Have you noticed? Local mobile ad spending is on the increase!
As companies large and small redirect their advertising dollars away from traditional forms of digital advertising and into mobile marketing, the numbers are impressive, global ad spend on mobile media is expected to double form $6.3 billion to $11.6 billion throughout 2012. (*Source ICT)
Just the other day it happened to me. I was interrupted in the middle of a meeting with an incoming SMS linking to mobile website coupon. Usually SMS ads do not work on me, however admittedly, I clicked on the link, directing me to a mobilized website, offering a discount coupon for a local food court that I actually stroll by in the local mall during my lunch hour. Aside from the small fact I was slightly annoyed, the offer on the discounted pizza stands, and I may pop by later this week.
Data collection issues aside, whether they purchased my info through my mobile provider, obtained from a form I submitted on the internet, or I willingly provided a local establishment with my business card – is besides the point.
What’s intriguing about location based mobile advertising – is the focus, low cost to execute, and measurable results for SMB’s. Mobile advertising and its effectiveness is arguable better than other digital mediums. Once the medium picks up your vicinity, knows your profile, a specific tailored message - buy now and enjoy %40 off - becomes more powerful. Transferring location into context and content is important from a local advertising standpoint.
Mobile advertising, and linking a mobile call-to-action - is having an impact for businesses. The recent convergence of mobile advertising speeding up with smart phones is on the radar of advertisers and local business. Building a mobile advertising strategy, linked to a mobile websites and a call to action now matters.
As an alternate to clickable ads, SMS marketing, giving direct links to your mobilized website, or digital coupons, are solutions coming through the mobile medium to drive foot traffic - and they are proven. Moreover, mobile is emerging as the customers primary choice for core service activities and engagement with business providers. Targeted mobile engagement and advertising is helping small business win tangible business.
Food & Beverage, Travel & Tourism, and Professional services are making up some of the largest segments mobilizing their advertising and presence. The train is leaving the station, so if you are a local shop – and wondering how to start - building your business mobile website is the first step. (Get started by clicking here.)
By: Richard Moravec