The advancement of mobile technology over the last decade is taking leaps and bounds. What used to be the domain of personal computers in the years past is now being taken over by mobile internet. As such, there is now a shift from web campaigns towards mobile internet promotion.
Consumers, most especially in the last three years, are relying more and more on their mobile gadgets when they are browsing the internet. This means that there is no off-time when it comes to marketing your product or service. People are going to access the internet wherever and whenever they need to buy something.
To make your internet marketing relevant to present-day situation, you must take a drastic move towards improving your marketing style to cater to mobile users. Here are some strategies that you can deploy to ensure success in your mobile campaign:
Mobile Apps: The Key to a Profitable Business
Recent studies show that mobile users spend 89% of their mobile usage using mobile apps, as compared to 11% accessing the internet through their mobile device. The majority of this mobile time is spent on accessing social media sites such as Twitter and Facebook. However, we cannot discount the fact that 15% of consumer usage is spent on game apps while another 12% is spent on productivity and utility apps.
While the percentage of non-social media usage may seem small, the numbers cannot be discounted considering the fact that there are millions of mobile users accessing the internet at any given time. More importantly, those who use productivity apps download a software precisely because it serves them a purpose.
Therefore, it is very important that you place your mobile campaign in apps that are relevant to your target audience. By focusing on apps that have bearing on your campaign, you are ensured that your cost per install or CPI achieves maximum efficiency. This means that as an advertiser, you will only pay for downloads done by consumers who see value on the ads that you placed in the relevant app.
Target Your Audience the Smart Way
Internet marketers before simply focus on the volume of visitors to their sites rather than the quality of their visitors. As such, they are contented with limiting the parameters of their user demographics to location, age, gender. The end goal before was to drive as many visitors to the site as possible, then just hope for the best.
The advancement in mobile technology now allows you to further set criteria in the placement of your advertisement. For example, you may want your ads to be seen only by the consumer when they reach the expert level of their game app. Or, you might want to ask from the developer what type of audience they have and if this audience fits your target market.
Why is this important?
By setting up very specific criteria, you are ensured that only those who fit your target market are likely to see your advertisement. You need to remember that anyone accessing the app where you placed your campaign can easily download your own app. And with each download, you are required to pay for the advertisement cost.
Without the stringent criteria based on your target, you may run the risk of paying more for advertisement than earning from those who clicked and downloaded your ads. Remember that it is easy for mobile users to install your app and even easier to uninstall it. In the meantime, your mobile campaign costs balloons without you seeing anything in return.
To make your mobile campaign effective, it is advisable to work with your ad network partner even before you launch your campaign. Sit down and discuss your specific needs and what exact type of consumers you are targeting. Not only will this save you time and financial resources, you are also assured that only quality consumers that fit your bill are reached by your campaign.
The Format of Your Mobile Ad Must Fit Your Campaign
There are various means by which you can present your mobile ads. However, the lingering question is “what is the most effective?” A considerable amount of resources have been spent on studies to identify which mobile ad format is most effective. Here are some examples that you may want to consider in your mobile ads campaign:
1. Native Ads
The first thing that you need to consider in placing a mobile ad is user experience. While you want and need your target audience to notice (and hopefully click your ad), you also do not want them to get annoyed by constant popping of your advertisement.
In short, your mobile campaign must not be unobtrusive. It must not, in anyway, disrupt the customer from whatever he is doing while online. Rather, your ads must fit impeccably within the app. While this does not ensure an influx of site visitors, you are assured that whoever clicks your ads is a highly valuable potential customer.
Why is that?
Remember, your ad is placed within an existing app that your target customer is using. If a customer spares some precious minutes to stop whatever he is doing within the app and click your ad, then he is highly likely to be interested in whatever you are offering.
Native ads such as this can deliver users of high-quality and with lifetime value. Again, the key to a successful placement of ad is user experience. Make your advertisement relevant and viewable by your targeted audience without disrupting their user experience.
2. Rewarded Video Ads
Videos have the ability to capture your audience’s attention that words cannot. When you present your advertisement via something viewable, you are engaging your target customer’s emotion. You can make them feel the sense of victory, the thrill and excitement of acquiring a new product, or even the ecstasy of a new discovery.
To make your video ad even more exciting for the user, incorporate it within the game app. You can collaborate with the game app developer to incorporate your app within the game. Players can be rewarded with extra coins or life or tools whenever they stop to view your ads. By doing this, you have your target’s complete attention for the whole span of your video ads.
The Golden Rules of Mobile Ads Creative
1. Customized mobile advertisement
While it is very tempting to use existing web advertisements of mobile internet, there are a number of important considerations you need to look into. For one, does your existing advertisement rotate the way mobile users handle their devices?
Secondly, web creatives such as Lightbox image galleries, flash creatives, log-in entry to mobile sites, and modal pop-ups might not work effectively with mobile gadgets. You need, therefore, to create an advertisement designed specifically for the intricacies of mobile internet access. Again, user experience is a huge consideration when creating a mobile ad.
2. Less is Definitely More
Do not clutter your advertisement with too much information. Provide your target audience with just enough enticement for them to click your ads. More importantly, avoid using links that disrupt the user experience through accidental clicking. There is nothing more annoying than having a user diverted to a page he has no intention of visiting. Keep your ad text concise and give your target consumer enough room to maneuver from text to link.
3. Test Your Ads Before Launching
Before you launch your mobile ad, test it first within the mobile environment. Ensure that your target market will have an enjoyable experience clicking through your ads by identifying kinks and fixing them.
Always keep in mind that you are eyeing a specific group of consumers; make sure that you provide them with reliable links and fruitful experience visiting your ads.