Once upon a time, companies competed against each other to show their 30-second ad on prime time TV. The main objective was to show their products at a time when their target audience would be watching however back then, the advertiser did not think about the consumer's needs, it was all about building brand awareness.
Yes there are still adverts on TV however nowadays, many people put another screen between themselves and the TV. It’s now common for consumers to be 'second-screening' (browsing the internet whilst watching TV) and with advertisers aware of this new behaviour, they are now adapting their ads to fit the smaller screen.
Mobile advertising offers an opportunity for brands to deliver their messages both creatively and interactively with more and more companies understanding how their audience use mobile devices differently from desktops.
By understanding time, location and proximity where users perform searches, marketing messages can be better targeted. Whether you want to focus on online conversions and/or sales in physical stores, mobile ads can help you achieve your goals because you can connect with customers wherever they are. BUT, geolocation is not the only advantage that these devices offer.
Mobile devices have also increased the opportunities for your customers to contact you or the competition as well as opening new opportunities for conversion. However, the path to conversion on a mobile differs greatly from that of a computer or tablet with regards to screen size, functionality and context.
Conversions on mobile devices could be a customer looking for directions to the store, call your company directly or physically visiting the store. Similarly it may be a download that generates a purchase, or a purchase process that begins on mobile and ends on desktop or tablet device.
Designing for mobile requires thinking and rethinking the whole experience from the point of view and the needs of the mobile user. The mobile website should not only be different from desktop in terms of device size, but also because mobile offers a different experience for consumers: more personal and suited to their needs.
Smartphones are an important resource throughout many phases of product research. If you’re still wondering why it is important to advertise on mobile devices, here are some facts about UK consumer behaviour on mobile devices courtesy of the Consumer Barometer website.
- Smartphones are used across all age groups with 96% of smartphone users under 25 however it is not possible to target a specific age range or exclude groups.
- 72% of consumers have used a smartphone for more than a year whilst only 16% admit to being 'smartphone newbies’.
- Many companies think that the most important strategy to create brand awareness and increase sales is to advertise on search engines such as Google and Bing. When it comes to mobile devices, 52% use smartphones to connect on social networks and 50% use smartphones to search for information and products therefore it is becoming more and more important for ads to be optimised for viewing on mobile devices.
- Consumers turn to specific online sources when looking for local business. As we have mentioned before, if consumers are looking for local business, optimising your ads means you can reach out to them when searching to encourage conversions. 49% of consumers are looking for prices, 26% promotions and 24% availability, so you must understand what your audience are looking for when crafting your ad copy. You want to increase conversions right!?
With mobile usage increasing dramatically as the years go on as well as an increase in m-commerce (sales expected to increase by 32% in 2015), the big question is, are you advertising on mobile? Ensuring both your website and your ads are optimised for mobile devices will only enhance the user experience which is what you're striving for to increase sales. So, what are you waiting for?