While specific goals for marketing vary, the overall goal is straightforward: to drive awareness of a brand, promote products/services and lead to sales. But with technology and consumer behavior changing all the time, how do you maximize your efforts - and results? For 2022, it’s time to prioritize marketing on mobile devices, if you haven’t yet. Here’s a look at the most effective mobile marketing trends so you can plan to hit the ground running when the New Year starts.
Omnichannel marketing is key because consumers must-see ads repeatedly in order to be influenced to take action. The more channels, the more brand impressions - the faster to a sale. But although we’re focusing on mobile here, the top practice to embrace is that no channel should be approached in a silo. So, even when you plan your mobile ads, remember the best mobile marketing campaigns are created in the context of all of a business’ marketing methods. Two types of advertising to consider next year are social media ads and Out-of-Home (OOH) ads:
- Social ads can take a variety of forms, but are especially powerful because of the amount of time people spend on their phones (and specifically on social media) each day. Making use of social media ads simply means you’re putting your brand in the same place your audience is likely to already be spending their time.
- When people hear about OOH ads, they often think of billboards. But, there are many more options available with this medium like wallscapes, bus furniture, car tops and beyond. In 2022, OOH ads are worth exploring because they can drive foot traffic to your physical store. For example, let’s say a passer-by is walking by your store and spots an OOH ad on an outdoor kiosk. It includes a QR code, which they scan on their phone, arriving at a customized landing page that invites them to stop into your store and receive a special gift. You’ve used OOH ads, mobile and web advertising all in concert to get that person in your door. Pretty cool, right?
Moving Goal Posts For Customer Experience
This next one is certainly not new, as customer experience (CX) has been a focal point in marketing for a long time. But, what is new is that the stakes have been raised - again. When you plan your mobile marketing, it’s not enough to invest time, resources, and strategy into the creative of the ads alone. You also need to consider the final destination your ad will drive someone to, and the entire end-to-end experience someone will have with your brand. For instance, does the CTA of your mobile ad lead to your home page? This generally isn’t an effective strategy. Instead, think about the content of the ad and why someone might want to click on your CTA; it’s likely for a specific reason. So, create a tailored landing page that mirrors the messaging of the ad and gives them a chance to take next steps based on their interest. Also, do you have a mobile app? For many companies, especially those who sell via m-commerce (mobile commerce), an intuitive app will provide a much better experience than a browser will. And, whether you have an app or not, aim to make everything about your CX easy and fast. Enable autofill addresses when possible, use a system like Shopify to streamline the checkout process and remember: the fewer the clicks, the better. Mobile marketing can help you boost your brand awareness, share news about your products/services and make new sales. In 2022, it’s time to give it the attention - and budget - it deserves. Need help setting your mobile marketing strategy? Give us a call!