The Powerful World of Mobile Advertising
By Meredith Blakely
The Powerful World of Mobile Advertising
We live in an ever changing and developing digital age. This requires brands and individuals to understand how to properly market and advertise themselves that will appeal to an audience who is digitally obsessed. This digital addiction means the consumers are constantly plugged into mobile devices, which becomes the easiest way to advertise towards them.
An article from Consumer Acquisition titled “What is Mobile Advertising & Why is it Important,” explains the importance and essence of mobile advertising. Mobile advertising includes the campaigns and physical advertisements that are specifically designed and created for mobile devices (“What Is Mobile Advertising & Why is it Important”). These mobile advertisements can be accessed on websites, apps or social media platforms on smartphones, tablets, or even wearable devices(“What Is Mobile Advertising & Why is it Important”). This accessibility caters towards the increasing amount of time that consumers are spending on their devices and the ability to reach a wider audience (“What Is Mobile Advertising & Why is it Important”). Additionally, there is a variety of mobile advertising forms such as, in-app, mobile video, location-based, banner, pop-ups, native and even voice advertisements (“What is Mobile Advertising & Why is it Important”).
Another good resource to consult is a book by Natalie Nahai called, Webs of Influence: The Psychology of Online Persuasion. Nahai’s book provides suggestions on how to create a mobile friendly advertisement, among other online practices and techniques. According to Nahai, mobile ads “perform better for likelihood to recommend and purchase intent” (Nahai 76). Mobile ads are generally easier for users to consume and get the point across faster (Nahai 76).
Malcolm Johnson’s article, “The Importance of Mobile Advertising,” advocates for marketing campaigns to embrace mobile. The mobile world is expanding and with its popularity comes many benefits (Johnson). Mobile advertising is the “primary mode of digital advertising,” cost effective, helps you understand consumers and sends messages in real-time (Johnson). All of these strengths can assist in creating the most effective and well-interpreted advertisements for consumers.
Now that we know what mobile advertising is and its benefits, we can read “Types of Mobile Advertising and When To Use Them,” by Anthony Hanks to understand when we should be using it. Hanks states that “30 percent of the time spent online by an average user is spent on social media activities. That offers up a lot of potential for advertisers” (Hanks). The time that users are spending on social media is important to take note of, because this can become an opportunity for you to share your brand and products with them through your mobile advertisements. Hanks suggests combining mobile advertising with social media because “it offers a better return on investment than traditional practices like banner ads” (Hanks). Mobile ads can be seamlessly and aesthetically inserted into social media feeds, which is what makes them so powerful (Hanks).
Learning how to navigate and design content for a “mobile-first” society can be a challenge. Bridget Randolph wrote an article titled, “How Does Mobile-First Indexing Work, and How Does It Impact SEO?” Randolph’s article can provide some answers. Mobile-first indexing means “the mobile version of your website becomes the starting point for what Google includes in their index and the baseline for how they determine rankings” (Randolph). This means it is important for your material to be mobile as well as desktop friendly (Randolph). Content, structured data, metadata, hreflang, social metadata, XML and media sitemaps, search console verification, app indexation, server capacity and switchboard tags all have to be compatible with a mobile device. This may seem tedious, but it will be beneficial to have a mobile friendly site in the long run (Randolph). Patrick Stox’s article titled, “Designing Content For The Mobile-First Index,” also addresses the idea of mobile-first content. In order to create mobile content that is more user-friendly, Stox suggests a multitude of things, however for an advertisement, these can be applied: expandable content, summary and highlighting what is important (Stox).
Mobile advertising and creating mobile friendly content has become an integral part of marketing in the digital age. Understanding and implementing these practices and strategies can ultimately create an overall more powerful advertising campaign for a brand.
Sources:
Randolph, Bridget. “How Does Mobile-First Indexing Work, and How Does It Impact SEO?”
Moz, Moz, 22 July 2019, moz.com/blog/mobile-first-indexing-seo.
Hanks, Anthony. “Types of Mobile Advertising and When to Use Them [Infographic].” Visme
Blog, 1 Dec. 2020, visme.co/blog/types-of-mobile-advertising/.
Johnson, Malcolm. “The Importance of Mobile Advertising.” GroundTruth, 30. July, 2019,
www.groundtruth.com/insight/5-reasons-why-mobile-advertising-is-important/.
Nahai, Nathalie. Webs of Influence: the Psychology of Online Persuasion. Pearson Education
Limited, 2017.
Stox, Patrick. “Designing Content for the Mobile-First Index.” Search Engine Land, 8 Aug.
2017, searchengineland.com/designing-content-mobile-first-index-280071#summary.
“The Importance of Mobile Advertising.” GroundTruth, 29 Oct. 2020,
www.groundtruth.com/insight/5-reasons-why-mobile-advertising-is-important/.
“What Is Mobile Advertising & Why Is It Important.” Consumer Acquisition, 13 Feb. 2021,
www.consumeracquisition.com/faq/what-is-mobile-advertising-why-important.
