We are all aware of how much we use our phones but 2015 is still set to be a special year for mobile with users expected to spend more time on their mobile devices than desktop computers.
Despite all of this growth though, using mobile for marketing is still a tricky business. While smartphones are giving advertisers the ability to be even more targeted in their ad serving due to location tracking and the data collected from the highly personal nature in which we use our phones; their creative is rarely mobile friendly or as glossy as you might see on your desktop thanks to a limited screen size.
Even if you did find the right advertising channels – is your website up to scratch? Given mobile users are exactly that – mobile – will they bother to interact or simply see your advert as a burden?
Clearly there are plenty or arguments for & against mobile marketing; the theory is substantial but the practical element isn’t as straightforward, especially if you’re a small business with limited resources. But when there’s a will, there’s a way.
So you know ‘mobile’ is important to your customer. Firstly ask yourself – what do you mean by mobile? Are we talking mobile as in a mobile phone, a tablet device or a combination of both?
All to often our clients are unaware that many advertising campaigns can be narrowed down to device, not just mobile or desktop. So while a mobile phone is too small – a tablet strategy might be just the solution, not to mention the fact that tablets are generally used at home while relaxing or researching; AKA browsing mode – the perfect opportunity to approach a prospective customer!
If you have the channel – what creative will you use? A snappy blog post or image is easier to digest on mobile but do you have the assets or the content to make it happen?
While tablets have a bigger screen, iPad still revolve around the use of apps. Especially when it comes to social media. Therefore when you run a campaign, testing how the creative looks in-app as well as on a browser is very important. Quite often a Facebook image is cropped differently or your landing page isn’t responsive.
These small issues often result in the consumer not feeling confident with the information they have & want to double check on a bigger screen but that creates the risk of them not returning as the process is more effort than its worth or they simply forget.
While there are a few things to consider with mobile marketing, it is very achievable and shouldn’t be underestimated as a significant channel for SME’s. Costs aren’t as high as you might expect, provided you’re asking the right questions along the way.