A set of mobile marketing campaign elements should accompany every online marketing campaign. The objectives should be established, tracking methods to attribute results and mapping out the intended flow. Mobile marketing creates opportunities for creativity and to reach out to smartphone users.
When it started, mobile marketing just referred to the phone. But now, you could refer to an iPad, tablet, an application, or a QR code. The definition of mobile is evolving, and more marketers realize how important it is to create their marketing campaigns.
Mobile consumers may have slightly different behavior towards advertisements on their handheld devices. These people are likely holding their phones to pass the time or make standing in the line enjoyable. They want entertainment more than anything else.
Here are some creative mobile marketing campaigns:
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Projection mapping by Cornetto. Implemented by Unilever, Cornetto used projection mapping to encourage passersby to play a game, win a code, and get free ice cream. It happened in Istanbul’s central square, wherein players can control a character using their keypads.
Complete the ad by Lynx. Also known as Axe in most countries, Lynx offered incomplete pictures of sexy female models to their male target audience. To get the missing parts, consumers need to send a text message to a number after 9 p.m.
Say goodbye by Motorola. In a Japanese airport, Motorola ran a campaign to help people say goodbye to their loved ones in a new way. They can choose a special message recorded by David Beckham or Jay Chow, which will be played at the departure gates.
Mobile Internet Marketing
Companies with limited experience in mobile marketing campaigns can use their knowledge of Google AdWords. Information about how mobile users interact can be collected from Google Analytics and Google Keyword Tool.
Using Google Analytics can give you everything you need to establish a mobile presence. Mobile advertising is still a new market than traditional advertising. The goals of these ads should be relatively similar to those of your standard AdWords ads.
You don’t have to spend much on AdWords to get a lot out of advertising. When creating your campaign, ensure you will attract your audience’s attention, raise their interest, convince them that they desire your product, and lead them to take action.
Use bid modifiers. Several PPC professionals have suggested using bid modifiers to focus a campaign’s spend on mobile placement. It allows a marketer to increase or decrease bids by a percentage for ads appearing on mobile devices. Just go to the ‘Devices’ tab.
Mobile-preferred ads. Marketers also have the option to create mobile-preferred ads. These ads provide an opportunity to customize messaging specifically for people on mobile devices. Just click the checkbox for “Mobile” under “Device preference” via the web interface.
Mobile-specific ad size. AdWords offers an option to convert the Flash files to HTML5 when uploading them. The 320 × 50-pixel mobile leaderboard ad size will appear in a smartphone browser or app for display campaigns. You can even create animated ads to get more attention.
A good campaign needs to be monitored and tweaked regularly. Doing so can help eliminate ineffective keywords. The easiest way to create a mobile AdWords campaign is to get ideas from your existing campaign that targets laptops and desktops.
From there, businesses can adjust settings, like their ad text, to fit the mobile user’s needs. Companies already familiar with Google AdWords should know that launching a mobile campaign is simply a variation on a theme. With a targeted mobile campaign, you will discover how well your current web design is translating on mobile devices.