Digital Marketing Basics for Healthcare Brands

Healthcare is a constantly evolving field, one that’s often miles ahead of the curve. But when it comes to digital marketing, healthcare brands tend to lag behind those in other industries.

There’s a good reason for this. In marketing their products and services, healthcare brands are bound by strict rules and regulations, like the Health Insurance Portability and Accountability Act (HIPAA).

These rules and regulations limit some of the marketing tools available to healthcare brands. As a result, popular digital marketing strategies, such as remarketing lists, are unavailable to healthcare providers.

At the same time, healthcare marketers need to be cautious when adopting new marketing strategies and channels. They simply can’t afford the risk of an accidental HIPAA violation.

Despite these concerns, digital marketing is crucial for healthcare providers. Today, most consumers pick up their smartphone the instant they have questions about healthcare products or services. To reach these consumers, healthcare brands need a robust, comprehensive, and effective digital strategy.

So let’s take a look at how today’s most successful healthcare brands approach digital marketing basics, including PPC, SEO, and social media.

PPC Marketing for Healthcare Brands

Healthcare is one of the toughest verticals in the world of pay-per-click (PPC) advertising. According to one report, healthcare advertisers pay roughly 37% more per click compared to the average advertiser. What’s more, healthcare PPC ads have a lower-than-average click-through rate compared to other industries.

Yet PPC remains an indispensable tool for healthcare marketers. While healthcare leads might cost more, they’re also more valuable than leads in other industries. And even with click-through rates on the low side, roughly 1 billion searchers click on healthcare ads through Google each year.

PPC Tips for Healthcare Providers

Here are some of the ways that healthcare marketers can optimize their PPC efforts:

  • Advertise in the right places. For healthcare providers, this means advertising on Google Ads. Roughly 90% of users turn to Google for healthcare queries.
  • Create a dedicated strategy for mobile devices. According to Google, mobile searchers are much more likely to convert on healthcare-related searches.
  • Take advantage of location targeting. Roughly two-thirds of searchers choose healthcare providers based on the provider’s proximity to their home or workplace.
  • Develop protocols to avoid penalties. Google Ads enforces strict rules on healthcare advertisers, so you’ll need to be careful to avoid getting penalized.

SEO Marketing for Healthcare Brands

Healthcare brands face a unique situation when it comes to search engine optimization. In other industries, brands can generate awareness by targeting broad, informational search terms. But in the medical fields, these search results are more-or-less monopolized by WebMD, the Mayo Clinic, and a handful of other major websites.

Because of this, healthcare brands are better off targeting down-funnel search terms. Don’t optimize content for broad search terms, or informational terms about medical conditions. Instead, focus on specific queries about treatments, services, and providers. If your brand is location based, you should invest heavily in local SEO.

SEO Tips for Healthcare Providers

The following tips and strategies can help healthcare providers make the most of SEO:

  • Create information-rich content. On healthcare searches, users expect clear and detailed answers to their queries, so Google rewards information-rich pages with higher rankings.
  • Tailor content to your local market. Local SEO requires tailoring your content to include geographic keywords and making sure that these terms occur prominently on each page.
  • Invest in local listings management. To make sure that Google displays the right information about your business, you’ll need to make sure this information is consistent across the web.
  • Manage your online reviews. Local search results are largely determined by the volume and quality of your online reviews, so take a proactive approach to review management.

Social Media for Healthcare Brands

Social media’s a bit of an obstacle course for healthcare providers. While users are eager to share content from certain types of businesses, they’re less likely to get excited about content from healthcare brands.

At the same time, healthcare brands face tricky situations in areas like HIPAA compliance and public relations. A social media misstep from a well-meaning intern can have costly consequences, so it’s important that these risks are mitigated.

Despite these challenges, social media can be a gamechanger healthcare providers. Social media’s core strength lies in its ability to showcase the human side of brands and businesses. That’s an especially valuable asset in a field like healthcare, where brands often struggle to build trust and personal relationships with patients.

