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What Role Do Mobile Ads Play?

Early humans were hunter-gatherers, tracking down animals and plants to survive. In the 21st century, we still do a lot of hunting and gathering, but mostly we use the Internet. But, exactly how do we access it? And what causes us to start looking for something? Those are critical questions that marketers want to answer.

According to the Pew Internet Project, as of January 2014, 58 percent of American adults have smartphones, and 42 percent have tablets. As of May 2013, 63 percent of adults use their phones to go online, and 34 percent go online mostly by using their phones, rather than a desktop or laptop computer. In June of 2013, web and mobile measurement firm comScore found that consumers spent more time interacting with online retailers on smartphones and tablets than they do on desktop computers (specifically, smartphones netted 44 percent of retail minutes, with tablets getting 11 percent and desktop computers with 45 percent).

Tracking Your Prey.

The data suggests that Orlando mobile content marketing is more important than ever for people who are hunting down products, services, bargains, and deals. Mobile marketing has expanded to include much more than banner ads and mobile search results, and mobile ads are a crucial part of the marketing plan for many companies. Mobile marketing targeting has become more sophisticated, allowing advertisers to zero in on consumers based on their geographic locations, offering them products at just the right time and place. The ads themselves are more than static banners, including video, sound, and tactile sensations like vibrations, to create a more interactive experience.

With all this data, where should advertisers put their dollars: Orlando mobile content marketing or desktop ads? Until last month, it was difficult to identify exactly what process consumers used to make buying decisions. Theories abound–many felt that products were researched on the desktop, and mobile devices were used to locate things while consumers were out and about.

Your Hunting Guide–Facebook.

Fortunately for advertisers, social media giant Facebook wants to guide you to online success. Like any good guide, Facebook is extremely focused on the impact of mobile advertising. About 80 percent of active Facebook users accessed the network from mobile devices in the second quarter of 2014, and 62 percent of Facebook’s ad revenue during that same period came from mobile ads.

Now, Facebook has developed a process to track conversions across desktop and mobile devices. Previously, advertisers could see if a desktop ad or a mobile ad got a consumer to buy something, but couldn’t really see the whole sales process. Did a consumer first see an ad on his or her phone before making the purchase from his or her computer, or the other way around? Or some other combination?

Advertisers who want to track sales across both mobile devices and computers need to place specific Facebook trackers on their websites and mobile apps. The trackers (which don’t share users’ personal information) can look at users who buy products, and then trace back to see if those consumers saw ads on Facebook which may have led to the purchase. In-store or phone purchases can be tracked using a different process.

Start Your Own Safari.

If you want to lead consumers to your door or your website, mobile advertising is coming into its own. More and more companies are viewing mobile ads as more than scaled-down versions of traditional ads. Location-based and interactive ads can reach customers in unique ways that other media can’t. If your company could benefit from effective and targeted Orlando mobile content marketing, call On Target. We’ll help you find ways to put your products in front of customers when and where they need them.

Have you used mobile advertising and content marketing to reach your target market? Do you recognize any evident results? Share in the comments below.

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