Smart phones are ubiquitous which presents a serious opportunity for Marketers. Intuition might have you using the same methods as with web banner ad placement that are served up to a desktop computer, but before you start spending money aimlessly there are a few things you ought to know.
- Although users carry their phones with them throughout the entire day, they are only on them for minutes at a time. This short attention span makes a huge difference compared with someone who is on a computer for hours on end. This means that you only have a few seconds to grab their attention. Using auto-playing video like you would on a desktop (though whether you should even then is a subject for another article) is not going to get it done. A phone’s slower connection will deter any users from content that takes too long to load. Start by creating content that will load very quickly. This will ensure that they are still around to see what you have to say.
- It is also important to take note of the much smaller screen size you are dealing with. Creating simpler content intended for these smaller screens will ensure that your target audience understands what you are presenting to them. Being clear and concise is advantageous for this medium given the proposed limitations. Because of the smaller screen size and need for simpler content we recommend trying to keep your conversion goal no more than three clicks away. Get them where you want them quickly.
- Another huge aspect of smart phones is the use of applications. We’ve been told over and over that “there is an app for that.” But knowing exactly how to tap into this trending facet is important for any company. Advertising within applications like “Words With Friends” can be very effective, but remember to do it properly given the size and speed limitations mentioned earlier.
Creating applications on the other hand are costly and even more so to maintain with updated content. They pose a clear advantage due to their ease of use since we one is only a touch away from getting your information. A reasonable alternative would be to offer a link to a mobile version of your website that is designed with the interface of an App in mind. This eliminates the need to develop an expensive App and still puts the consumer only one click away from your content.
Understanding your medium is necessary to hitting your target audience in stride with mobile phone marketing. Taking advantage of the slight differences between a smart phone, tablet, and computer can result in serious effects on your company’s visibility and accessibility. Don’t take shortcuts when it comes to your business, carefully choose your internet marketing company. On a related note, contact FiG to let us know how we can help.