Unpacking Mobile Advertising: Is it the Promised Land for Marketers?
As smartphones continue to dominate the market, mobile advertising has emerged as a promising medium for marketers to reach and engage audiences. With more screen space than ever before, mobile advertising offers a world of opportunity for advertising and marketing. But can it really live up to the hype?
Traditional Advertising vs Mobile Advertising
With the rise of mobile and tablet usage, it seems that the future of advertising lies in the mobile platform. However, traditional display advertising that has worked for TV, newspapers and online media, may not translate well into the tiny screens of smartphones. The limited screen space of mobiles poses a challenge for marketers, as the ads often get ignored by consumers.
The Challenges of Mobile Advertising
Aside from size limitations, mobile advertising also poses a challenge in terms of personal space. The mobile phone is a personal form of technology and ads that do not target the intended audience can backfire and diminish brand image. Additionally, mobile ads are often considered annoying and intrusive, which can leave consumers feeling irritated.
Mobile Advertising Done Right
With the adoption of smartphones growing exponentially, marketers need to rethink their approach to mobile advertising. By delivering ads that result in a rewarding experience or useful transaction, marketers can take advantage of the mobile platform’s power. Location-based prompts, delivered via search results or apps, are just one way of leveraging the mobile internet to engage consumers. Geo-targeting has also proven to boost consumer engagement and generate higher returns than conventional mobile advertising.
Thinking Outside the Box
To truly reap the benefits of mobile advertising, marketers need to think differently and invest in activities that combine the native functionality of the device with the purposes for which users use the device. Mobile advertising requires a new approach that incorporates new technologies, such as QR codes, near-field communications, and mobile payments. The goal is to arrive at new ways of engagement that offer consumers a useful experience, not just another annoying ad.
In conclusion, mobile advertising presents an exciting opportunity for marketers. But it requires a fresh perspective and a willingness to experiment with new technologies and techniques. By doing so, marketers can take advantage of the mobile platform’s power and engage with consumers in a meaningful way.