It’s critical for marketers to stay current with device trends, and to adapt their current advertising strategy for cross-device and cross-channel advertising. Here are a few best practices to take into account.
1.- Play to each channel’s and device’s strengths. Marketers need to identify what they’re looking to accomplish. For the brand advertiser, it makes sense to allocate more spend toward mobile ads on social and display networks, which are strong on branded advertising and consumer usage. Customizing a strategy based off each channel’s and device’s strengths can help meet marketing goals and maximize sales.
2.- Correctly attribute mobile conversions. While improvements have been made to correctly attribute in-store conversions to mobile devices, there’s still alot of room for improvement. Marketers should look into tracking mobilead formats like click-to-call and store locator. If successful, they can better estimate revenue from mobile transactions and adjust budget accordingly. Since mobile app usage accounts for a majority of smartphone usage, having a reliable way to link mobile app activity to mobile app purchases and brows- ing is important for every marketer.
3.- Optimize ads for the mobile experience. Research shows that different ad formats vary in effectiveness between channels. For example, 970 μ 250 display ads work best for desktop, while 320 μ 50 display ads work best on smart- phones. Make sure to properly set ads for these differences in screen size and devices. Click-to-call and store locater ads should be added for mobile- search ads. This will help ensure effective consumer reach and click-through. Mobile app advertising is also a crucial part of the mobile experience. New ad types specialized for mobile pages have been introduced across all three channels and should be used to increase engagement.
4.- Target consumers across devices and channels. Cross-device retargeting is more crucial than ever with consumers using desktops, tablets, and smart- phones in conjunction. Make sure to find a way to retarget these consumers across all channels and devices effectively, to bring down costs and increase consumer awareness. This can be done through third-party solutions that have trackers that can follow user activity across devices to the point of conversion, and retarget ads cross-channel and cross-device.
5.- Invest in mobile app advertising. Mobile apps account for almost 90% ofall time spent on mobile devices and 60% of mobile users say they use apps daily. This makes mobile app advertising an important tool in any marketer’s toolbox, with in-app ads an important way to reach consumers and engage them. This is especially true for social media, as Facebook is the most-used app on smartphones and tablets.
About Marin Software Marin Software Incorporated (NYSE: MRIN) provides a leading Revenue Acquisition Management platform used by advertisers and agencies to measure, manage and optimize more than $7.8 billion in annualized ad spend. Offering an integrated platform for search, social and display advertising, Marin helps advertisers and agencies improve financial performance, save time, and make better decisions. Marin’s technology powers marketing campaigns in more than 160 countries. For more information about Marin’s products, please visit: http://www.marinsoftware.com/solutions/overview.