Key Steps for Developing a Mobile Advertising Campaign
An online mobile marketing campaign uses a certain set of key elements. Following is a list of factors that add up to create a successful mobile advertising campaign :
1. Establish the objectives
Like any other marketing campaign, it is important to define objectives for the mobile advertising campaign as a first step. Defining objectives or measurable goals helps you understand your results and take valuable lessons from them.
A mobile advertising campaign is created in the first place to raise awareness about the brand and increase sales numbers. It also helps drive the web traffic to the company’s landing page. A good number of companies create specific mobile advertisements to promote a special deal or a newly launched product.
Irrespective of the objective, getting clarity on the goals helps in defining the metrics that are required to achieve the targets.
Some examples of objectives for a mobile advertising campaign could be:
- Raise brand awareness
- Generate “x” number of registrations
- Get “x” number of mobile opt-ins
- Get web traffic to the landing site
- Getting “x” number of people for video gameplay
- Increase sales to “x” figure
- Add a targeted number of new clients per month
- Advertise a promotional offer
2. Choosing your target audience
Adding more contacts or clients is one of the key reasons to start a mobile promotion event in the first place.
But just adding up the audience is not enough. You want to target a specific group of audience to be on top of your advertising game. It all starts with identifying who you want to target.
Once the target audience is identified, it is important to study their preferences and other details like what they need, what they prefer, how they react, etc.
Identifying the target demographic areas can be done through telephonic surveys, text messages, and social media.
Most consumers react better to mobile advertisements that are customized for their locality. Targeting localized customers helps generate better conversions.
Studying a target group of potential consumers also helps to understand their mobile environments.
It is crucial to factor the viewing mindset of users.
They typically have smaller screen sizes than conventional desktops, and hence need better clarity with the texts, visuals, and graphics. Also, remember that mobile users usually have shorter attention spans. The advertisements should hence be sufficiently catchy to grab their attention.
Various online tools like Google Analytics can be used to gather target audience profiles.
3. Identifying the type of mobile ad you need
Determining the type of ad campaign that is best suited for your product or services needs careful considerations. Ad campaigns could be created to simply generate higher sales or with the sole purpose of creating brand awareness.
various types of mobile advertising formats are used by marketers. A campaign could be more suited to video ads or could work well with photo advertisements or banner ads.
If you’re looking at generating a higher number of clicks, a regular banner advertisement can be used. When the target is to get high sales figures, creating a Video ad that comes with a CTA link works well. Ensure that the CTA link directs consumers to the landing page that talks about your product.
Native ads work great when you need to promote an app-based product. A user when viewing the ad in the middle of their mobile activity will automatically get excited about installing the ad (of course, the services provided by the app should be fairly attractive).
Various other mobile-based games or apps that offer a video game prefer to use a gamification based mobile advertisement. As mentioned earlier, gamification ads create a high level of excitability and engagement amongst the users.
While it is true that some mobile advertising formats utilize lesser resources than others, it is important to consider the purpose and the target audience when choosing a type. Video ads, for example, are costly to create but deliver higher lead generation and stronger brand awareness.
4. Decide the ad campaign length
Figuring out the type of mobile ad campaign that you want to run and the numbers that you’re looking to generate is the first step. Once you’ve done that, it boils down to planning the actual campaign.
Start with planning out the length of your ad campaign. This again depends on factors like:
- Types of actions that the users will need to take (single click, multiple steps, etc)
- User group preferences as observed from previously generated data.
- Budget availability
If a single click directs your user straight to the landing page for purchase, your mobile ad length will obviously be short. On the other hand, a campaign that targets both brand awareness and sales generation will need to run through multiple steps and will hence be lengthy.
The length of the mobile ad campaign is also a factor that contributes to the overall cost, resources and time.
5. Consider the targeted devices
Ad content varies based on the devices that are targeted. Different types of contents are used for different devices.
Smartphones usually have small screen sizes and need more focused content with minimal interruptions. Tablets and iPads, on the other hand, require high-quality creatives.
Understanding the device preference of your target customers is hence important. We actually keep coming back to the realization that understanding your user groups is extremely crucial.
Even within a device, the time spent by a user on apps or mobile web needs to be considered. Preferences differ based on region and country.
6. Ad designing
It finally comes down to designing the mobile advertisement, complete with graphics and content.
General guidelines to keep in mind while creating a mobile ad are available all over the internet. However, it is important to remember that mobile advertisements are created with the primary objective of getting the viewer’s attention.
Focus on using high-quality graphics, especially when the ads are being created for iPad and tablets. Remember that viewers using a slightly larger screen expect better quality visuals than those who view the ads on their cell phones.
It pays to spend time and resources on high-quality graphics when considering certain ad types like banner ads and interstitial ads.
When it comes to mobile advertisements, content works like nothing else. Design alone may not do the job.
Make sure that your content copy is compelling enough to persuade consumers to buy your products. Ad content needs to be crisp and clear about the product/service along with an attention-grabbing call to action tabs.
If you can keep your content engaging and interactive, even better.
Ensure that the number of touchpoints is kept minimal. A user may not like the idea of devoting too much time and attention to complete the CTA after seeing the ad. Keeping them away from their mobile work for too long can create negative reviews.
Finally, as mentioned earlier in the article, keep your focus limited to a targeted set of audience. Let your users get a sense that the mobile advertisement understands their needs and is created for them. User data like demographics, location, behavior pattern, shopping choices, social media preferences can help creating user-targeted ads.
7. Data management, reporting, and analysis
Gathering user information is easy. However, it is crucial to respect the privacy of your users and consider the safety of their data. Managing the data that is collected during mobile promotions is important.
The database collected during mobile campaigns is huge. It is much more than what you can capture through online desktop promotions. Consider the following points for effective data management:
- What is the type of user data available with you?
- Owner information (it is advisable that you take ownership of the data from your technology provider)
- How will the mobile audience be segmented?
- How are the tracking links set up?
Reporting and analysis are again an important aspect of a mobile advertising campaign. it includes scrutinizing the following:
- User funnels and the goals that you want your consumers to follow
- User behavioral patterns
- User’s engagement time
- User visit frequency
- Campaign’s overall contribution to the overall objective
8. Ad testing
So your ad is prepared and you’re ready to launch?
Now is the time to test the conversion rates. Measurements and metrics can be collected for a small period, like a month to see how the mobile ad is performing. An assessment at this stage will tell you how the advertisement is performing in terms of conversions and sales.
Other testing variables include user flow, responses, load testing, data captured, etc.
Mobile campaigns are usually tracked using two key attribution methodologies:
- Unique Identified matching
- Device Fingerprinting
Once you have some preliminary measurements, you can take time to improve your mobile ad.