Be In The Know Blog

Are Your Mobile Ads Getting People to Your Store?

Posted by Zuri Stanback on August 29, 2016 at 1:23 PM

More than 90 percent of retail sales happen offline, as Marketing Land notes, but much of today's shopping journey happens online. Thankfully, lift studies that link online behavior with in-store visits are becoming more readily available. These metrics allow you to measure in-store visits driven by your mobile ad campaign to learn precisely how well it's performing.

Previously, it was a challenge to link online ad exposure to offline sales, but with mobile's geolocation data, vendors — who serve mobile ads — can measure the number of customers who visit a retail location after seeing said mobile ad. For instance, Facebook offers location-based awareness ads that show stores "near me," and offer calls-to-action such as "directions" or "call." Now those ad reports include a store visits metric, which enables you to see how many people came to your retail location after seeing your Facebook ad and analyze results across multiple locations — but there are many ways to crunch the numbers.

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Topics: Mobile Optimization and Advertising

Let Mobile Search Trends Help Market Your Business

Posted by Chris Williams on August 8, 2016 at 1:24 PM

When it comes to mobile search, trends indicate there seems to be no stopping the rush of traffic it delivers — and you can let this boom go to work for you. Mobile searches exceeded fixed internet access back in 2014, according to Search Engine Watch, changing the way businesses operate forever. Now, according to a recent Google study, 1.5 billion people visit destinations related to their searches each month. Small- to medium-sized local businesses are in a prime position to take advantage of this shift.

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Topics: Paid Search Engine Marketing, Mobile Optimization and Advertising

Auto Dealer Marketing in the Digital Age — a Micro-Revolution

Posted by Brooke Moody on August 3, 2016 at 11:31 AM

When it comes to auto dealer marketing, these days, the first rule is not to talk about the dealership. According to a new study from Google, a customer can make as many as 900 digital interactions in the lead-up to purchase. By comparison, the same customer will only visit two dealers in the process.

This doesn't represent an entirely new way of doing business. Dealerships have long known that customers can take months to process a car-buying decision. But with the ease of information readily available on mobile, consumers are now researching while standing in line at the grocery store, waiting to pick up their kids or over lunch. Getting those customers in the door is a matter of how you interact with them in the micro-moments during the path to purchase.

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Topics: Mobile Optimization and Advertising, Video Advertising, Content Marketing, Local Listings Management, Integrated Marketing, Automotive

Why Mobile Search Strategy Matters: Tips for Local SMBs

Posted by Zuri Stanback on July 18, 2016 at 2:16 PM

If your customers are like most people, they have their smartphones on them throughout the purchase process. With a good mobile search strategy, you can focus on them when it matters most — when they're nearby. A killer mobile strategy will turn smartphones into your best influencers and lead customers right to your door. First, you want to be sure your website has a responsive design to optimize it for mobile. Then, you can get on to the good stuff: building your mobile-centric search strategy.

Give the People What They Want

Searches that happen on cell phones, so-called "mobile-centric" searches, are a powerful way to gain customer insight. By looking at the mobile-centric searches for your category or brand, not only will you learn what people are searching for when they find you, you'll know where they are when they're looking — at home, on the street or right in your store. Taken altogether, this data can give you critical information about what your customers want. Whether it's an address, a phone number, or a special deal, be sure your ads are tailored to provide that information.

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Topics: Search Engine Optimization (SEO), Mobile Optimization and Advertising

Navigating the Consumer Buying Process in 2016

Posted by Alyson Phillips on July 13, 2016 at 1:12 PM

The retail store is no longer the one-stop shop it was in the past. Consumers have no shortage of options when it comes to shopping, and it's not just brick-and-mortar stores versus online: Smartphones, tablets, and desktop computers all offer their own advantages when it comes to shopping.

Consequently, few consumers stick to just one channel for conducting their shopping business, even when considering a single product. In fact, a Marketing Land survey shows that 90 percent of shoppers actually use smartphones for shopping in stores. This behavior has cultivated a consumer buying process that is hard to track and even tougher to predict — but marketers are finding tech solutions that enable effective tracking from one channel to the next, and even provide options for leveraging this multichannel utility as an asset.

To succeed in 2016, brands can't ignore the ever-shifting presence of consumer activities. Instead, it's critical to anticipate this sort of behavior and build a marketing strategy that accommodates this new approach.

