When we think Internet, we mean mobile, and vice-versa.Years ago, we had to connect through dial-up and cable.
Today we have full access to the World Wide Web from smartphones, tablets and other WiFi-enabled devices – meaning individuals and companies are not dependant anymore on their laptop or desktop computer to enter the cyberspace. Mobiles are a lightning fast growing industry.
As of 2010, there were 5 billion mobile phone connections worldwide, more than a billion being added in just 18 months, according to Wireless Intelligence. Ben Wood, an analyst at CCS Insight, said for BBC
“Five billion phones means there are more than three times as many phones as personal computers”
And a (2010) Morgan Stanley study report predicts that by 2015 more users will connect online via mobile devices than desktop PCs owners.
We see the stats and we recognize the power of mobile marketing, so how can businesses leverage this platform and get the most out of it – that is the question. In other words, how can a company attract the right target audience, and sell more products and services through mobile channels, delivering greater ROI.
Well one big Answer: appvertising, or mobile application advertising.
We are living in the mobile app decade
We cannot run marketing campaigns the same old way and expect different results. Nowadays, professionals are looking for new ways of reaching customers, and appvertising looks promising.
Like with any new medium, you have to firstly understand how it works, and run some trials.However, principles remain, so one cannot neglect facts, nor overlook consumer psychology:
If YouTube transformed TV, mobile apps will completely shift the way we sell and market online, and how users interact with content and information.
Appvertising enables advertisers to promote their product (or whatever offer they are marketing) inside phone applications through video ads, banners, surveys, and so forth. Apple’s iAds have tried to tap into this opportunity, but has not capitalized yet.
What are the numbers?
If you take this mobile advertising route, then you need to know the stats. Because the question that follows is: what type of apps should I advertise in?
In the Morgan Stanley report we cited earlier we also find that most people prefer to download games apps on Facebook or from the iPhone store. Games also total about 20% out of all applications.
Should you advertise in games?
It depends on your brand, offer and target audience. However, what appvertisers should keep in mind is to avoid interrupting users; it is better in terms of conversion and profit to contextualize the ad/offer within the app.
In other words, blend it inside the specific application, and make it as a natural part of the game for example. The same way Google Adsense users blend in ads on their website content/page.
Consider that an app, the mobile platform, how often a user engages the app, what time of year they use it, and phone model itself can all influence the demographic you may be targeting. There are many levels of targeting options and more apps being created every day as new channels for these ads. If I had to share one last piece of advice, I would add this: the secret to success with Appvertising is to:
1. Know the app/game and its rules
2. Keep in mind the facts, and understand consumer psychology, not the message YOU want to push
3. Never interrupt the app user, but blend your ad within the context
4. Target your audience right, or everything else will fail
Facebook and games apps are running the leaderboard on mobile phones, while Groupon is king when it comes to online deal making. Think of how to tie in the facts with your offer/product and create a winning ad.