Social Media Tips for Healthcare Providers

When it comes to social media, healthcare brands can find success with these strategies:

  • Use rigorous social media protocols. Develop rigorous posting protocols with input from legal, PR, and social media experts to minimize the risk of HIPAA violations.
  • Respond promptly to feedback. Take advantage of social media to ensure that users receive timely, accurate responses to any questions, comments, complaints, and feedback.
  • Share advice and raise awareness. Leaning too heavily on promotional content will turn off social media users, so use your platform to promote awareness about topics related to health and well-being.
  • Showcase the people behind your brand. Humanize your brand by using your social media feed to showcase the faces that make up your organization.

Trick or Treat: Is Bad Data ‘Ghosting’ your local marketing efforts?

When national brands engage in local marketing online, their location data can play Trick-or-Treat with the results. If data is well-managed, brands are rewarded with an effective campaign. However, if location data is inaccurate, inconsistent, or incomplete, these campaigns can suffer serious problems.

 

In the worst cases, local marketing efforts can be “ghosted” by bad data. You run a locally targeted PPC campaign, yet your ads never appear the in right market. You invest in local SEO, yet your locations are nowhere to be found in search results.

 

While any business can suffer from problems with location data, larger brands tend to have the most trouble managing this data. So if you operate a brand with several locations, or you’re running a smaller brand with big plans for expansion, it’s important that you invest in effective location data management.

How Mismanaged Location Data “Ghosts” Ads & Search Results

In the world of digital marketing, there is nothing more frustrating than a “ghosted” ad or search result. You invest time and money in a marketing campaign. You think you’ve followed all the right steps. And yet, when you try to find your ads or search for your page, the results never appear (or, in some cases, they never appear where they’re supposed to).

 

When this happens to national brands with multiple locations, mismanaged location data is often the culprit.

 

If location data is managed at the corporate level, mistakes in your database can migrate into your local marketing campaigns. This can happen:

 

  • If franchisees enter their data incorrectly
  • If a mistake is made when transposing data from one database to another
  • If location data isn’t properly updated

 

While corporate-level management tends to be more accurate, the sheer volume of data can make it difficult to identify and correct mistakes.

 

If location data is managed at the franchise level, there is a very high risk of inconsistent data management from one franchise to the next. Franchisees end up using different systems and different practices for managing their data. This makes it extremely difficult to coordinate brand-wide campaigns that rely on location data. To make matters even more difficult, this data is often managed by employees or the franchisee: i.e., someone without a background in digital marketing.

 

Inaccurate, incomplete, or inconsistent data can end up neutralizing an otherwise flawless local marketing campaign. Here are three examples of how this can happen:

 

  • PPC Advertising. A lot of brick-and-mortar businesses run PPC campaigns with a geographic footprint tied to their physical location. This requires accurate longitude and latitude figures. If either of these figures is entered inaccurately, your campaign could end up targeting an entirely different location.

 

  • Local SEO. Google and other search engines tailor their results according to users’ locations. So, if your website is feeding faulty location data to users, your site might disappear from local search results. Another issue: incorrect or inconsistent data can reduce your site’s quality score, resulting in lower SEO rankings.

 

  • Local Listings. If your internal database contains inaccurate location data, these mistakes are likely replicated in external listings. Inaccurate or inconsistent local listings can lead to major headaches for brick-and-mortar businesses. Google could display the wrong address or phone number for your locations, confuse two of your locations for one another, or remove some of your locations from search results entirely.

Solutions to Local Data Mismanagement

All of this leads to an obvious question: If your brand has problems with location data, what should you do about it? We suggest two important steps…

 

First, re-evaluate your current location data management practices. If you don’t have a proper central database for this information, establish one. If you do, perform a detailed audit to eliminate errors, fix inconsistencies, and fill in missing data.

