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How Your Business Can Win In Your Market Without Increasing Ad Spend

Gain Consumer Attention Without Increasing Ad Spend

Assuming you haven’t been living under a rock, you know we are in the middle of a digital revolution, more specifically - the digital mobile revolution.

In this blog, I reveal how the shift in digital media consumption to mobile has led conglomerates such as Google and Facebook to build ecosystems in order to dominate mobile consumer attention, and how as a result, small businesses have no option but to join these ecosystems, face increasing competition and ad costs in the fight for consumer attention - until now.

​In just a few minutes, you will learn:

  • What the digital media consumption consolidation means for your business.
  • What the shifting of consumer attention has led to and how your business ​​can leverage it.
  • How your business can win in your market without increasing ad spend.
  • ​How to overcome mobile social fragmentation and increasing ad costs.

Want to discover the secret to gaining your customer's attention without increasing your ad spend? I reveal it in my ebook which you can download for free by clicking the button below. 

The Shift in Consumer Attention


Over the recent years, there has been a clear shift in consumer consumption preference when it comes to devices. Mobile is now dominating the digital landscape in the United States measured by total usage time.

​According to a mobile app report published by comScore, consumer digital media usage in the United States is led by smartphone apps. Mobile App usage represents 50% of total digital media usage, followed by Desktop at 34%, Tablet Apps and Mobile Web tied at 7% respectively, and Table Web takes last place at 2%.

Mobile app usage is strong and increasing across all age groups, and it spans the older generations, not just millennials. In fact, in all age groups from 18 to 64 years old, mobile apps represent the platform with the most consumer consumption. The only exception is folks over 64 years old who still prefer Desktop over Mobile Apps.

Developers Flock to Mobile-Only


The strong year-over-year rise on mobile app usage has led to an increased interest for developers to develop mobile-only solutions in the form of apps. The barrier of entry for developers to create for the mobile platform has been lower than ever.

Today, developer online forums like StackOverflow and code-sharing communities like Github which was recently acquired by Microsoft for $7.5 billion USD, make it easier than ever for developers to get a head start with limited resources.

In the battle for attention and market share in their respective industries, developers have flocked to create on platforms like the Google Play Console for Android developers, the Apple Developer Program for IOS developers, and Facebook for developers for the Facebook ecosystem.

But with so many options in the mobile app marketplace, where’s all this consumer attention going?

The truth is your business can leverage all this consumer attention when you discover the secret to doing so without increasing your ad spend. The secret is revealed in my ebook which you can get today for free.

Mobile User App Download Habits


More app options at our fingertips mean more frequent app downloads. Wrong! If we take a look at user downloading habits, the data tells us differently. 

A 3-month research conducted by comScore MobiLens on consumers age 13 or older, revealed that 51% of mobile users don’t download a single mobile app in a month. Furthermore, 24% of mobile users download 1 or 2 apps a month, and the remaining 25% download 3 or more apps a month. 

The reason your business is NOT being flooded with new monthly user app downloads might be correlated to a decrease in app discovery in the most common channels among smartphone users.

But could it also be that interest in new apps is quickly dwindling?

The Decline in App Discovery in a
Crowded Marketplace


We know that consumer preference of mobile as a platform is increasing. This means that some businesses are in fact gaining frequent app downloads and subsequently the consumer attention, and certainly converting some of that attention into revenue.  

If you’re reading this the odds are you’re not one of those businesses. But that’s OK because later in this blog I’ll show you how your business can leverage this mobile app consumer attention without owning any apps. Stay tuned for that. First, let’s look at the apps that are getting your ideal customers downloads and attention, and who’s turning all of that into revenue. 

Google and Facebook’s Dominance of Mobile
Consumer Attention


Here are the top 10 mobile apps by app audience market share:

Odds are most of you use at least 50% of the top 10 mobile apps measured by app audience. If you don’t already use half of them, or any of them (which I highly doubt it), then you at least know all of them.

What is important to note here is that Google owns 5 apps in the top 10 mobile apps by audience size, and Facebook follows with 3 apps. The lone wolves Snapchat and Pandora round up the top 10 ranking. 

This conglomerate ownership and social fragmentation of audiences present small businesses with a challenge - in order to reach our ideal customers we have to advertise in the ecosystems of these conglomerates. 

For example, as reported by comScore Mobile Metrix, Facebook is the #1 mobile app in the United States as of June 2017 measured by monthly active users and is used by 81% of all mobile app users. Facebook also has the highest amount of monthly users of all mobile apps combined at 147 million.

