i3 - November/December 2017 - 66

Business

By Scott Steinberg

FO RWA R D ST R AT EG I E S

10 Ways to Connect with
Mobile and Social Advertising

 W 

hile industry leaders work across many fields, they all share the
need to appeal to mobile audiences with rapidly changing online
behaviors. They all face the equally pressing demand to constantly
redefine marketing efforts to better connect with prospective buyers in
the fast-moving world of social and interactive media (hello, six-second
video ads and second-screen experiences). With mobile devices now the
most popular tool for internet use, and mobile advertising accounting for
38.4 percent of ad spending, businesses realize they must find more clever
ways to tell stories online - not simply promote canned advertising messages to consumers. Here are 10 tips to help you build and optimize your
organization's digital outreach strategy.

1.

Don't market or promote
solutions directly. Instead, tell
bigger-picture stories that create
an emotional connection and
sense of urgency that others can
rally behind.

3. Lead with a strong, com-

NOVEMBER/DECEMBER 2017

Successfully advertising and promoting
consumer technology products and services
to customers is far more simple and affordable when you reconsider how you drive
conversation around solutions. The key
is to find more effective ways to capture
attention, connect and inspire your customers to take action by telling better stories.
The more successful you are as a brand

marketer at telling a poignant tale to prospective or repeat buyers, and the better you
are at creating an emotional connection, the
greater your return on mobile, social and
online campaigns will be.

2018

Every brand has a captivating
narrative. Learn lessons from other
companies at C Space.
I T I S I N N O VAT I O N

Cactus Blai Baules/Stocksy

a following, position yourself
as a thought leader. Be the
source your audience goes
to for industry information so
they return for more.

4. Use visual elements, such

66

8.

Remember that numbers
aren't everything. Effectiveness
is also gauged in terms of how
often conversation topics trend,
how audiences respond to messages and how much goodwill
you are generating for your brand.
Focus on driving and sustaining
audience engagement - not just
boosting fans or followers.

10. To more effectively rally

pelling and well-differentiated
hook. Whether using humor or
heartwarming elements to tell
your tale, set yourself apart.

5.

to gauge a program's impact.
Are you trying to drive webpage
views, increase your number of
leads or close more deals?

9.

sweet and simple. Capture
audience attention, and convey
one to three key points within
the first 10 seconds - recent
tests by Facebook reveal that six
seconds is ideal.

Design messaging
to suit the medium. A one-sizefits-all approach should not apply.
Communications should be
tailored to each distinct channel
(Instagram, Twitter, Facebook, etc.).

7. Set tangible measurements

To better connect
with others, shift the focus
from strictly selling solutions
to creating value. Help your
audience solve their pain
points - including ways to
save them time, effort and
energy. Employ the 60/20/20
rule online: spend 60 percent
of time engaging your audience;
spend 20 percent sharing
content your audience will care
about; and spend 20 percent
talking about your brand.

2. Keep messaging short,

as videos, animations and infographics, to summarize complex topics. Audiences respond
better to graphical components
than text and will more accurately
recall facts presented visually.

6.

Take a closer look at
strategic ROI. How can your
social media strategy support
your larger goals?


http://www.ces.tech/Events-Programs/C-Space

i3 - November/December 2017

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Contents
i3 - November/December 2017 - Cover1
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i3 - November/December 2017 - Contents
i3 - November/December 2017 - 2
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