 

Second, establish a set of brand standards for entering new data or updating existing information. Make sure these standards are compatible with digital marketing best practices. It may be helpful to hire a digital marketing consultant for help establishing these standards.

 

Third, partner with a digital marketing company that specializes in local marketing for national brands. These companies are familiar with the pitfalls of inaccurate location data. They have systems in place to keep location data consistent, and they can troubleshoot multi-location campaigns much more quickly and effectively than other digital marketing companies.

 

The New Rules of Customer Touchpoints

Some may remember the, ‘Rule of 7’. In the past, businesses relied on roughly 7 touchpoints to drive customers and prospects down the sales funnel. In today’s marketing landscape, it takes anywhere from 13 to 20 touchpoints to convert those prospects and customers, depending on your business/industry.

 

When interacting with your customer they become the recipient of an experience involving a moment of truth. This moment of truth is filled with touchpoints and other factors involving their decision whether to return, to recommend your business to a friend or colleague, or to turn their back on your business, product, and/or website. Improving the customer experience and value of touchpoints can help your business grow.

 

The new rules of customer touchpoints are not your products or services, but how you create an experience for customers and prospects as they interact with your brand. Think about how you attract your customers through ANY interaction, such as your website, social media, newspaper ad, blog, etc. No matter how small, add it to a list.

 

Identify your business goals and cross-reference the parallels your touchpoints have with the customer’s lifecycle. Keep in mind all of the earned and paid opportunities you have. Content is King and if you have that in your back pocket, it will be easy to identify how best to engage with customers and prospects and on what platforms.

 

What many forget about the customer journey is how important it is to have a strong online presence. If you’re not integrating with things like Local Listings, Pay Per Click, SEO, etc., odds are your competitors are and you’ll be missing out on valuable touchpoints that have the potential to push your customers to their front door instead of yours.

 

Every customer interaction is important, but some are more critical than others. The goal here is to identify those touchpoints that are most important to both customer and the company. Once you’ve identified the weak spots in your customer experience, you’ll have a better grasp on what needs to be done to create a more positive user experience which should in turn impact customer retention, referrals, and reviews.

 

 

 

 

 

 

 

 

 

 

Digital Marketing for Restaurant Franchise Brands

One of the best things about being part of a restaurant franchise is the brand name recognition that individual locations receive. The franchisor leads the overall marketing initiatives, to which franchisees contribute, thereby relieving the stress and time it would take for them to go it alone.

But, don’t forget you will need to pepper in a little local flavor that speaks directly to each location’s community of foodies! This local approach along with the support of corporate marketing efforts will help locations to generate new and repeat business.

 

A Six Course Meal

For multi-location restaurant brands, having the right pairing of digital marketing tools is vital to building a strong localized online presence. With current and potential customers all searching in different ways, it can be an ongoing challenge to stay top of mind and visible to your audience. Ensuring that your digital marketing efforts are driving more hungry consumers to your front door requires a comprehensive strategy that includes:

 

Pay Per Click

SEO

Social Media

Local Listings and Reviews Management

Website

Programmatic

Seasoning with SEO for Multi-Locations

There is a lot to unpack in the six course meal so today we’ll focus on a couple of the most important elements, SEO and Local Listings.

 

For multi-location businesses, challenges with localized SEO often arise at the corporate level. A common strategy is to list all their locations’ information on one master landing page. This is not really the best idea for effective SEO. It is recommended to create separate, optimized pages for each restaurant location because, let’s face it, the favorite appetizer in New York City may not be the same in Phoenix.

