Insurance Agents, It’s Time to Think About Mobile Advertising
Mobile advertising may seem like a scary thing if you’re just now getting comfortable with the idea of online marketing. It’s easy to feel like you’re way behind the times and struggling to no avail to keep up, especially when tech moves at such breakneck speeds. That said, you really can’t afford to let this one go.
Americans have a firm grasp on the Internet and web culture. They are no longer trying to “figure it out.” According to Smart Insights, mobile media time is now greater than desktop and other media.
“The latest data shows that we are now well past the tipping point mentioned [in 2014]. Mobile digital media time in the US is now significantly higher at 51% compared to desktop (42%),” writes Danyl Bosomworth. “The implications are clear — if you’re not able to reach your audience through mobile search or display, or you’re not providing a satisfactory mobile experience you will miss out compared to competitors who are.”
But how do you create mobile advertising that doesn’t get in the way of a user’s experience and that is delivered at the best times and locations? For answers to those questions, we turn to MediaBrix CEO and co-founder Ari Brandt. In a recent column for Entrepreneur, Brandt pointed to three particular components of effective mobile advertising.
1. The ‘When’
Say you’ve found the right audience through first- and third-party analysis. You want to run a lead capture advertisement on a game that they like to play. Even though you have the right audience and the right message, you could be cutting your nose off to spite your face by dropping it into the middle of an epic gaming session. But, Ari advises, say you know the approximate time when that user typically abandons the game for other things. You could insert an ad somewhere near the end of his session offering free additional plays. All he has to do is click through and share a bit of information.
2. The ‘How’
How your ad looks and functions within the app is of the utmost importance, and while this requires a dialog with app developers that you may not be ready to have, it doesn’t exclude you from finding more practical alternatives. The best thing you can do is work with advertising networks that have already established that dialog. This piece from Hongkiat is written with app developers in mind, but in it, you’ll find 20 ad networks that have experience working with mobile apps to ensure that ads are displayed properly and with maximum efficiency. Do your research and start contacting some of these companies to see about getting your mobile ads placed into high-profile apps that are popular in your area.
3. The ‘What’
At the end of the day, your ad needs to be more than a sneaky attempt at capturing ad information. While that may be the sole purpose behind it, you need to follow up those efforts with quality content that enriches your prospects’ lives. Not sure where to begin? Start with their pain points. What is it about home or auto or life insurance, etc., that your insurance leads would like to know more about? What is it about the culture surrounding those products they would like to know more about? Simply by answering the questions they have, you can ensure that you’re not wasting their time and that you’re providing real value after the capture.
By starting your mobile ad journey now, you can ensure that this next wave of online marketing doesn’t leave you behind. If you’re already ensconced in desktop advertising, think about porting over some of your campaign to targeted and effectively timed mobile ads. What has your experience been like with this technology thus far? Share your questions or experiences in the comments section below.