Mobile advertising is coming of age. With the gradual introduction of sophisticated new technologies, marketers are beginning to track results and manage mobile metrics in ways similar to those used online. Opportunities abound for creating new channels of profitability when based on measurability and accountability.
Understanding the unique potential and the proven power of the mobile platform - as well as its limitations, can improve performance and allow mobile advertising to become a significant layer in the marketing mix. These opportunities are not being lost on global marketers. Many are already active in the mobile marketing arena, and many more have either developed, or are currently planning, a mobile strategy.
What you need to know
Once the decision has been made to begin advertising via mobile, there are a number of issues that should be considered, in order to increase the likelihood of successful mobile outcomes. Below are a few things that result-based marketers should do when planning a mobile campaign.
Trim the fat
Less time and less hassle translate into more conversions. This is especially true in the mobile realm, where campaign success depends on keeping the advertising process as short as possible. Unlike stationary PC users, mobile device users are constantly on the go. They can be exposed to an ad anywhere, at any time, in an endless variety of situations and occasions. Not less important, mobile screens are considerably smaller than PC screens.
Given these limitations, in order to successfully attract the user's attention, messages (both on the creative and the landing pages) need to be short, precise and effective. The call-for-action should be instantly understood, delivered from a single landing page, and should employ a simple registration form. The form should include a minimum number of required fields that can be quickly and easily completed without the need for lengthy responses or multiple clicks. The mobile platform's features and capabilities should be leveraged whenever possible. For example, automatic mobile number recognition should be utilised in order to eliminate the need for additional user input.
Give them a soft landing
The entire process should be optimised to the fullest, from impression to conversion, in order to reach the campaign's goals. The use of multiple landing pages for each product is critical for the success of the campaign - as is the use and testing of a variety of different banners. Multiple landing pages enable a quick determination of what works best, i.e., what turns users into buyers - and delivers the best results for the advertiser.
Use text links
Text links are ideal for mobile advertising. They deliver excellent conversion rates for result-based advertisers, usually cost less than banners, can bring a higher CTR (Click-Through Rate), and often account for the majority of a campaign's traffic.
Pump up your results
Today, result-based advertisers can benefit from the intelligent use of the latest campaign tracking and management technologies - which can make all the difference for mobile campaign success. Conversion Tracking enables a view of the entire process as well as ongoing measurement and optimisation, thus allowing for continuous improvement of campaign results. By focusing on the total process - from impression through conversion - it's possible to achieve a very positive ROI.
Unified Reporting Capabilities consolidate campaign data from all relevant networks into a single, unified report. This facilitates the simple detection of campaign variations, strategy, and effectiveness including the relative performance of specific landing pages and network/landing page matches. Innovative new tools that enable the tracking of a campaign's progress without requiring the advertiser to check each mobile ad network separately are critical for the success of mobile campaigns.
There are global markets where mobile phones are commonplace often used instead of landlines and where the amount of traffic is vast and rapidly growing. Marketers should take advantage of the reach and potential of these relatively untapped and unsaturated markets. Advertising costs are often significantly lower than in other parts of the world and, at the moment, there is considerably less competition.
Go cross platform
Marketers should match their campaigns and technology to the widest possible range of mobile devices including both feature phones and smart phones, in order to maximise effectiveness and expose the campaign to as much traffic as possible. When planning campaigns, it is particularly important to take into account the rapid growth in smart phone traffic, which, on top tier mobile networks and platforms can reach 30-50 per cent of the total traffic.
Update campaign partners (publishers and ad networks)
Marketers should keep traffic sources continuously updated. Publishers and Ad Networks should be kept informed about the advertiser's selected operators, and about the agreements signed with them. This avoids running campaigns via unsuitable operators and on ineffective traffic, and prevents running wasted campaigns.
Mobile advertising has become an exceptional opportunity for result-based advertisers to increase their revenue sources as well as their reach. New marketing channels can be created and new markets can be tapped. Cutting-edge technologies can be utilised to develop smart, fully optimised campaigns that maximise conversion potential and deliver rapid ROI.
Inbar Chap is the co-CEO at DSNR media Group