Reach Wider Segments of the Mobile Market with These Tricks
The mobile market continues to grow, and more businesses are viewing it as a channel rather than as a silo. As a result, more effort is put into reaching mobile users and perfecting messaging on the small screen. The mobile market is still ripe for disruption and these tricks will help get you familiar with the basics you need to reach a wider segment of your audience.
Intelligence and Targeting
Begin with a profile of your ideal buyer. Describe this person by age, income level and anything else you can think of. Think about the user’s intent, and why she might be searching for something similar to your product. Next, conceptualize location and how that factors into your sales proposition. Can you offer a lower price with free shipping, or an alternative that doesn’t involve the user leaving her room? Use the answers to these questions to inform both your messaging and your targeting. Be direct in your call to action, using language like “Order Now” or “Play Today”. Be specific in your targeting, and narrow down as much as you can. Mobile is driven by immediacy, so use whatever you can to cater to the sense of instant fulfillment.
Developing Tests
One of the first tests you can run for a campaign might be day parting. This simple test looks at which days of the week, and times of day, are most likely to provide conversions for your campaign. Begin by reviewing your data and creating a new ad group. In this new group, cut the least productive day from your campaign and let the campaign run to see if performance increases. This is the stepping stone to a larger group of tests, where you can dissect which days perform best.
Always begin a test with a question or a theory in mind. Day parting is easy because you can accumulate enough data to form some thoughts on it within a few weeks. Other concepts, like messaging, require research and outside the box thinking. If you begin by trying to beat your current records, you’re sure to find success and scale your campaigns.
Ideas on Messaging
As a final trick, be specific with your messaging. Zero in on the problem your audience is trying to solve, and begin with that as the basis for your taglines. Describe exactly what your product solves in the fewest possible words, and include images like screenshots to help illustrate your points. If format is a concern, use the colors of your brand.
Bio: Ted Dhanik is the co-founder of engage:BDR, a mobile and display advertising exchange. Ted Dhanik started with MySpace.com and LowerMyBills.com, where he helped to strategically grow the brands. engage:BDR, led by Ted Dhanik, helps businesses grow leads online.