Tag: google mobile marketing

Intent in mobile marketing more important than demographics, says Google

This insight was provided in a blog post by the tech giant, which was clearly a shot at Facebook’s advertising strategies.

When it comes to mobile marketing, the biggest players have made serious efforts to try to grasp at the top spot and keep it and Google has now released a blog post that reveals some of its latest efforts to create the most appeal for its offerings.

Facebook has a natural advantage when it comes to mobile advertising to specific targeted demographics.

That said, Google has been underscoring its own consumer intent data when it comes to searches in order to provide companies with what it calls better data for mobile marketing to targeted consumers. It has stated that this is particularly helpful in the mobile advertising sphere, though it is beneficial to all online marketing. It supported its perspective by saying that demographic data develops a form of pre-conceived form of targeting for advertising campaigns.

Google gave examples of how that style could end up skewing mobile marketing results.

Mobile Marketing ImportanceFor instance, it said that among sporting goods searchers over the last half year, 56 percent are female. Equally, 45 percent of home improvement searchers are also female. On the other hand, 68 percent of influencers in the skin and body care sector are male.

The blog post stated that “Intent beats identity. Immediacy trumps loyalty. When someone has a want or need, they turn to their smartphone for help,” adding that “When a need arises, people turn to search and YouTube to look for answers, discover new things, and make decisions. We call these intent-filled moments, micro-moments.”

For this reason, the blog post explained that mobile marketing firms have the best opportunity to reach people if they’re there during that specific moment that an individual is actually seeking to learn about a subject. Understanding the intent of consumers and providing content that meets those needs, said Google, was at the heart of being able to convince them to take action such as subscribing or making a purchase. Therefore, Google said that while designing targeted campaigns, regardless of the channel, intent should play the primary role over demographics and first-party data.

Mobile marketing is about to get a flashier image boost in Google search

The search giant will be replacing its text-only ads with those featuring images, which will likely come with a cost.

Google is going to be changing the way that mobile marketing looks on the device screens of searchers, as it will be changing its text-only search ads in order to include more visually appealing images.

Many have predicted that this feature will likely come with an added price tag for advertisers.

According to the Google AdWords product management director, Bhanu Narasimhan, “Text ads are informative, but there’s not much emotion there.” That said, with the new mobile marketing ads available in the search results, it will make it possible for device users to flip through photos that will feature a product or service. This way, they can see more before they move on to the next step of seeking more product information or even making a purchase or book a reservation – which will be possible directly from the search screen.

This will represent a major step forward from the traditional mobile marketing text ads that blend into the search results.

Mobile Marketing to get cool image boost on GoogleThe hope is to take a major step away from the text ads that can seem to sink right into the background, in order to replace them with a mobile advertising experience that stands out a great deal more with visually appealing features.

That said, brands that would prefer not to shell out the additional money for the mobile ads will still be able to use the conventional text-only option. These will still also include the click to call option that has already been available through Google’s mobile search, but now in the case of the ads with the images, it will help to encourage consumers to actually act on what they see, instead of having their eyes skim right over it.

This service is lightly to help to boost the overall mobile marketing spending that is already experiencing a considerable rate of growth. For example, eMarketer has predicted that this year in the United States, alone, there will be $12.85 billion spent on search ads over smartphones and tablets. That amount will represent a higher amount of spending growth than that of desktop ads.