the same exact platform…so there is little room for debate over differences in different social sites, days of the week, posting times etc… Pure and simple, mobile advertisements outperformed desktop versions by 13x – for a fraction of the cost!
In general, the average cost per click for a traditional Facebook desktop advertisement came in at .60 cents while a mobile advertisement currently averages only .42 cents per ad…a savings of nearly 30%! But, the benefits don’t stop there. The average click through rate (CTR) is roughly .86% for a non-mobile Facebook advertisement versus 1.32 for mobile advertisements. Mobile marketing isn’t just marginally more effective…it’s expansively more effective.
Fact #2 – Mobile Increases Comments
Great. So, we have already established the fact that mobile advertisements cost less and get more click through rates but do people actually engage via mobile? After all, they are mobile and may not be inclined to interact as much as a comparable desk bound client. Well, the research is equally impressive when it comes to engagement patterns. Mobile users comment more than non-mobile users with an average of 10.5 comments versus 8.5 comments per 1000. Given the growing importance of social media for SEO, this has additional ramifications for search engine marketing creating yet another strong incentive to give mobile a “go”.
Fact #3 – Technology Matters
As a social media marketing firm we make it our business to understand all those small details which transform an ordinary campaign into an extraordinary one. Without a doubt, DIY types tend to overlook the importance of technology…major mistake! When it comes to mobile marketing, technology makes all the difference. For instance, do you know which platform performs best? You might think they are all more or less the same…untrue. Android is the top rated performer with an average click through rate of 1.23%. IPhone comes in a rather distant second at .76% and Blackberry rates third with a mere .62%.
Fact #4 – Engaging Issues
Of course, mobile marketing must be properly optimized for maximum viewer experience but that alone isn’t sufficient. Unlike desktop clients, mobile clients are also more inclined to perform certain tasks more than others. For instance, watching videos and viewing photo’s tend to be preferred by desk bound users while “liking” items, sharing and commenting are top activities for mobile clients. When creating a mobile marketing campaign, it’s important to merge the desired engagement outcome with the specific message to optimize outcomes.
So, does mobile marketing makes sense? Undoubtedly YES! Mobile marketing is one of the fastest growing segments of social media marketing, provides exceptional response rates at reduced cost and provides additional SEO/viral components when properly designed. However, this is not a DIY type project; mobile requires more skill, insight and technological know-how to get it right. The same skills, attention to detail and specialized automation made possible by outsourcing to a reputable social media management firm.
Mobile marketing is so important to the future growth of advertising that most experts believe it is due to double this year alone; Clearly making it an imperative to get in as early as possible. Small business owners that already have a mobile marketing presence may wish to expand their allocated budget given the heightened interest in the medium. Those that have yet to implement a mobile marketing strategy will want to begin sooner rather than later. As competition for clients begins to heat up, not only will prices increase but clients will have already formed strong relationships with established providers. Like the old adage “you snooze…you lose”.
Last but not least, don’t underestimate the importance of other emerging mobile marketing strategies just beginning to come online; interactive advertising is just one example of a new method making big inroads with tablet users.