Mobile search requests are increasing in Europe- almost doubling every year. Likewise, the use of smart phones is increasing annually at such a rate that in 2012 around one fifth of the German population will own a smart phone. Mobile terminals are becoming more and more important for internet searches. Mobile search requests through Google are steadily increasing, making mobile marketing a vital component of an online marketing strategy.
Mobile Marketing includes, to a large degree, advertising in the form of notices in the search results or display ads, particularly those appropriate for mobile terminal formats. Additionally, mobile advertising appears in the form of sent SMS or MMS data. Ring tones or cell phone applications can be sensibly integrated into the marketing concept, however with ever decreasing success. Special functions, such as videos or video games, are more costly, however, they can be very effective in advertising certain products or brands.
Another new trend is the use of so-called quick response codes, through which internet addresses can be typed in without the URL. A photo made with a cell phone camera is enough to activate, for instance, participation in a lottery game or to access the corresponding micro site for a product or topic. For posters, business cards, and other classic forms of advertising materials, this kind of mobile marketing is also becoming of interest. Because customers carry their cell phones with them and are thus available at all times, new forms of advertising are naturally being developed to this effect. It is a given that the daily need for the provision of services strengthens the possibilities for new marketing channels.
One of the most important methods of mobile marketing lies in the use of Google AdWords for mobile advertising connections.
For guaranteed success in mobile marketing with AdWords, seperate campaigns should be created for mobile advertisements. Each individual campaign is directed at the desired target audiences according to the type of mobile terminal. In this way, the advertisements are especially created for specific devices or net operators, for instance, iPhones or iPads. The administration of individual campaigns makes it possible to calculate a specific budget for mobile marketing and to use the appropriate format for each type of mobile terminal.
Different advertising formats are available through Google AdWords: normal text ads, local extensions or site expansion for local addresses, click-to-call advertisements which blend in telephone numbers, for example, hotlines, or click-to-download ads, through which links can be immediately accessed, whereby the advertisements to be downloaded through cell phone applications are only accessible to the relevant devices.
Through the reporting system, a detailed evaluation can be made in regard to which applications result in clicks on individual advertisements, and which should be accordingly discontinued. Additionally, campaigns for desktop computers and laptops can be compared with mobile campaigns.
It is important that all methods of mobile marketing are integrated into the total marketing strategy as a part of a unified concept. We provide consultation for the appropriate measures and with your cooperation, create a marketing plan for mobile terminals which fits in seamlessly within the total strategy to effectively support your products, business, brands or services.
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