Your First Mobile Campaigns: What You Need to Know

Mobile is hot. So hot you should drop everything and devote your entire budget to it. Right? The key to mobile is a layered approach, like an onion. If you incorporate some of the strategies you utilize on desktop, and some new strategies based around mobile marketing, you’ll have a good chance of developing a strong alternative stream of traffic.

Where to Begin

Mobile can feel foreign if you’ve spent most of your time competing for desktop banner advertising traffic. The first thing you’ll notice is that mobile users have a certain sense of urgency to them. You also have more options, and in some cases different options, that you can use to target people. One example is geo-location, which becomes hyperlocalized when you utilize a mobile device with built in GPS.

Without getting too deep into intricacies, here are some good places to start your mobile marketing journey:

Target by Carrier: Mobile app marketers will appreciate the ability to target by carrier. Great for loyalty campaigns, or testing for customer acquisition.
Target by Manufacturer: If you know the device a user is using, you can build an ad that will display perfectly on that device.
Location: Instead of targeting by city or state, try targeting a specific point on the map. When users pass this point, they will see your ad in a more pertinent situation.

A mobile user has a different state of mind than a desktop user, often driven by location or immediacy. You must first consider whether your campaign would even have a shot at working on a mobile device. The assets, messaging and call to action must all change before you can attempt to launch.

Bio: Ted Dhanik devotes his time and energy to digital media and advertising. Since the early 2000s, Ted Dhanik has utilized banner advertising to improve the Web ecosystem. Ted Dhanik is the CEO of engage:BDR, a firm specializing in digital advertising technology.