Joanne Grantz
May 26, 2015 | eCommerce , Marketing | Joanne Grantz

Leveraging Mobile Ads

Your customers' mobile habits can open up doors for new opportunities to increase sales. More and more consumers are shopping via mobile.  Mobile marketing efforts do keep you connected to your consumers. It doesn't matter if you have a large contingent of online shoppers or conduct more sales in the tasting room. Your wine business stands to increase sales by leveraging mobile ads.

Smartphone ads do more
Some businesses have been reluctant to invest in mobile ads based on lukewarm consumer response to desktop ads. While there are limitations in desktop ads, there are a slew of capabilities inherent in smartphones, a recent article in Venture Beat noted. Mobile advertising can do a lot more for business than clickable desktop ads.

Mobile marketing drives customer purchases
If that's not enough to consider embracing Internet advertising, there's more good news for retailers: Mobile ads cost roughly half as much as desktop ads, according to the Wall Street Journal. In addition to lower overhead, marketing via smartphone shows promise in influencing individual buying decisions. In fact, Deloitte found that 28 percent of in-store sales were influenced by mobile devices last year. That's a 5 percent jump from 2012. And Google's internal reports demonstrate growing success in linking mobile ads to consumers' buying decisions.

"Marketing via smartphones influences buying decisions."

Mobile devices have a wider reach because they are more attuned to raw user data. Smartphones and tablets create a platform for interactive marketing, using motion ads to blend into the everyday activity of mobile users. People are already used to engaging with their phones, whether through texting, gaming or sending emails. A well-executed motion ad won't interrupt user experience, as there is no redirection to third-party websites. Instead of creating a distraction, mobile ads can serve as an enhancement to users' online experience. 

Wineries can access the power of mobile
A 2014 Nielsen study found that ownership of mobile devices increased 390 percent between 2012 and 2014. Further, 72 percent of wine drinkers use their smartphones or tablets for networking, and nearly 30 percent engage with social media for at least an hour a day. They're most connected to Facebook, as 65 percent reported visiting the site at least once during any given month. Though it may be surprising, Baby Boomers do not comprise the majority of wine drinkers. The Nielsen report noted most wine drinkers are younger than 29.

Facebook is at a particular advantage in utilizing its data: Unlike Google, the company knows users' identities. It can correlate customer store accounts with emails in its database to deliver the most personally-relevant advertising to each user.

That doesn't mean Facebook is the only effective platform for online ads. Though Google aggregates anonymous data, its analytics tools allow businesses to develop an effective mobile strategy. Businesses can easily find the point at which they'll see a return on investment.


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