Category: Web Development

or, the Future of Mobile Marketing

The term “micro-moment” has lately been passed around the net as an opportunity to snag potential clients at the time when they are researching something on their mobile devices. Micro-moments occur when people turn to a smartphone or tablet to act on a need to learn, discover, watch, buy or do something. The ease of reaching into a pocket to answer almost any question has developed a new culture of “ask and ye shall receive”; in other words, consumers expect answers at a moment’s notice, and companies are expected to deliver crucial information immediately.

Businesses that take note of this increasing trend are better prepared for new marketing strategies and solutions that reflect the way Americans consume media.

Mobile Marketing and its Influence

E-commerce and digital marketing have exploded since the introduction of smartphones nearly a decade ago. In fact, 77 percent of Americans now own a smartphone, up from 35 percent just seven years ago. Mobile devices have become such an indispensable part of our daily lives that they are changing the way people consume media. It’s estimated that Americans spend an average of 4.7 hours on their mobile devices every day. Nearly two-thirds of smartphone and tablet users have made a purchase online using their device in the last six months and 80 percent of shoppers used a smartphone or tablet in a physical store to research product reviews, compare prices or find alternative store locations.

Thanks to the increased use of mobile devices, mobile marketing is now an essential part of an overall marketing strategy. Companies that notice and react to the so-called “micro-moments” are at an advantage.

Make Your Ads Stand Out

These days, consumers browsing the web are bombarded with content, from search engine results to social media – making it easy for potential customers to scroll right past your ads. Additionally, Facebook CEO Mark Zuckerberg’s recent News Feed plan may make it more difficult for advertisements to gain feed time on the social site. To stand out, companies must create engaging and interesting content that a reader will click on and share, not something written with little effort and targeted at the wrong audience. The object of micro-moment marketing is making the most of just a few seconds in an effort to draw the target viewer in. Offering the consumer something they value, whether that is information, insight, or a special offer, is key to successful engagement.

When potential clients click on an online ad, they come from a variety of mindsets. Some are prepared to buy now, and businesses should be ready for this option, but not all viewers are necessarily ready to make a decision yet. Many are simply browsing, comparing products or services, or researching a topic in-depth.

Businesses looking to advertise online should ask themselves, “What would be the target consumer’s intention upon seeing my ad?” Understanding your target audience’s needs and predicting how they will come across your ad are both parts of a strong marketing strategy.

The Take-Away

The impulse to pick up a mobile device to research, discover, or purchase can work to your advantage. According to Google, consumers experience micro-moments 150 times a day (on average). Create engaging content that offers a reader something of value. Take advantage of those first few seconds with compact, easy-to-consume posts, ads, pictures, and videos, which are more likely to capture someone’s attention.

Realize that not every ad click will transition to a purchase or even a lead. Make your website and purchase options easily accessible, but don’t force them on potential customers.

For more information on mobile marketing, contact the expert team at Digital Drive. Located in Patchogue, New York, Digital Drive is a full-service search engine marketing, web and social media advertising agency with over a decade of experience. We service the New York Metro area, including Suffolk, Nassau, Brooklyn, Queens, Manhattan, Bronx, and Staten Island. To learn more about our services, please call 855-776-4123 or email info@digitaldriveny.com.

 

Net neutrality, a measure imposed by the Obama administration, is the principle that internet service providers (ISPs) must treat all data on the internet the same, and not charge differently by user, content, platform, or application. Under net neutrality all websites had equal access to the internet, and service providers were unable to block, slow down or upcharge specific websites or content – which was great for users of streaming services (like Netflix) and for users of high-data sites (like Amazon).

The Federal Communications Commission (FCC) repealed net neutrality in December; the fear now is that internet service providers will begin to discriminate based on bandwidth required, causing popular sites to become slow, forcing those sites to pay more for equal speed, or hindering access altogether.

The repeal has outraged representatives from 21 states, including New York Attorney General Eric Schneiderman, who is leading a lawsuit against the FCC. Apart from New York, the other attorneys general involved in the lawsuit are from California, Connecticut, Delaware, Hawaii, Illinois, Iowa, Kentucky, Maine, Maryland, Massachusetts, Minnesota, Mississippi, New Mexico, North Carolina, Oregon, Pennsylvania, Rhode Island, Vermont, Virginia, Washington and the District of Columbia.

Clearly, there’s some heated debate over whether internet is considered a luxury or a necessity; nearly half of the state attorneys general currently pursuing litigation are fighting to prove that the internet isn’t merely an information service, but also a telecommunications utility.

Small businesses are at risk of being most impacted by this change, especially e-commerce sites.  Small businesses are at risk of being edged out by service fees they can’t afford to pay –  sales will dwindle when product pages don’t load. Big business, with the ability to put up the initial capital for these fees, will win out.

Additionally, online content could be prioritized, making it difficult for readers to find small business’ articles, white papers and blogs and for those companies to compete with media giants.

Access fees and competitive blocking are other potential problems. For instance, freemiums will become less effective without net neutrality because businesses may find themselves blocked when they compete with a similar offering from the blocking service provider.

Located in Patchogue, Long Island, New York, The Public Relations and Marketing Group and sister-company For Your Impact Online are a full-service social media management, website development, website design, programming and search engine optimization companies, centrally located on Long Island and servicing New York Metro area, including Suffolk, Nassau, Brooklyn, Queens, New York (Manhattan), Bronx, and Staten Island.

For web development examples visit The For Your Impact website. To learn more about out services, contact For Your Impact Online at 855-776-4123 or info@for-your-impact.com.