From time to time, we open my 2 cents to the thoughts of others who have something to say online. Today's guest post is written by Lori Campbell, a New Yorker who is part of a group called PressThe Word. The group shows beginners and others with no programming knowledge how to create their own websites. Some of their material is free; some is for sale.
by Lori Campbell...
With mobile devices now generating more than 10% of the overall traffic on the internet, mobile marketing has become a key part of any business strategy targeting web conversion. Going after mobile customers, though, is not the same as targeting PC-based users.
Here are some thoughts on what to do and what to avoid in your mobile marketing efforts.
Don't – Use Popup AdsA popup ad on a typical website is a minor annoyance that can be easily dealt with. But on a mobile device, that same popup ad can dominate the screen and take some effort to get it to close. That will likely prompt mobile users to abandon your page entirely.
Do - Use Target Search Ads
One growing trend has seen companies spend large portions of their mobile advertising budget for targeted search ads in Google and other search engines. Some companies have even narrowed this to target advertising by region. One real estate company in Denver, for example, targets specific zip codes, allowing them to improve their odds of reaching customers in their business region.
Don't - Provide Random Ads
How often have you been playing a word game on Facebook and seen an ad for "male enhancement" products or something that has nothing to do with your content. The same applies for mobile users. Paying to advertise washing machines for people searching for designer shoes makes little sense and will produce no sales results.
Do - Make the Ads Fun and Useful
An ad is much more likely to succeed if it will provide useful information or reward the customer in some way to click the ad. One company we know pays to have their contact information and photo included on smartphone ads for those looking for homes. The company got a 50% increase in leads as a result.
Don't - Use Static Ads or Banners
One huge problem in the early days of mobile advertising is static banner ads that take up a quarter or more a user's browser space. Keep in mind that screen space is at a premium and if your customer has a large chunk screen taken up by ads, they will likely move on to another site.
Do - Use a Responsive Website Design
Responsive web designs allow websites to automatically adjust according to the user's device. Images and banners adjust as well, resizing themselves to a size appropriate for a user's screen. For more information on how to setup a responsive web design, check out this tutorial on how to setup a Wordpress website.
Only two years ago, mobile marketing was not viewed as a viable tool by most businesses. But with the continued explosion of mobile technology, it’s become a concept that can no longer be ignored. Those who get ahead of the curve now will be able to benefit this new customer base and will be best suited to adapt to changing needs in the future.