Like it or not, mobile devices have become an indispensable part of everyone’s life. We’re lost without them, anxious when they’re not within reach and give them our absolute, undivided attention whenever we have a free moment. Likewise, successful marketers have caught on to these facts and recognize them as colossal, unprecedented opportunities. These marketers will adjust their digital marketing strategies to include mobile devices, if they haven’t done so already, and will deliver much value for their organizations and brands. However, the marketers that fail to make the necessary adjustments will have a tough time delivering quality results. As the English writer H.G. Wells said, “adapt or perish, now as ever, is nature’s inexorable imperative.”
Continue reading to learn how to build effective mobile advertising campaigns that take advantage of the reach, engagement and ROI availed by the little, smart devices that we are no longer able to function without.
First and foremost, we can’t build just any kind of advertising campaign; obviously, we need to assemble a successful one. The mobile market is relatively young, which means there is still confusion over how to best approach mobile advertising. Marketers can’t employ the same techniques used for television, or even non-mobile, online marketing. In order to create a successful mobile advertising campaign, we need to take into account a couple of factors:
- The mobile consumer is always connected. This factor definitely works in our favor because mobile device usage is spread throughout the day, availing reach to consumers at any hour. Of course, mobile traffic will fluctuate and vary over the course of 24 hours and there are certainly times that will yield higher results for each business, depending on its type, location and hours of operation. However, marketers can always rely on the fact that they will reach a mobile audience in the morning, noon and night.
- Navigation on a mobile smartphone or tablet is much different than a laptop or desktop computer. Using a mobile device to navigate a webpage that is not specifically designed for mobile can be a real pain in the neck. Therefore, it is extremely important to develop a simplified, mobile-friendly platform that loads images quickly and is sized appropriately for navigation and text input via a touchscreen. Additionally, implementing a mobile URL within mobile ads will indicate to users that they will be lead to a mobile-friendly website that won’t be difficult to browse; this is a huge advantage in mobile advertising that cannot be overstated.
This bring us to the next point, mobile applications, or apps as they have come to be known. By using an app to engage with customers, businesses are able to offer a more convenient experience that enables further communication with consumers via push notifications, entertainment, connection with the offline world, etc. In-turn, this has proven to increase awareness, drive e-commerce and strengthen customer loyalty, all metrics that can be tracked by marketers through analysis of downloads, in-app purchases or mobile ads. To put it briefly, mobile apps get customers to remember, return and purchase.
And last but not least, remember we are still talking about a phone that can, among an extensive list of other activities, make phone calls. Click-to-Call is a great way of connecting with a business and driving leads to. Make it easy for them!
Does your business, or organization, utilize mobile advertising? Share your experiences, comments or questions below. Come back next week for the second part of this post that will include a seven-step how-to guide to implementing successful mobile ads.