According to a new report and series of projections published Monday from Telmetrics– a provider of advertising call measurement solutions – high mobile adoption rates among both consumers and advertisers are transforming the industry and driving a mobile-first mentality for measurable results.
“Mobile is the true pay per call platform as there is an immediacy about mobile local search that drives higher response rates and the dominant mobile ad response is a call,” says said Bill Dinan, president of Telmetrics. With mobile, consumers are ready to make a purchase right away and advertisers are seeing the valuable link between a call and a purchase. The mobile marketing performance model is more easily defined and monetized, and that will help drive more revenue for advertisers and further tailor their mobile approach.”
Among the predictions for 2012 outlined in the report:
- Pay Per Call Goes Mainstream With Mobile: High mobile adoption rates for both consumers and advertisers mean there is a mutual understanding of the platform and the relevancy of calls. Unlike the drawn out learning curve that came with online advertising, this new proficient mobile knowledge base will help drive pay per call programs.
- Mobile Propels Pay Per Action: Advertisers today realize the wealth of data available via mobile and are eager to track and pay for revenue producing actions including calls, map/directions downloads, QR code reads – any definable and concrete action that means a purchase is likely imminent.
- In-App Call Tracking Rises: We expect consumers will continue to hone their lists of favorite apps and use them as their go-to resources for everyday planning and purchasing more so than mobile browsers. As such, advertisers will increasingly track the impact of in-app activity on call volumes and sales. This includes social apps like Facebook and Yelp.
- Marketers and Advertisers Shift to Mobile-First Strategy: The combination of continued low advertising budgets and the tracking capabilities of mobile will mean a market shift of companies implementing a digital strategy that starts with mobile and then extends to other platforms that can supply similar metrics.
Businesses who adopt the “one size fits all” mindset will fail. Here’s why: Not every consumer wants the same thing.
We’ve all heard the idiom, “One man’s trash is another man’s treasure.” Well, you might think your product or service is the best thing since sliced bread, but it may not align with certain people’s wants or needs.
Don’t just throw your product out there and hope it sticks. Target specific people that you know are going to be interested in it.
Sometimes it can be hard to not try and appeal to everyone, because in theory, yes—the more people exposed to your product the better. But that broad approach can end up hurting instead of helping your business.
Instead, it is critical to define the target market in the beginning stages of a campaign so you can take the proper steps needed to connect with that market, because connecting to that market is what will ultimately compel consumers to identify with and love your brand.
Mobile advertising is a growing industry! Text message marketing is a trend to watch out for. Here’s why…
Directly from the article:
With approximately 90% of the U.S. population owning cell phones, according to CTIA’s semi-annual wireless industry survey, and 98% of those phones being SMS-enabled out of the box, SMS is one of the most popular communication methods in the world. The rise of text messaging can be attributed to its low cost and ease of use. If you have a cell phone, you have the capability to text — no downloads or installations needed. And with the advent of unlimited messaging plans, texting has become the mobile communication option of choice for cell phone-toting teens, beating out e-mail, and phone conversations.
If that isn’t enough data to show that SMS is an essential communication line, there’s more. In May, 65.2% of U.S. mobile subscribers used text messaging on their mobile devices, up 1.4 percentage points versus the prior three-month period, according to comScore, making texting the top cellular device feature for all U.S. consumers, aside from calling.
The texting audience is large and still growing. eMarketer projects that the growth of the global market for ad support of mobile messaging will reach nearly $12 billion in 2011, up from about $1.5 billion in 2006.
“SMS doesn’t get a lot of hype that the flashy apps do, but it works because it provides what all marketers seek — a one-on-one dialogue with a customer,” noted Jack Philbin, co-founder and president of Vibes Media, a mobile marketing company based in Chicago.
Philbin explained that click-through rates (CTRs) and conversion rates for text messaging are much higher than rates for e-mail and Internet display, two channels that win larger percentages of marketing budgets than mobile. The average CTR for text messaging is 14.06%, while the average conversion rate is 8.22%. E-mail brings in an average CTR of 6.64% and an average conversion rate of about 1.73%, and Internet display doesn’t even hit the radar with an average CTR of 0.76% and average conversion rate of 4.43%, according to the Direct Marketing Association’s 2010 Response Rate Trend Report.
The response rates that marketers experience via texting campaigns are definitely attractive. These high action rates are probably due to the fact that texting is an opt-in marketing channel, in which consumers actively seek out information and sign-up for updates. Philbin says that he looks at SMS as a funnel, in which marketers start with text interaction, optimizing their messages to drive traffic by including a link to rich media, video, or other marketing materials, where users then take the desired action.
What’s perhaps one of the most interesting reasons to advertise via SMS is that “about 90% of all text messages are read within three minutes of their delivery, and over 99% of all text messages are read by the recipient,” according to a whitepaper on conversational advertising [PDF] by SinglePoint. The immediacy of SMS is currently unparalleled by any other marketing channel.
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