OK, so mobile has been around a while now, but you wouldn’t think it to look at the marketing offerings of some brands. Many still haven’t taken advantage of the mobile advertising space and even more are going about it in the wrong way, and that’s something that needs to change.
The mobile advertising model still hasn’t been set in stone and that means a lot of companies are experimenting, but unfortunately, those experiments aren’t always working. It’s easy to assume that the rules that work on desktop still apply on mobile but that isn’t the case—the mobile sphere is more than a desktop imitation and it has its own specific uses, and this is something that mobile advertisers need to take on board.
Cheap-looking banners and buttons that pop up over genuinely usable content are unfortunately still the norm in the mobile advertising space, almost taking us back to the early dot com era. It’s messy, frustrating for consumers and simply ineffective, and it will do you no favours in the fight for online domination. Then there’s the fact that a lot of companies still haven’t figured out the benefit of apps yet, and again, a lot of those that do are simply doing it wrong.
Saying that you need to make an app isn’t enough. You need to have a clear goal in mind that you can tailor it to, and it certainly can’t be another bland advertising platform—having an app is great, but a poor one is worse than none at all. You need to be offering something of value to your audience whether it be entertainment, a service or something that enhances the user experience in some way, so it’s important to provide something tangible that can benefit users.
Companies of all kinds are still playing catch-up in the mobile advertising space, and if you don’t want to be one of them it’s time you took some action. You need to make sure you know what you’re doing (or if not, get the experts in to help) to ensure you don’t add to the statistics of companies doing it wrong, ultimately ensuring you can make the most of the mobile space in the best way possible.