5 Tips for Going Mobile

- November 16, 2010 by Lisa Gomez and Cassandra Velasquez

The world of mobile advertising is upon us (enter loud ominous music). We all knew it was about to happen, but are we prepared? As we set upon answering this very question, we came upon some interesting and very relevant information in the recently published report, “Mobile Advertising and Marketing: Past the Tipping Point” by eMarketer Analyst Noah Elkin.

If you are considering venturing into the “great unknown,” here are five things we gathered from Mr. Elkin’s report that we feel will be helpful in navigating the new territory.

1. Think Beyond Text

While SMS texting is currently the most used format of mobile advertising, the growth in smartphone capabilities and mobile user experience will bring about a higher spend in mobile search and display ads that will soon surpass SMS spending. This will also bring about a growth in rich media formats.

2. Consider All the Capabilities

Emerging trends within the mobile ad industry include elements such as geo/location-based targeting (e.g. Facebook Places), coupons, barcodes and augmented reality (e.g. Wikitude). These elements tie into ad units and maintain an appeal for mobile consumers, thereby allowing them to be more apt to visit a website or make a purchase via their smartphone or device. We must keep in mind however, that these are emerging technologies and therefore, should not be considered the “silver bullet” of mobile advertising.

3. Choose Your Network Wisely

Currently there are two main players in the mobile ad network arena: Apple’s iAd and Google’s AdMob (or as some say, “class versus mass”). With the high cost of entry into the iAd network—$1 million minimum commitment—this creates a segmented group of advertisers that can, at the very least, consider a mobile campaign. Those advertisers that are able to execute a campaign via iAd can benefit from the perceived halo effect of the Apple brand. However, this creates an opportunity for competitors to seek out more efficient avenues and greater reach across multiple mobile platforms.

4. Add It to the Mix

Mobile advertising can provide a means to achieve a gain on consumer engagement by reaching them with interactive, relevant content. But we must bear in mind that a balance should exist between a client’s existing marketing mix and their mobile advertising strategy. In other words, don’t bet all your marbles on a mobile-only campaign.

5. Give The People What They Want

Mobile consumers are increasingly more accepting of advertising on their devices, but they expect something tangible and relevant in return for their attention. The question then becomes “How do we appeal to them?” To answer this, look at your data so you can segment and target your key audience(s) based on how they already use mobile devices.

There are still plenty of questions that have yet to be answered. As you integrate mobile into our marketing strategies, consider the five points above. And, as always, watch the latest research to see how mobile advertising unfolds, and don’t be afraid to experiment in new ways with this unchartered medium.

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