Restaurants’ mobile advertising campaigns are overwhelmingly focused on driving foot traffic, reveals Millennial Media in its latest SMART report. In order to do so, they’re employing a variety of post-click campaign actions that differ significantly from the average advertiser. For example, they were almost 5 times as likely as the average mobile advertiser to use retail promotions as part of their campaigns (35% vs. 7%), with one UK chain using mobile coupons to drive store traffic. Unsurprisingly, restaurants also made use of site search (72% using, versus 24% on average) and store locators (83% vs. 15%) in their campaigns.
For a vertical so heavily focused on foot traffic (that objective represented 81% of their overall campaign goals), it’s also not surprising that restaurants relatively ignored campaign actions such as application download (2% vs. 45% average) and mobile commerce (1% vs. 12%), although one might have expected more to use place call features (<1% using). Read the rest at MarketingCharts.
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