Should You Consider Mobile Advertising For Your Business? Perhaps this can answer your question:
The first picture was taken in St. Peter’s Square the night Pope John Paul died. The second picture was taken just eight short years later in the same square, the night Pope Francis made his first appearance as Pope. Did most people have mobile phones in 2005? Of course they did, but they used them to talk, and used their camera to take pictures, or their video camera to record videos. Now, mobile phones allow users to talk, text, record videos, take pictures, and most importantly, access the Internet anytime, anywhere. But how does this affect marketers? At a recent conference I attended, Josh Bernoff, author of Groundswell, and The Mobile Mind Shift, stated that Mobile is “The battleground of the future,” for marketers. Not because of the way marketers think, but rather how the consumer thinks. Every day, consumers depend more and more on their mobile devices. When a consumer pulls out their mobile phone, they are searching for what they want, immediately, in that moment. As marketers, our challenge is to capture that “mobile moment.” But how do we do that? Here are a few things to keep in mind when planning a mobile campaign.
Anticipate what your customer is looking for, and have that available. Truly understand your audience. As an advertiser, it is important to start with what your consumer cares about first, rather than what your brand is about.
It is essential to be contextual. Mobile gives us a level of access to moments in a consumer’s life that we’ve never had before, and it is essential as marketers that we know how and when to reach people in more meaningful ways. Let’s say, for example, that I am marketing a new weight-loss drink. If a consumer is using their new fitness app to log their daily calories, I would run my ad at that moment, rather than perhaps, when the consumer is playing their new video game app.
Be creative. Static banner ads no longer capture consumers’ attention. Take advantage of the mobile capabilities; use site, sound and motion. Focus less on Click Thru Rate, and focus on user engagement. There aren’t any standardized rules yet for mobile creativity, so take advantage of the moment, and let your creative ideas fly!
In an ever-changing world where mobile moments are captured constantly,
it is paramount that we as marketers recognize these moments, and continue to create thoughtful, meaningful ways to market to the mobile consumer.