Digital Marketing: Integrating Strategy and Tactics with Values by Ira Kaufman & Chris Horton

Author:Ira Kaufman & Chris Horton
Language: eng
Format: epub
ISBN: 9781317999744
Publisher: Routledge

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In 2013, worldwide mobile ad spending was up 105.9% to over $18 billion.5

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52% of smartphone users prefer receiving offers on their mobile device.6

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In 2013, mobile ads accounted for approximately 3.7% of all ad spend ($6.2 billion).7

Mobile-Friendly Ad Copy

As your organization begins to experiment with mobile advertising, make sure to craft mobile-oriented ad copy that is relevant to the on-the-go-consumer. Use mobile URLs when applicable; include business phone numbers, CTAs for content offers, and hyperlinks to directions, coupons, or web/social sites (e.g. Yelp, Google Plus, Yahoo! Local, etc.) that offer user-generated reviews of your brand.

Remember that the goal of your SoLoMo strategy is to communicate your brand message and product/ service information as efficiently as possible. Efficiency implies seamlessness and unification. Whoever your target audience, they are looking for simplicity, convenience, and proximity (i.e. efficiency). By providing a seamless customer experience over social, local, and mobile, you are adding value, thereby hastening the path to conversion.

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