As
marketers have set their strategies around the orthodox means of
desktop marketing and advertisement, mobile marketing is on a back
foot. However, the mindset has changed a lot, bringing in some
changes, which still has miles to move ahead. The change through
consumer bases rendered by mobile devices should be carefully
observed. For marketers who are targeting both online ads and
mobile platforms to advertise their products in digital domain, there
are certain aspects that need to be scrutinized.
Geo-Targeting,
Functionality, app advertisement and re-engagement are among the
pivotal features. It is possible to geo-target customers more
accurately than desktop. IP based desktop are accurate only within
the range of several miles. Hence, targeting online adverts through
mobile devices bring the brand nearer to customers. Mobile phones are
all the way along with customers in contrast to desktops, as the
latter is not agile as the former.
Targeting
consumers through mobile devices is easier also because of its user
friendly functionality. There is much better reception and
interaction via a mobile device in contrast to desktop features.
Moreover, once a user is accustomed to use mobile, the usability of
desktop would decrease from his end for normal usage like browsing
the internet. Media in mobile devices supports better functionality
like swiping, pinching, tilting and other such; they can engage users
in a better way. Another emergent feature of mobile advertisement is
in app advertising. The primary aspect that marketers should look
into this dimension is its disruptive behavior. If they can offer a
user friendly experience that is non-disruptive through apps with
ads, than it is a success.
User
disruption is among the major concerns for advertisers in mobile
advertisement. For this reason, it is necessary for marketers to make
use of intensive creativity and display technologies in mobile ads.
They must use innovative ways to create ads so that users would view
them instead of getting irritated through disruptions. Marketers
should be careful enough that ads are only displayed in native
contents so that users could relate them with the content they are
browsing through. Native advertisements always have better returns
than ads that are not related to the platform, the website of the
app.
It
should be noted that for consumers mobile devices and desktop
computers are completely different and so are its uses and context.
Consumers use mobile devices for quite different purpose than
desktops in a different mentality. Hence, marketers should set their
strategies around these two platforms in different and contrasting
ways.
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