As you grow your business and establish your customer base, it’s essential to take into account the ways that you’re reaching potential clients. In the digital age, you should be thinking about not only a traditional website, but also the various platforms in which information is transmitted.
There are more ways to connect with your audience than ever before, but also more ways for them to sift through their shopping options, such as social media, mobile-specific formats, and websites catering specifically to customer reviews. On top of that, consumer trends are pointing in the direction of using mobile devices as a way to do all of these things.
For example, in its first quarterly earnings of this year, Facebook earned 41 percent of its advertising revenue from mobile ads, a dollar figure placed at just over $655 million, according to HuffingtonPost.com. Go with the flow, and start planning your business’s mobile presence now.
First Things First
Before jumping headfirst into the potentials of mobile advertising, you have to start with a good mobile website. Mobile websites are different than traditional websites, in the sense that they’re custom tailored to be viewed on a mobile device.
If you’ve ever had the experience of trying to access content on a website that doesn’t have a mobile mode that adapts for a smaller screen and font size, you know the frustration of trying to click with your fingertip and getting to the wrong page.
In June of 2013, over 90 percent of both tablet and smartphone users utilized their device to access an eCommerce website, according to AdAge.com. Browse through the different kinds of mobile websites available, and choose one that best fits your needs depending on your business and what kind of content you’re presenting.
More Cost Effective
Mobile advertising is cheaper, traditionally being estimated at about 75 cents for every 1,000 views, versus $3.50 for desktop advertising, according to BusinessInsider.com. It’s obvious that mobile website advertising is the way of the future, and it’s a phenomenon that just keeps getting bigger and bigger.
People are accessing information and shopping more frequently on their mobile devices, both for the sake of convenience, but also because the quality of 3G and 4G connections have increased.
It’s easier than ever now for customers to access what they’re looking for very quickly, and in a very specific format. At the current pace the eCommerce industry is going, there’s no room for error or delay.
Adapting to Tap Into New Markets
The beauty of the Internet is that you can offer your goods and services regardless of geographic location, transcending boundaries to any shopper with access to an Internet connection.
However, every market has a distinct vibe to it, whether through familiar brand colors or the simple issue of language barriers. A new term called “transcreation” is spreading – a business where your mobile advertising is adapted to fit within a specific culture you may be unfamiliar with, such an international or non-English-speaking audience, according to HuffingtonPost.com.
When considering the pros and cons of mobile advertising and where to focus your efforts, take into account how your business will be received by potential customers internationally.