Digital Media Marketing | 3.18.15
The Mobile Marketing Association (MMA) has released some key marketing tactics from its Smart Mobile Cross Marketing Effectiveness (SMoX) that proves the true value of mobile compared to other traditional marketing tactics. The series of studies and data argue for a larger mobile ad budget and to implement specific mobile best practices for increased campaign performance.
The “first comprehensive study of its kind” analyzed the impact of various mobile formats and tactics in five multi-channel, cross-screen campaigns involving AT&T, Coca Cola’s Gold Peak tea brand, Walmart, and Mastercard.
In all cases, the report says that mobile outperformed other channels and played as a major contributor to consumer purchase intent. Below is a list of key takeaways from the MMA press release. Unfortunately, the report is not available to the public.
The optimal spend for mobile, as recommended by the MMA, is in the double digits, “far more than most marketers are currently spending.”
For AT&T, while the company contributed only 1% of the campaign budget to mobile, it provided twice the awareness than that of TV and digital.
For Mastercard, the brand used a mix of TV, magazines/newspapers, digital and online (including social). Mobile worked twice as hard to the campaign average in terms of people it converted on image per dollar spent.
For Walmart, the company focused on a mix of TV, FSI, online and mobile. Mobile impacted more customers per dollar on mobile than broadcast and cable TV. Mobile drove 14% of change in overall shopping intent despite only using 7% of the budget allocated.
For Coke’s Gold Peak Tea campaign, the brand used a mix of TV, print, online and mobile. Mobile drove 25% of top of mind awareness, 9% of “home brewed taste” image conversions and 6% of sales using only 5% of budget.
As you can see, mobile proves its value as an effective marketing tactic, despite being undervalued by many marketers. While we know mobile is important to reach today’s customers, MMA recommends to reallocate budgets to mobile in order to drive a greater success to campaigns and implement these best practices:
Mobile Display: Marketers must make sure they have a mobile presence, whether its through mobile display ads or a mobile website. Larger mobile ad units tend to do better than smaller units.
Native Advertising: Native advertising performed significantly better than mobile display advertising. Since these ads blend in very well to the content, these ads build engagement at a lower frequency.
Video/Audio: Mobile audio, like traditional audio, does great with repetition. Video builds impact over a lower frequency. Content marketing strategies should include video, which is a very effective marketing tactic alongside mobile.
Mobile Ad Location: Mobile Marketing is essential for a multi-channel marketing campaign but can also be very effective for branding and driving sales online and in-stores as well. Marketers should focus on delivering messages in areas near an in-store location (if one is available).
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