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. 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

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.

11 Rules For Mobile Marketing Success

If you haven’t heard, a lot of people are talking about mobile. It’s mostly marketers doing the talking, but that’s because the businesses that they’ve helped have their heads down implementing mobile initiatives or at least started educating themselves to better understand how mobile will fit into their marketing mix.

If you haven’t heard, a lot of people are talking about mobile. It’s mostly marketers doing the talking, but that’s because the businesses that they’ve helped have their heads down implementing mobile initiatives or at least started educating themselves to better understand how mobile will fit into their marketing mix.

Now I could go dive into some juicy stats, like how mobile Internet usage will overtake that of desktop by 2014, or that 74 percent of consumers will wait only five seconds for Web pages to load on their mobile devices before abandoning sites. We could even discuss the 46 percent of consumers who are unlikely to return to your mobile site if it didn’t work properly during their last visit, but I’m not going to do that right now. 😉

After interviewing some of the top mobile specialists and brands that strategically use mobile to grow their businesses, I’ve noticed some recurring trends. If you want to use mobile and actually see results that create an impact on your business you can follow these rules:

1. Know your customer. You should create at least three customer personas to identify exactly who your audience is and each communication should be targeted to one of those users. You should aim to give these personas a name, know what their wants and desires are, what their frustrations are, etc. Are they smartphone users or might they have feature phones?

Make sure before crafting your messaging that you know who you’re talking to and how they’d like to keep in touch with you. Is it via email, SMS or possibly a phone call? You need cater to your specific customers or else you’ll be communicating to nobody.

2. Solve a problem. The best use of mobile comes when it solves a problem for someone, whether that be a customer, an employee or even just a problem within your business. Once you’ve identified the problem, ask yourself, “Can mobile solve it?” For example, can mobile possibly eliminate a once time-sucking, paper-pushing task and save time?

If your customers tend not to redeem direct mail coupons, maybe you can deliver offers right to their phone via SMS in order to drive traffic to your establishment during slower hours.

3. Only use mobile if it adds value. Is mobile the best solution? I love mobile, don’t get me wrong. But it’s not always the answer. Too many businesses get caught using mobile for mobile’s sake. Make sure your mobile strategy solves a problem, ultimately adding value to your customer’s life.

4. Don’t chase shiny objects. This is my favorite. Mobile technology is advancing super fast that it’s hard to keep up. It can be overwhelming, I know. People are talking about NFC (Near Field Communication, Augmented Reality, the mobile wallet etc.)

BUT, there is a reason that Coca-Cola allocates 70 percent of its mobile budget toward SMS. Your mobile initiative should be about efficiency NOT shiny objects. Make sure you can differentiate.

Oh, and did you notice that the iPhone 5 doesn’t have an NFC chip? There is a reason Apple chose not to add that feature this time around, but that’s a post for another time. 😉

5. Execute from start through finish: Ideas are great, but it always comes down to execution. Make sure you cover all touchpoints for the mobile component of your program. The most common mistake is driving customers to a non-mobile friendly website.

Your customers may end up on your site from an email, social feed, a QR code, an SMS or a mobile search. Make sure their experience is friendly and helpful, no matter what screen they’re on.

6. Simple is Sexy: Due to the pace of mobile innovation, sometimes things get complicated. Do everything in your power to make your mobile initiative easy to understand and participate in. Make sure you:

  • Use a clear call to action. Most failed campaigns bury the CTA.
  • Limit their options. Focus on your ONE objective then go from there.
  • Don’t make consumers jump through hoops. Does it take five steps to receive the value? Don’t do that. Deliver value immediately.

7. Identify how you’ll measure success. Again, a frequent mistake. You’ll never know if you were successful unless you have a base for success. Is it opt-ins, sales, scans, etc.? You get the point.

There is no way to tell where you’re going if you don’t know where you’ve been. Establish criteria for success and monitor them during and after your campaign.

8. Deliver value to your customers: They are taking the time to engage with you on the most personal device they own. Make it worth their while.

9. Mobile won’t save your business: Mobile is just a piece of the puzzle. When viewed as a channel on its own, you’ll likely fail. Look at is a part of the whole and you’ll be in a position for success.

10. Look for ways to enhance offline experiences: Mobile places super nicely with other channels. In fact, mobile is one of the most dependent and complementary channels at the same time. Think about how mobile can give legs to your other programs.

Mobile offers an opportunity to take offline, once non-interactive experiences, online with a chance to extend the conversation.

11. Think mobile first: “Mobile first” is a hot topic right now around designing sites that are responsive toward a user’s device and intent. Mobile first goes beyond just your site to all of your points of engagement between you and a customer.

This is unfortunately hard for organizations that are uber-traditional. For those in that boat, I recommend asking yourself when planning any initiative, “What happens if they experience this program from their phone? What does that look like?” Figure it out and accommodate the mobile user.

If you can follow these 11 rules when adding mobile to your strategy you’ll be off to the best possible start and eliminate your odds of being featured on one of the many blogs that cover all the failures in mobile. 😉 You don’t want that to be you now, do you?