 

Your franchisees’ individual location page is a sort of microsite giving them a community brand that can be used to create relevant content to entice the locals to come in for a taste! So, keeping that in mind you want to include location specific information on each location page including:

 

  • Location information, directions, and a Google map
  • Food specialties
  • Local testimonials – people want to be heard
  • Social media connections (be sure to include local listings such as Google My Business, Yelp, Facebook, Twitter, Big Places, Apple Maps, and City Grid)
  • Restaurant affiliated or sponsored events at the local level

 

You’ll also want to focus on adding localized content on a regular schedule. Any content should be focused on keywords and geographies that are relevant to each location. If day to day operations keep your franchisees too busy to develop content, you can hire a professional writer. Many digital marketing agencies, including Qiigo, offer professional writing services as part of their SEO package.

 

Confirm Listing Information for Full Flavor Results

After location pages have been optimized, there are some additionals things that should not be overlooked. Directory site listings for each location should be claimed and all information should be verified. Look for the following points:

 

    • Verify each location’s information (Name, address, phone number) and ensure it matches across all directories
    • Confirm operation hours
    • Respond to reviews (Flattering or not, reviews can be your benchmark between “good” and “great” customer satisfaction)
    • Current photos. Take photos of a “full” restaurant with people enjoying themselves.

 

In the End – Digital Marketing Is a Delicious Dessert

You now have an excellent foundation to get your restaurant’s locations noticed. Be sure to continue to link to other businesses, local and community events, and most importantly update your content often! Nothing turns off foodies like the sale old, same old.

 

Local SEO for multiple locations can be a lot of work to set up and maintain, but the payoff is worth it. There are lots of tools out there to help you manage your efforts and a qualified digital marketing partner can help you to refine your strategy.

 

Bon appétit!

 

Learn more about digital marketing solutions for Franchise Restaurant Brands and schedule your free demo.

 

Developing a Winning Local Digital Marketing Strategy

Mastering local marketing can be a challenge for franchise brands. While the digital revolution has made some marketing efforts easier, with four in five consumers turning to their phone first to shop, it has also highlighted the need to intercept consumers on their new digital paths to purchase.

For a prioritized head start, here are six local digital marketing tactics that can help franchisors drive local sales and increase consumer awareness:

 

 

Manage Local Listings and Location
According to Google, location is one of the top factors when determining relevant search results. So while it may seem basic, updating and maintaining online business listings is extremely important for franchisors. This includes your business name, hours of operation, address, phone number, and description on main sites, including Google, Facebook, and others. Enter complete data, verify your locations, and keep your hours of operation accurate, especially around the holidays or other special events. Ensuring your information is accurate will give potential customers confidence that directions to your location will be accurate, and that you’ll be open when they get there.

 

Use Local Landing Pages Within Your Corporate Site
Many franchisees like to have independent sites because it makes it easy for them to provide personalized local content, but these pages often lack the authority needed to get to the top of a results page. Having a local landing page, or microsite, off a corporate website can give franchisees a nice boost in search authority, and if franchisors provide franchisees the flexibility to localize their landing pages, this partnership can elevate the value of the entire site.

 

Understand Your Industry’s Top Aggregator Sites
While showing up in search results is important, it’s just as important to show up in popular apps and tools that consumers frequently turn to when searching for your type of products or services. Mobile apps such as TripAdvisor, Foursquare, and Yelp are popular destinations for consumers, and since these sites employ their own marketing efforts, targeted consumers return on a regular basis for fresh content. Position your franchise within your industry’s top aggregator sites to capture a great source of consumer traffic and local branding.

 

Employ Paid Search
Bidding on relevant keywords continues to be one of the fastest and most effective ways to engage with consumers looking for your type of goods or services. Franchisees looking to highlight their locations can utilize Google’s Local Extensions option. Other options include Customer Match and Remarketing Lists for Search Ads, which allow brands to use previous behavior and consumer insights to change bids and messaging. However you decide to tackle paid search, remember to measure and monitor the success of your efforts by using call tracking, analytics, or unique option codes.  

