A mobile device is a small hand-held device that has a display screen with touch input and keyboard and may provide users with telephony capabilities. It allows users to make and receive calls. While the earliest generation of mobile phones could only make and receive calls, today’s mobile phones do a lot more, accommodating web browsers, games, cameras, video players, and navigational systems.
Mobile phones are using by mainly known as “cell phones” today’s mobile phones are more commonly called “smartphones” because of all of the extra voice and data services. A mobile phone typically operates on a cellular network, which is composed of cell sites scattered throughout cities, the countryside, and even mountainous regions.
If a user’s location is in an area where there is no signal from any cell site belonging to the cellular network provider he or she is subscribed to, calls cannot be placed or received in that location.
Mobile Advertising:
Mobile advertising is any form of advertising that appears on mobile devices such as smartphones and tablets using wireless connections. Companies advertise through text ads via SMS or banner advertisements that appear embedded on a mobile website.
All the Ads, are based on consumer tastes and/or browsing history using data mining and other information-gathering techniques. Mobile advertising can include anything from SMS offers, banner advertisements on websites, ads on downloaded apps and games, and much more. The goal of the marketer here is to ensure continuous engagement with the consumers by means of different types of updates.
One of the main goals behind advertisements is to convince or persuade an audience to take a specific action. Often that action is to make a purchase. Marketers may create advertisements that highlight specific products or services, feature discount codes or announce flash sales to help them accomplish this goal.
Objectives Of Mobile Advertising:
Increased mobile usage has defined several objectives for mobile advertising, which can range anywhere from new lead generations to customer retention through new offers, detailed information about a particular product or service by sending out the relevant news to the consumers, brand engagement activities such as quizzes and contests, and more.
The goal of the marketer here is to ensure continuous engagement with the consumers by means of different types of updates Advertising has three primary objectives: to inform, to persuade, and to remind. Informative Advertising creates awareness of brands, products, services, and ideas.
Factors Of Mobile Advertising:
One should be able to offer their customers added value. This means that the product or service must provide the customer with an additional benefit. A company should develop basic standards and concepts in mobile advertising in order to succeed.
Mobile marketing or advertising should be adapted to the existing marketing mix and be integrated. To keep wastage low and market a product or service successfully, build trust amongst consumers.
Benefits Of Mobile Advertising:
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Quick Response
Since the target audience is almost always near the devices or watching the screens, response time is very quick. Either the ads will be acted upon or rejected in a minuscule time frame.
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Geo-Targeting
Once you have analyzed the received data and user demographics, it becomes very easy to selectively target that segment of your audience that is more likely to respond or engage in a particular advertisement.
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Higher Conversion Rates
Consumers receive ads that are of some benefit to them, hence, they are also more likely to respond to them and complete the call to action.
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Large Audience
Research suggests that as much of people always have their smartphones with them. Further, it is no surprise that most of us are always online via mobile devices, be it social media, online shopping, emails, or something else. This makes for a huge potential customer base that brands can target.
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Low Cost
Mobile advertising costs way lower than conventional channels such as TV or print media. There are a wide variety of types of mobile media that you can use to affordably connect with your brand.
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Easy Tracking
With the advancement in technology, tracking the performance of your mobile advertising campaign is now very easy. It offers quick and complete analytics of data metrics such as impressions, click-through rate, likes, shares, audience demographics, and much more.
Types Of Mobile Advertising:
1. Native Ads
Native ads look like banner ads but within the app’s natural environment so that they blend in with the flow and become less likely to look like advertisements.
2. Location-Based Ads
These are marketing messages that are sent to the website or app visitors depending on the geographical presence of the visitor.
3. SMS Ads
SMS ads are efficient for broadcasting purposes, and for a wide reach because major network carriers support them and are compatible with most mobile phones. However, SMS ads are also easy to create and understand for consumers.
4. Push Notifications
The pop-ups that appear on a mobile device, while the user is active on the app and also when the user is not active, deliver to the user in both situations.
5. Banner Ads
The most common type of mobile displayed on a website or an app. These include text ads, images, and graphics.
6. Interstitial Ads
These are full-screen videos or graphics that are usually at app transition points. Have you ever observed an image or short video coming up when you watch videos or while playing games? These are interstitial mobile ads.
7. Video Ads
Video advertising is a very powerful tool for any company that helps users when they are in the decision-making process. Interactive mobile video advertising delivers a complete visual experience, allowing the user to feel closer to the product or service in question.
Importance Of Mobile Advertising:
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Cost-Effective
Mobile advertising is much less costly than traditional forms of advertising methods. There are many various kinds of mobile media that you may use to engage with your business at a cheap rate. Mobile advertising is extremely cost-effective because it has been proven that phone-based CPCs (counts per click) cost 24% less than other clicks.
In addition to this, mobile ads have 40% more CTRs (click-through rate). This explains the opportunity that cellphone advertisements provide to reach the target at the right place at right time at a lower cost. There is no doubt that mobile advertisement costs are just fractions when we compare it with advertising through TV, billboards, etc.
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Easily Reachable
There is no doubt that mobile users don’t go anywhere without their phones. Datareportal has shown that people spend straight 4 hours on mobile devices every day. Mobile devices constitute about 56.7% of web traffic and the numbers are rising.
This accessibility plays a vital role in the success of mobile advertising which allows reaching the audience and customers anytime anywhere making it the fastest way to communicate with consumers. Immediate access to such a large number audience is one of the main benefits of mobile marketing advertising.
