The importance, as well as market share of the advertising industry, is increasing on a daily basis. Product and service owners who would like to reach their target audience, in the easiest and most effective way, are making use of the power of mobile advertising as well as online advertising. As a result, they are seeing big increases in their profit rates.
As a consequence of digital marketing taking over from traditional marketing, digital advertising is now more prominent as opposed to traditional advertising. Online advertising, which entered our lives with computers becoming ever more popular, has been of great importance in the advertising sector for a good number of years. However, the growing use of mobile devices, particularly in recent years, has led mobile advertising to outstrip online advertising.
One of the main reasons about why it has taken mobile advertising so long to truly take off has been the attitude that digital marketers merely need to repurpose the same media and techniques that worked on desktop. However, compared to desktop, consumers interface with their mobile devices in totally different ways, in totally different contexts, with a totally different mentality. Even the difference between marketing to your audience on a tablet, as opposed to a smartphone, is huge.
Why Mobile Advertising Works
Mobile advertising’s greater effectiveness – when you compare it to online advertising – is owing to a number of factors.
- Mobile has the edge over online when it comes to the engagement that people have with the device and the environment the adverts are being served in. People are engaged more with activities on their mobiles devices – even more so than when performing the same activities on their computers.
- The environment, or context, that the ad is displayed in weighs in with a lack of clutter on the page. There is typically only one ad in sight at a time and the ad units are proportionally larger to the screen. These two elements merge into one powerful medium for advertising.
- Mobile is also being raised in the strategy-planning process sooner, which leads to more integrated campaign efforts and, quite honestly, better mobile and online results.
Multiple Touchpoints Are Better Than One
PC-based Internet adverts have one way of reaching users: via the Internet on a PC. Mobile devices have a much richer menu of options to offer advertisers:
- Voice (visual voicemail,
- Ring back tones,
- Missed call notifications,
- Text (SMS),
- Multimedia messaging (MMS),
- Mobile Internet,
- Billing touchpoints, as well as
- Handset clients.
Owing to the one-on-one personal nature of mobile devices, mobile ads are more effective in terms of product awareness and sales. As messages are intended just for the user, users usually pay more careful attention to mobile ads (e.g., text added after a notification) than they do to ads that come to a PC.
More than 4.5 billion individuals own as well as use smartphones in the world. Think about it. How much time do you devote on your phone as opposed to your PC or laptop? These statistics are what advertisers are trying harness to reach more customers. With up to 80% of web traffic which is taking place on mobile, it’s then more than clear why. This is where most customers will be found at any given time.
In order to succeed at mobile advertising, you need a solid grounding in traditional advertising principles. With our National Certificate in Advertising and Digital Marketing you’ll get this and so much more. Follow this link for more information.
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