Killing some time while waiting for a doctor’s appointment — we are completely engaged, open to new information and want to access it quickly.
If this is sounds like the perfect audience to target with your advertising, you are right — and recent reports show substantial growth in this segment. According to the Pew Internet & American Life Project’s Mobile Access 2010 report, 6 in 10 adults in the United States go online using a wireless connection.
Your company or client has an incredible opportunity to engage the consumer through PPC and get them to take immediate action. With a simple click of a button (or touch on the screen), they are either on your website or connecting a call to the phone number in your ad.
The results in this report were based on data from telephone interviews conducted by Princeton Survey Research Associates International between April 29 and May 30, 2010, among a sample of 2,252 adults, age 18 and older. A few quick highlights of the report show potentially how large the mobile audience can be:
The study also found that a lower income level did not have much affect on Americans having mobile access by noting that “17% of those earning less than $30,000 per year are cell-only wireless users, as are 20% of those who have not graduated from high school and 15% of those who have graduated high school but have not attended college,” whereas “the affluent and well-educated have higher overall levels of wireless internet use due to their much higher rates of ownership and use of laptop computers.”
By observing patterns in an analytics program, one can gauge what type of SEM strategy should be implemented in order to understand how to best to reach their audience. Search ads with a phone number on the ad may be enough, but mobile sites and applications such as Chipotle Mobile Ordering that let the user find the nearest location, build and order their burrito – probably have their good share of loyal repeat customers.
It’s a fact that we are dealing with tough economic conditions which are showing little sign of short term improvement. We are all negatively affected in certain ways, and if you watch the news on a regular basis you may be even more skeptical.
As marketers, we need to be creative and continue to find ways to provide the positive results our clients are expecting. The initial reaction we have in tough economic times is to reduce or eliminate marketing budget, but drastic changes may not be the right decision in many cases. In fact, companies that continue to maintain an adequate marketing presence during tough economic times stand to benefit in a number of ways.
-Less competition: many companies will lower or eliminate budgets during tough economic cycles, which allows your marketing message to stand out better. Less competitors means more exposure to prospects/clients, and your branding impact should improve.
-Pricing: This is simple “supply & demand” — less buyers typically means more favorable pricing from vendors for ad space.
-Market Share: since your competition level is lower, you have a better chance of growing your market share — in most industries/verticals consumers are still consuming, and the customers you acquire now may stay with you for the long term.
A couple more important points:
Be creative with your marketing approach and focus on your current customers — offer a rewards program, discounts/special offers, and distribute a newsletter. Be sure not to ignore your base, especially in these tough times.
A strong value proposition is also vital to maintaining your customers during tough times, since we are all looking at ways to “tighten our belts”. If your product or service delivers great value, consumers will likely find a way to afford it.
Just like all businesses in tough economic times, Google is finding ways to increase the online advertising opportunities for marketers. Google has been offering new areas on several of their products for marketers to place online ads. Interestingly, they aren’t making it outwardly known to marketers where this new ads real estate is. But, if you do some research, you’ll start to find new online ads displayed in areas once not possible. I’ll explore some advertising opportunities that are new for you to consider.
I was recently on youtube.com searching for a new song I had heard, and in doing so, noticed a new category called “promoted videos”. I hadn’t seen this before, and wondered to myself, how long has this been here? Did I just notice this? So, as any online marketer would do, I started to research how videos are populated in this new category. I found out that Google has made a cost per click program for video content, and it works similarly to that of an AdWords campaign. I think it’s a great idea. There are thousands of videos being posted to youtube.com on a daily basis, making it a challenge to ensure that your video content stays in the top listings. Given this challenge, this is a wonderful solution to have your video show up during relevant searches. If you post videos on youtube.com, I would definitely look into this new online advertising opportunity.
I also noticed recently that on another Google Product, Google Images (www.google.com/images), that they are now offering sponsored listings. This is another area previously not possible to advertise. Since this listing is image based, it is particularly ideal for e-commerce sites to place online ads. The number of sponsored listings they are offering is pretty limited. So far I’ve only seen 2 sponsored listings per page for any particular search query. However, since this is so new, there isn’t much competition yet. If you are looking for another great way to advertise online, this is definitely another great avenue to look into.
I am sure most of you know by now that Google Maps has been starting to offer sponsored listings. This isn’t as new, but just as important to highlight. For those of you who haven’t already done so, your business should have a listing in Google Maps. There is good reason why, too! By having your business listed in Google Maps, you have the ability to be placed in two of Google’s most popular products. Google.com pulls in relevant Google Map listings, and then of course, you get your listing on the actual Google Maps product. Now, take this strategy a step further and add a sponsored listing on Google Maps. The result is having 3 places that you’re ads are appearing, increasing your exposure, and boosting your brand awareness. I’d say this is a pretty good bang for your buck! If you’re looking to make sure you’re efficiently spending your online advertising budgets, this should be a no-brainer.
These ideas will help you to start doing some exploration on Google’s products and find where the different online advertising opportunities are, beyond the traditional AdWords campaigns. Google has many products and many advertising opportunities on each of them. The associated costs are lower, since not as many marketers are taking advantage of them yet. I would encourage you to look into incorporating these strategies into you online advertising campaigns.