Mobile Marketing

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When it Comes to Digital, Strategy, Price & Design Are What Matters

By: Eric Stock

Each day more and more businesses are turning to digital advertising as a way to reach clients. However, they often don’t know where to begin. Many clients we come across at Holland Advertising have no idea where to start when it comes to placing their digital buys. Rather than strategizing or thinking about how people interact with digital advertisements, they simply throw money behind one product and hope to begin seeing results immediately. Without strategy and design the likelihood of having a successful campaign is not high.

At the end of the day, the digital products we sell are the same that other companies sell. The ad space we purchase is the same as the ad space our competitors purchase. The attention to detail and technology as well as attention grabbing creative are what sets apart a highly successful ad from one that gets little-to-no interaction.

Some companies will boast about a high click through rate (CTR) but at the end of the day the clicks are not what matter. We would rather see site interactions and, more importantly, conversions. At Holland Advertising, we set ourselves apart by focusing on the details and overall results rather than big numbers that don’t mean a whole lot.


What sets us apart?

Pricing.  If the ad space and targeting capabilities are the same, why pay more?  Rather than placing buys through other companies, we work directly with a trading desk to run your ad campaigns. This means our markups are much lower than our competition.

Design.  We have our own in-house design team that will create your ads and can make quick changes. They are creative and have the experience to know what will stand out.

Strategy.  We will never simply throw money behind your digital idea. This is a waste of valuable time and finances that won’t consistently lead to success. Instead, we explore options based on budget and goals. We will make recommendations and develop new ideas to make sure you are hitting your audience. You’ll also never feel as though we’re out of reach – we are local and 100% in-house so someone in Cincinnati is in charge of your account.

Flexibility.  We don’t lock you into contracts or push products. If something isn’t working or needs updated, we can change a strategy or creative idea in less than 48 hours.

Accountability.  Rather than relying on CTR and the standard metrics, we will look at the backend to make sure the products are working. Before launching any campaign, we gain access to your Google Analytics, so we can show results. We utilize UTM Codes, Conversion Pixels, and Tracking Pixels to record data and develop insights into your audience.


Remember, think with facts not feelings.

The biggest thing I have heard since entering the digital marketing industry 5 years ago is “but no one said they saw my digital ad.” Too often, digital is compared to TV and radio. The fact of the matter is that you are going to reach more people with TV and radio, which is why they are great mediums for top of the funnel advertising and getting your word out. Digital is not going to get you the same reach but rather push people closer to the bottom of the funnel to make a sale. This is because digital is targeted and more strategic. Think about how you interact with digital on a daily basis. It will not be the same as the 25-year-old you are trying to reach in Blue Ash. We will help you reach your audience and track how they interact with your business digitally once they learn about you.


Mobile: It’s No Longer a Luxury

It’s no secret that people are growing increasingly reliant on their mobile devices. Ok, let’s be honest- they aren’t just growing reliant. They are reliant. To illustrate this point, consider your own habits. How often do you visit a company’s website before doing business with them? Does the company’s site play into your decision-making process? By asking yourself these questions, you’ll quickly realize that mobile is more important to your day-to-day activities than you probably even realized.

Now apply that on a much more broad scale. The average consumer has habits similar to yours. Thus, it is imperative that your site be responsive, transitioning seamlessly from desktop to mobile to cater to these consumer trends.

So, exactly how can a responsive site and an overall more pleasant mobile experience influence how your company is perceived in the marketplace?

Brand Loyalty

Site design plays a tremendous part in the way consumers see your brand, and the way consumers see your brand directly impacts whether or not they’ll do business with you. Consumers want it to at least appear as though the design and the overall experience you provide them via the site aren’t merely an afterthought. And this needs to be reflected in the way your site transitions from desktop to mobile.

People also tend to like your company a bit more if your website is responsive, and optimized for the mobile experience. If a potential customer is viewing a non-responsive site on a mobile phone, chances are very good that it will be difficult to read and digest. Their view of your brand or company could potentially be skewed based purely on the required effort, which results in missed opportunities.

Engagement/ Metrics

Think about the last time you were trying to visit a site on your mobile device that wasn’t mobile friendly. How long did you stay on the site, trying to adjust the screen size, zooming in to read the text and click on the appropriate links? If you’re like the majority of consumers, then chances are very good that you didn’t stay on the site for too long.