 

Drive and Monitor User Reviews
Online reviews are modern day word-of-mouth, and one consumer’s negative experience can be magnified in today’s digital age. Franchisors can help their brand and franchisees by monitoring brand mentions on popular sites such as Google, Twitter, and Facebook. It’s also important to drive consumer feedback. Franchisors can provide tools to spark social engagement, including digital tools, traditional printed materials, point-of-sale signage, table tents, or mail inserts. While every business strives for positive feedback, not everyone has something great to say, and that’s okay. Most consumers realize that it’s impossible to please everyone all the time, and if someone has had a bad experience, feedback provides you with an opportunity to remedy the situation if warranted, while demonstrating to potential customers that you care about their satisfaction.

 

Drive Loyalty
The cost of converting a new customer is usually far greater than retaining a current customer. To drive loyalty for your brand and keep customers coming back, there are a variety of tactics that can be used by franchisors, including email campaigns, engaging with consumers via social media, and delivering on the brand promise.

 

These digital marketing tactics can drive local sales and increase consumer awareness, but to truly know what works for you and your franchisees, always measure results and adjust to optimize your efforts.  

 

 

How to Use UTM Codes in Your Digital Marketing Campaigns

how to use utm codesAny successful digital marketing campaign is powered by data. But data-driven campaigns are only possible when you collect that data properly. One essential tool used by digital marketers for data collection and segmentation is UTM codes. UTM codes help you build unique URLs for different marketing campaigns, making it possible to properly segment campaign traffic in platforms like Google Analytics.

Below, we outline how you can quickly and simply set up and use UTM codes within Google Analytics for your digital marketing campaigns.

UTM Codes: The Basics

A UTM code (short for Urchin Tracking Module) is a piece of code that is attached to a page’s URL. This code makes it easy for analytics programs to track where users are visiting your website’s pages from. By creating a new, unique UTM code for each campaign that you wish to track, you can easily isolate data to compare one campaign against another.

UTM codes are composed of five different elements, also referred to as parameters. Three of these parameters are required for all UTM codes. Two are only used in certain cases.

The five parameters are:

  • Campaign Name – utm_campaign: This is the name of your campaign. (i.e. “summersale”)
  • Campaign Source – utm_source: This is where you are running your campaign (i.e. “facebook”)
  • Campaign Medium – utm_medium: This is the type of link used to direct traffic to your site (i.e. “bannerad”)
  • Campaign Term – utm_term (optional parameter): If you are running a PPC campaign, this is the keyword term used.
  • Campaign Content – utm_content (optional parameter): If you are running multiple campaigns with the same name, source, and medium, you can add an extra keywords with this parameter to differentiate them.

Setting Up UTM Codes

Getting a UTM code set up for your campaign is simple, thanks to Google’s URL Builders and other similar tools. With Google’s URL builders (available for web and email ads, as well as mobile-app ads), you simply enter your website’s URL and each of the parameters you are using. Google’s tool will automatically generate a unique URL with the proper UTM parameters for your campaign. You will want to create a unique UTM code for every campaign that you are tracking in Google Analytics. This way, you can isolate each campaign individually.

One important point: make sure you use the same spelling for shared parameters. For instance, if you are running multiple campaigns for your summer sale, make sure to use “summersale” for the Campaign Name of each campaign. If you are running multiple campaigns on Facebook, you will want to spell “facebook” that same way every time in the Campaign Source parameter. Note that UTM parameters are case-sensitive, so capital letters matter.

UTM Codes & Google Analytics

When you’re in Google Analytics, you can easily track and compare different campaigns based on their UTM parameters. Simply go into Traffic Sources > Sources > Campaigns to see an overview of all campaigns listed by the Campaign Name parameter. In other areas, like the Explorer, Ecommerce, and AdSense sections, you’ll be able to drill down by additional parameters, like Campaign Source and Campaign Medium.

UTM codes make it easy to track and compare how social media campaigns perform on Facebook vs. Twitter, whether you’re seeing more clicks from banner ads vs. sidebar ads, or how different ads perform within the same campaign. This way, you can go ultra-granular when fine-tuning your digital marketing efforts, helping you build smarter campaigns and optimize results.

