When was the last time you checked your phone? When was the last time you looked at social media or an app on your phone? I’m guessing you answered with “a few minutes ago,” or maybe at most, an hour ago. If so — you’re not alone. Americans spend over 10 hours a day on screens and about 5 of those hours are spent on their smartphones. Is your brand where your consumers are looking?
Marketers are definitely taking note of the shift in consumer habits, which has resulted in mobile advertising spending increasing a whopping 40% in 2017 (it increased 38 percent from 2015 to 2016). Those dollars are being wisely invested — ecommerce is expected to make up 45% of online shopping by 2020, which justifies the shift in spending and labels it a requirement, not an extravagance.
But throwing money at mobile advertising isn’t enough. It’s important that you understand how mobile advertising works and what you can do to master it. Here are the main points you need to know to master mobile advertising in 2017:
Spray and pray is not acceptable
There’s something so much more personal about a smartphone than a personal computer. We keep our smartphones on us at all times. Because of this, we think of our smartphones as a sort of extension of ourselves, which makes untargeted, impersonal advertisements for products we aren’t interested in all the more repulsive.
The public has been desensitized to advertising on websites. Respect your audience’s’ time. Invest in making your ads relevant, valuable and interesting to consumers, instead of bombarding them with quantity and flashiness.
Personalization is now easier than ever though, so don’t be afraid.
Design ads for small screens
Being proud of saying you’re “mobile friendly” is quickly approaching the equivalence of hotels that advertise that they have cable — of course you are. If you aren’t, why aren’t you?
Besides making sure that your website is mobile friendly, it’s important that you also design you ads to be viewed on small screens. That doesn’t just mean shrinking down the ones you already have. Make sure the advertisements are still legible and clickable. An ad that looked beautiful on a full website or digital magazine spread will be completely illegible as an in-feed square piece.
The best kind of advertisements are, I think we can all agree, the ones that don’t seem like advertisements. This is usually manifested as native advertisements, which are ads that are published on platforms and publications in the same format as the rest of their content.
However, it takes more than just buying the native ad placement. You must make it convincing. This means the advertisement needs to add value, aside from educating the consumer about a product. Pique their interest with beautiful pictures, offer free information and entice them. Highly valuable ads result in highly valuable customers.
If you only remember one thing from this article, remember mobile marketing will be about connecting with your consumers on an interpersonal level. Your audience has no patience for excessive banner ads, flashy images or repetitive statements. Customers are looking for respectful, valuable and entertaining content, that looks great on every screen size. While this seems a bit daunting, know that it’s worth the budget. Consumers are itching to buy, you just need to give them a reason to.