This is often the case with sites that are not responsive, and meant to be viewed purely on desktop. People stay on the sites for a shorter period of time, negatively influencing bounce rate and other powerful metrics. Even beyond the scope of metrics, this limited activity negatively impacts your company’s bottom-line results, conversions included.

More Conversions

When a purely desktop site is viewed on a smaller screen, the call-to-action (CTA) can get easily overlooked. Making your mobile-friendly includes simplifying your CTA. This means breaking down content into digestible chunks, and frequently involves eliminating a substantial amount of copy that distracts from the call to action or overall user experience.

Non-responsive sites assume that the person is viewing from a larger screen, so the design of the site and the CTA relative to this design will reflect that preference. By “mobilizing” your site and making it responsive, you will make your CTA far more visible and increase the likelihood of a conversion (or 100) taking place.

If you have questions about or are ready to take the next steps toward mobile-friendly design, we can help! At Holland, we not only design responsive websites, but we have an deep resume highlighting years of experience handling marketing initiatives from media planning to strategy. So let’s talk! Contact Bryan Holland at 513.744.3001, or email him at

How Does YOUR B2B Marketing Email Look on a Mobile Device?

As we ring in the New Year, there’s one fact that is undeniable – mobile is here to stay! Over 50% of all email is opened on a mobile device (smartphone or tablet) and 91% percent of all mobile activity is related. These two facts are having an impact on the way companies are communicating with consumers – especially where business to business marketing is concerned.

So is YOUR Company’s B2B marketing email mobile friendly?

Depending on what source you cite, more 60% of business to business marketing email is opened on a mobile device. Your email needs to be mobile friendly FIRST, especially when you consider that Android browsers don’t automatically adjust the sizing of email to fit to mobile devices. Android comprises over 75% of the global mobile market, so unless your readers are determined to read your email, they may delete it and never receive your message and call to action.

What does a mobile-friendly email look like?

A mobile-friendly business to business marketing email requires minimal scrolling to read. The right subject line and headline should reveal the source coupled with a compelling reason to open the email. If you’re opening B2B marketing email on an a device with an iOS (iphone, itouch, ipad) you probably have no problem reading the content, scrolling through the email, viewing the coupon or offer (if applicable) and clicking through to the sender’s mobile-friendly website. If you’re reading a business to business marketing email on an Android device, chances are you have to scroll side to side to view the graphics and the text may or may not be converted to an easy-to-read column.

What are the important features of an effective B2B marketing email?

  • Minimal graphics and interesting photos. Of course you want the email to be eye-catching, but on a mobile device ease of reading trumps eye-catching. You should have your logo and simple design elements and photos, but engaging someone quickly with an offer and/or call to action is more likely to convert.
  • Link to mobile-friendly page on your website. Get them to your site, where they can further experience your brand, products or special offers. You’ll keep them there if your site is easy to navigate on their device. If there’s an offer to redeem, then they should not have to click any further to redeem it!
  • Click to call. Your mobile website should have this, and so should your business to business marketing email. If they are viewing your email on a smartphone this makes it easy for them to act on the offer immediately.
  • Interesting subject line. “If you send it they will open” is NOT true! Email users need a reason to open your business to business marketing email and find out more.
  • Engaging text. Your business to business marketing email should be interesting, that’s fairly obvious, but what also needs to be compelling is the preheader, or snippet text. It’s the first few lines of copy visible in a reader’s inbox. Far too often this is overlooked and what could have been a one-two punch that encourages an open is lost.

Here are some additional reasons to format your B2B marketing email for mobile.

Opt-ins – Prospects and customers are more likely to want to hear more from you if they are delivered business to business marketing messages that are easy to read and navigate.

Location sharing – When a user agrees to share their location it enables you to create more relevant content for the next email. Plus, it never hurts to get geographical analytics about your interested prospects and customers.

Increased open rates – This is a no-brainer. If your email has relevant content formatted in a way that makes it easy to view on a mobile device then your open rates, and conversions, should increase.

Before you send your next B2B marketing email, test it to see what it looks like on your device. Many email marketing sites have a feature that not only checks your email for potential spam issues, but can check them across various email servers and test them for readability and responsiveness.

Are you ready to take your business to business marketing email to the next level and make it irresistible to mobile users?

Call Holland. We offer a FREE email marketing consultation that will help you discover what is and what isn’t working with your email marketing efforts. Let us use our business to business marketing expertise to get you more opens and more conversions with your email marketing campaigns. Visit or call Bryan Holland at 513.744.3001.

