Don’t get fooled! Six Lies about Mobile Marketing You Should Be Aware Of
Whether for checking updates on social media, reading daily news, entertaining or simply doing business, smartphones have become necessity in modern daily life and increasingly viable method for marketers to make their pitches to the connected audience. However, this is not some new approach for experienced marketing professionals but it opens many topics for discussions all over the internet that are causing disbelief and prevent advertisers from approaching this marketing method. So let’s take a look at a list of most common beliefs that can be classified as lies regarding marketing on mobile devices and clear the things up.
Lie #1: Only big and established brands need mobile marketing strategy
It is true that well established companies use it but it can never take the shine off small and medium businesses too. Simply, that is the business era in which we live in, so every business (including yours) needs a mobile marketing strategy for the same reason that you need a computer and internet access. Just take a look around you and you will find more than just a few folks with faces glued to their smartphone screens. This lie is also contrary to recent reports saying that 51% of users’ internet time is spent on mobile devices, which means simply ignoring the rise of mobile is not an option. Mobile is here to stay, and if forecasts are correct, it will soon overcome desktop usage. If you don’t have a mobile marketing strategy yet, it’s time to consider it!
Lie #2: Mobile-Only strategy or Mobile-First, it is all the same
Not at all. In a world with mixed channels used by people to access, view and engage with digital content, it does not make sense to develop a mobile-only strategy or to rely too much on only one aspect of the digital pie. The truth is that cumulative impressions are often required for a conversion to be realized. A consumer may see an ad on mobile phone in the morning, than again on desktop during the day and again before making a purchase on tablet at night. So, instead of mobile-only strategy ask for a mobile-first marketing strategy which is a completely different concept than the on discussed above. The mobile-first approach will help you in producing a quick, concise and relevant mobile experience that can be easily carried over other devices, such as tablet and desktop.
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Lie #3: Mobile advertising is intrusive
This would be true if it was not applicable for other advertising channels too. Badly-targeted ads, or those placed within irrelevant content, are intrusive whether they are on mobile, desktop or TV. As for mobile, it is in the personal nature of the device to increase the risk that anything interrupting user’s attention unnecessarily may be unwelcome. However, while the risk is higher, as referenced above, the personal nature of mobile also means that it provides unique opportunities. Successful advertisers target carefully and pay attention to the mobile user experience in certain situation, and that is paying off. In a recent research people stated that they actively welcomed engagement from brands when they were shopping, travelling or relaxing.
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Lie #4: No One Clicks on Mobile Ads or Converts from Them
Another false statement for a very cost effective way of showcasing your brand to the public. Many think that the most of the clicks on mobile ads are accidental or certainly believe there is no chance a user actually to convert from a mobile ad. To be real though, mobile ads are effective and lead to high conversions when they are relevant to the users because they are buying products when they see relevant ads. Statistics show that intention for buying product is doubled for users who click relevant ads (vs. those that do not) and for users who just saw the ad (but did not clicked) their propensity to buy increases by 30%.
This false statement goes even further when some say that is impossible to see how successful the ads are. But as mobile technology advances so fast, we can attribute revenue generated for every action that takes place. Advertisers can target based on whatever statistic they want to measure and that means they can finally track the impact that mobile is making on their business.
Lie #5: Mobile Marketing is for Young Generations No Older than 25
There is a general opinion among businesses saying that mobile marketing is only effective with Millennials, the rest of the audience is unsuitable for business, and therefore, there is no need to spend time and money on it.
Recent statistics kill this nonsense showing that the percentage of those using smartphones aged 35 and older, is equal to those at 25. Adults, particularly business population, are skilled at using smartphone and its capabilities, most of the time have mobile internet access, download applications for business and entertainment and now they gladly spend time on the mobile Internet all day long. Older generations are carrying their smartphones and tablets around with them too, and missing out on reaching them because you think they are behind the time is a missed marketing opportunity. If you as a digital marketing professional still associate the word “mobile” only with the youth, ask yourself: Isn’t it a pointless luxury buying a desktop computer as mean of communication and information channel these days?
Lie #6: Mobile Screen Limits Marketing Communication
Does size matters or not, is a never ending discussion. But no other arguments are needed as far as it has 100% of viewers’ attention. Smaller size of a smartphone screen compared to other devices is irrelevant because the mobile phone is a personal channel. This provides opportunity to grab users’ attention with the potential to target them with ad that is highly relevant. Users are fully engaged with their mobile phones, which gives you as an advertiser the opportunity to achieve the objective of having a two-way conversation.
Another aspect in favor of this lie may be the inappropriate format of banner ads. It is very important to get the creative part done right, ensuring that the ad is not only adapted for mobile screen but follows the user’s mobile experience. Moreover, interactive HTML5 and rich-media mobile banners provide various opportunities not only to engage the user with your offer but to convert him into buyer beyond the screen.
One thing is certainly true
Lies and misconceptions about mobile marketing will probably still exist. But the only truth that exists on this topic is that: if you are doing it right, with mobile marketing you have opportunity to deliver personalized, time and location sensitive information so your audience can get what they need, exactly when they need it, even if they’re on the go. If you know where your customer is, what is the weather outside, and what is it doing during the day, you can deliver truly relevant and engaging experiences. So be aware of all of this because if you are not, you might be missing a huge marketing opportunity and you are risking to be just another irrelevant and irritating mobile banner ad.
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