Mobile First, baby! Regular readers will know that MobileGroove and Wave Collapse have teamed up to produce mobile marketing and advertising Thought leadership that show how brands and agencies are achieving positive result further down in the purchase funnel. Our collaboration will provide the ecosystem a view into best practices based on real-world examples of effective mobile/cross-media campaigns, practical advice from industry leading brands and professionals, and a fact-packed snapshot of the global mobile landscape.
With this we kick off a regular series documenting what you need to know to take advantage of this mobile mega-trend. Strap yourself in — it’s going to be a terrific ride!
Strategy Informer: Start Geo-Targeting 1-2 Miles Away
Mobile network YP brings us information we need to map our mobile strategy and connect with people where it counts most. The company’s 3rd Quarter Local Insights Report found that mobile CTRs increase the closer a person gets to a physical location. The sweet spot was between 1-2 miles, with the CTR 1.48 times higher than the average. Between 2-5 miles away, the CTR is 1.26 times higher than average, still not shabby.
If you are advertising to drive store traffic, put in a geo-target that triggers when people are about 5 miles away, with the heaviest impression numbers going to people that are 1-2 miles away.
SOURCE: Local Insights Report
Reach Data: Those Smartphone Owners Are Getting Younger
In probably one of the most dramatic upticks we’ve seen in years, Nielsen reports that smartphone ownership among 13-17 year olds increased 62 percent year-over-year. We’re now seeing that 58 percent of this age group own smartphones, compared to 36 percent just last year.
Now that parents are buying smartphones for their teenagers, what does it mean for marketers? Expect your ability to reach this group online and via other channels to decrease because they are going to be treating their smartphones as their primary gateway to the world around them. If you don’t have a heavy spend in mobile yet, think again. You are missing out on reaching this audience.
Mobile Video Data: Visitors Like Video
Invodo, a video commerce provider, studied their internal data and found that about 6 percent of traffic comes from mobile devices, but mobile visitors make up about 14 percent of all video views on sites. If someone watched a video on their mobile device, they were three times as likely to buy as those that didn’t watch the video.
So, should you have videos on your mobile site if you want to drive sales? If it gives more product information, loads quickly, and adds to the overall experience, then the answer is YES.
SOURCE: Invodo white paper