Go Mobile

Mobile Marketing IS Surpassing Desktop For Engaging Prospects!
Isn’t It Time You Took YOUR Marketing Mobile?

Unless you’ve been living under a rock, you’re aware that nearly everyone has a mobile device. In fact, by the end of 2014 there will be more mobile-connected devices on earth than people – making mobile marketing statistics hard to ignore. Since a large percentage of web surfers are using their mobile device to check their email, social media (facebook, twitter, LinkedIn, etc.), and shop, it’s changing the way marketers are looking at mobile marketing.

Yes, with mobile advertising you can entice shoppers with coupons and offers while they are in (or near) your store, use in-game and app-based marketing, or if they’ve opted in you can send SMS messages directly to their phone – there are many different ways to reach your prospects.

In 2013, Google AdWords expanded to allow you to manage your AdWords across different devices, rather than having multiple campaigns. This was a direct response to the increasing number of mobile users, as well as the concern that mobile marketing was missing out on engaging those users. Google also increased mobile extensions by offering features such as Click-to-Call, Click-to-Download, Local Ad Extensions and Mobile Site Links. All of these are designed to maximize conversions for your target keywords. If you are currently using AdWords, the shift to mobile is seamless, and can immediately increase visits to your site, calls, and (hopefully!) conversions.

Google aside, there are other important factors that you need to consider with mobile marketing. More and more mobile users are reading their email on their mobile device. Open rates on emails on mobile devices were 48% last year, according to, so it’s more than safe to assume they have already surpassed desktop opens for the 2014. What that means is your email campaign must have a responsive design so it is easily readable on a tablet or a smartphone. An effective email campaign can greatly increase your mobile marketing efforts.

Mobile marketing also encompasses social media – another major player in an effective marketing campaign. Everything you tweet, post, etc., is also accessible via mobile device, and it is imperative that it follows your brand standards and marketing initiatives. Mobile users are viewing these messages at an increasing rate and connecting and sharing them with others, too.

One of the most compelling arguments for going mobile as quickly and effectively as possible is the effect and influence of mobile on Generation Y, the holy grail of most marketers. Their use, or should we say attachment to, their mobile devices has become second nature. According to Mashable, Generation Y is using their smartphones for nearly everything, and they find it difficult to function without constant checking for updates, emails, etc. Read the article to find out more.

Get busy with your mobile marketing, and you’ll reap the rewards. Get help from Holland. We can plan a mobile marketing strategy that can generate new customers, leads, referrals, and best of all, loyal customers that love your brand. Visit or call Bryan Holland at 513.744.3001.

Are You Maximizing Your Internet Marketing Efforts?

The GOOD news is that isn’t too late to squash your competition! Internet marketing can be a quick, sometimes instantaneous way to connect with your customers – both existing and potential.

So what does internet marketing mean to YOU?

Here’s what it means to Holland – an internet marketing agency in Cincinnati:

  • An optimized website communicating your brand story and unique selling proposition.
  • Complete, compelling product information.
  • Content designed to convert surfers to customers.
  • Links to and interaction with social media platforms.
  • Pay-per-click advertising that gets your site on page one of searches.
  • Retargeted ads directed to surfers that have viewed your site – and left.
  • Capturing as much data as possible about visitors, and applying that info to your marketing efforts.
  • Engaging your customers with interesting and pertinent information – either blogging or with email campaigns.
  • Embedded video content that tells your story or showcases your products – or both.
  • A responsive opt-in email list.
  • Encouraging your existing customers to comment, praise, and share information about your product or service.
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QR Codes. Build your brand in a snap!

They can be a great way to generate interest, build your brand, and SELL. With just a snap of a smartphone camera, they give instant access to your digital message, connecting you with your customers and prospects in new and interactive ways.

QR Codes nearly guarantee instant access to product information. The QR is short for “quick response” and can connect to large amounts of digital information instantly including: URLs, geo coordinates, and text. If you use them to deliver all or part of your message, you are taking the gamble that the consumer won’t connect, but when they do you are often hitting your intended demographic target with greater accuracy than other mediums.

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No Mobile Website? Tsk, Tsk!

We’ve all tried to view a website on our smart phone or mobile device and had to scroll back and forth to view their address, info, or products.  It’s infuriating, and if you have an older model phone it can be impossible to load the website at all.

