Why every marketer should care about mobile advertising

Cost efficientIt’s hard to believe this today but there was a time when marketers did not care much for mobile marketing. With the launch of the web, marketing gurus heaved a sigh of relief as they found new avenues to interact, link audiences and the company’s products by leveraging the power of the internet. In the past few years, the communication landscape transformed with the influx of wireless and mobile technology. Many have stated that mobile technology has driven web expansion and helped us move beyond the static confines of a desktop.

With information consumption through mobile expected to overtake desktop computers in the next few years, does this mean that the new-age marketing mix should be mobile-driven? Many have opined that mobile advertising can be a game changer for the world of marketing. In fact, it would be more appropriate to say that mobile marketing will make it big and be on top of the marketing professionals’ radar in the coming years. The term ‘mobile first’ has assumed great relevance which means that an enterprise should emphasise first and foremost on the mobile experience and mobile marketing advantages and later stress on other digital means of communications.

With the consistent changes occurring in the marketing sphere, re-mapping the client journey should be the focus area for brands due to the ever-expanding demographic of the new customer base.

Those days are long gone when businesses used only a few channels to drive their marketing campaigns. In 2016, mobile marketing is expected to attain greater heights and phenomenal status. Thought leaders in the digital media industry have stated that mobile marketing advantages are limitless and hence should be given due credence as they can keep pace with the technological revolution.

Realising the potential of mobile marketing benefits, many players initiated campaigns to bolster adoption and provide a state of the art experience to consumers. Planning and executing campaigns in the mobile era however is no easy task. The ability to close the gap between how mobile devices are used by clients and marketers is an absolute must. Experts feel that failure in closing the gaps can lead to real ramifications for marketers by making brands irrelevant, leaving them unprepared.

So, are you keen to get a grasp on the larger picture? It’s time to find answers to commonly asked questions like – why mobile advertising is growing? How can marketers benefit from mobile advertising? In this post, we have focussed on the key benefits of the same –

  • Quick reach Quick reach

It’s true that business professionals heavily use mobile devices to perform multiple tasks. Mobile advertising platforms are proficient as they allow the marketers to get in touch with their target customer base quickly as compared to other communication channels where one has to wait until the clients review their mail or come in direct contact with the message.

  • Cost-efficiency

As compared to the other advertising formats offline and online, mobile advertising has been found to be less expensive making it worthy of investment. Google mobile ads are cost-effective and hence, marketers should use them more often to bolster brand awareness and boost conversions. Among the varied mobile marketing trends, this effective form of mobile engagement is making its presence felt across industry verticals.

  • Staying in touch with customersStay in touch with customers

Mobile advertising lets the marketers get in touch with the consumers at the time of need. Marketers can use ad extensions like click-to-call by Google that allow the clients to make a quick call by simply clicking on the advertisement.

  • Driving engagement

Rich media formats in mobile advertisements have proven helpful to bolster engagement and the interaction level with the target audience easily. Reports suggest that the two-thirds of users that click via a video are more likely to complete the interaction before opting out.

  • Personalised approach and targeting

Based on varied parameters such as location and device, marketing professionals can customise and tailor their advertisements for their target audiences.  For example, the marketers can use tactics like location targeting by creating ads from the location standpoint but also consider the mobile standpoint as well. Customising the advertisements in accordance with the target audience’s location is crucial. The relevance of mobile advertising is expected to gain a foothold in the next few years as the emphasis is starting to shift from being generic to targeted client acquisition strategies.

Is the mobile-first client journey on a prosperous path?

Most of the marketers realise what a mobile application can do to impact one’s business. While many of them are ready to go the extra mile to create a responsive website, only a few have spent time and resources to devise strategies for a successful mobile-first client journey.

It has become mandatory to ensure that one’s company either has a mobile application or has made the website responsive in order to tap the potential of the mobile-based audience. Although common techniques such as simple navigation, optimised text readability, image scalability and others are often used, it is crucial to map out a proper roadmap that will ensure clients interact successfully with their favourite brands. The journey will differ from one user to another while the behaviour is dependent on multiple factors like –

  • Cost
  • Commodification of product/service
  • Durability
  • Perishability

Since the new-age users kick start their journey either on their phone, tablet or laptop, it is a must that all the company products/services are available through mobile search or linked to the Social Networking platforms such as Facebook, Twitter or Pinterest. Millennial audiences are often expected to opt for review sites before purchasing, so we suggest understanding the journey before moving ahead.


It’s no surprise that the millennial generation is equipped with the latest gadgets and can’t be easily sold to as they have grown up in the digital world. So, how many of you are focussing on a mobile-first experience that meets the demands of the digitally savvy generation?

Also Read: Hot digital marketing trends that will rule 2016

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