Who could have imagined, only a few short years ago, how that mobile device in your pocket or purse would change advertising?
Or how revolutionary these changes would be?
Of the trillions of searches that Google serves up every year, the lion’s share are done on mobile devices. More searches are done on mobile than on desktop or laptop.
Marketing and advertising must respond to this fact, because the shift to mobile is not happening or about to happen.
The shift to mobile has already happened.
Your business needs to understand how to go about branding itself in this new landscape.
That can be done in one of two ways – via interruptive or via responsive marketing.
Businesses that interrupt users get in the way. Negative emotions can be invoked when a brand appears that is not asked for or is not relevant.
As a user, when you are looking at a friend’s pictures of their new baby, would you want to see an ad for an auto maker?
You may be messaging your spouse about what to get at a grocery store – how helpful would an ad for a travel company be?
As a business, it’s important to understand when the right moment is to present yourself.
When the ad for your business is displayed at the right moment, your business becomes a Godsend.
These right moments are when a mobile user is either looking to accomplish a task or needs some help in making a decision.
It’s when they want to know, want to go, want to do, or want to buy that you want your business to be there to help them.
Marketing a business with Adwords requires a clear understanding of the mobile user’s intent. The business’s top objective is to then provide relevant content.
If a potentially new consumer’s first exposure to your business is on a mobile device, shouldn’t you tailor your marketing and advertising to that device?
When a tourist is in your city and searches for restaurants near by, what a great time for your restaurant to be displayed!
If you want to pick up some flowers on the way home to surprise your spouse that evening, wouldn’t you be happy to see an ad for a local florist?
It’s time for businesses to realize that mobile ads are no longer an option. How we seek information has changed and businesses need to respond. Mobile ads are now foundational to marketing and advertising strategies.
If you’d like some help using Google Adwords to market your business, or if you’re already using Adwords but are confused by some of the more recent changes, feel free to give us a call at (250) 858 7976. We’re happy to listen and help you come up with an advertising strategy for your business.