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Instant Responses
The recall rate for in-app advertisements is 86% with 11% impressions and 8% visits to the website because of the mobile ads. As the target audience is always near the devices making smartphone ads are responsive and quick as compared to other devices. The interactive features of the phone enable the implementation of direct response by the user.
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Tracking
Every advertisement content is to interact with the audience, to grab attention and the responses that relate to it can track easily. Digital advertising effectiveness shows us what’s working with ads and what’s not so that we can adjust and engage with a target audience. These campaigns with instant tracking options can help you in creating productive mobile ads.
Consumer information such as shopping habits, preferences, history, behavior, and location are common details that are easy to divide, through the phone. IP addresses and cookies can track consumer information. However, information obtained on a desktop or laptop computer may not be as accurate. This is due to the possibility of several people accessing the same data.
Mobile devices, on the other hand, are unique to each consumer. As a result, Mobile devices generate more accurate data. Technologies such as location-based advertising, interactive mobile advertising, proximity targeting, and other similar techniques may be used with this data to create ads; that is entirely personalized and highly relevant to the target needs.
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Click-Through-Rate
Marin Software report has shown that mobile has the highest click-through rate for display, search, and social media when compared to tablets and desktops. CTR is the most crucial pre-click parameter for marketers since it is used to determine the success of an ad campaign, as well as the amount of money that will be spent on it. CTRs of mobile, tablet, and desktop are compared to display and social media.
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High Conversions
How effective is mobile advertising? In comparison to PCs and tablets, smartphone impressions, clicks, expenditure, and conversions grew the highest. So, In all of these measurements, desktops and tablets witnessed decreases, however, smartphones show increases ranging from 8% to 13%.
In comparison to computers and tablets, smartphones drove the biggest percentage of conversions at 60%. On media, Mobile experienced year-over-year improvements in impressions, clicks, expenditure, and conversions. In every statistic, desktops/tablets witnessed a year-over-year reduction.
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More Interactivity
Mobile ads are versatile and highly attractive that come with compelling formats and interactive content. Customers are more likely to remember an ad and the brand when they can engage with it. Mobile ads deliver high-quality advertisements, with more appealing visuals or graphics.
They aim on offering customers greater and more interesting information by mixing targeted advertising with captivating forms. Marketers may use this to boost the engagement time with the brand or product. This unique and engaging aspect of interactive mobile advertising serves as a link between the advertiser’s offers and the demands of the customers.
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Geotargeting
Geotargeting is one of the advantages of mobile advertising that increases digital advertising effectiveness. With help of Geotargeting, you can interact with an audience which more likely to engage in advertisements increasing the chances of conversion rate.
Advertisers may use this advantage to deliver time-specific and location-specific communications, such as event announcements or discount alerts, with little to no delay. You may also contact your target clients at the right moment with location-specific communications.
Disadvantages Of Mobile Advertising:
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It Costs The User Something To Receive Your Advertisement
This is the primary disadvantage of mobile advertising that everyone should need to know. Even though we live in an era of unlimited data, SMS, and MMS, not every consumer uses an unlimited plan. There are standard data and texting charges which may apply to some accounts.
If you’re sending a barrage of advertising messages that are being charged $0.10 per item to the user, then you’re not going to create positive vibes with the consumer. We must remember that people are paying to see the messages that are being offered to them, in one way or another, and respect that fact.
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It Feels Like A Telemarketing Call
What do mobile ads do for users throughout their day? Even when consumers have opted-in to receive marketing messages from you, there is no guarantee that they will continue wanting your messages.
Even if you automate your entire process and allow your ads to generate results on their own, there is no guarantee for success with an investment in this advertising option.
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It Does Not Have A Standard Display Option To Use
Although advertising providers will do their best to display mobile ads in the way your company submits them, there is no guarantee that users will see them as intended. Phones come in various shapes and sizes. Multiple generations of equipment are being used. Take the iPhone, for example.
The iPhone 4 series still produces more than 3% of global web traffic. According to Apple Insider, despite several new series are introducing. How your ad looks in different browsers or apps may change for users as well
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It May Force Some Users To Make Assumptions About Your Company.
Because there is less content involved with a mobile advertisement. You’re relying on a click or a visit to your website to get the full message sent to a consumer. You’re forced into a position where consumers must see your advertisement. Then make assumptions about who you are and the value proposition offered to you.
This creates opportunities for your message to be heard in an unintended way. Which may drive some of your targeted demographic away from your business and into the hands of the competition.
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It Needs To Be Perfect The First Time Around
Real-time reactions can create positive interactions between users and brands. That means if your message is imperfect in some way, the negative first impression is one that will matter.
Your content needs to be error-free. Your ad size should be vertical to get the best result. Page position also matters. The most viewable position for mobile advertising is right above the fold instead of at the top of the page.
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It Creates Advertising That People Hate
Mobile advertising is an interruptive form of advertising. It allows you to create a message that will be remembered, which can be an advantage. It turns into a disadvantage when you create frustration for the user by interrupting their mobile experience in some way.
HubSpot reports that 70% of people who regularly use a mobile device dislike seeing mobile advertising. Mobile ad-blocking apps have increased in popularity by more than 90%. That combination means you must be specific with your targets with advertising, or you could be wasting your money.
Conclusion:
Mobile advertising is immensely beneficial due to its more extensive accessibility, cost-effectiveness, and most importantly, personalization. With all these advantages in the offering, mobile ads are definitely here to stay. And rule the world of digital marketing for some time. If you are an advertiser who makes use of cell phone advertising, Have surety that you have chosen the best advertising strategy to leverage your business.
