Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week, Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years, explains how the surge of digital advertising parallels the growth of mobile marketing.
Digital advertising and marketing continues to surge. And this rising tide continues to be led more and more by mobile marketing.
According to a recent report, global brand and retail spending on digital marketing will reach $200 billion in 2016 – with a good chunk of a 15 percent overall increase coming from marketing targeted to smartphones and tablets.
“Digital Retail Marketing: Loyalty, Promotions, Coupons & Advertising 2015-2019,” authored by Juniper Research, demonstrates that mobile and tablets represent nearly 70 percent of the overall increase in digital spend by American marketers.
As the Juniper report points out, marketing strategies and executions are increasingly shifting towards creating and delivering “campaigns with an omnichannel digital environment.”
Smartphones, tablets, and other mobile devices enable timely, targeted, personalized campaigns – which can enhance customer engagement while providing better data for analyzing the success of those campaigns. Mobile coupons also provide significantly higher redemption rates at lower costs than traditional coupons.
Looking down the line and into the future a bit, the report also highlights the impact that will be made by predictive analytics, which offers incredible potential for real-time tailored advertising and product promotion. The report also identifies “media meshing” as a developing challenge when it comes to developing marketing strategies, since a growing audience is increasingly using multiple screens, simultaneously, for activities which may or may not be inter-related.
As digital marketing strategies and executions continue to mature, they are predicted to shift from focusing on specific goals (such as increasing product awareness or driving in-store visits) to a more complex and comprehensive strategy that encompasses “the entire retail lifecycle.”
In the words of research author Dr. Windsor Holden:
“The beauty of mobile and online marketing channels is that they can play an active role throughout the retail lifecycle, from product discovery to product purchase, enhancing customer value through personalized promotions.”
Ever since its foundation in 2009, Boost Media has been at the cutting edge of testing, optimizing, and maximizing digital ad executions – including mobile marketing. Drawing upon the power of the Boost Creative Network, Boost is the only cloud-based, people-powered platform that helps advertisers and agencies alike create, refresh, and manage compelling ad creative at scale – across all digital channels, including search, social, and display.
As digital advertising continues to advance, evolve, and move more and more into the mobile domain, we here at Boost can help smart advertisers stay ahead of the curve and at the cutting edge of online ad execution and effectiveness.
We also work with leading mobile marketers to generate ad creative, test new approaches, and drive user acquisition. Many mobile marketers have data on most everything about their campaigns – except which creative executions resonate the most with consumers. We help them rapidly iterate and test on new ad creative and calls-to-action, as well as match images to audience characteristics, and more.
To date, the Boost Creative Network has delivered more than 250,000 compelling digital ads to brands of all shapes and sizes – and optimized more than $1 billion in digital ad budgets.
Talk to us today to see how we can help you stay ahead of the digital marketing game. And on the winning track.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.