Tips for Mobile Success

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Mobile advertising is coming of age. With the gradual introduction of sophisticated new technologies, marketers are beginning to track results and manage mobile metrics in ways similar to those used online. Opportunities abound for creating new channels of profitability when based on measurability and accountability.
 
Understanding the unique potential and the proven power of the mobile platform - as well as its limitations, can improve performance and allow mobile advertising to become a significant layer in the marketing mix. These opportunities are not being lost on global marketers. Many are already active in the mobile marketing arena, and many more have either developed, or are currently planning, a mobile strategy.
 
What you need to know
 
Once the decision has been made to begin advertising via mobile, there are a number of issues that should be considered, in order to increase the likelihood of successful mobile outcomes. Below are a few things that result-based marketers should do when planning a mobile campaign.
 
Trim the fat
 
Less time and less hassle translate into more conversions. This is especially true in the mobile realm, where campaign success depends on keeping the advertising process as short as possible. Unlike stationary PC users, mobile device users are constantly on the go. They can be exposed to an ad anywhere, at any time, in an endless variety of situations and occasions. Not less important, mobile screens are considerably smaller than PC screens.
 
Given these limitations, in order to successfully attract the user's attention, messages (both on the creative and the landing pages) need to be short, precise and effective. The call-for-action should be instantly understood, delivered from a single landing page, and should employ a simple registration form. The form should include a minimum number of required fields that can be quickly and easily completed without the need for lengthy responses or multiple clicks. The mobile platform's features and capabilities should be leveraged whenever possible. For example, automatic mobile number recognition should be utilised in order to eliminate the need for additional user input.
 
Give them a soft landing ...
 
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