When you combine messages that are quick to write, easy to read, public, controlled by the recipient and exchangeable anywhere, you’ve got a powerful, real-time way to communicate. And real-time communication is turning out to be ground-breaking for users and businesses alike.

Case Studies Twitter

(Source twitter.com)

Technical Capabilities

The capabilities of the mobile ecosystem have greatly improved. Primarily phones have improved to include big color screens, lots of memory and fast processors, and increasingly, special features like GPS or accelerometers. And of course we also now have fast network access in most parts of the world, often available at affordable flat rates.

Distribution

There seem to be two factors at work which have made mobile app distribution more widespread. First, consumers are more and more familiar with (and not afraid of) downloading and sideloading files as a result of their experience with MP3’s and video. Secondly, “Apps Stores” have made it very easy to find, download, and install applications.

Making The Apps

Making mobile apps takes specialized skills, but the effort is relatively light, certainly when compared with developing normal PC applications. This is because mobile apps usually have a very specific focus, and limited functionality .

While some mobile agencies have developed this expertise in-house, we partner with external specialist companies that focus on this area. One of these companies is from Amsterdam, and has done some very creative apps for Guiness and more recently the Coca Cola Company.  The other company we rely on for less technical apps is based in Miami and has developed a product called Oculi -Transio developed the first online-mobile streaming application to view video live.

Direct response

If your goal is direct response, you’d like a user to perform an action after clicking through your ad to your website: make a purchase, sign up to a newsletter, or request a quote, for instance. The completion of your desired action by the user is called a conversion.

To manage your online advertising strategy and costs, it’s useful to define a cost-per-acquisition (CPA) that you’d like to achieve per conversion. You’ll then be able to monitor the performance of your ads to ensure that they’re meeting your CPA goals.

Branding

If your advertising goal is branding, your main reason for advertising online is to raise awareness and visibility of your product, service, or cause. To achieve this, you’ll want to aim to place your ads in front of as many people as possible within your target audience.

Use cases

Although just about anyone could use online advertising for any reason, here are some of the best use cases:

• An online retailer without a physical store location:
  Use online advertising to drive traffic to your website. Show ads both in response to relevant keywords on search engines and on content webpages that your target customers would be likely to visit.
• A small business that cannot afford expensive, traditional advertising methods:
  Use online advertising to narrowly target your ads to a particular audience, and to closely control your costs and track your return on investment (ROI).
• A large business that would like to build brand awareness:
  Show image ads or multimedia ads on content webpages that your target audience is likely to spend time on.

Ads on the Google Content Network can be in a number of formats, such as basic text ads, graphical image ads in a variety of sizes, audio streams, or interactive and video ads. You can also choose many different targeting options for your ads: whether defining the user’s device (a computer or a mobile phone) you’d like your ad to show on, or specifying the user’s location, language, or demographic.

Online advertising offers so many options that it’s useful to define your advertising goals before beginning. This can help you determine where to place ads (search engines, content pages, or both) and what format of ads to place, and also help guide your budgeting decisions.