Introduction

Before 2007, online marketing was a relatively straightforward affair. Businesses

created corporate websites, bought display ads on Yahoo, purchased AdWords on
Google, and sent email. The goal was to generate as many impressions (ads shown to
users) as possible. This approach was similar to television marketing, which measures
success in terms of audience size and ad views.

However, the rise of social media, mobile devices, and local search has transformed the
online marketing landscape. Today, businesses need to be more interactive and
responsive than ever before. They need to create content that resonates with their
target audience, and they need to be able to reach them on the devices they use most
often.

Social media platforms like Facebook, Twitter, and Instagram give businesses a direct
line of communication with their customers. Businesses can use social media to share
news about their products and services, to run contests and promotions, and to engage
with their customers in real time.

Mobile devices have also had a major impact on online marketing. More and more
people are using their smartphones and tablets to access the internet. This means that
businesses need to make sure that their websites and marketing campaigns are mobile-
friendly.

Local search is another important trend in online marketing. People are increasingly
using search engines to find businesses and services in their area. Businesses can
improve their local search visibility by claiming and optimizing their Google My Business
listings, and by creating content that is relevant to their local community.

FROM EYEBALLS TO CONVERSATIONS

The simple difference in the new era of marketing lies in the concepts of “conversation”
and “engagement”.

Modern marketing revolves around businesses positioning themselves as partners in

many online conversations with customers, prospects, and even critics. brands are
currently being discussed across the web and social media, highlighting the importance
of identifying, identifying and actively participating in these conversations. Social
marketing encompasses a variety of activities, including listening, discussing,
interacting, empathizing, and engaging with audiences.
Instead of bombarding audiences with flashy and attention-grabbing ads, businesses
should aim for meaningful conversations and engage their customers. The focus has
shifted from just capturing the viewer's attention (eyeballs) to actively participating in
customer-facing conversations.

Social media marketing and advertising should not be viewed as a new advertising
channel but as a set of technology-based tools to effectively communicate with
shoppers. Previously, businesses had more control over their brand messaging and
could guide consumers along a predetermined path to purchase. However, in the age of
social marketing, consumers' purchasing decisions are increasingly influenced by
conversations, choices, tastes and opinions in their social networks. Therefore,
businesses now have a duty to actively participate and shape this social process

FROM THE DESKTOP TO THE SMARTPHONE AND TABLET

In 2015, for the first time, spending on mobile marketing exceeded that spent on
desktop/laptops. Today, social, mobile, and local marketing are the fastest growing
forms of online marketing.

Figure 7.1 illustrates the rapidly changing trajectory of ad spending between 2014
and 2022. In 2013, marketers spent 83% of their worldwide online ad spending on
desktops and only 17% on mobile. By 2019, that percentage had totally flipped,
with 73% of ad spending devoted to mobile and only 21% to desktop/laptops.
The marketing dollars are following customers and shoppers from the desktop
computer
There are a few reasons for this shift:

 Consumers are spending more time on their mobile devices. According to

Statista, the global average time spent on mobile phones per day was 4 hours
and 23 minutes in 2022. This means that businesses have more opportunities to
reach their target audience on mobile devices.
 Social media platforms are increasingly popular. Facebook has over 2.9 billion
active users, and Instagram has over 1.4 billion active users. These platforms
give businesses a direct line of communication with their customers.
  Local search is becoming more important. People are increasingly using search
engines to find businesses and services in their area. This means that
businesses need to make sure that they are visible in local search results.

THE SOCIAL, MOBILE, LOCAL NEXUS

Social, Mobile, and Local Marketing: Self-Reinforcing and Connected

Social, mobile, and local digital marketing are self-reinforcing and connected. As mobile
devices become more powerful and widely adopted, they are more useful for accessing
social media sites and finding local merchants. This, in turn, drives more investment in
social and mobile marketing, which further reinforces the connection between the three
platforms.

