Mobile Marketing Dos and Don'ts
Mobile marketing spend in the United States is poised to hit $20 billion in 2015. Why? Well, adoption, for one. Marketers can't ignore a channel that's relevant to 91 percent of the population. Second, mobile's return on investment is huge. According to the Mobile Marketing Association in partnership with IHS Global Insight, the channel's marketing impact ratio is $1 (spend) to $20 (sales).
Of course, that's only if you're using it the right way.
As mobile technology and mobile marketing proliferate, it's critical to make sure that campaigns are fully optimized and designed for the smaller screens and all that comes with them. Otherwise, you'll fail to take advantage of the platform's many benefits. With this in mind, here are some mobile marketing dos and don'ts to consider as you build out your next mobile branding campaign:
DO draw consumers in with a succinct teaser, and then keep their attention. Consumers are deeply connected to their mobile devices, so ad experiences should reflect the same level of intimacy. Brand messaging should build this connection in two ways:
- A succinct brand message is a must in any advertisement, so when introducing your brand to consumers, make your initial teaser to the point and nonintrusive with a clear call to action. However, the banner should still capture the user's attention by staking sufficient screen real estate and incorporating video. As with display, viewability becomes an important factor for mobile ads. Invest in careful consideration of the teaser's size and placement.
- Following the introduction of the teaser ad, retain interest by developing engaging creative that can expand to the entire screen upon user initiation. A mobile setting is unique in that consumers are focusing entirely on what's on the screen since its compact size allows them to digest the content completely and all at once. Take advantage of the touch screen and other mobile-specific aspects to create personal and engaging experiences. Incorporating video, GPS, text/call functionality, multiple orientations and social media are just a few examples.
DO use the right metrics. Proper metrics give proper framing to a campaign. The key is selecting the metrics that best meet your goals. To measure the effectiveness of brand awareness campaigns, focus on post-clickthrough rate engagement metrics, which include time spent in-unit (e.g., interaction with features such as store locator maps and product demos) and video views. These specific measurements are more effective indicators of whether the consumer is actually absorbing what your brand has to say, indicating that they're moving through the purchase funnel and could be your next loyal customer.