The Mobile Customer Acquisition Chain: Link 8May 11, 2012 By Carrie Burns, Cynthia Tully and Dorothy Weaver
[Editor's note: This is the eighth "link" in a 10-part series. The first, Do You Have Broken Links?, appeared on Mar. 23. Check back Friday, May 18, for link nine: social media acquisition chains.]
Most mobile ads are within applications (apps). We found three inside game, weather, sports and other apps. Mobile ads may be the tiniest of all—measuring 2”X ¼”, so the need for a clean and relevant mobile landing page is critical. Here are good examples.
Mobile No. 1: Progressive. Where: Weather.com app. Copy: “INTRODUCING SNAPSHOT, Our biggest discount ever.” Tapping the ad returns a very clean mobile landing page offering the consumer the ability to get a quote or find a local agent. It’s very well done CAC.
We found a large selection of mobile ads within the Beat The Traffic app. Here are two that illustrate well done CACs:
Mobile No. 2: Booking.com. Copy: “BOOKING.COM FREE APP. 179,000 hotels, best price guaranteed.” It leads to a simple download screen to download the app, with sample screen shots.
Mobile No. 3: Walgreens. Copy: “WALGREENS. Scan, refill, pickup. It’s easy with the Walgreens mobile app.” Tapping the ad takes us to a simple download page with sample screen shots.
Summary and Conclusion: The majority of mobile ads within apps we looked at led to pages that were unreadable because they were regular Web pages and not mobile versions. In our estimation, this is a total waste of money. If you are not prepared to develop simple mobile versions, then spending money on mobile ads makes no sense.
Carrie Burns and Cynthia Tully are vice president account directors and Dorothy Weaver is a vice president of digital marketing services at St. Petersburg, Fla.-based advertising agency acquirgy. Burns can be reached at firstname.lastname@example.org, Tully via email@example.com and Weaver can be contacted at firstname.lastname@example.org.