The global number of mobile users has officially surpassed desktop users in 2014. Although the increase isn’t unusual given the substantial rise in the number of consumers who prefer the convenience and simplicity of mobile devices for internet-based activities, this also means that many companies need to review their business model, particularly in relation to advertising.
At first, businesses introduced mobile devices into their marketing strategies as a way to increase traffic. Email and websites were designed to be mobile-friendly to ensure that in the event that users were to browse their email or go online using a phone or tablet device, they were able to access the site that was appropriate for the dimension on their devices.
In time, companies began developing apps that would encourage greater engagement from customers who prefer desktops for browsing online. But, mobile apps don’t match the business model of every company, and mobile devices are able to keep a limited amount of data, so users must be selective about the apps they download. There are two options that are low-risk companies can begin their mobile marketing strategy without having to stop their ongoing efforts through other channels.
Require Mobile Engagement
There are many companies that have ongoing promotions which can be extended to demand the use of mobile devices. For instance, a company seeking to get more app downloads could provide a 15% off coupon by email and a 20% discount coupon when the purchase is made via the app.
Taco Bell and other food chains have implemented this strategy into their advertising campaigns, offering free food when customers place orders on the internet using their mobile app. People don’t often make food purchases on their mobiles, in particular from fast-food establishments; however, the offers have resulted in an increase in mobile-based orders across all categories. Though a substantial portion of the customers of Taco Bell will continue to place orders on their location, the company stands ahead in the pack because consumer behavior in purchasing is bound to change in the coming years, and their app will be operational and optimized. Additionally, since their first campaign was highly successful, they will continue to push participation with exclusive giveaways and offers that only mobile customers can take advantage of.
Sending out email or display ads that can only be clicked with a touch screen could be a great way to get mobile users involved in campaigns. The coupon or banner can be viewed or a banner on a computer; however, they can only benefit from its worth using mobile devices. T-Mobile recently launched a promotion in Austria that demanded users reach a target that was moving with their mobile phones. When they reached the mark, they were taken to a site designed for mobile users that allowed them to see the features of their brand new service in a way that desktop users wouldn’t be able to appreciate. The campaign saw more than 600,000 views and had a CTR of 1.42%, nearly twice as much engagement that was seen in the brand’s other advertisements.
Make the most of the Mobile Experience.
Enhancing the mobile experience through ad placement on popular apps is a more straightforward, less involved method of increasing engagement on mobile. Many companies have created mobile-optimized videos to display ads on Pandora, Snapchat, and Instagram so that users can see them whenever they open the application. They differ from the desktop versions of ads because they automatically expand to full-screen size. While viewers must watch the commercial to reach where they want to go, they will at least view the ad in high-resolution and full-screen. Similar to that, Facebook and Twitter offer advertising placements for sponsors that are specific to apps for mobile devices that can increase exposure for companies looking to reach an audience on mobile devices. The Facebook video ads are designed in a way that they automatically begin playing when users scroll past them.
There is a vast number of options to pick for strategies for mobile campaigns. With the increasing number of people using mobile devices to conduct Internet use, creating an audience that is mobile is crucial for the future performance of any marketing campaign. Even if they aren’t able to anticipate the future needs of customers and consumer trends, all brands must be aware of how to incorporate mobile-based advertising in their everyday marketing strategy.
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