As the expansion of mobile usage continues to shape consumer habits and determine modernized lifestyle choices, companies must adapt to the ever-changing space by constantly transitioning their brand strategies just to stay relevant. For advertising and marketing teams, this means an extensive emphasis on mobile strategy, implementation, and ad spend.
However, despite the obvious need for brands to invest in mobile now more than ever, studies continue to show a dramatic difference between mobile media consumption by consumers and mobile ad spend by advertisers. While this may not seem initially problematic, it is reflective of a larger industry problem that all forward-thinking brands are striving to determine: how can we effectively harness the power of mobile to create an experience for consumers that will inspire them to prioritize our brand despite all of the compelling competition swirling around them?
To answer this conundrum, progressive brands are considering the following key mobile marketing questions:
Q1: Is our content not just mobile-compatible, but mobile-minded?
With the majority of smartphone users checking their phones within 15 minutes of waking up and spending an average of more than 5 hours/day on mobile, best-performing brands are wise to emphasize the creation of content that doesn’t just implement mobile compatibility, but intentionally orients around it. This means considering length, structure, sound, language, and CTA all through the lens of a shorter, more decisive consumer mindset (because if not, they’ll just skip that ad in the first 5 seconds anyways!).
Q2: Have we implemented mobile compatibility into every element of our brand marketing?
From mobile-responsive campaign emails with simplified layouts and large, clickable buttons to responsive web pages built for mobile traffic, companies aiming to create effective marketing strategy integrate mobile into every. element. of. their. brand. Nothing creates a negative brand experience more than an interested consumers who is unable to open an email CTA on their phone, or has to zoom in on a web page of your site for additional information.
Q3: Are we planning for seamless campaign transitions from TV content to mobile content with social sharing capabilities?
With studies emphasizing that advertising on broadcast TV in the U.S. has a significant increase in impact, ad lift, and brand recall when also migrated into intentional advertising on YouTube, brands aiming to create video-neutral content that can be integrated across multiple platforms generate the most successful results. Pair that with the option for consumers to engage via social sharing, commenting, and/or posting, and brands see a significant uptick in their marketing ROI.
Q4: Do our metrics effectively measure our efforts?
By taking the time to constantly analyze their efforts and assess the opportunities for growth, successful brands create the opportunity to reinvent their current marketing strategies by updating them with the necessary metrics required to determine next steps. In developing a more data-driven brand, companies are better able to minimize gaps in their processes, and determine the most effective methods for ongoing success.
This year, successful brands are not only making mobile marketing a priority–they’re making it a milestone of their overall content strategy. Ensure your company isn’t struggling to keep up with your target consumer base by considering these key mobile marketing questions.