What is Mobile Marketing ?
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.
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Some interesting facts representing why mobile marketing is too important for businesses:
- By 2019, mobile advertising is expected to represent 72% of all U.S. digital ad spending. (MarketingLand)
- It’s estimated that U.S. mobile search spending will reach $25.11 billion in 2018 and $28.25 billion in 2019 (AUM Core)
- 71% of marketers believe mobile marketing is core to their business (Salesforce)
Effective mobile marketing can contribute a lot to businesses. In this article we will be talking about one of the advertising types: native advertising and give examples of how businesses can use native advertising for mobile marketing.
What is Native Advertising ?
Native advertising is the use of paid ads. What makes them “native” is that they match the look, feel and function of the social media tools in which they are used. Native ads are often found in social media feeds, or as recommended content on a web page. Different then display ads or banner ads, native ads don’t really look like ads. They appear as part of the flow of the page. Native advertising is useful in terms of attracting audience without disturbing them and organically catch their attention.
Why are Online Marketers Increasingly Turning to Native Advertising?
- Consumers look at native ads 53% more than display ads. Native ads create an 18% increase in purchase intent, and the visual engagement with native ads is the same, and even slightly higher, than the original editorial content.
- Native advertising is a clever solution to “ad fatigue“. Ad fatigue is what happens when the audience gets bored with seeing ads. Native ads are like a part of the brand page so they don’t bore the audience who is already interested in the brand.
What are Native Advertising Examples for Mobile Marketing ?
The mobile native ads committee reviewed and categorized all of the different types of native ads on mobile marketing. Because mobile has unique device capabilities, the MMA native ad formats are designed specifically for the mobile marketing channel. They are:
- In-feed social
Social feeds include users’ posts to social networks and sponsored content from advertisers. Social network data pulled into the native ad, such as friends who like the brand and likes or comments, provide social proof to consumers.
- In-feed content
Editorial feeds, streams, and walls include both paid and unpaid content in various forms, including written stories, music, games, videos and inboxes.
- In-feed commerce
Commerce feeds contain product listings and promoted products are integrated within. This is a big retail opportunity to connect with users near the store or in store with NFC, iBeacons, GPS, and payments.
- In-map
Mobile maps provide location and navigation information. In addition to map data and organically generated business listings, maps also provide native ads in-maps.
- In-game
Ads are opt-in where players are invited to watch a video and earn a reward. The reward is a digital currency or feature that adds value to the player experience.
- Paid search
Ads appear on mobile search sites and apps integrated with organic search results. Mobile features such as click to call, nearest location, driving directions, hours of operation.
- Recommendation widgets and custom.
Recommendation widgets feature sponsored links and often appear at the end of a feed or when a user is finished reading an article.
Source: https://www.mmaglobal.com/files/documents/the_mobile_native_formats_final.pdf
