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A hand holding an iPhone taking a picture of buildings.

It’s all about the mobile

Rebecca Buchanan, Digital Marketing Officer, discusses the world of mobile marketing, why you should implement a mobile marketing strategy and how to get the best results. 

Mobile is huge. The Internet Advertising Bureau (IAB) UK (2017) reported: ‘In June 2016, 29 million UK adults used a smartphone to access the internet accounting for 46% of their time online…In terms of mobile online activity, more than 4 out of every 5 minutes are spent on mobile apps with only 18% of time spent browsing sites’. There’s a phenomenal opportunity to find people affected by cancer, potential donators & fundraisers to guide them to relevant information, via their mobile phones.

What’s not working

Word has it, mobile display banners are on the way out. That’s not to say it doesn’t bring results because they can. It can be a great awareness driving tool and generally low cost, but haven’t we all had the problem of loading a web page or a YouTube video and then accidently clicking on a banner ad taking us to somewhere else entirely? It negatively disrupts the online experience, and responses can be similar. There are other ways to utilise the wonderful world of mobile marketing, let’s explore…

Fun and engaging side of mobile Display

There are all sorts of different formats to make mobile marketing more enticing. You can use rich media, video, 360o video, be interactive and combine formats for an increase in awareness, ad recall and brand recognition. Yorkshire Tea ran a campaign with a pop-up ad which allowed users to colour in the image using their phone. An agency called Loop me said it had a 64% uplift on positive response – could you adapt any of your campaign for this type of creative?

An phone showing the Yorkshire Tea pop-up with an image of the drawing coloured in.

Location, location, location

Location targeting can be very useful as our mobiles tend to join us on all our journeys and it’s something that can be helpful in getting to understand our audience. Cancer Research UK recently launched a proximity location-based mobile campaign for World Cancer Day, to send messages to people on their mobiles to encourage them to donate. Giving them presence in areas didn’t have otherwise.

With recent advances in location targeting, Xad, a location-based marketing company, spoke at an IAB seminar recently and reminded us that location is the greatest form of intent. Human beings are creatures of habit. Therefore, a lot of information can be drawn from location data about real-world behaviours and can fuel decision-making.

Dark social

The name implies something of a sinister nature but dark social is merely the information that we share through private channels such as messenger apps, email, and secure web browsers (https) that we cannot track. RadiumOne says, 79% of cancer content is shared in the dark and The IAB UK (2017) also state that instant messaging apps take up 85% of smartphone share of time online. That’s a whole lot of time, where people could be sharing and discussing information on their mobile, that we don’t know about. Is this an area you would like to explore further?

What to be wary of

Paying for a programmatic cross-device campaign? Be careful. Most of the time you will only be paying for desktop activity or android. This is because cookies will be the main tracking component which only android and desktop use – IOS restrict third party cookies. At a recent IAB seminar, Widespace mentioned they’ve recently launched the reach amplifier to help target those who might be using IOS, so this is something worth asking your agency about if you plan to use mobile marketing.

They also mentioned a staggering 50% of mobile ad traffic is fraudulent. Companies such as Whiteops can check campaigns for fraud by using tags to show what’s not working – should you be worried that your mobile campaign might be at risk, ask your agency to check for fraud. This check should be included as added value by any good marketing agency.

So, could mobile become part of your marketing strategy? If you have any ideas or want to discuss your digital marketing activities, just drop us an email anytime: digitalmarketing@macmillan.org.uk

 
 

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