How to Do Mobile Marketing Right

More money for mobile marketing media! Say that three times fast. We’re not just making up tongue twisters, though.

Thumbs up to an illustration of mobile contentMarketing Profs reported that according to a study by ZenithOptimedia, the global share of mobile marketing ad spend is expected to shoot up to 11.4 percent (a 6.4 increase over 2014) in the next couple of years.

Although marketers will continue to favor other marketing mediums like TV and desktop Internet, mobile marketing is definitely the fastest growing area of ad spending.

So as you venture deeper into mobile marketing, we’re just going to leave these best practices here. Do with them what you will.  

Keep Millennials in Mind

Some are declaring 2015 the year of the millennial customer, so make sure your marketing accounts for their interests and habits. We’ll give you a few hints:
  • They love technology — especially mobile devices.
  • They’re extremely social. They’re always interacting with other people, whether it’s in person or (more likely) on social media or review sites.
  • They enjoy being a part of community experiences. Brand activity and collaboration will draw them in, but only if they feel they can relate to and trust the brand and its values.
By 2017, millennials are expected to drop about $200 billion into the economy each year. We’ll say this one more time: Don’t forget about millennials.

Cut Down on Clicks

Mobile users don’t want to click more than they have to. Give your conversion rates a helping hand by making it as easy as possible to get in touch with you. You can use click-to-call functionality in your pay-per-click ads and on your website to make it easy for prospects to give you a call. Also make sure your website is responsive so users can easily navigate your site and find what they’re looking for.

Track Online-to-Offline Interactions

When people search for information about a product or service on their phone, it’s only natural that a lot of these searches will result in phone calls. Tracking call conversions is more important than ever.

Whether you use a free tool like Google AdWords’ website call conversion feature or a comprehensive online-to-offline ad tracking solution like ClickPath, you can’t afford not to know where your calls are coming from. (If you’re not sure whether or not to use a call tracking vendor for tracking mobile leads, read this post.)

In the years to come, mobile marketing is only going to grow. Will you be ready? 

Our Top Posts From 2014

What do yoga,  pirates and “Modern Family” have in common? (Hint: Don’t count on pirate yogis appearing on TV anytime soon.) These are just a few of the topics and themes that popped up on our blog in 2014. 
We had a lot of fun with our blog (can you tell?). 

But our blog isn’t about what we like. It’s all about you, our readers. So we did a little research and put together a list of the posts you liked the most. 

Here are five of our most popular posts:

Five Ways to Get the Best Bang for Your Marketing Buck

In this post, we offer practical advice for making your marketing dollars go further by using the right tools and treating people right. The post has some awesome tips, but we think the real reason it shot to the top is because of this gem: “Toll-free numbers (TFNs) can be the Robin to your Batman if you let them.”

Google AdWords or Call Tracking Vendor? The Best Source for Website Call Conversion Data 

True to form, Google shook up the marketing world last year. In August, Google brought website call conversions to AdWords, giving advertisers the ability to attribute phone calls to pay-per-click ads. Thing is, sometimes you just gotta go with a call tracking provider. We explain why in this post. 

How to Use Call Tracking to Limit Negative Yelp Reviews

People love to rat out businesses’ bad behavior on Yelp. And consumers listen — bad reviews can and will turn future customers away. Believe it or not, though, call tracking can help you cut down on bad reviews before they happen. People flocked to our blog to find out how.

Q&A: Joy Pershing on Using Local Numbers

We handed the reigns over to one of our account managers for this post. Readers loved what she had to say about local marketing. 

The Right Way to Use Retargeting

We’ve all been victim to creepy retargeting. Nobody wants to be “that guy” who makes their customers feel stalked, so people were all about learning how to retarget the right way.

What was one of your favorite posts from 2014? Is there anything you want us to write about in 2015? Let us know in the comments!

Call Tracking Predictions for 2015

"What's Next" written on chalkboard
Call tracking has seen some significant changes this year, with one of the most notable being the Google AdWords website call conversions feature. Businesses are placing more stock in phone calls these days, and we don’t see that changing anytime soon.

We polled some of our sales team to see what their predictions are for the future of businesses and how call tracking can meet those needs in 2015. Here’s what they had to say.

Greater Business Flexibility and Employee Accountability

“As technology moves forward, pushed by consumers and businesses desiring greater speed, mobility and functionality, call tracking is likewise evolving.

“Businesses are in greater need of integrative capabilities and also require greater accountability from employees. Thus there's a need for call tracking to push/pull data in conjunction with their CRM tools, track outbound call activity in addition to inbound and become more multi-dimensional by capturing and displaying call metrics in real time.”

— Bart DeCoster

Increased Demand for Call Attribution

“The click-to-call feature on smartphones allows consumers to connect with a business much easier and faster. With the increase of smartphone users, it’ll become necessary for business owners to identify not only who the caller is but what marketing is responsible for those calls. A great call tracking solution will capture the relevant consumer info and also allow the company to monitor the calls, improve the quality of staff and increase the return on their investments.”

— Patrick Adamson

A Continued Need for Website Call Tracking

“Mobile search is giving customers new ways of finding desired websites. This will require businesses to utilize different means of tracking in order to optimize their online advertising budgets.”

— Joy Pershing

What are your predictions about the direction of call tracking in 2015?