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It should be evident to the majority of brands by today that investing in mobile marketing is not an option. It is a necessity.
Worldwide, mobile now accounts for over fifty percent of all digital advertisements, surpassing desktop Web in Q1 of this year, according to a recent report by UK’s PricewaterhouseCoopers and the Interactive Advertising Bureau.
And, being digital ad spend continues to increase in comparison to traditional advertising, mobile is becoming increasingly important. Digital is forecast to overtake television advertising spend by the end of 2017 or premature 2018, assert UK-based digital advertising communications company Dentsu Aegis Network, so it’s going to account for around 38% of all advertising.
In other words, in just a month or two, mobile advertisements will represent 20 percent of the global advertising budget. And growth appears set to last. In Australia ad spend has increased by 30 percent in the first half of 2017. India advertising spend is predicted to increase at 17 percent.
The spread of mobile-first
It’s not tough to see why this is happening. Mobile phones are becoming ubiquitous, particularly in markets that are emerging.
More and more customers are adopting a mobile-first way of life. 20% of all purchases are made on a mobile device.
Even if they are not actually making a purchase, the vast majority of customers like to research products with their phones: in the united states, around 68% of customers will research a major purchase on their phone before buying online or in a store. Mobile advertisements are also proving to beas effective as desktop ads, according to Nielsen: for some users, especially those in the 18-34 market, they are now significantly more successful.
Improvements in mobile advertising technology, for example location-based targeting, video and real-time embedded data, imply they resonate better with consumers than traditional desktop programs. And, clearly, mobile ads are influenced from the spread of ad-blockers. Ads in particular are completely immune to ad-blocking.
As a result, brands will need to be devoting a growing portion of their advertising budget to mobile advertising. In some sectors, this must be more than the worldwide average: on reaching users, retailers have to accept the inevitable growth of m-commerce, and will need to focus.
Brands targeting Asian, African and other niches in which background penetration is comparatively low must be embracing a mobile-first advertising plan. And lifestyle brands should also skew their advertising heavily towards mobile.
Constructing an app
This adds up to a significant mobile marketing spend, and advertising departments will be looking for ways to become cheap as possible.
It can be tempting to decrease advertising costs by targeting less popular demographics or using less competitive key phrases, but this is rarely a fantastic strategy.
Success isn’t simply about reaching more people for less money; if you are not reaching the proper people, they’re not likely to become paying customers and you are wasting your money. Instead, you have to be focusing on ways to reach the same individuals at a lower cost.
As we discovered recently, there is one easy way to reduce your advertisement buying costs – have an program.
Because buying ads online is chiefly based on an auction program, having less competition means you will get lower costs for your ads and guess what, there are a good deal less apps compared to sites competing for ad space.
Obviously, you’re probably thinking about how the numbers stack up. App development is pricey for major brands. According to CodeMentor, should you use an external development firmthe median cost to develop a high profile iOS app in the USA is $150,000.
Creating for Android, because of the wide range of devices you want to support, can cost two to three times as much. Just how does spending on a mobile app save you cash?
The short response is that it doesn’t. However, here’s where you need to be smart. There’s no need to invest that cash.
In case you go to programmers outside the united states, you can reduce those costs down by up to 70%. Furthermore, modern dev tools mean that you can build apps cheaper and quicker without compromising on quality and user experience – just have a peek atReact Native.
To get a smaller range, you need to be able to receive a perfectly serviceable app built for both iOS and Android for below $50,000. Remember, you do not require a fully-featured app, you need.
Another approach is to use something such as Ombori Grid which lets you quickly convert your mobile Web site to a native program. The advantage of this alternative is that there’s no cost for either development or maintenance: you pay a proportion of your mobile program sales.
You now have a win/win scenario: you have got a mobile program which generates earnings,boosts your involvement with your valuable clients and alsoimproves your SEO, along with your mobile marketing is becoming more cost-effective – all without having to spend anything.
