During the summer months, more users turn to mobile devices to shop. Summer is also when the Back to School shopping season begins. This is a perfect opportunity for marketers, especially in retail, consumer electronics, and cable/telecommunications, to get in front of their target customers who are hungry for information to make purchases, especially if you maximize the potential of mobile marketing.
According to Sergio Alvarez, Chief Operating Officer of the interactive marketing agency Ai Media Group, "The Back to School crowd is leading the way with mobile. As mobile phones increase in versatility and power, they have become more like pocket computers than phones. Colleges and institutions are taking advantage of this technology. We consider mobile to be an integral part of our marketing strategy, and we'll continue to make it part of all our campaign portfolios."
Here're a few tips to maximize Back to School success with the peaked traffic:
- Prepare for massive traffic spikes with appropriate budgets in place
- Be on top 24/7. Bid to be in "above the fold" positions on Back to School categories. This is essential on mobile
- Give them incentive. Include Mobile Offer ads to help drive redemption in-store, online or on the phone
- Be local. Direct customers to your store by adding your location to your ads.
[Source: Google Mobile Ads Blog]