I am a business owner, but I am also a mobile consumer. At Scratchd we understand the benefits of reaching mobile for businesses, but also how it feels to be advertised to on my smartphone. I have accidently clicked banner ads, opted into SMS marketing campaigns I did not want to be a part of, and felt like my personal mobile space was being invaded. On a positive note, I have had the pleasure of exploring new products and services that I noticed through creative, engaging mobile advertising while surfing the net on my smart-phone.
Myself, as well as many others turn to their smartphone multiple times a day to converse with friends, do business, ask questions, explore new products and services, and find out directions to where we are going. I read a stat that said 91% of us keep our smartphone within arms reach 24/7. This includes eating, sleeping, watching tv, working, and even showering. I will shamelessly admit, this sounds about right.
I’d say this has to be an advertisers dream, but recognize the challenges they are facing to directly advertising to mobile smartphone users:
1) Lack of real-estate on the mobile device
The mobile screen is very small, which makes it challenging to create space for advertisers without creating noise for the mobile user.
2) Varying user characteristics
Consumers use their mobile differently, which means that the way of reaching one user effectively is not necessarily the same for reaching another.
3) Fear of invading personal space
The smartphone is viewed as personal property, which creates a fine line for advertisers, as the last thing they want is their brand to be perceived in a negative way.
Although is seems challenging, many advertisers have executed successful mobile marketing campaigns that have resulted in very high return on investment. The key is putting yourself in the shoes of the mobile consumer, and thinking less about the message you would like to share, and more about how the mobile user would like to receive the message.
5 easy tips for creating an effective mobile advertising campaign:
1) Know your audience and choose the right content
2) Be personal and relevant
3) Think about timing and when consumers might want to hear from you
4) Have a call to action such as an exciting offer or reward
5) Offer interactive elements that drive engagement