Consumers have grown increasingly accustomed to using their mobile devices to research products and make purchases, spending a large portion of their day using their phones. On average, smartphone users in 2019 spent three and a half hours per day on their mobile devices, with nearly a third of users reporting near continual time spent online. At the same time, the number of U.S. adults owning a smartphone has rapidly grown, from 35% in 2011 to 85% in 2021.
Why is Mobile Marketing Important?
To complement the growing time spent on mobile devices, more than half of users use Google to research products before purchasing, while another half of consumers use the search engine to find new products. Mobile search traffic alone generates nearly two-thirds of eCommerce sessions. These statistics suggest that failing to establish a mobile-friendly marketing strategy can be quite detrimental to your campaign efforts. Instead, marketers should be using this valuable mobile opportunity to grow brand awareness and drive sales.
Despite the importance of mobile-friendly marketing, many brands make the same mistakes. Common mistakes include not optimizing campaigns for mobile devices, failing to evaluate the behaviors of consumers, having too much content on mobile sites, no ad personalization, and unclear calls to action.
Best Mobile-Friendly Practices
Ineffective mobile marketing strategies often drive customers away from the desired result; conversion into paying customers. Negative online experiences drastically reduce a customer’s likelihood of returning, with 85% of adults believing that mobile site design should be as good, if not better, than desktop counterparts.
Programmatic platforms, such as Genius Monkey, understand just how important these mobile aspects can be and have used this knowledge to great success. At Genius Monkey, we optimize toward the best combination of all media channels and the specific types of devices upon which to see it. Rather than using just one single network or a few of the most popular ones, we pull in all available impressions through the integration with all networks and DSPs–and all using real-time bidding in order to achieve the best costs, yielding more website traffic and in turn conversions and sales.
To effectively conduct a mobile marketing campaign, companies should consider:
Personalization significantly contributes to profitability, most likely because two-thirds of consumers expect ads to be personalized based on their online preference. However, personalization should extend beyond the initial ad and carry over into post-click landing pages so that the messaging continues to reflect what drew in the prospect. Plus, ad personalization ensures that your campaigns focus on the most likely places for your audience to spend time, whether it’s on social media, news sites, applications, or other digital locations.
A prospect’s experience should be optimized for their mobile device. It is not enough to have a smaller version of the desktop site. Mobile sites should also be easy to navigate, reduce content to better smaller mobile displays, and have larger buttons and auto-fill capabilities that allow users to more easily submit information.
OTT Video Ads
Ads streamed via OTT video platforms have been a marketing go-to for many years. Yet mobile video ads have often been overlooked when it comes to adding OTT to modern marketing campaigns as most view it as simply a replacement or alternative to traditional linear tv buys on a set top box. This is truly a missed opportunity, however, since the use, popularity and effectiveness of mobile video ads has skyrocketed in recent years due to the growing expansion of OTT channels. In fact, a recent study conducted by one of Genius Monkey’s partners found that OTT consumers use their mobile devices for over six hours a day–and at least two of those hours are spent watching videos.
Calls to action should be direct so that customers can know what you would like them to do. Powerful CTAs help to drive conversions, using action-packed, concise wording to convey the right message to customers.
By putting mobile marketing best practices into play, companies benefit from improved engagement, higher ROI, and more conversions. Mobile marketing strategies can mean the difference between success and failure in a digitally-oriented world.
The Future of Digital Ads
With mobile device usage only becoming more ubiquitous, marketers can’t afford to put off implementing mobile marketing strategies. By 2025, predictions are that nearly 75% of mobile users will access the internet solely from their mobile devices. For mobile marketers, this poses a significant opportunity to expand reach to diverse audiences and drive sales. But opportunities like this mean very little without a strong and savvy marketing strategy leading the way.
An ad can only be effective if it reaches a member of its targeted audience. If it is not relevant to the viewer that sees it, it will most likely be of little or no interest for them. That’s why it’s important to partner with a strong programmatic platform, such as Genius Monkey, to help you plan and execute a mobile campaign strategy custom-made for your specific target audience.
To keep pace with the continued adoption of mobile devices, contact Genius Monkey today to learn how you can cost-effectively deliver targeted ads and improve conversions.