Enter the mobile website – the answer to scrolling or long downloads.  If you don’t have one for your website, you need to get one – yesterday.  The advantages are many, but most importantly, according to Google 60% of users expect a mobile website to load in 3 seconds, or less. Now that we are in the age of instant accessibility to information, if you don’t have a mobile website OR your website is ineffective, you could be losing customers without even realizing it!

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Women are Beginning to Rule Mobile Technology!

This power is beginning to drive trends in the mobile market and is an audience that marketers will not want to ignore!

Women are a growing category of daily users of mobile technology and are adapting it to fit their lifestyle of work, home and social activities. They also control the purchasing power. While they spend about $5 trillion, which is nearly half of the nation’s Gross Domestic Product (GDP), they participate in 80% of all household purchases.

From the numbers, women may or not be better communicators, but they are more active users of mobile conversations and texting than their male counterparts (28% vs. 14%). When online, they are more focused than men, spending more time on fewer sites during each session which is a desirable characteristic for advertisers. They are not interested in technology for the sexiness of it, but are more interested in the practical applications they can use which will simplify what they do across the spectrum of career to home, to their social lives.

“This growing segment indicates that women are poised to drive the humanizing of technology… streaming, intuitive, collaborative and connected media are all very suited to women.” Melissa Lavigne-Delville, VP-trends and insights, NBC Universal.

How are women using their smart phones?
While the percentage of use in each of the following areas differs by age group, women generally engage in using email, playing games, searching the web, social networking, personal organization and checking the weather. They are also listening to music, researching nightlife venues, getting directions, reading current events, reading about health/wellness/beauty, watching videos, buying tickets, researching travel, shopping, managing photos and paying bills. (Information from survey conducted by JWT partnered with Ad Age using Sonar research tool, Spring 2011)

What are the most important features to women?
Breaking this down, the top two uses were making mobile calls and texting. These two activities were identified as features they can no longer do without in their daily life. The third most important feature fits in with their family role of taking pictures and creating videos. Over 38% of women identified this feature as most important vs. 27% of men. (JWT survey)

Not surprisingly three of the features which ranked lower in usage (JWT survey) were shopping (11%), watching videos (11%) and paying bills (8%). This is thought to be due to an ongoing security concern about mobile commerce. However, when looking at the category of women in three age groups of Boomers, Gen X’ers and Millennials, a percentage of Millennials (6%) chose shopping online as a must have feature while no one in the other two categories identified this, indicating the quicker adoption by the digital generation and a bright future for mobile purchasing.(See Chart 1)

How are smart phones used by women when shopping?
The JWT research shows that while 22% of women used their cell phones when shopping, they used them in a variety of ways. Just under three quarters (73%) of the women made phone calls seeking input from friends or family concerning the buying decision. The other uses were much higher tech: about 43% used their phones to get more information on the product and /or scanned the product’s bar code, about about 26% consulted a stored shopping list and 20% used their phones to display stored coupons to the store clerks when checking out.(See Chart 2)

What are women buying on Smartphones?
Apps are the most purchased product on the Smartphone by women at 54%. This is followed by games (52%), music (49%), clothing/shoes/accessories (26%), donations to charity (24%), deals via Groupon, etc. (24%), movie/concert tickets (21%), food (19%), flights or travel items (17%).(See Chart 3)

How does mobile technology use differ by age group of women?
The Millennials have grown up with technology and are driving change in growing uses of mobile technology vs. their Boomer counterparts, with the Gen X’ers falling in the middle. About 62% of Millennials vs. 42% of Gen X use their phones to connect to social networks, and 35% of Millennials vs. 23% of GenXers use them for banking and finance. (Parents Network Moms & Media Study) In fact, it is estimated that millennials are 75% more likely to only use a cell phone, and not have access to a land line. (Gfk MRI’s Survey of the American Consumer, Spring 2011)

What are the trends?
In every category the Millennials and Gen Xers are out using their Boomer counterparts with regard to Smartphone use.(See Chart 4)

You can see the developing trend where women are playing a growing role in the use of mobile technology. A couple of thought leaders in the industry had telling comments:

Ann Mack, director of trendspotting at JWT, said “The mobile phone is evolving into an everything hub.”

“They next wave of women and technology is not just about catching up, but setting and influencing trends – from social gaming to group buying and more.” Melissa Lavigne-Delville, VP-trends and insights, NBC Universal.

Chart 1

Chart 2

Chart 3

Chart 4

Data source is Ad Age Insights white paper by Beth Snyder Bulik, “Always On Women,” November 14, 2011.