2. Understand User Motivation on Mobile Devices

By 2014, mobile Internet use will surpass desktop access. Consumers conducting searches on mobile device behave differently than those searching on a PC.  While local search accounts for 20 percent of queries on PCs, it’s 40 percent of all mobile queries.

Tech-savvy shoppers using smartphones are researching “on the go” and are in-market and ready to buy. PC users are still conducting research and reading reviews before making purchase decisions. The co-branded campaigns should consider these behaviors on different devices.

Mobile ads should not just be a reformatting or resizing of banner ads. Content on mobile ads should be optimized to leverage the way mobile users consume information. Less is more in terms of ad copy, and messaging should stay focused on a central call to action.

3. Leverage Online Features and Geography

Each online marketing channel has its unique strengths and weaknesses, both in terms of functionality and user preferences. Twitter users love links, while Facebook users respond well to photos. Pinterest and Instagram by their very natures are visual.

Brands can work with local partners to develop campaigns that tap into the preferred actions and responses within each social and research channel. As with online analytics, many of these sites can elicit instant feedback from online communities.

User demographics can also come into play. Women make up 58% of Facebook users, 70% of Pinterest users, and 62% of Twitter users. Men make up about 54% of LinkedIn and YouTube users, and 64% of Google+ users.

Likewise, geography can play a big role. For mobile campaigns, targeting the user’s location can drive messaging on mobile devices such as “We’re just around the corner” or “Big sale today!” The retailer knows local events and community attitudes better than the brand does, so little tweaks that highlight local involvement (“Congrats to Central High Football Team!”) can impact ROI.

4. Observe Ad Guidelines

Brands should set clear guidelines with local retailers and be clear about how much control local marketing managers have and what boundaries are set for modifications. They should share corporate messaging with the retailer but allow some leeway for customization and localization.

To facilitate review and approval, the brand’s market staff should utilize file-sharing tools and promise quick review. Whether it’s a password-protected portal or specific email address designated for review of customized ads.

Brands should seek out a partner like Netsertive. Our digital channel marketing platform unleashes the power of cooperative Internet marketing, unlocking unused co-op funds by streamlining reimbursement and giving brands total control of their advertising. Transparent results reporting ensures that both local retailers and brands get the maximum return on their shared investments.