Did you know that the first mobile ad came out in 1997? Who would have predicted that nearly 20 years later, mobile ad spending would be forecasted to surpass desktop ad spending? Smartphones are ubiquitous today, and consumers’ affinity for their devices provides a great opportunity for businesses. Research shows that more than 81 percent of consumers have searched for a restaurant on a mobile device and if mobile is not yet included in your marketing strategy, it should be. Chris Allen from QSR web discusses the three developments that are impacting mobile marketing efforts today.
Larger screen resolutions
“One of the challenges of mobile marketing has been the devices’ smaller screen size, which limits messaging options. This is becoming less of an issue in recent years as smartphones are getting bigger — device screens have nearly doubled since 2007, from an average size of 2.59 inches to 4.86 inches. Some newer “phablets” have screens that are over 6 inches.”
“The benefits are obvious: bigger screen sizes give brands more space to garner attention and engage their customers. Large screen resolution makes it easier for consumers to link to social platforms, product pages and targeted content. The impact of the shift in screen size is significant: 43 percent of consumers with a 6-inch or bigger mobile device report that they would allow brands to target them using their location, compared with 21 percent of those with a screen size under 5 inches.”
Mobile messaging apps
“As consumers increasingly eschew accessing the web on their desktop computer for their smartphones, they are also migrating to mobile messaging apps like Facebook Messenger, Snapchat and WhatsApp. Messaging apps have more monthly active users than social networking apps: about three billion vs. 2.5 billion. eMarketer predicts that by the end of 2016, nearly half of mobile phone users in the U.S. will use mobile messaging apps.”
“Messaging apps give businesses an alternative way to connect with their customers than SMS messaging, which is generally a one-sided communication. These apps provide forums that enable an exchange, opening the lines of communication with consumers on the platforms they use most frequently. Marketing opportunities on messaging apps are largely untapped, leaving plenty of room for businesses to carve out their niche.”
Near Field Communication (NFC)
“With the uptick in EMV migration in the U.S. resulting from the fraud chargeback liability shift, NFC technology is also gaining traction. A so-called “EMV companion technology,” NFC enables contactless communication between devices. NFC takes up where QR technology left off in that QR codes facilitate a one-way transfer of information by way of a scanner or smartphone camera, whereas NFC facilitates an exchange of information between devices. Restaurants can use NFC technology to learn about their customers’ purchasing behavior, engage with them, and encourage loyalty with customized messages.”
“NFC technology can be used to enhance customer loyalty programs by allowing consumers to store gift and reward “cards” on their smartphones. Businesses can message their customers about promotions and offer incentives to share this information on social networks via automatic NFC-enabled sharing. NFC also enables location-based marketing, so messages can be sent directly to customers who are in close-proximity.”
“From more available screen space for advertising, to popular messaging apps and NFC-enabled communications, today’s mobile marketing options offer restaurants a variety of ways to engage their customers. But this is just the tip of the iceberg. To learn more about mobile marketing opportunities for your business, contact your trusted payments advisor.”
For more information on how to implement these strategies into your dealership’s mobile ad campaigns, contact Elena Ciccotelli at firstname.lastname@example.org for a free consultation.