In mobile marketing, advertising is created specifically for display on mobile devices. It includes a wide range of channels, their choice depends on the preferences of the business and the target audience. Let's consider the most popular ones.
Marketing in applications. People spend more than 90% of their time on smartphones in applications. To attract the attention of these users, advertising is launched inside applications. And also inside mobile games, which occupy such a significant share of the market that it is worth highlighting them in a separate section.
Mobile games are an industry with billions of dollars in turnover, attracting an impressive layer of potential customers. There are two main types of in-game ads - banners that appear on the loading screen or a complete list of unit mobile number database during the game, and video advertising. The latter has a higher conversion potential, since gamers can be motivated to watch videos to the end in exchange for rewards in the game.
Geomarketing uses data on the geographic location of users for personalized and relevant advertising. This strategy allows brands to communicate with the audience more effectively, increasing the likelihood of a positive response. For example, a cafe can show advertising offers to users located near it.
Text messages. With their help, you can reach both existing and potential customers. SMS, MMS, as well as mailings in messengers. The channel has many advantages: it is easy to track the statistics of reading messages, send texts in bulk to a huge number of users and spend the budget economically. As with e-mail marketing, the contact base is collected through contact with current and potential customers of the brand who have given their consent to receive information from the brand.
What is the banner blindness effect?Read the article
Recommendations for improving performance
To achieve good results, it is worth adhering to the following principles:
Brevity is the soul of wit. Mobile devices are used "on the run", and a minimal amount of space is available on a small screen, which means that large complex texts will most likely not be read. Therefore, for an advertising message, it is worth creating simple, informative and short ads that include visual elements, infographics and diagrams.
Targeting the target audience. It is worth analyzing which applications and platforms target users use, what type of content they like and how they interact with mobile devices. Also, for a more personalized approach, it is necessary to divide the audience into segments according to characteristics.
Optimizing the user experience. When creating marketing materials, it is important to remember that users will view them from smartphones. Content should load quickly, be fully displayed on a small screen, and also be easy to read without the need to zoom in. It is worth adding a clear call to action and adapting ads to different devices and page orientations.
Using user location information. This will help you optimize your strategy and make relevant and personalized offers to your audience, exactly when they need them.