Reader Forum: Mobile advertising – it's not complicated

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Many marketers and advertisers are overlooking the opportunity to maximize exposure for their brands with mobile advertising because they are overthinking it.
Demand for mobile content is out there. People’s lives are mobile, and they are utilizing mobile search now more than ever. For advertisers, it should be a no-brainer: Mobile page views are beginning to surpass online page views, and mobile advertising puts brands that much closer to consumers making buying decision.
It’s up to marketers and advertisers to implement mobile-optimized strategies that capitalize on mobile opportunities the right way. And it’s not as complicated as it may seem. You already have all the tools you need – you just need to find the right partner to help you adapt and deliver a successful message that’s right-sized for the third screen. Here’s a simple guide to making that happen.
Identify with the audience
The mobile device is just another screen to the consumer – and one that is always within arm’s reach. It’s a smaller screen, but it’s a bigger opportunity, because it’s always on. All you need to do is offer those consumers compelling, mobile-optimized reasons to click through and engage with your brand.
The first step to successfully doing that is to understand the mobile experience and mobile lifestyle and adapt the messaging for your brand or business to it, so that you can weave seamlessly into the mobile experience. Today’s consumer is literally a moving target. With Research In Motion Ltd.’s BlackBerry devices, Apple Inc.’s iPhones, and the mobile web, consumers are reaching out for content rather than waiting for it to come to them. They expect advertising information on products and services that they’re interested in. And they expect it to look like it was created exclusively for them.
Customize the message
Think about the DNA of the mobile audience: They’re driven to access the mobile web on their phones because of their lifestyle. They’re on the go, very busy and looking to save time. What about your brand or business is convenient and can help do that?
Your messaging points should reflect the fast-paced mobile lifestyle of the consumers you are trying to reach. If you’re an auto repair shop, maybe you can use your mobile ad to promote how you have Wi-Fi that your customers can use while they sit in the waiting room, or guarantee that customers who stop in for an oil change will be in and out in 15 minutes or less.
Mobile advertising always requires a call to action. If you’re a financial institution, have a click-through to refinancing options. If you’re an auto-maker, let users sign up for a test drive. If you’re a college, show consumers what their options are for convenient night classes. Mobile consumers act in the moment, so adapt to that. And keep it simple. A confused person will always say no.
Adapt to the medium
It’s also important to understand the differences of the mobile platform and how they apply to advertising format. Part of that is keeping in mind lessons learned from Internet advertising, including pop-ups and spam. The bottom line is that if it’s annoying on the big screen, it’s going to be even worse on small screen. If mobile advertising is too intrusive, consumers won’t come back.
Mobile advertising is clean, simple and direct. Businesses that optimize their ads for the mobile platform are going have much more success with their mobile strategies.
It’s also critical to differentiate between advertising opportunities centered on mobile apps and the growing importance of the mobile web. There’s a tremendous buzz around mobile apps, and obviously they’re important. But if you just have an app for your brand or business, you’re not doing everything you can. If you’re just targeting smartphones, you’re missing out. Make sure the mobile-focused branding effort you’re creating is also reflected on a site that’s optimized for the mobile web to take full advantage of mobile search opportunities.
Turn to the pros
You don’t need to expand your marketing budget or add another headcount to enter the mobile marketing fray. Rely on experts in the mobile sector who can help you adapt your content and make your brand mobile-friendly.
A mobile content and advertising strategy is very specialized, and businesses with limited bandwidth are likely to find it difficult if they don’t choose an experienced partner. A strong partnership will help your business identify the right content approach.
Existing relationships with mobile carriers and a complex understanding of the broad spectrum of mobile devices are also critical characteristics to look for in a mobile advertising partner. The best partner for your efforts will have a strong and long-term commitment to the mobile industry, an understanding of how content can be optimized for every possible device that’s out there, and experience in helping other brands implement successful mobile marketing strategies.
With the right understanding of the mobile advertising opportunities, audiences, messages and platforms – and with the right partner to help you pull it altogether and execute successfully – your brand can be easily adapted to be non-intrusive, respectful of the mobile user experience, and aligned with consumers’ mobile lifestyle.