For the past few years now, the advertising and marketing industry has come across some rapid changes. One of the main reasons for this is the introduction and rise of the internet. Consumers have had their attention diverted away from traditional forms of advertising such as posters, newspapers and magazine adverts and have begun to concentrate more on digital adverts.
While being connected to the internet through personal computers seemed like a significant shift in the past, the increased connectivity we now have with our smartphones has created a drastic transformation. The speed and relevance at which we can now access and see information have made creating ad campaign ins and digital marketing more challenging and essential.
There's no surprise that smartphone usage has grown fast over the past few years thanks to more affordable handsets. The fact that smartphones offer consumers the ability to carry out a variety of tasks makes them very attractive.
Consumers are now able to do their online banking, search job listings and real estate, use the device for interests and hobbies and connect with friends and families, which shows its true versatility. Because of this reason and its growing number of users, the advertising and marketing industry has been significantly affected. Here's what you need to think about when digitally marketing for smartphone users.
Optimise your website for mobile browsing
The number of smartphone users and how much they are used has increased, and so it's essential to make sure your website is user-friendly on different devices. With this in mind, it is vital that your website is optimized for smartphones and tablets. For consumers to return to your site on their devices, you need to ensure that your website is easy to navigate on a mobile device as well as being aesthetically pleasing and more importantly function quickly.
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It is crucial that your website is designed for a range of different screen sizes from smartphones to tablets and of course, desktops. Google has recently released an update that highlights sites that are mobile friendly. Chances are if your website does not come up as mobile-friendly the reader won't be clicking on it.
Learn to utilise mobile PPC ads
Many marketing channels and marketers would be familiar with Goole Adwords. But, it's also good to consider mobile PPC ads. Pay-per-click ads is an advertising model used to drive traffic to websites where advertisers pay a publisher when the ad is clicked. Smartphones and tablets are the highest devices which PPC ads are clicked on and here's what you can do to ensure your ads provide you with wealthy return on investment.
You need to think about the page that your ad links to, such as a landing page. The page needs to be optimised for a mobile screen as readers expect a good experience when landing on a site, always consider this.
Ad extensions are extra pieces of information that are added to ads. This includes essential pieces of information such as your company number which will create a button for users to quickly contact you or even a location map, which will help users identify how local you are to them.
Keeping your ads short and sweet is vital as ads are shorter for mobile phone users than for desktop users. This is why keywords and easy to understand ad info are so relevant. This will create a better call through rate CTR, and the conversion rate of ads will be higher. In the ad, it's essential to highlight the benefits of your product or service to the user rather than how good it is due to the limited amount of space.
Mobile apps make life easier for consumers. Having an app will help your customers come directly to you without having to open up their web browser and search for your company. When marketing its crucial to think about reducing the amount of time and clicks it takes for your consumers to reach their desired location. Readers want information fast, and the quickest way is through apps.
Mobile and digital marketing are here to stay, which means it will have to adapt and grow to the pace and change in technology. The features on devices will get smarter, and consumers will begin to expect more. For this reason, it is the responsibility of marketers to utilise the techniques offered via mobile and digital marketing and diversify themselves from the competition.
Yasmita Kumar is a writer and have been writing about various topics over many years now. She enjoys writing about her hobbies which include technology and its impact on everyday life. Professionally she writes about Technology, Health and Fashion and previously has worked for the NHS.