Yes, It’s Possible – How To Make Mobile Ads Work on a Startup Budget
By AJ Agrawal
Large budgets and startup marketing usually do not belong in the same sentence. Unfortunately, most startups do not have cash to burn; they have to run lean operations, which does not offer the luxury of endless experimentation with marketing initiatives. Although founders are tasked with the responsibility of understanding where and when to cut down on costs, they cannot abandon mobile initiatives altogether just to save a buck. After all, the only way to make it to the next stage of fundraising or reach a user traction goal is to spread awareness through marketing – more specifically, mobile marketing.
Today’s startups are eager to grow quickly; with fierce competition and a finite amount of cash and resources, growth is the only way to survive. To spread the word and forge connections with targeted audiences, startups are investing in mobile-first strategies. Today, mobile devices account for over 51% of all internet usage. People use their smartphones to connect, communicate, research, share, organize etc. The only way to truly make it onto the radars of a public with fleeting attention spans is to meet them in the spaces where they already live: their mobile devices. Smartphone ownership in the U.S. has reached 77%, and people are using their smartphones for in-home browsing as well as out-of-home searching. Today, over 60% of searches stem from mobile devices, which means brands must optimize their ad strategies for mobile in order to survive.
Know Your Audience
Operating with a lean budget means you’ll have to pick and choose the platforms and types of mobile campaigns to run, especially when you’re first starting out. Big brands have the luxury of budgeting for ad campaigns across every digital environment – they can test and tweak and spend until they achieve results. Startups, on the other hand, must operate with more discerning strategies; they have to get the most bang for their buck. The only way to do that is to develop a deep and comprehensive understanding of the targeted audience. Let’s say you’re launching a makeup line targeting teens and college-age women. This age group is highly social, but they don’t give each social network equal time. Facebook, Instagram, and Snap comprise the majority of their time spent on social mobile apps, whereas Twitter is less of a focal point. Armed with this information, you can confidently skip over investing any marketing dollars on a full-scale Twitter campaign, because it simply won’t drive returns.
Spotlight Your Unique Value
Garnering attention on social media platforms via ads is increasingly difficult. Every brand across every vertical is using targeting strategies to find footholds on people’s news feeds. The result is social ad overload. Social media users are accustomed to seeing multiple brand ads in their Instagram and Facebook news feeds, and many simply scroll past without second thought – unless the ad does something to differentiate itself. It’s tempting to play it safe in the beginning and follow the paths of more established competitors, but this won’t result Go to the full article.