When we talk about digital, a lot of brands and companies still think of desktops. Even after the continuous “the year of mobile” prophecies, it wasn’t until 2008, when Apple launched its app store, that mobile phone got the attraction of brands and businesses. The mobile apps and portable web browsers offered increasingly exciting possibilities. According to a Business Insider report, US mobile ad spend will top nearly $42 billion in 2018.
However, mobile advertising is still an under-explored field, maybe because it throws a lot of difficult questions towards brands, agencies and publishers. In this post we will see how a business or brand can create a great mobile campaign by applying some basic do’s and don’ts.
The Don’ts
The first and foremost mistake is to implement best practices used in desktop based advertising and expect them to translate over. The mobile platform demands specific user interaction and interface design. By failing to understand this fundamental difference, mobile campaigns will be a meek desktop translation. For this reason, Google offers you a specific option to confirm whether your ad looks great on the small screen or not. You can also create a mobile-optimized ad with a message, display URL and the landing page specifically for mobile devices.
Secondly, most campaigns scale down their ideas for smaller screens. This really reduces the potential of a mobile campaign. The modern day high-end mobile devices are quite capable of handling massive images, videos, texts and other media. Be imaginative and considerate of modern day technology, while creating a mobile ad campaign.
Last but not the least, brands and businesses use mobile campaigns only to display their capability of using a cutting edge platform. It is quite clear that “there is an app for that” will not be enough to carry a brand’s creative message, especially without thorough consideration of how the message fits the medium.
The Do’s
When it comes to consuming content, mobile is the first option for many of us. Reaching people through a mobile’s smaller screen is not a limitation. It is rather a more personal and always-on kind of reach. Unlike print, radio, tv and even desktop digital campaigns, mobile is more personal and it stays on with a user. So your mobile campaign should be the very personification of a connected device, giving brands an around-the-clock audience, hungry for both content and conversation.
An online conversation is a vital part of modern day mobile users’ daily activities. They love to discuss things on social media platforms, thus creating a chance for you to reach more people through your campaign. This means that when produced correctly, campaigns can be customized towards online discussion. According to IBM’s Cyber Monday report, Cyber Monday mobile traffic accounted for 41.2 percent of all online traffic. If a brand’s creative idea can cash in on this fact, their mobile campaign can really get a strong start.
Consider the natural user interactions mobile offers. Touch screen gestures and motion controls create sensuous and familiar experiences that far exceed the impact of any mouse-click.
It is important to incorporate specific features of mobile devices, like location-based services, personal profiles, and payment methods into your mobile campaign.
Wrap Up
We have discussed a couple of do’s and don’ts that could help brands and businesses in setting up a great mobile campaign. We hope we have helped you consider the fact that when it comes to digital campaign, it is not about smaller screens. Mobile is an awesome platform for your marketing campaign. With its immersive, portable and personal nature, mobile is today’s first screen.
