2012 Advertising Strategies

Have you been spending money on Yellow Pages? Did you realise that they will not be printing from 2012 in Illinois and in many other States? The World has changed and new are being used to sell business services most notably Google local searches from mobiles.

When someone does a search for your business do they find it?
On your cellphone, Google ‘your business’ in ‘your area’ and other phrases people might key in looking for you. Do they see your business prominently displayed? If not, you should do something about this immediately.

When you look at your website on a cellphone, how does it look?
Can you view what you are selling and can people buy from your website from their cellphone? If not you should do something about this immediately.

Have you claimed your Google Place page yet?
Did you know Google display local search results differently? The results also display differently from PC and from mobile. Typically on mobile, you will see two or three AdWords ads displayed, under that a map and under that seven Google Place pages. Then you will see websites, directory sites and social network sites. Have you been asked for money to display an ad in one of these directory sites? If so, in future put the money into ensuring your Google Place page and website are optimised because that is what people will see when they search. AdWords onto mobile is also strongly recommended.

Where do you send people when advertising?
Another thing social media promoters will say is to send people to your Facebook page because people talk about you on social media. This is a myth! AYTM Market Research found that 57.8% of US Facebook users had not mentioned a brand in their status updates as of October 2011. You have spent money developing your website (and mobile website), you have spent money on SEO and AdWords, why send people to a Facebook page?

Despite all the ‘hype’ about social marketing, my habit and I’m sure the habit of most people is Googling from mobile not going to Facebook to ask friends!

Here is a list of most prominent advertising techniques being used today:

Googling
Googling from mobile
AdWords
AdWords onto mobiles
Using QR codes pointing to a mobile website
Using QR codes to capture information
Using texting effectively
Using SMS keywords to a standard rate text number for information purposes
Using SMS keywords for competition purposes
Using social media

On Black Friday in the USA in 2011, $80 million was spent by people from their mobiles and this figure is expected to treble by Black Friday 2012.

Will people be able to buy from you this way or are you going to continue losing business because you haven’t optimised your website to display properly on mobiles?

This article touches on mobile marketing but there are many advertising techniques that work using mobile, most innovative being augmented reality campaigns. When deciding where to spend an advertising budget your best return will come from mobile marketing.

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