Mobile Advertising: Why it is important to understand your tools

Mobile Advertising: Why it is important to understand your tools

Mobile Advertising is an exciting new opportunity for marketers. Some brands get so bedazzled that they dive in headfirst, only to find themselves drowning in problems. Let’s take a look at why it is important to understand your tools first.

Just like Twitter is limited to 140 characters or a SMS to 160, so mobile devices likes smartphones and tablets have their own limitations.

Before you can start planning any kind of marketing strategy, you need to have a basic understanding of how mobile devices work – especially if you want to concentrate on online digital marketing. And you need to understand this from the user (customer’s) perspective.

Try browsing the web and clicking on Mobile Advertisements from your own device. (Have a look at your competitors while you are at it.) What are you noticing? Some things simply don’t work that well on mobile because of the small screen size – text are often cramped together and the images can be hard to view.

I often find that links on some websites are so close together in the copy, that while I indented to click on Link A, I end up clicking on Link C. This is so frustrating! When I try this a second time and I still get the wrong link, I simply close the site and move on to another.

Yes, the world of Mobile Advertising can be a bit harsh, and that is why so many digital marketers completely miss the mark. But don’t give up if you fail the first time. We all have to make mistakes in order to learn and grow. However, the mistake of not understanding your marketing tools is an unforgivable one.

So, make sure anything you create for your Mobile Advertising, whether it is copy or images, is top notch. Always test what you have created on different types of devices, and if you see it doesn’t look good, go back to the drawing board.

Herman Cremer
A seasoned professional with 20 years of experience in digital & mobile solutions and advertising.