Mobile Marketing Dos and Don'ts
DO leverage data and intelligence to reach your true audience. Knowing your true audience and having the right tools to reach them will save you money and time while increasing overall effectiveness. While traditional marketing research relied heavily on self-biased statements, page-level contextualization in the mobile web will look beyond assumed demographics. Rather than relying on what the consumer says they're interested in, contextualization will reveal what they're actually interested in.
And remember, to guarantee quality and accuracy of audience insights and the scale to reach them, you need to partner with a network large enough to offer sufficient premium inventory to reach your goals.
DON'T follow mobile trends that have nothing to do with your campaign. Trends aren't always good guideposts. For example, simply jumping on the hyperlocal targeting bandwagon could hinder a campaign since location is only one factor to consider, and it doesn't necessarily tell you anything about interest or propensity. It could also hamper scale. Just like taking the extra effort to use the right metrics, critically think about how to design a campaign properly that will execute on your goals.
DON'T port the same ads cross-device just to cut costs. Phones and tablets are different devices, used for distinct purposes — and should be recognized as separate experiences. Usage differs between the two, from screen size to purchase decision making, and creative experiences need to recognize the differentiators for the two. A visually appealing advertisement that fits and interacts well with the device on which it's being displayed will generate a positive user experience. Remember, you're making ads for the mobile world, not mobile ads.
DON'T focus just on traditional performance. If brand awareness is your ultimate goal, traditional performance metrics are only part of the equation. Mobile offers a medium rich with its own distinct advantages and different ways to connect with a brand; traditional performance metrics (e.g., clickthrough rates) only tell a part of the story. With the advantage of being featured on a personal, on-the-go device, mobile campaigns can be memorable, directly engaging and effective.