A few years back, it was enough to have a Responsive website and SMS marketing for marketing.
However, with increased usage of mobile devices, mobile search, browsing, and app usage, mobile as a channel has evolved to be as important as the Web or more.
Now, making a site responsive is not just enough. It is important to understand the user consumption pattern and start designing for mobile user experience.
Mobile is not Web
Most of the users use mobile during their travel, lunch breaks or while just relaxing. So, the context of the user is very different from a user relaxedly browsing on the desktop or laptop.
Hence, content design for mobile cannot be same as the web.
- Keep your content crisp and clear.
- Use attractive images, bigger fonts, and videos for higher engagement.
- Slice the content into bullet points or small chunks, for enhanced readability.
- Use lighter images to ensure quick page loads.
CMS like WordPress and Drupal have quite a few turn-key solutions to make a site mobile responsive.
Hyper Targeted Ads
Tools like Mosaic serve Hyper-targeted ads based on users precise location, time, weather and other demographic traits. Ability to serve ads when users visit a specific store, stall or event opens a wealth of opportunities for marketers.
Such mobile advertising can be very effective as they are personalized, contextual and timely.
Mobile Apps for Consumer Engagement
Mobile Apps are an excellent way for a brand to engage with its customers. Mobile Apps are driven by various motives.
Apps for Purpose: Mobile Banking, Insurance or e-Commerce apps are each driven for a purpose. These apps are fully loaded with functionality as good as a website.
Apps as Branding Tool: There is another set of apps, that are built as branding tools and to drive consumer engagement. For example, a health supplement company running a ’10 minute daily workout App’, fashion retailer app that helps users to create their look.
Apps can be an excellent way to engage with the customers. However, these need to be further promoted through other channels like the web, social, mailer campaigns, etc.
With the increase in mobile gamers and technology advancement,
In-game advertising is emerging to be another entry point to reach customers. Moving beyond the usual stand alone ads in video/mobile games, marketers have newer opportunities like:
- Building fully immersed games, where a brand is positioned seamlessly and becomes a natural part of playing.
- Incentivizing users with virtual currency like an extra life or virtual power for viewing the video.
In-game advertising may not contribute to high sales. However, it can establish a deeper connection with the player.
Key to the success of In-game advertising is to demonstrate value without taking away the fun of playing a game.
Mobile Marketing – Final Note
Every year we witness a number of innovative mobile based campaigns by various companies, to spread brand awareness, engage, drive sales and gain a competitive edge.
Also, we can see a lot of experimentation using technology in these campaigns like using QR Codes, Augmented Reality, Beacons, and Personalized Offers.
Mobile Marketing is vast and we will cover deeper concepts in a separate course.