Despite the impressive growth and success of mobile device advertising, there still remain marketers who have yet to recognize the increasing importance of reaching consumers when they’re on the go. It wasn’t until the recent back to school season that retailers started to more heavily pursue customers through the device on which they spend the majority of their time.
Retailers such as Target, Kmart, JCPenny, Kohl’s, Best Buy and Sears rolled out mobile marketing initiatives in time to reach their customer prior to the busy back to school shopping season. These retailers are just a handful of those who have begun to offer mobile coupons, send text promotion alerts and promote their mobile sites all in an effort to gain more visibility and revenue.
Mobile coupons can help to increase the frequency of current customers using your product or service. In order for customers to receive current coupons, they must first voluntarily opt-in to receiving promotions. Mobile coupons will allow you to get loyal customers to purchase from you more frequently. Rewarding current customers for their faithfulness by sending special mobile promotions gives them more of a reason to maintain a relationship with you and keep you at the forefront for future purchases.
According to Borrell Associates, the 2010 U.S. Local Mobile Advertising & Promotions Forecast estimates that mobile coupon spending will grow from $90 million in 2009 to $6.52 billion in the next four years. It is expected that customers will buy $2.1 billion worth of goods and services using their mobile phones this year, which is a huge jump from $400 million in sales via mobile phone in 2008. Now more then ever is the time to tap into the ever emerging mobile promotion world.
With smart phones being the dawn of the new age for marketers, how can you best penetrate the market? The newest wave of mobile technology has become the creation and advertising of QR (Quick Response) Codes. A QR Code is a two-dimensional code, which is legible by QR scanners, smart phones and other mobiles devices with an advanced camera function.
QR codes bond the physical world with the technological world by providing immediate access to online resources and information. Using QR codes will help add value to your current mobile or online promotions, by linking to your company’s mobile site or application. QR codes simply provide instant access to relevant content when consumers need it. This technology is universal, allowing for a broad audience. The encoded information can be text, a URL or other information accessible online. Although QR codes were initially used for tracking parts in vehicle manufacturing, QR Codes are now being used in a much broader environment.
As a result of the smart phone boom over the past year, the use of QR codes are on the rise. Companies and brands such as Verizon Wireless, Calvin Klein Jeans, IKEA, Chevrolet, Iron Man 2 and Central Florida Regional Transportation are just a few using QR codes as a way to connect customers with information and content on the internet quickly via mobile devices.
There are several free online QR code generators to customize your information. Verizon Wireless recently teamed up with a mobile scanning technology maker “ScanLife” to use QR codes to promote their variety of applications available for their Droid devices. Their QR Codes were placed throughout several mediums such as print ads, point of purchase displays, direct mail and websites. In just over three months, their campaign saw over 150,000 scans, making them the most successful ScanLife campaigns in North America.
Creation and distribution of a custom QR code is just one of many ways to tap into the ever growing mobile advertising industry. It’s clear that this technology provides a communication bridge between the real physical world and the online digital world.
Many people think that Pay-Per-Click (PPC) traffic and Organic traffic are two different entities, but in reality they work together to benefit one another.
PPC traffic is great for quickly gaining and sustaining traffic and conversions, possibly while you’re waiting for your SEO efforts to be seen by the search engines. PPC is also great for promoting sales or seasonal promotions, while SEO is good for building website credibility, escalating your reach and increasing conversions. PPC allows you to control targeting, select search terms that you may not have an organic presence for, and choose which phrases you do not want your ads to appear for (negatives key phrases). SEO and PPC compliment one another and allow for different types of control, reach and conversions, but also help one another to achieve their top potential.
Google AdWords operates on a Quality Score system. That score contributes to how much you pay for a click and how well your paid ads are positioned. There are a handful of factors that go into that score, such as click-through rate, ad copy relevance and page load time. Believe it or not, following SEO best practices can actually lead to a higher quality PPC landing page. If you fully optimize your site’s code and have taken into account page load time, then you are more apt to have a high quality score for your PPC efforts.
So when it comes to SEO vs. PPC, there is no clear-cut answer as to one source of traffic being better than the other, unless you’re limited by funds or resources. Both SEO and PPC work great independently, but using these two marketing channels together will add additional leverage. By running both SEO and PPC together, you give your online business more opportunities to reach more of your customers.