What Mobile-First Marketing Means for Your Business

Mobile-First Marketing

Last month’s Google Performance Summit in San Francisco, CA, revealed a number of changes to Google’s AdWords and Analytics tools. Some of the highlights of Google’s summit included the development of “Promoted Pins” in Google Maps, changes in ad bidding and a new appearance for ads in search results. All of these developments reveal that Google is moving forward into the mobile-first era while continuing to handle trillions of searches every year.

Google announced that its Maps service will soon include a new generation of localized ads, as well as “promoted pins” featuring local businesses. They note, “Nearly one-third of all mobile searches are related to location,” revealing that “people’s online and offline worlds are colliding.” Since locally-based mobile searches are growing, this is a tremendous opportunity for organizations to integrate their advertisements into the stream of their followers’ lives and to show them that they are located nearby.

Changes to AdWords bidding will now allow customization based on the platform of choice – desktop, tablet, or mobile. Again this change is driven by Google’s commitment to pursue a “mobile-first” approach to advertising. The increased customization capabilities for AdWords bidding will allow businesses to optimize their marketing for whichever platform drives the greatest response and, ultimately, to reach customers more effectively.

Finally, the “mobile-first” approach to advertising has led Google to reformat the way search results appear to favor mobile platforms. This follows Google’s decision earlier this spring to remove right-hand ads from desktop search results. Expanded-text ads and new responsiveness features in mobile displays further contribute to the versatility and appeal of Google’s world-leading ads program.

Google has published some very helpful information about how mobile searches connect customers to physical businesses. Of course, Google’s search and advertising capabilities have revolutionized the face of marketing in the digital age, and their shift toward a “mobile-first” approach means they are continuing to have influence in this area. The call for professionals in this ever-changing media environment is clear: as Google notes, “accounting for mobile and designing for mobile-first are two very different things.” Mobile advertising and search capabilities offer a promising way to bridge the gap between cyberspace and physical space, as the content users see online pushes them to visit physical locations.

The Public Relations and Marketing Group, LLC (PRMG) is a full-service public relations, marketing and digital advertising agency. A Certified Google Partner, PRMG is dedicated to helping organizations and professionals drive client outreach through strategies like mobile-first marketing. If you are interested in any of the services we offer, please contact us at info@thePRMG.com or 631-207-1057 for a free consultation.

How to Use QR Codes to Market Your Business

QR codes

Quick Response (QR) codes have become increasingly common in the world of marketing and advertising. By simply scanning a QR code with mobile devices or barcode scanning applications, smartphone users can enjoy quick and effortless access to a business’ website or landing page. According to comScore Data Mine, 20.1 million mobile phone owners in the United States used their devices to scan a QR code within a three-month period at the end of 2011 and this number is expected to grow substantially.

Businesses should take advantage of this innovative way to reach customers and direct them to Web pages, special offers and any other content. This article will explain the basics of QR codes and provide answers for creating your own.

How Do I Scan a QR Code? — In order to scan a QR code, your mobile device must have a code-reading application installed. The newer models of Android and BlackBerry smartphones come with this app pre-installed but iPhone and iPad users will have to download one of the free apps available to them. These free scanning apps include Barcode Scanner and ScanLife Barcode Reader. Once your phone has this scanning capability, simply open the app and use your camera to take a photo of the QR code. Instantaneously, your mobile device will be prompted to open a Web page, play a video or even place a call.

Where Should I Place My QR Code?— QR codes can be placed on products, packaging, billboards, business cards, in-store displays, print advertisements, brochures and anywhere else that your target audience will see them. Before QR codes, businesses could only print a link on these materials and hope that readers would write it down or remember to visit it later. Now, brands can lead readers to information quicker and more conveniently than ever before.

Where Should My Business’ QR Code Lead Users? — First, ask yourself what you think is most important or valuable to your audience. You may be looking to direct more people to follow you on Twitter, take part in a contest in Facebook or RSVP to an upcoming event. Using a QR code, you can lead people to any of these venues. For example, an art gallery may place a QR code next to a painting that directs visitors to an online description of that specific work. A retail store may include a QR code next to a product in their brochure that leads readers to the specific product page online. Legal professionals can include a QR code on business cards that directs mobile users to place a call for a free consultation. Please see the following examples of what you can include in your QR code:

  • Product details
  • Contact information
  • Special offers
  • Coupons
  • Social media profiles
  • Video or audio

How Do I Create a QR Code? — To make your own QR code, visit one of the many websites that generate free codes. Simply enter the information that you would like the code to link to, such as a phone number or URL, and the site will generate a QR code.

Some of the more popular websites for creating QR codes are qurify and QR Stuff.

For more information, please contact The Public Relations and Marketing Group at (631) 207-1057 or johnzaher@theprmg.com. You can also visit our blog for more valuable articles, advertising spotlights and more.