Get more out of digital marketing by choosing the digital specialists at Qiigo. Call (888) 673-1212 today to learn how you can unlock your brand’s digital potential.

5 Big Facebook Advertising Changes That Will Dominate 2017

Facebook Advertising in 2017Twelve years ago, Facebook was a budding social network brushing up against big players like Friendster and Myspace. But in the decade-and-change since, the network has obliterated the competition and turned into the internet’s second biggest advertising channel. Facebook advertising now generates more than $180 billion annually, claiming 12% of the global digital advertising market.

Things change fast in social media and marketers who want to stay on top of changes in Facebook advertising need to be quick on their toes. To help, the Facebook advertising experts at Qiigo have collected five of the biggest changes and trends that you should expect to dominate the coming months.

1. Prices Will Continue Climbing

To date, Facebook advertising remains one of the most cost-effective digital marketing streams out there. On a cost-per-conversion basis, online marketers see huge value out of Facebook ad campaigns, particularly in streams like video and retargeted ads.

But as Facebook ads have become more and more in demand, prices are climbing, a trend that marketers should expect to continue into 2017 and beyond. Thanks to Facebook advertising’s auction system and the way certain types of ads are thriving, ad space on Facebook will only get more and more valuable.

2. Dig Deep on Mobile vs. Desktop

It’s no secret that mobile dominates the digital landscape, especially when it comes to advertising. But desktop is still tops in certain market segments. If your business relies on a desktop-preferred segment, you need to be careful about the way you advertise on social media.

One of the biggest problem areas are Facebook advertising campaigns that target both mobile and desktop users. If your campaign is set up to target all devices, the majority of your impressions will likely come from mobile, where Facebook has more advertising real estate to offer. If you’re seeing low mobile conversion rates, you’ll want to segment your campaigns by device to get the most value for your dollar.

3. Sales Funnels & Impulse Captures

As Facebook ads have become more and more common, users have become more and more resistant to clicking on certain types of ads in their feeds. One effect of this is the decline of the “cold-sell” ad. Simply put, users are increasingly unlikely to click on a transactional ad unless they have a pre-existing relationship with the brand.

Here are three quick ways brands can circumvent this problem through Facebook advertising:

1) use retargeted ads to capture users who have an existing relationship with your brand

2) invest in ads for impulse purchases that capture first-time clicks

3) develop longer sales funnels to build relationships with users

4. In-Platform Transactions

If your website has slow load times or poor design, a strong click-through rate can be squandered by bounce after bounce after bounce. One way to avoid a high bounce rate is to leave your website out of the picture entirely. Facebook is offering more and more in-platform features, like lead-capture ads and the revamped Facebook Shop, that make it easier to capture leads and drive conversions on the network itself. Over the coming months, expect more and more brands to take advantage of these features.

5. Retarget, Retarget, Retarget

In terms of Facebook advertising, there’s been no trend more important over the last few years than the rise of retargeted ads. Facebook’s share of retargeted ad spend has skyrocketed over the past few years, more than doubling in 2016 from the previous year’s figures. While Facebook advertising experts don’t expect to see that level of growth duplicated in 2017, the share of Facebook ad spend on retargeted traffic should continue to rise.

Expect this trend to tie in with expanded Facebook sales funnels. Through 2016, we began to see brands start pushing retargeted ads earlier in their funnels. After starting a user relationship through an avenue like SEO-backed content marketing, brands began to introduce retargeted ads to steer users back into their funnel. As more brands begin to find success with this strategy, we expect that retargeted ads will be used in increasingly versatile ways.

Stay on top of the latest trends in Facebook advertising by partnering with the social media marketing wizards at Qiigo. Call (888) 673-1212 today to find out how our experts can supercharge your brand’s social performance.

