How Your Competitors are Navigating the Road to Mobile Mastery
Consumers check their cellphones a whopping 150 times a day — meaning your small business has 150 opportunities a day to make an impression with mobile marketing. We asked your peers (in this short quiz) what type of mobile marketing they’re doing.
Here’s what they said about...
More than four out of 10 small business owners (42.5%) are already using mobile advertising. But if you aren’t doing so yet, you’re not alone: Almost four in 10 small business owners (38.75%) say they’re considering mobile advertising, but “don’t know where to start.” The good news? There are plenty of options even the most inexperienced advertisers can benefit from.
Half of shoppers who search for a business on their smartphones end up visiting the store that day. To capitalize on the popularity of local mobile search, nearly 60% of small business owners have mobile-optimized websites. If you don’t (yet), the next best thing is displaying the most popular categories for local mobile search — your business address, phone number and hours — prominently on your website home page, as nearly 30% of businesses do.
This mobile marketing tactic enables you to outline an area on a digital map, then deliver ads — such as pop-ups, push notifications, coupons and offers — to smartphone users who enter that area. About 57% of respondents aren’t yet using this tactic, so there’s plenty of opportunity for you to get a jump on the competition by doing so. Consider taking geo-fencing a step further, as 12.5% of respondents do, by adding consumers’ demographics into the mix (for instance, sending ads to parents or grandparents within range of your children’s clothing store, but not to childless single people).
Want to really eat your competitors’ lunch? Then you can try geo-conquesting, which uses geo-fencing technology to reach out to customers when they get within range of a competitor’s location. Since 58.6% of respondents don’t use geo-conquesting, doing so can really make you stand out. Get even better results by using geo-conquesting to target customers of complementary businesses, as 8.6% of respondents do. For example, a restaurant could use geo-conquesting to send mobile marketing messages to nearby theatergoers before or right after the show.
The average consumer spends over two hours a month watching online video on a smartphone. Clearly, videos get a lot of attention, and so can your business if you use online video wisely. About 27% of respondents use videos on their business websites or social media channels, but 42.3% don’t use video marketing at all. Some 17.3% advertise alongside relevant, compelling video content — a great first step into video advertising. For even better results, do as 13.4% of respondents do, and integrate mobile video advertising with television advertising to really make an impression.
Now that you know what type of mobile marketing your peers are doing, where does your business fall on the scale from “Mobile Marketing Newbie” to “Mobile Marketing Master”? Click here to find out.
About the Author
Merrie Beth Salazar is a marketing professional experienced in leading teams and projects to measurable success. With a background in research and storytelling, she looks for the untold insights behind marketing campaigns and brings them to life.Follow on Twitter More Content by Merrie Beth Salazar