Its official, mobile media consumption now outweighs that of traditional desktop devices, so the importance of mobile marketing can no longer be questioned. With 80% of internet users owning a smartphone, now is the time to define your mobile strategy.
With the growing importance of mobile traffic to our business, Haystack's work on our conversion rate optimisation has been invaluable.
The time to prioritise your market place on mobile is now, but understanding the complexities of consumer behaviour on mobile is vital. Mobile usage is considered so personal that adverts often seem intrusive. We therefore know the importance of speaking to customers, rather than at them.
Like desktop, search remains at the core of online buying behavior on mobile. Tapping into the customer's natural intent is the beauty of search, but aiding usability is what elevates our campaigns on mobile specifically. With screen size limitations in mind, we tailor all aspects of our advertising; such as click to call features, expanded Google Shopping ads and mobile focused CRO (conversion rate optimization).
We use the same data led approach to media buying as on any other device. The display environment is where things differ, with inventory options such as in-app advertising available, where ads are shown within mobile applications. This opens up a unique array of targeting options and it is here where we pride ourselves on ensuring maximum relevancy between our advert placements and your target market.
Crossing the divide between offline and online, perhaps the most exciting feature of mobile marketing lies in Geofencing. By setting a virtual perimeter around a specific location, we're able to send targeted adverts to your users mobile when they are in the vicinity of, for example, your store or a competitor's. By doing so, both online and in-store conversions can be achieved through foot or web traffic.
Device usage across mobile, tablet and desktop has diversified. Experience has taught us that the roles devices play during the buying process vary greatly across different industries and sectors. We therefore segment all performance data and use the analysis to inform messaging, advert formats and bid strategies. Optimising devices on their own merits gives us greater control in the hunt for maximum ROI.