 

How Successful Brands Use Digital Marketing to Target Millennials

Marketing to Millennials Qiigo BlogThere is no market segment more attractive — or more perplexing — to modern brands than millennials. Consumers aged 18 to 34 are now the largest consumer demographic in the United States and are spending upwards of $600 billion each year on products and services. But unlike their parents and grandparents, millennials are highly resistant to traditional marketing avenues.

So how do successful brands reach millennial consumers? They harness the power of digital marketing.

Brands with digital savvy are dominating the millennial market. By coordinating their online, mobile, and social strategies, smart brands are generating loyal, avid customers among millennial consumers.

If your brand sees room for growth among millennials, your brand’s digital marketing game plan will be critical to growing your business. Here’s how your brand can harness the power of digital marketing to target millennials in 2017.

Triangulate Your Digital Marketing Game Plan

Millennials’ online habits are fractured, scattered across a range of devices and networks. More than any other demographic, millennials are comfortable switching back and forth between devices, sites, and apps. For brands, this means that a successful digital marketing strategy for millennials must be a coordinated effort. When marketing to millennials online, a triangulated strategy across desktop, mobile, and social platforms is essential.

Successful brands create a cohesive, multi-platform experience for millennial users. This means a seamless experience as millennials research brands on mobile browsers, track their reviews on social networks, and move to desktop computers to make a final transaction.

With Millennials, Give More to Get More

Unlike millennials, baby boomers and generation Xers were raised on one-way media. Old media, including newspapers, magazines, radio, movies, and television, lacked interactivity. But for generation Y, the interactive nature of the internet has shaped the purchasing behaviors of younger consumers.

This means that when millennials interact with brands, they expect a more give-and-take experience than their parents and grandparents did. To attract and retain millennial consumers, brands need to build an appealing, personable identity and find ways to offer value through their online content. Whether that’s by maintaining a slick social media presence or operating an information-packed blog, you can get more by giving more through your digital marketing channels.

Micro-Target with Social Segments

Millennials have a habit of baffling brands for one simple reason — brands tend to approach Millennials the way they approached past generations: as a monolith. But millennials are a more socially diverse and fragmented generation than any other. As a result, taking a broad approach to the Millennial market is counterproductive more often than not.

But in the internet age, a fragmented market is a benefit for smart brands, not a stumbling block. That’s because it’s now easier than ever to micro-target your brand’s top prospects. Millennials define themselves by their social circles, and by micro-targeting Millennials through social segmentation, you’ll be able to match your brand’s digital marketing efforts to the users who are most in tune with who your brand is and what your brand does.

Capture the attention of millennial consumers with help from the digital marketing experts at Qiigo. Call us today at (888) 673-1212 to get started.

Mobile Ad Spending to Top $70 Billion within 5 Years

mobile marketing qiigoOver the past ten years, the mobile ad market has exploded in a way that few could have predicted. With a smartphone in everyone’s pocket, purse, or hand, there are few better channels for reaching high-quality leads, and the market has responded.

So, it should come as no surprise that the growth in mobile ad spending is expected to continue into the 2020s. According to a new report by BIA/Kelsey, that growth will be substantial. In the next five years, the BIA/Kelsey report projects mobile ad spending to more than double, swelling from an estimated $32.6 billion in 2016 to just over $72 billion by 2021.

Here are some of the highlights from their data:

Growth Expected Across Mobile Ad Channels

According to BIA/Kelsey’s data, mobile ad spending is expected to grow across all mobile ad channels. The report covers five specific channels — traditional display, search, messaging, traditional video, and native/social — with each channel expected to grow over the next five years.

