Advertising efforts have always been closely linked with the emergence of new technologies. As soon as there’s a new and more convenient way for people to get informed about the world around them, the advertising slips into the new medium and adapts itself to it. At the same time, the essence of advertising doesn’t change much. It’s still about finding, understanding and fulfilling the needs of the customers and clients.
Most of the internet browsing and social media use is now done via mobile devices, such as phones, tablets, and wearable tech. Businesses from every industry (regardless of their size) should embrace this change since it’s the chance to reach more potential customers and to engage with them in a new and exciting format.
The phone is a pretty personal item – people always have it around and it contains all kinds of sensitive and personal information. When someone receives an advert on such a device, the content is customized for the owner. One size fits all content may be good enough for websites and e-mails (although that too gets old pretty fast), but not for mobile devices. Use the trail of personal information every person leaves online to make the advertising relevant and suited to the person reading it. It’s a bit more work, but it pays off when it comes to brand loyalty.
The average user has 4 different mobile devices and this number is going to get bigger as wearable tech improves and becomes more common. This opens up possibilities for advertisers. The ability to track the customer through numerous the devices makes the advertising feel more urgent and up to date. This effect is especially powerful if the advertising is also customized to fit each device individually. People tend to use particular devices for quicker correspondence and news skimming, while others are reserved for in-depth reading and more challenging tasks. The advertising should reflect this in both style and content.
Until recently the only way for businesses to engage customers at just the right time was to guess and hope the schedule of their advertising efforts would coincide with the needs of the readers. Mobile advertising puts an end to this because the devices are always by your side and notification about an ongoing sale can appear just when the customer is passing by the store that offers it. Using the benefits of geolocation is especially useful with remarketing campaigns because re-marketing is about knowing what drew the customer away from your business. Information about where the users are and how long are they staying is crucial for this.
Getting through to the readers
The main challenge for a mobile advertising campaign is similar to the goal of any traditional marketing campaign – getting the readers to notice and pay attention. However, mobile devices make this job much harder because there are countless other distractions right there at the tips of our fingers. Using emoji push notifications provides new opportunities for increasing app engagement, especially with the millennials who are an increasingly important part of the market. Studies show that emojis increase notification engagement by 85 percent and Android is more effective at it than iOS. The emojis have just as much effect on the number of purchases as on the traffic they bring to the app.
User generated content
Creating content is no longer something that’s left to the professionals. There are upsides and downsides to this. The cacophony of content created every day can be overwhelming and the quality is sometimes more than questionable, but on the other hand, mobile devices allow people to share their authentic experiences instantly and provide the audience with the glimpse of their lives. Advertising potential of this raw content is enormous. It allows the companies to showcase their work in real life, used by real people – and it’s also a way to form a more closely connected network of users and consumers.
Mobile payment methods
Mobile devices make online shopping fast and convenient. Businesses should integrate this feature in their advertising campaigns. This doesn’t just mean boasting that you can purchase a product with a single click or use your fingerprint to avoid memorizing passwords. It’s also important to reassure the users that their personal information, as well as money itself, is safe with your app and that third party can’t get to it.
Mobile advertising provides an exciting opportunity for businesses from all industries. It helps them to get to know their clients better and to reach out to them in a more personal and engaging way.