Four Mobile Advertising Tips for Mobile Marketers
Mobile is on the move and mobile advertising has experienced significant and dynamic growth over the past few years. Searching for more effective, powerful ways to reach consumers, marketers increasingly are embracing this rapidly emerging medium. The savviest are deploying rich multimedia mobile campaigns.
Marketers interested in incorporating mobile advertising into their marketing strategies should consider the following tips to maximize the medium:
1. Get in now. The time for marketers to embrace mobile advertising is now. Brand effectiveness studies show that consumers are 25 percent more likely to make a purchase after viewing a mobile ad than those who did not. This drives brand or product interest and purchases long after the initial mobile interaction. Certain industries are successfully leading the way by integrating innovative mobile ads into their overall strategies. The entertainment industry, for example, is spearheading creative uses to build excitement around film and DVD releases.
2. Mix diverse elements. For the highest return on investment, use multimedia elements in mobile advertising campaigns. The most effective way is not to simply run a banner or text ad across devices. Rather, to achieve high levels of customer engagement, create an interaction, often via a landing site, not just a rote presentation of a product or service. Instead of recycling an online ad for use in mobile, for example, format ads for the mobile device's smaller screen. Combine various elements such as banners, video, click-to-call options, quizzes and ringtones.
3. Capitalize on device capabilities. Make the most of the increasing availability of mobile devices with sophisticated multimedia, Web and video capabilities to showcase brands and products to consumers with the highest impact. The iPhone, for instance, with its large screen and high-quality video capabilities, has been driving the adoption of the mobile Web and mobile video. Mobile video viewership is skyrocketing across all devices in general, too. As more of these multifaceted mobile devices enter the market, consumers' video and Web browsing habits, and their expectations, are following suit.
4. Go beyond the click. A lot of attention is paid to clickthrough rates, but this particular metric alone is one-dimensional and should be used with more in-depth indicators of favorability and likelihood to buy. Mobile marketers must rethink the way they measure success -- and go beyond the click. Big brands are not always aiming for an on-the-spot mobile purchase, particularly on large, high-priced items like cars and computers, and, in these cases, brand recognition and recall are much more qualitative measurements of success. Reaching consumers on mobile devices -- their most personal devices -- allows marketers to generate meaningful, targeted consumer interactivity and interest. Therefore, marketers should be looking at mobile advertising's effect on consumers, particularly post mobile interaction, and not only at consumers' effect on advertisers' clickthrough numbers.
The efficacy of mobile advertising is undeniable, and the medium has not slowed in development or momentum. Mobile can be a highly potent, premium advertising strategy if approached uniquely with these key points in mind. The sooner marketers embrace all the medium has to offer, the more competitive, relevant and engaging they will be.