3 elements that mobile marketers depend on

written by Clare Ryan on June 6, 2011 in Industry Trends with no comments
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We recently came across this interesting piece written by Will Price, CEO of Flite, about the “three core elements of mobile advertising campaigns.” You can read the full article HERE, but here is a taste of what to expect:

*In 2010, Smartphones made up 27 percent of the mobile phones in the United States, up from just 17% in 2009.
* Surprisingly, the advertising industry has moved at a snail’s pace with ideas on how to reach this “new” audience.

Here are three elements of advertising campaigns that mobile marketers should be focusing on:

1. Get ahead of the story: The ability to quickly tweak content in response to breaking news helps mobile advertisers in ways they cannot afford to ignore.

Imagine an ad for a car recently went live, followed by an announcement that the same automobile just won a prestigious award.

Instead of creating a whole new ad to trumpet this achievement – which could take days, if not weeks – enhance the existing one with simple, but compelling modifications.

Do not fall victim to the idea that ads are static, finished products. Let the immediacy of the mobile space and the flexibility of new cloud ad platforms work for you.

2. Let an API do the heavy lifting: Add utility for the customer. Do not list a company’s address, link to it on Google Maps or use Yelp’s API to find products and reviews in a specific location.

A recent ad for the new Fox Show Bob’s Burgers integrated Yelp so that consumers could search for burgers in their ZIP code – an innovative tie-in to their real lives in an ad that worked simultaneously across desktop, mobile and tablet devices.

3. Allow customers to tell the story: Advertisers can work smarter by allowing users to market products for them, including ads that include travel tips from Facebook users.

Ads that make it easiest to integrate the social networks people are already using have the best chance of earning credibility or even going viral, and these ads are easy to create because the customers create the content for you.
IGNORING THE ongoing innovation in mobile advertising is easy to do, but you risk losing out on a coveted audience.

Thirty-four percent of all smartphone users make $100,000-plus annually, including 40 percent of iPhone users.
Also, 49 percent of consumers who use the Web on their phones at least once a week have made a purchase on their mobile device in the past six months.

While there is no one-size-fits-all approach for creating engaging and useful mobile ad experiences, harnessing the power of APIs, incorporating social elements and hosting in the cloud will set you on the path to mobile ad success.