The Latest in #DigitalMarketing & #SocialMediaMarketing – November 12, 2015

Here is our take on the most notable stories in Digital and Social Media Marketing over the last seven days.

This week, it is all about mobile marketing and targeting.

Mobile Coupons Effective Way to Link Mobile Ad to In-store Purchase

eMarketer | November 10, 2015

According to a research survey conducted by Marchex and Digiday, over 60% of marketers have said that they have seen mobile coupons be an effective driver of in-store purchases. Additionally, by 2017, almost 50% of companies with 100+ employees will use mobile coupons in such capacity.

Our Take

For Marketers, the most important stat mentioned in this article is that 80% of mobile coupons users will actually redeem them in 2015. As smartphone ownership grows (see the 3rd article mentioned below), it is safe to say that the amount of mobile coupons users will grow with it. If you can pair your mobile coupons with a strong strategy to measure promotional code usage, the ability to lift the fog between online and in-store will soon be lifted. With this said, what kind of tools are out there for serving targeted mobile coupons? Here’s Facebook to the rescue.

Facebook Offers New Tools To Measure Foot Traffic, Dynamically Use Location In Ads

Marketing Land | November 5, 2015

Facebook is bolstering their local business offering by the launch of two new products, Local Insights and Local Awareness Ads. Combined, these new services are aimed to bring companies with multiple, physical locations the option to create unique ads for each location that drives and measure foot traffic.

Our Take

For Marketers looking to drive traffic to brick-and-mortar, this could possibly be the more comprehensive and extensive solution out there. On top of the ability to create unique ads for multiple locations quickly, what is really of note is that the Local Insights dashboard can actually track and record foot traffic. Through Facebook, you will be able to see your busiest times of the day or week, how many people walk or drive past your location(s), and how many people nearby have seen your ad. This powerful data can be used in dozens of marketing decisions as well as dozens of other business decisions.

Young Adults More Likely to Own Smartphone Than PC

eMarketer | November 6, 2015

According to Pew Research, 68% of US adults over the age of 18 now owns a smartphone. In total, about 90% of individuals own a mobile phone in general. The younger demographic, those 18 to 29, are even more likely to own a smartphone over owning a desktop or laptop computer.

Our Take

For Marketers, this is just further evidence of the reach and impact mobile is going to be having in the years to come. Whether you primarily deal in offline or online marketing, how are you preparing for the continued rise in mobile?

Facebook’s Growth Is Entirely Fueled by Mobile Ads

Statista | November 5, 2015

This great chart from Statista highlights one of the most telling stats from Facebook’s last earnings call: mobile makes up 78% of the social media network’s ad revenue and 74% of their total revenue.

Our Take

While the share of mobile is very dramatic in Facebook’s case, they are not the only ad technology company that can contribute much of their success to mobile devices. This past May, Google, Facebook’s biggest competitor in the online advertising space, announced that more searches happen on mobile than on desktop devices.

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