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Topics: Mobile Optimization and Advertising, Social Media Marketing, Integrated Marketing

Curbing Ad Blocking: Is an Acceptable Ads Policy the Answer?

Posted by Linda Hansen on July 5, 2016 at 2:01 PM

Among the many reasons consumers seek out ad blocking software is the drag that slow-loading ads place on browsers. However, according to a report in Digiday, Google could be exploring the idea of creating an acceptable ads policy that would cut back on how much data ads require and how long they take to load. But could an acceptable ads policy really change consumer behavior?

It All Began With a L.E.A.N.

While this new initiative has impressive scope, this isn't the first time such a policy has been created in response to ad blocking. As Marketing Land notes, last year, the Interactive Advertising Bureau (IAB) announced its L.E.A.N. (light, encrypted, ad choice supported, noninvasive ads) program, which was intended to address some of the tech concerns that had been fueling the growth of ad blocking — such as autoplay and flashing ads. But, as Digiday points out, the IAB's program is not enforceable, so it only works if many advertisers and publishers subscribe to its standards.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Mobile Optimization and Advertising

Tips for Testing Brand Awareness

Posted by Alyson Phillips on June 30, 2016 at 2:56 PM

Traditional advertising placed brand recognition at a premium. Digital marketing has expanded the possible goals of ads in today's commercial landscape, building direct channels for conversions and offering a myriad of other benefits that can be used to build a case for ROI.

But the value of brand awareness itself is just as important as ever — it's why a company like Apple doesn't even have to put its name on its billboards to effectively advertise a product. Consumers see the ad content and understand where it's coming from. Not every company can have such influential awareness at their disposal, but any brand can use consumer recognition as a measure of their success within a specific market.

The first step is testing that brand awareness, and there are several effective ways to figure that out.

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Topics: Digital Marketing Strategy, Mobile Optimization and Advertising, Social Media Marketing, Analytics

Seasonal Advertising: It's Not Just for the Holidays

Posted by Solomon Cormier on June 17, 2016 at 11:02 AM

If you think seasonal advertising is all about the holiday shopper, think again. The summer season can actually help you promote your business, especially if you're in a field related to the changing temperatures, like a garden center or an HVAC company. No matter what your business, if you experience seasonal highs and lows, here are some tips to help you capitalize on the season's trends.

Sponsor the Weather

Whether you're advertising on TV or online, running an ad around a forecast means you've got the attention of an audience interested in what's happening outside. As the temperatures rise, so will interest in products like frozen yogurt shops, tanning beds and air conditioners. A recent article in Marketing Land shows that some 50 percent of consumers research purchases on computers, while a majority (67 percent), still buy in-store. In other words, the path to purchase is complex. Linking your brand with a consumer who is already interested in a core aspect of your business gets you over the hurdle of distraction.

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Topics: Premium Display and Banner Ads, Digital Marketing Strategy, Mobile Optimization and Advertising, Integrated Marketing

Local Digital Advertising: The Ins and Outs

Posted by Zuri Stanback on May 26, 2016 at 2:01 PM

Local digital advertising makes it easier than ever for SMBs to match the presence of national brands. Even companies that have never advertised before are taking advantage of its ability to deliver prime customers at point-of-purchase.

Just one slice of this market — location-targeted mobile ads — is expected to grow from $8.5 billion last year to $26.7 billion in 2020, at which point local digital advertising spending is expected to capture 43% of mobile ad spend in the U.S., according to MarketingCharts.

But before you jump in, here are a few things you'll want to know.

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Topics: Mobile Optimization and Advertising, Integrated Marketing

3 Ways Digital Video Advertising Is More Powerful Than You Imagined

Posted by Chris Finan on March 7, 2016 at 11:22 AM

A 2015 survey found that even though banner ads continue to be the top ad format heading into 2016, many agencies and clients are looking to grow their ad portfolio by ramping up the usage of video formats in the coming year. According to Marketing Land, native and video were regarded as the top mobile ad formats for 2016, with 44 percent of marketers who responded to this survey citing the ability to present content in a less intrusive way as their main reason for preferring these formats. However, digital video advertising goes beyond this benefit and is a medium that marketers are just beginning to scratch the surface of. Here's how marketers can use video to introduce themselves to consumers, build trust and then ultimately get the conversion.

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Topics: Mobile Optimization and Advertising, Video Advertising

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