Local-Mobile Marketing is the New Mobile Marketing
It was only a matter of time before marketers would take advantage of the technology behind GPS-enabled mobile apps and apply it to local-mobile marketing. Advertisers had a difficult time monetizing mobile apps, but as mobile devices become more popular, the mobile app and targeted advertising technology has become smarter and more targeted towards local customers. The technology makes it easier for local businesses to focus on the needs of the midsize business instead of creating advertisements for a global market.
How Mobile Marketing Helps Businesses
Several retailers and ecommerce stores have already taken advantage of mobile marketing. Macy's, Nordstrom, and Steve Madden are just a few of the stores that make shopping available from a mobile device. The only marketing aspect missing was local-mobile marketing, which enables retailers to hone in on a customer's location to give them a more personalized experience. Because targeted, local marketing is such a strong revenue-building part of online marketing, the local aspect of ad campaigns is exploding, reports Business Insider.
Some Stats on Local-Mobile Marketing
Business Insider's report shows some interesting stats for midsize business managers who are unsure how to proceed with mobile advertisements. The report says that local ads were twice as effective as globalized ads. Mobile businesses have a projected increase in local ads, and an increase in mobile shopping was shown from 2012 to 2012. Only 12% of mobile phone users said they completed a shopping transaction in 2012, but that number increases to 33% in 2013.
For midsize businesses, this could be a glimpse into future marketing efforts and where dollars should be spent in advertising and the mobile market. Some free Android and iPhone apps include advertising. The advertising is in exchange for the free app, and users can opt to pay for a full version to take away ads. This type of ad campaign has been successful for some mobile device apps such as Pandora. Pandora's desktop and mobile phone apps are free, but they include heavy advertising. Smarter commerce can mean free apps while still generating revenue from ads.
Businesses already in the mobile device market can take advantage of a more personalized, local market to boost sales from customers in proximity of retail stores. Businesses with brick and mortar retail stores can promote sales direct to customers within the general vicinity. This can boost sales and revenue for generally cheap, provided the business already has a mobile app in place. With so many users owning mobile devices, not having a mobile app is a mistake that should be remedied to keep the company with the times.
This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. Like us on Facebook. Follow us on Twitter.