Here are some examples of how social, mobile, and local marketing are connected:

 Mobile users are more likely to engage with social media. According to Statista,
93.9% of social media users access social media via mobile devices. This means
that businesses that want to reach their target audience on social media need to
have a mobile-friendly strategy.
 Local search is increasingly popular on mobile devices. Over 70% of local
searches are conducted on mobile devices. This means that businesses that
want to be found by customers in their area need to optimize their website and
Google My Business listing for mobile search.
 Social media can be used to drive local traffic to businesses. Businesses can use
social media to share information about their products and services, to run
promotions, and to engage with customers in their local community. This can
help to drive traffic to their website and physical store.

BASIC MOBILE MARKETING FEATURES

As billions of consumers adopt mobile devices, mobile marketing expenditures

have rapidly grown and, in 2016, exceeded the amount spent on advertising on the
desktop platform for the first time. This trend is expected to continue through 2023
(see Figure 7.7). In 2019, mobile marketing expenditures accounted for over 70%
of all spending on online marketing, which is extraordinary given that smartphones
appeared only 11 years ago in 2007, and tablets not until 2010. Analysts believe
that if current mobile marketing growth rates continue, by 2022, spending on
mobile marketing will account for over 77% of all online advertising and over
three times as much spent on desktop advertising.

Mobile advertising in the United States is dominated by Google and

Facebook/Instagram. Google had $28.7 billion in mobile ad revenues in 2019,
constituting about 29% of the entire market, but down from 45% in 2012. On the
mobile platform, Google is still the king of search, generating about $25 billion
from mobile search ads in 2019, about 58% of all mobile search ad spending.

.2. The Technology: Basic Mobile Device Features

Today we can see the importance of smartphones. Smartphones are
always with us or in close proximity, making them more personal and
almost "wearable". This characteristic is significant for marketers
because consumers are less tolerant of commercial intrusions on their
personal devices. they know how annoying it is to interrupt a personal
phone conversation. This intolerance extends to a variety of activities on
smartphones, including reading emails, accessing social media platforms
like Facebook, or watching videos. Consumers are often less accepting
of advertising on small smartphone screens.

Another significant advantage of mobile platforms is the constant

physical proximity of smartphones to individuals, which expands the
time available for marketing materials and increases the supply of
screens. image to display marketing content. This excess supply of
screens reduces the price of mobile marketing messages. However, it
also creates tension between marketers and consumers, as marketers
desire to increase the number of mobile ads while consumers prefer
fewer mobile ads. their movements. consumers may be more accepting
of in-app ads because they are often redeemed for free access to games
or other content.
One of the most distinctive features of smartphones is the ability to
determine the user's exact location through built-in GPS technology.
This allowed marketers to target consumers based on their location,
leading to the emergence of location-based marketing and local
marketing. In contrast, websites can only determine the general location
of the desktop, which is imprecise and does not change as the user
moves around.

These features include the personal nature of smartphones, the ability to

expand marketing opportunities, the tension between advertising volume
and consumer preferences, and the ability to target consumers. users
based on their exact location.

3. MOBILE MARKETING TOOLS: AD FORMATS

Mobile marketing formats are largely the same as desktop marketing

formats, but with some key differences:
Search ads: Mobile search ads can be optimized by showing ads based
on the user's location.
Display ads: Mobile display ads can be served as a part of a mobile
website or inside apps and games.
Video ads: Mobile video ads are a fast-growing segment because of their
high click rates.
Messaging ads: Mobile messaging ads generally involve SMS text
messaging to consumers with coupons or flash marketing messages.
Social media ads: Social networks have brought their desktop
advertising techniques over to the mobile platform, with some
alterations for small-screen smartphones.
Mobile marketing is uniquely suited for branding purposes, raising
awareness through the use of video and rich interactive media.
Additional points:
Search engine advertising is the most popular mobile marketing format,
accounting for 43% of all mobile ad spending in the United States in
2019.
Display ads are the second most popular mobile marketing format,
accounting for about 30% of mobile ad spending.
Video ads are about 23% of mobile marketing.
Ad networks such as Google’s AdMob, Facebook, Twitter’s MoPub,
Verizon Media, and InMobi are some of the largest providers of mobile
display advertising.
Overall, the essay highlights the different mobile marketing formats and
how they can be used to reach consumers. Mobile marketing is a
powerful tool for branding and raising awareness, and marketers should
consider using a variety of formats to reach their target audience.

