MOBILE AD MESSAGES

MOBILE AD MESSAGES 

Mobile advertising can help busies owners target the exact right audience — defined by factors like online search behavior, past purchases and even geolocation. Better still, the inherent nature of the medium often means few creative costs.

But effective mobile ad messages also have specific rules of engagement that must be followed. The engagement metrics differ greatly from their desktop counterparts, so it's vital you know what it is that defines success in your mobile ad campaign.

If you're considering jumping on the mobile marketing bandwagon, here are a few key factors mobile messages should entail for maximum impact.

Do I know where my customer has been?

Mobile advertising initially appealed to marketers because of its ability to reach customers based on location, allowing for “moment-based” marketing efforts.  While the location-based nature of mobile advertising is still highly relevant, it has evolved, demanding that marketers recognize the importance of present and past location information.

As explained in a white paper authored by experts in the Mobile Marketing Association (MMA), the most successful mobile marketers now segment customer audiences based on where a recipient is — and has been. With this history, brands can acknowledge a customer’s lifestyle interests to deepen relevance — and relationships.

For example, the authors share the case study of the frozen yogurt brand Pinkberry. By considering customer location history (like visits to health food stores, gyms and similar wellness brands) in tandem with present location data, Pinkberry was able to deepen the relevance of messaging beyond the purely promotional. The shift resulted in a 100% increase in mobile marketing campaign results.

Is this functional based on my target? 

The inherent nature of mobile communications demands creative that is conducive to a mobile device’s screen size, functionality — and the user’s daily patterns. As digital marketer Shawn Aguilar explains, even mobile banner ads, one of the most commonly known 

Where mobile ads were once limited in size options and static art, capabilities for messaging and creative now include the ability to create ads that shift, slide, expand and transform into rich art and video.  Despite the options, however, the impact a mobile message stands to deliver is still contingent on relevance: To the device the audience uses to receive the message, and to where and when they interact with the ad.

Before determining the best mobile marketing creative approach, ensure that you have the user data to support the approach. For example, if your mobile ad message involves video and sound, confirm that your users will receive the message at a time of day those features are available to them. For example, teenagers who are in school, or professionals who work in an office likely won’t be able to hear your message during typical daytime hours, compared to the nighttime or on the weekend.