{"id":736,"date":"2021-12-08T11:35:03","date_gmt":"2021-12-08T11:35:03","guid":{"rendered":"https:\/\/maasplatform.io\/resources\/?post_type=blog&p=736"},"modified":"2021-12-08T12:04:45","modified_gmt":"2021-12-08T12:04:45","slug":"the-mobile-ua-maasterclass-3-the-roadmap-to-mobile-ad-campaigns","status":"publish","type":"blog","link":"https:\/\/maasplatform.io\/resources\/blog\/the-mobile-ua-maasterclass-3-the-roadmap-to-mobile-ad-campaigns\/","title":{"rendered":"The Mobile UA MAASterclass 3 : The Roadmap to Mobile Ad Campaigns"},"content":{"rendered":"

\u201cThe market is clearly underspending against mobile and its performance and usage. If you went to a CMO and laid out the facts, the average CMO would increase their spending from 1% to 10% of their total budget.\u201d – Cameron Clayton, EVP Digital, The Weather Channel. I was recently listening to a podcast where a couple of CMOs shared their strategy\/roadmap for paid mobile ad campaigns. It was interesting how there was one standard line of thought amongst all of them – how businesses allocate lower budgets to mobile ad campaigns against what is essentially required for a brand’s growth or user acquisition.<\/span><\/p>\n

For most part of the 20th century, marketers employed mass-market media channels like TV, radio, print, and offline marketing that resulted in appealing to a broad spectrum of consumers. And a majority of the marketers were not satisfied with the results of their efforts as it always led to very limited scale and exposure of their brand. Besides, there was no relevant data to measure the ROI from their marketing campaigns and efforts. <\/span>
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\n<\/span>As <\/span>John Wannamaker<\/span><\/a> famously pointed out – they knew that 50% of their advertising was working, just not which 50%. Fast forward to the current times – the way users engage, interpret, and act on advertising have evolved.\u00a0 Users are now progressing and shifting their engagement from the traditional path of awareness to interest to desire to action (AIDA). With an increased adoption of multiple screens, it becomes inevitable to focus on measuring the effectiveness of mobile ad campaigns along with following the most relevant media channel strategy. At the end of the day, your brand engagement depends on to what level the user is able to resonate with it and engage at the different level post the impression\/first touchpoint.<\/span>
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\n<\/span>Mobiles are now the first touchpoint to a brand\/ business where it is growing into a primary tool to learn more about products and brands and engage more deeply with them to complete an action\/purchase. The possibilities for brands to leverage these connections are significant. What follows is a step-by-step guide designed to help you build a mobile strategy, launch and manage a mobile marketing campaign.\u00a0<\/span><\/p>\n

Understanding the Need for Mobile Ad Campaigns & Their Projected Impact<\/b><\/h3>\n

One of my most favorite <\/span>quotes<\/span><\/a> of Tom Daly (from The Coca-Cola Company) is, \u201cEverywhere that there is a Coke, there is somebody with a mobile phone and we\u2019re finding a way to make that fact profitable for everybody.\u201d & another one \u201cMy job is pretty simple: I have to make sure that if consumers have a mobile phone in one hand, then I need to put a coke in the other.\u201d<\/span>
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\n<\/span>We\u2019re now living in a world of multi-screeners \u2013 we don\u2019t simply use TVs or laptops or smartphones or tablets to gather information about a business. Instead, we use them to gather information and learn more about a product or service. Given this, it\u2019s important to start including mobile campaigns into the larger marketing component and strategy while understanding its overall penetration in the digital world and the given impact that it can bring in your overall marketing strategy. <\/span>
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\n<\/span>The power of mobile for marketers is fortified in the fact that mobile is permeating (people have access to their smartphones all the time), mobile is personal (it facilitates one-on-one engagement) and mobile is proximity (it facilitates targeting and access to users from a specific geographic location). <\/span>
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\n<\/span>As a marketer the most efficient move in the current market is to leverage the power of mobile along every step of the sales funnel. Mobile can be used in the very early stages of search and discovery as well as in the later stages of purchase and loyalty. By understanding the unique power of mobile \u2013 that it\u2019s a marketing tool, a sales tool, you\u2019ll be in a position to differentiate your brand, leapfrog the competition and execute campaigns with an increased ROI.<\/span>
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Importance of a Media Plan & a Channel Mix<\/b><\/h3>\n

It is not about whether you can run a mobile ad campaign, it is about how well you can run one. With so many different channels in the current market, choosing the right one according to your marketing objectives is crucial.<\/span>
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\n<\/span>Once marketers have a good understanding of the available channels, the next step is to understand how they intersect with each other and the other media channels. Audience overlapping is a common challenge most businesses face. An effective and integrated mobile marketing strategy uses a combination of some or all of these channels to engage with consumers. Marketers should be prepared to meet consumers where they are, study their usage patterns and, ultimately, understand what makes them go from search to purchase. <\/span>Book My Show\u2019s <\/span><\/a>smart mobile marketing campaign for the famed Avengers : Endgame is a good example on why a media plan is necessary. The award winning campaign delivered stellar results with <\/span>5 million tickets sold a week before the release, 100% increase in click-through rate, higher conversions, successful re-engagement and improved user retention.<\/span><\/p>\n

Use Mobile Ad Campaigns to Bridge Business Gaps
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