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 at a time. This means that you only have a few seconds to grab their attention. Using auto-playing video like you would on a desktop is NOT going to get it done. Your 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 at least they are still around to see what you have to say.
In mobile phone marketing, it is also important to take note to 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.
The other 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 to 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 mention earlier.
Creating applications on the other hand are costly and even more so to maintain with updated content. They propose a clear advantage due to their ease of use since we are only one touch away from getting our information. A reasonable alternative would be to offer a link to your MOBILE website as an App. 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. Taking advantage of the slight differences between a smart phone, tablet, and computer can result in serious effects on your company's visibility. Don't take shortcuts when it comes to your business.