Be Where the People Are: Mobile Advertising

Mobile ad messages can be a high-impact, low cost marketing tool perfect for small businesses. Use this checklist for an effective campaign.

Mobile advertising can help business owners target the exact right audience — defined by factors like online search behaviour, past purchases and

even geolocation. Better still, the inherent nature of the medium often means few creative costs.

But effective mobile ad messages also have specific rules of engagement that must be followed. The engagement metrics differ greatly from their desktop

counterparts, so it’s vital you know what it is that defines success in your mobile ad campaign.

Mobile advertising initially appealed to marketers because of its ability to reach customers based on location, allowing for “moment-based” marketing efforts.

While the location-based nature of mobile advertising is still highly relevant, it has evolved, demanding that marketers recognize the importance of present and

past location information. here are a few key factors mobile messages should entail for maximum impact. Text-based mobile messages,

which stand to deliver a 99-percent open rate, according to Mobile Commons may be inexpensive — but are no less demanding in terms of the need for quick-hitting impact.

Messages should be brief enough that no “scrolling” is needed. In less than 10 words, the message recipient should understand “what” they stand to gain from a mobile message,

and be interested enough to click on a short link for more complete offer detail.

Mobile ad messages can be a high-impact, low cost marketing tool perfect for smaller budgets and small businesses. Despite their efficiency and potential benefits,

however, mobile messages still demand that marketers have a strategy and understanding of the campaign, its objectives and its audience, just like traditional advertising and marketing messages.