Guest Column: Why brands are seeking mobile ads more than ever?
Today, millennials, who represent a huge chunk of the market, are more digital-savvy than most brands that seek to target them, and therefore are not easy to sell to! This is one of the reasons businesses are now getting on to mobile platforms to target their audiences, thereby causing a significant change in the way targeting is done.
Marketers realize that if they invest well in the ‘mobile-first’ strategy, it will help them break through the clutter to register their business proposition, gain maximum by gaining maximum mind share resulting in a lift in the brand’s health.
WHY DO MOBILE ADS WORK SO WELL?*
- An always-alive medium:* Mobile ad campaigns connect brands to their consumers through a medium that is always alive; it is always available, and at the same time, it is very personal. Moreover, implementing a mobile ad using rich media components (by making use of data wealth and art) can easily convert prospective customers into sales.
- Local puts you on the map:* Targeting local consumers can literally put small businesses on the map. Location-based advertisements are a great way to connect with nearby consumers eager to locate a specific product or service. Geo targeting through mobile ads is one of the most efficient strategies for small businesses as it enables them drive traffic through their doors almost instantly.
- Get to the high footfall places:* Most of the time, when people check their mobile devices, they’re checking their social media accounts or transacting on e-commerce platforms. Promoting brand deals and coupons on such platforms is an assured way of getting on the radar of consumers.
- Beacon marketing:* Businesses are also leveraging mobile beacon technology that allows them to tap into Bluetooth signals, send messages or promotions to devices in the close vicinity. Beacon marketing can also be used to reward loyal customers and deliver relevant content to consumers while they shop or wait for a service.
These are just a few recent marketing trends that indicate what mobile advertising can do for brands.
A successful mobile marketing strategy requires marketers to keep their customers and their likes at the top and couples it with the business goals. But remember, mobile advertising can be sharply disruptive, and if it is not implemented properly, it is likely to be perceived as spam by the end-user.
The mobile platform may not appear easy, but the right mix of customer-first intent, relevant content strategy and an effective use of data and insights
can really make a positive difference for any business.
While it is encouraging to see brands widely accept the ‘mobile-first’ marketing strategy, it is time marketers come together and embrace the unique nature of the platform. A reluctance to shift more of marketing budgets to mobile may be leaving a great opportunity unrealized. Prospective consumers are living their lives on mobile, making it easier than ever for brands to reach out to them.
In a nutshell, whatever the factors may be, the truth is that scope of mobile is constantly being extended and the fact that mobile ads work well from a branding perspective is something marketers have realized. Which is why brands today are seeking mobile ads more than ever before.
(Vineet Sehgal is CMO at Quikr. Quikr is an Indian classified advertising platform. It was founded by Pranay Chulet and Jiby Thomas in 2008. Quikr has listings in over 900 cities in India in categories such as mobile phones, household goods, cars, real estate, jobs, services and education