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article imageThe Mobile Data Effect: Why advertisers moved online, and how Resonate is bringing them back

Few things can be as difficult as marketing. Firms want to know how to reach, intrigue, and persuade consumers, all without breaking the bank. To accomplish this, brands need to know where the consumers are and what they want. Over the decades, advertising has kept pace with advances in technology and culture as firms continue to try to keep their messages and products fresh, relevant, and, most importantly, memorable.
“Traditional ads bank on memorability…currently it’s about memorability and recall when it’s time to make a purchase, whether that be online or brick-and-mortar,” says CEO Brian Kieser of Resonate, a mobile technology firm, in his blog post Connecting your Traditional Advertising to the Digital Consumer.
Over time, the rise of the Internet has competed with the viability of traditional advertising mediums like radio and television, with consumers spending more and more time online. In a world with social media, streaming video, and MP3s, advertisers need to find new ways to capture the public’s attention. Consumers now spend most of their time online and, according to McKinsey & Company, these netizens are ready to purchase, with 30 percent of consumers already making purchases online and another 25 percent considering taking the plunge. What if there was a way to link the traditional print, radio, and television ads with the interactivity of online content?
Combining traditional print, radio, and television advertising with online content is possible with the advent of mobile media. With the rise of smartphones, many consumers can immediately access the Internet to seek additional information on products and services that seem intriguing. Brian Kieser insists that the rise of mobile media allows for this combined advertising: "Our platform is banking on the fact that almost every single consumer who is experiencing traditional advertising has a mobile device on them.” According to Pew Research, mobile media will be the fastest-growing advertising market over the next several years, with up to $40 billion per annum spent on mobile media advertising by 2017.
Eventually, consumers may significantly prefer firms that can conveniently supplement their traditional advertising with online add-ons. If you can master mobile media you can capture more prospective customers by offering persuasive details to anchor the intrigue garnered by initial advertising.
Being able to direct your audience to your digital content via mobile media has tremendous benefits for gathering data. Without linking traditional ads with digital data, advertisers may have little knowledge of how well their ad campaigns are working. Commercials and ads may run in the wrong venues, garnering little positive attention, or successful ads run once and are ignored, the advertiser not realizing what brought in the additional customers. Advertisers and firms must know where their prospective customers and clients are, and mobile media allows these consumers to go online and reveal what drew them in.
Without being able to find out where consumers saw ads that intrigued them, firms are forced to rely on pre-digital “carpet-bombing” tactics, lobbing ads and commercials in the hope of snaring positive results. Mobile media can cut down on advertising costs by quickly revealing where firms should focus their ads, spending money only where positive results have been revealed.
Marketers and advertisers must know when their material is working…and when it is not. Before the rise of digital media, advertisers could only approximate how many people were even exposed to their ads or commercials, much less enjoyed them or made purchases because of them. Today, digital advertisers and marketers have the tools to measure the success and visibility of ads.
Advertisers can see how many people see their ads online, click on or otherwise interact with them, and whether these figures are improving or eroding over time. They can also determine a “cost per click” figure that clearly states which method of advertising offers the most “bang for the buck.” This allows for advertisers to focus their resources on their most potent and efficient venues, be they social media, news sites, or search engines.
"Our platform aggregates that data and allows advertisers to say 'okay, let's stop buying media here and spend more over here because we're getting better engagement and conversions.' That's something that doesn't really exist for traditional media,” writes Brian Kieser in his blog post. Over time, for example, as a firm’s clients and customers shift from one demographic to the next, their online habits will also evolve.
Companies today need to realize that consumers do not simply read, hear, and watch ads, but also seek additional information about those products and services online. They also need to know which ads are causing consumers to click for more. As a company, knowing where to target your initial customer base, how to track their habits and evolution, and predicting where to market your products next is vital. This is where firms like Resonate offer unparalleled advantages. Instead of “shooting blind,” advertisers and marketers who get high-quality, meaningful data from Resonate can target their audiences and make every ad count.
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