4. STARTING A MOBILE MARKETING CAMPAIGN

Before starting a mobile marketing campaign, businesses should first
identify their objectives and target demographic. Some key things to
consider include:
What do you want to achieve with your campaign? Are you trying to
build brand awareness, drive sales, or generate leads?
Who are you trying to reach? Consider the age, gender, income, and
interests of your target audience.
What makes your products or services appealing to a mobile audience?
For example, if you sell local products, you could use geotargeting to
reach customers who are nearby.
Once you have a good understanding of your objectives and target
demographic, you can start to develop your mobile marketing strategy.
Some common mobile marketing tactics include:
Mobile-friendly website: Make sure your website is optimized for
mobile devices. This means using a responsive design so that your
website looks good and functions well on all screen sizes.
Search engine optimization (SEO): Optimize your website and content
for mobile search. This means using relevant keywords and phrases that
people are likely to use when searching for your products or services on
their mobile devices.
Pay-per-click (PPC) advertising: Run PPC ads on mobile search engines
and websites. This is a great way to reach people who are already
interested in what you have to offer.
Social media marketing: Use social media platforms like Facebook,
Twitter, and Instagram to connect with your target audience and promote
your products or services.
Email marketing: Collect email addresses from potential customers and
send them targeted email campaigns.
Mobile app development: If your business has a mobile app, make sure
it is well-designed and easy to use. You can also use your app to promote
special offers, send push notifications, and collect customer feedback.
It is important to track the results of your mobile marketing campaigns
so that you can see what is working and what is not. This will help you
to refine your strategy over time.
Additional thoughts:
The essay also mentions that mobile shoppers and buyers are more
affluent than the online population in general. This is something to keep
in mind when developing your mobile marketing strategy. You may want
to target your ads and offers to higher-income consumers.
The essay also emphasizes the importance of understanding your mobile
customers. This means knowing where they are, what they are interested
in, and how they use their mobile devices. Once you have a good
understanding of your mobile customers, you can create more effective
mobile marketing campaigns.

5.
There are many different mobile marketing objectives, and therefore
different typesb of mobile marketing campaigns. Some campaigns are
sales-oriented, based on display and search ads, offering coupons or
discounts, and taking users directly to a website where they can buy
something. Measuring the results of these mobile campaigns follows
similar campaigns launched on desktops. Other campaigns focus on
branding, where the objective is to engage consumers in a conversation,
acquire them as fans, and spread the word among their friends. You can
use the framework from Figure 7.4 on page 436 to
measure the results of these campaigns. The key dimensions to measure
for mobile social campaigns are fan acquisition, engagement,
amplification, community, brand strength (center of conversation), and
sales. Figure 7.10 illustrates how a brand-oriented marketing campaign
utilizing the mobile platform and social marketing might present its
effectiveness measures over a six-month period. In a branding campaign,
the object is not so much sales as it is strengthening consumers’
engagement with the brand. In the example provided in Figure 7.10,
acquiring fans is measured by the number of unique visitors. Here you
can see that over six months, visitors have more than doubled.
Engagement is reflected in the time on-site (in minutes); amplification is
measured by the number of Likes, and this has expanded threefold.
Community is measured by the number of posts, suggesting fans are
actively engaging with one another and the brand. Posts have also
doubled in the period. Brand strength is best summarized in this figure
as the composite picture of fan acquisition,
engagement, amplification, and community measures. Measuring the
impacts of this mobile campaign on ultimate sales requires going a step
further and measuring which sales can be attributed to this mobile
campaign.