Mobile Advertising Isn't Just for Big Brands Anymore
The increasing use of mobile devices, mobile Web, multiple advertising platforms and the advancement of network technologies creates new opportunities in the advertising market. According to BI Intelligence, spending on mobile advertising is set to reach $42 billion by 2018 and grow faster than all other digital marketing categories. That's huge! But the reality is mobile advertising is still new to many businesses, so it's important to take a strategic approach to these types of mobile initiatives.
Below you will find a baseline to help you get started on your new campaign.
- Don't Overthink It: In the transition from desktop to mobile, the classic banner ad has shrunk to 300×50, a tiny ad unit that does nothing to optimize the ad experience to mobile. As such, your mobile ad has only a limited window of opportunity to get through to your audience. This means that your mobile ads need to focus on a single message. Don't try to cram too much text or any complicated images into your in-app banner ads. Keep it simple. One message at a time.
- Understanding Leads to Personalized Experiences: Mobile ads are useful because brands can collect a lot of information about how consumers are interacting with their ads. For example, whether people are clicking on your ads (or not), and, more importantly, what are they doing beyond the click to build a deeper engagement with your brand. You can then use these events to better retarget customers and target similar customers (look-a-likes). The best thing about mobile is the ability to have at the very moment targeting: right time, right place and right device. The promise of hyper-local targeting is a huge benefit of mobile advertising.
- Kickstart Relationships by Adding Value: One of the best ways to boost your mobile advertising campaign is to focus on adding value at every touch point. Also, with the increased focus on brand building ads, video and native ads, you can really create a dynamic and powerful customer experience. You don't need to spend a lot of money to add value to your customers' lives, sometimes providing useful content such as a white paper or informational video can be enough to start a relationship.
- Test, Measure, Optimize, Repeat: One reason mobile ads don't have to do it all is because it's easy to create multiple versions and multivariate test them to see which works best. Unfortunately, one of the biggest mistakes marketers make is not having developers test their ads. Experiment with different offers, different creative designs, and different messages. See what works best. You might be surprised—the message your team thought was clever may not resonate with customers. Sometimes even a simple change in text, design or details of your offer can pay huge dividends. Let the performance results speak for you and allow you to make powerful data driven decisions quickly to achieve your KPIs.
Mobile advertising will never be the end all, be all for companies. What marketers need to be focused on is, "how can you make sure that your mobile ads are doing enough?" By taking a personalized approach, with one specific behavior you're trying to impact, and testing its effectiveness, you'll find the right way to get big results from your small screen advertising.
Mobile is going to continue to grow as will its use as a way for brands to interact with their customers. However, the mobile device is far more personal than your email inbox. Fortunately, there are ways to implement a mobile marketing strategy that delivers relevant information that your customers want to receive. By understanding how your customers want to engage with you will help you build loyalty and in turn, help you see faster returns on your marketing investment.
Greg is a 12-year mobile industry veteran and vice president of mobile solutions at Hipcricket, Inc., where he's responsible for the vision and strategy to deliver consumer experiences that increase mobile engagement and lifetime value across mobile messaging and advertising, mobile websites, social media and branded apps