With the increasing amount of time people in the UK are spending on their smartphones (averaging around 2 hours per day) it’s not wonder that advertisers have picked up on this. For the first time trends are showing higher usage on a smart phone than spending time on a laptop or reading newspapers or magazines. eMarketer reported that mobile advertising will overtake print for this year by over a £1 billion margin, where mobile advertising is set to overtake traditional TV advertising by a small amount as well. With all the figures pointing up and up, eMarketer predicts that mobile advertising will make up half of the £8.94 billion spent on digital marketing in all of the UK.
With predictions of mobile usage going up with no sign of tapering down, it’s no wonder companies are changing strategies to include more mobile adverts. If you are coming up with a marketing strategy, it would be wise to factor in mobile.
Here are a few tips to get you started :
Make Your Website Mobile Responsive
We’ve mentioned a few times, but having your website be easy to read and navigate on a mobile device is super important to the user experience. Doubly so since Google have changed their page ranking system and you will rank higher with a mobile responsive site. You need to think about how the design of the page will be the most beneficial to a mobile user since it’s a smaller screen, giving small bits of information at a time and not overcrowding pages. At the same time, ensure your site loads quickly on a mobile device, there’s nothing worse than clicking through from an ad for a website to take ages to load. Make sure everything is running as quickly as possible. Want to check if your website is mobile responsive? Use this Google Tool.
Make Your Adverts Mobile Responsive
Don’t just take your existing ads and make them smaller, that won’t always work! Use the resources available to you, Google Adwords can help you create relevant campaigns using specific information about your target audience based on their location, device etc. Make sure you have a strong call to action either in your advert, or on the page your advert lands on. Use high impact images or video to garner attention and ensure that users won’t have to flip their devices in order to experience the full effect of the ad. Mobile usage is fast paced and when the user has to take extra steps to do something, they will often give up.
Choose Your Channels
Google, Facebook and Twitter are great starting points as they are all highly visited sites. Facebook and Twitter are exceptionally easy to track how your ads are doing – how many people are seeing them, actions, you can track your spending and which ads were most effective at what time of day etc. With this it means you can also track what works and what doesn’t, which can change depending on the time of year, or if your audience changes as well. By tracking the progress of your ads you can always make sure you are tailoring them to what potential customers want to see.
Use Mobiles as Mobiles
It may sound a little silly, but since people are seeing your ads on their phones, don’t include a number to call, include a button for them to press to call you instantly! Make sure your adverts, or at least the landing page the ad leads to, includes click to call functionality for one of the most effective features of running mobile ads.
You can help tailor your ads based on people’s habits and what studies have shown will appeal to a wider audience. See the below infographic from AdWeek for more information.