Do you think your audience is on Facebook? You bet they are! And if you want to reach them, it will come at a price of course. The same holds true for any marketing channel.

But there's a way to leverage consumer attention without owning your own app, advertising platform, or social network. I reveal the secret to gaining your customer's attention without increasing your ad spend in my ebook, which you can get for free now.

Increasing Ad Costs


The question all small businesses have is - how much would it cost our business to gain the consumer attention of our ideal customers, let alone acquire a new customer through Facebook ads? 

On Facebook's Q2 2018 earnings call, they reported six million businesses are using their advertising platform. How many businesses are on Facebook? 80 million. Year-over-year more businesses will continue to adopt the Facebook ads platform, and with it will come a continued increase in ad cost. 

Our friends at AdStage have analyzed 80 million clicks on over 3 billion desktop and mobile news feed placement ad impressions in Q1 2018 alone. Adstage's Q1 2018 Paid Media Benchmark Report identified some of the key performance metrics correlated with an increase in Facebook ads - CPM, CPC, and CTR.  

From users using the AdStage platform to manage their ads running on the Facebook ads platform the median key performance metrics were:

  • ​CPM (cost per thousand impressions): $11.20 USD
  • ​CPC (cost per click): $0.48 USD
  • ​CTR (click-through-rate): 2.36%

Let’s take a look at the year-over-year cost per thousand impressions (CPM) on Facebook because as small businesses we want to be able to gain more attention from our ideal customers with the least amount of cost. We’ll get to the part where I’ll share with you how you can do just that real soon, so keep on reading.

As you can see, the cost per thousand impressions (CPM) on Facebook has increased by 91% year-over-year as reported by AdStage. 

Let’s take a look at the year-over-year cost per thousand impressions (CPM) on Facebook because as small businesses we want to be able to gain more attention from our ideal customers with the least amount of cost. We’ll get to the part where I’ll share with you how you can do just that real soon, so keep on reading.

Now you know the scope of Google and Facebook’s dominance of the top 10 mobile app ranking by usage, and how and where mobile social fragmentation has shifted consumer attention.

You also know how this has lead small businesses with no option but to advertise on these ecosystems built by conglomerates in order to reach our ideal customers, and as a result has lead to an increase in year-over-year ad costs that is hurting our pockets by cutting our profit margins.

But, there is hope now.

And the barrier of entry has never been lower for small business to leverage consumer attention. I reveal exactly how your business can get started and get ahead in my ebook which you can download today for free.

​How ​Your Business Can Win In Your Market


The answer to overcoming mobile social fragmentation and increases in ad costs is to reach and merge your audiences outside of these ecosystems.

In fact, it is simpler than you would think, but most small businesses don’t know this - until now of course.

You win as a small business by leveraging untapped and underused channels of communication.

Now there are three reasons this is the most powerful way to start winning in your market. There's also a very simple but mostly unknown way that small businesses can easily tap into a specific channel and finally start winning. I explain everything in my ebook so make sure you download a copy of that.

Before I summarize for you the main takeaways of this blog, I want to share with you two other secrets I reveal in my ebook besides how to gain your customer's attention without increasing your ad spend. 

Here's what I'll reveal in my ebook:

  • How you can lower the cost of reaching and acquiring your ideal customers.
  • How you can leverage a cost-effective untapped communication channel to reach more customers, overcome mobile social fragmentation, and fight short attention spans without owning an app or increasing advertising spend.

​Key Takeaways


As promised, to summarize and wrap this blog here are some of the key takeaways: 

  • Mobile Apps are the #1 choice for digital media consumption but activity is concentrated in the top 10 mobile apps ranked by usage.
  • The shifting of consumer attention measured by usage time has led to mobile social fragmentation dominated by Google and Facebook.
  • Built-up ecosystems by conglomerates have led small businesses with no option but to compete within them and it has led to significant increases in year-over-year ad costs.
  • The answer to overcoming mobile social fragmentation and increasing ad costs is to reach and merge your audiences outside of these ecosystems.

P.S. As a disclaimer...If you’re advertising on Facebook or Google, please don’t stop. If you aren’t already, you should start right away. The old saying holds truth…

”If you can’t beat them, join them”. 

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About the Author Josue Sanchez

Josue Sanchez is the Head of Growth at ReplyBuy. When he’s not growing, he’s encouraging and empowering others to grow. You can often find him listening, studying, observing, and analyzing people to find out what they like and love, and how they think.

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