Ready to launch your brand’s mobile advertising campaign?
As brands shift a bigger chunk of their marketing budgets into mobile advertising, many marketers are scrambling to master mobile advertising. According to Ovum’s 2015 study, 71% of marketers surveyed expected their brand’s mobile advertising budget to increase over the next two years. However, only 21% said their company was “very experienced” with mobile advertising.
Whether you’re just getting started with mobile advertising or you want to improve your current strategy, here are some tips to keep in mind.
“Know your customer” could be the golden rule of marketing. When it comes to designing a mobile advertising strategy, marketers need to know who their customers are and how they use mobile devices.
About half of customers use a mobile device at the beginning of the purchase experience, while about 25% use mobile throughout the entire experience, according to the xAD/Telemetrics Mobile Path to Purchase report. The diagram below highlights how customers commonly use mobile during the purchase process.
Consider where along the purchase journey customers reach for a mobile device. Are they using a mobile device to find products or services? Paid search results or native social media ads may work for your brand. Do customers use tablets to read your brand’s content? Banner ads might be worth a try. Marketers who understand how their customers use mobile devices can design a more effective mobile advertising strategy.
When it comes to mobile advertising, marketers have many types of ads to choose from, including social media ads, in-app ads, text message ads and more. For more details about mobile advertising formats, check out A Marketer’s Guide to Mobile Ad Formats.
As you develop your mobile ad strategy, consider your audience. For example, if they using mobile to connect to social media, consider native advertising on Facebook or Twitter. If your target audience is addicted to mobile games, an in-game mobile ad might be the best strategy for your brand.
As with any marketing initiative, it’s important to build your mobile advertising strategy around your brand’s goal. According to Ovum’s study, some of the top KPIs for mobile ad campaigns include:
Other objectives your mobile campaign might include: newsletter sign-ups, map or location look-ups, or coupon redemptions.
Once you’ve established a clear goal for your campaign, you can create a strong call to action to support your objective. Your CTA might ask mobile users to sign up for your newsletter, share a link or shop now.
As you develop CTAs for mobile ads, keep in mind that mobile users are often multi-tasking or in transit. A mobile ad that asks customers to fill in lengthy contact forms or click through several screens to shop or share probably won’t be effective. As you design your mobile advertising strategy, be sure to keep required actions simple.
If you’re like most marketers, your CEO will want to know how your mobile ads are performing. As you design your mobile advertising strategy, you’ll need to ensure you can track and measure results, which we’ll cover in more detail in our next post. Make sure to subscribe to our blog newsletter so you don’t miss it.