Using the moblie web as a marketing tool- Belle Donato
Tips and tricks for marketing on the mobile web
When a company is choosing to market via the mobile web, it is important to have high levels of cognitive fluency. This means that the corporation is choosing specific language and visuals as a way to convey their message. It is vital that they present the information in a way that is visually clear and conscience to their target audience (Nahai, 2017). This will portray a more trustworthy message.
Cognitive fluency can be increased through marketing campaigns. This can be done by including repetition within statements, providing similar structure across campaigns, and having a website that is visually appealing and easy to understand (Nahai, 2017).
A major perk of mobile web marketing is being able to send specific and personalized advertisements to their target audience via mobile sites (King, 2008). Before this technology was available, marketers would have to send out psychical advertisements to everyone, rather than just their target audience. This is a large advantage for companies who have a mobile website presence; they are able to reach their target audience with just the click of a button.
This could be a pitfall for some companies if they did not segment their audience. If they provided every user with the same advertisements, this could lead to annoyance. Being able to personalize advertisements for specific users is a way to gain more interest surrounding the company. Ultimately, this should lead to an increase in profits because users are going to be more apt to buy a product or service if it is tailored towards their wants/ needs.
It is very important to condense a mobile website more than you would condense a website on a desktop/ laptop view. If your desktop website has a lot of pages and features, it would be smart to condense the information down (Chan, 2013). While some things may need to change, it is critical to keep all of the same branding information between sites! This will optimize the speed and increase the cognitive fluency or your website.
Remember to be “thumb friendly.” On a mobile device, it is important to have navigation tabs large enough so the users are able to easily change from one page to another (Chan, 2013).
Example 1- Spotify
Spotify’s blend is a great example of a personalized ad campaign through a digital platform. This feature is available for users who have regular Spotify as well as those who have Spotify premium! The website uses your music taste and blends it with one of your other followers music tastes. It also tells the user your music compatibility rating with one another.
This feature on Spotify was really a game changer; no other music app had this feature at the time. It is a creative way to share your favorite kinds of music with other friends. This ad is considered to be personalized because each user would have a different blend. This varies upon the styles of music that the user is interested in, resulting in a different add for everyone.
This advertisement might look slightly different if it was on a mobile device versus on a laptop; however, the key information, features and branding information is consistent. As previously states, this is crucial for having a high level of cognitive fluency within an online advertisement.
Example 2- Starbucks
This is an example of an online advertisement through Starbucks on a mobile device. If you are logged into your Starbucks account, it will have suggestions/ recommendations of drink or food orders based on what you have previously purchased. This is an example of a personalized advertisement! By having the previously purchased items as a part of the challenge, the consumer is more likely to participate. As a result of participation, the individual will collect stars, which will get them one step closer to a free drink, food or merchandise.
I hope that this blog was informative on ways that the mobile web can be a helpful marketing tool! It is important to have high levels of cognitive fluency, personalized messages/ advertisements, and user friendly features!
On the left is a sketch of my desktop mobile frame and on the right is a sketch of my mobile wireframe.
Citations
Chan, Martha. “Marketing Tips for Intelligent Dummies: A Mobile-Friendly Website.” Family Advocate, vol. 36, no. 2, Oct. 2013, pp. 6–7. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=edsjsr&AN=edsjsr.24623338&site=eds-live&scope=site.
King, Nancy J. “Direct Marketing, Mobile Phones, and Consumer Privacy: Ensuring Adequate Disclosure and Consent Mechanisms for Emerging Mobile Advertising Practices.” Federal Communications Law Journal, vol. 60, no. 2, Mar. 2008, pp. 229–324. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=edshol&AN=edshol.hein.journals.fedcom60.15&site=eds-live&scope=site.
Nahai, N. (2017). Webs of Influence: The Psychology of Online Persuasion (2nd ed.). Pearson.