Mobile advertising or marketing is no longer a vehicle for only blue chip brands. Today we are seeing mobile media has a budget of its own, and remember It is not just about the media? Technology platform advancements has a fuel up this medium, which was once static and dull banners now turned them into quality engaging experiences.
To cut a long story short that the mobile advertising industry is a lot more healthy today. Therefore it is mandatory that a mobile advertiser has a complete and flexible plan when approaching their mobile strategy. A successful mobile advertising campaign is a combination of goals, results, creativity and consumption knowledge of the mobile users. To be successful in mobile advertising, starting steps to get there are simple but mostly neglected.
When we began as marketers, we did little without a clearly defined goal. However enhanced technologies made it more difficult to measure, and at the same time we all started throwing things at the wall just to see what would stick. Measuring targeting and deep reporting enable us to set & see the clear goal. These can be as simple as driving clicks, refine CTR or as complex as store visits. In any scenario a clearly defined goal is essential to proving the value of your mobile activation campaign plan.
Understanding of your consumer & respect them. Today we are seeing more & more devices becoming a part of mainstream, means variety of ad formats for users. Say that you are managing a great client brand but just because brand is great does not naturally mean that users will spend time and energy to engage with it? Don’t worry the formula is simple, Offer value to consumers in a quick engaging manner….few clicks and they are their!
As a serious marketer/account manager your focus should be on complete user experience, not just the media advertisement. Start with where the user entered the ad, What did they give up to engage with brand? What will they do next? You should try drawing the full mobile advertising user experience on a piece of paper. Do not stop there, once the ad is in QA ask you coworker to test it. You will learn a lot and once live check your reporting regularly to see if users are engaging they way you foresee? If not then change it.
Be innovative and do not refrain to try something new. We were only able to arrive at this juncture because those before us tried (succeed and failed). Finally choose the right mobile advertising partner. The right partner is hard to find. First and foremost thing is to track as much of the user experience as possible.
Converting a mobile impression into a click
Top mobile advertising campaign is just not only well designed ad banner, QR code, App install to a targeted audience. But it’s the one that converts an impression to a click and a click to an engaged user? Many of us are missing that element. Too many mobile advertisements take users to a desktop friendly Web site instead of a mobile site. Whereas Mobile landing pages and mobile microsites provide a mobile friendly experience that is designed to maiximize in reaching the goal of your campaign (engagement/conversion). Specialised mobile landing pages provide the critical next step in an ad message and have potential of leveraging even if an business does not have an existing mobile site.
Here are a few examples:
- Watch a video
- Access to mobile coupon
- Search Local Map
- Click to call
- App Download
- Social Shares
To achieve success with mobile advertising, advertisers need to map out the entire mobile user experience. That determines the best approach to copy, creative, design and technology. Here are a few best practices for mobile landing pages and common pitfalls to avoid.
Messaging and copy
1. Keep copy very concise and put the most important information at the top. When you think you have cut down on copy, cut some more.
1. Use finger friendly buttons to eliminate the possibility of users frustration
2. Clean design and make sure graphics are readable even when sized down.
3. Keep a same brand look so consumers feel comfortable interacting with your channel.
1. Use of click-to-call, interactive maps and location-based promotions.
2. Provide a link to your main Web site for visitors to explore more if they desire.
1. Minimize the load time. With content rich page get heavy and you risk a negative brand impression and lost page views.
2. Use short page titles allowing visitors to know what page they are on.
Lastly the right partner does not stop working for you when the campaign goes live but that is the easy part. Your work throughout the campaign, optimizing and suggesting changes is the key to win & achieve your client goals.