Here’s how the projected data breaks down channel by channel:

  • Traditional Display: $5.1 billion in 2016; $12.9 billion in 2021; five-year growth of 152.9%
  • Search: $14.2 billion in 2016; $23.4 billion in 2021; five-year growth of 64.7%
  • Messaging: $350 million in 2016; $4.5 billion in 2021; five-year growth of 1185.7%
  • Traditional Video: $2.8 billion in 2016; $7.2 billion in 2021; five-year growth of 157.1%
  • Native/Social: $10.2 billion in 2016; $24.2 billion in 2021; five-year growth of 137.2%

Local-Targeted Mobile Ad Spending to Rise

The BIA/Kelsey report was part of a broader report on local-targeted advertising. BIA/Kelsey project that mobile will be the fastest growing segment of the local-targeted advertising market over the next five year. In their projections for local-targeted mobile ad spending, the team behind the report found that spending was set to grow from $12 billion in 2016 to $32 billion in 2021.

According to the report, the major driver of growth across mobile ad spending is the ability to target high-intent consumers. Mobile advertising allows brands to micro-target users in a way that traditional ad channels cannot match. The report also notes that location-targeted ads come at a premium, which drives higher overall spending.

What does this mean for brands? First, brands should prepare to bulk up their mobile ad budgets in upcoming years. Second, brands should be prepared for the costs of mobile ads to drive increased spending. Third, brands should continue to look to Google and Facebook for mobile ad opportunities, as both brands continue to swallow up mobile advertising market share.

Looking to grow your brand’s impact with mobile ads? The team at Qiigo can help. Call us today at (888) 673-1212 to speak with our mobile marketing experts about how you can improve your brand’s mobile marketing efforts.

Digital Marketing Trends of 2016

digital marketing trends

We’re just over a month into 2016, and already we’re seeing big changes and trends in digital marketing – some that have already happened, and some that are on the horizon.

According to industry experts, 2016 will be a transformative year for the industry. In 2016, digital advertising will eclipse TV advertising for the first time in history. Meanwhile, mobile continues to show explosive growth, as top CMO’s continue to shift resources toward mobile ads, mobile search, and mobile content.

With this in mind, here are three digital marketing trends to watch out for as the year develops.

Digital Advertising Leaves Traditional Channels in Dust

Digital marketing already outstrips traditional marketing in many major markets. But 2016 will mark the first year where digital advertising channels take over worldwide.

While digital has long ago overtaken print advertising, TV has remained a juggernaut in the advertising industry. That’s due to change in the upcoming months, as digital channels will become the biggest, most valuable medium for advertisers in 2016.

The Details:

  • The internet is already the world’s biggest advertising platform in 50% of major markets
  • Web advertising spending is projected increase 12.2% in 2016 vs. a 2.1% increase for TV
  • Consumers now spend 5 hours and 38 minutes on the internet each day, more than all other media channels combined

Mobile Gains Continue at Rapid Pace

No trend in digital marketing has been a bigger game changer in the past decade than the rise of mobile marketing. Mobile shows no signs of slowing on the path to digital dominance. In fact, more Google searches are now performed through mobile than desktop in the US.

While mobile is expanding at a rapid rate, experts believe mobile marketing will expand even faster over the next four years. In fact, mobile marketing budgets are expected to increase by over 20% in 2016, one of the largest sector increases in the marketing industry.

The Details:

  • Studies of consumer behavior show that 51% of digital time is spent on mobile devices, compared to 42% on desktops and laptops
  • Mobile accounted for 49% of digital ad spending in 2015
  • According to projections, that figure will increase to 60.4% in 2016

B2C Businesses to Make Big Digital Push

Trends show that digital marketing is expected to make major strides across all categories in 2016. However, B2C businesses are expected to show particularly robust growth. Digital marketing trend reports show that B2C service and product vendors are both expected to substantially increase their investments in digital channels this upcoming year.

The details:

  • B2C service vendors plan to increase digital marketing budgets by 14%
  • B2C product vendors plan to make even larger investments, upping budgets by 20%

Looking for guidance on your next digital marketing initiative? Give Qiigo a call at (404) 496-6841. Our experts can help you navigate digital marketing trends and position your brand for digital and mobile success.