How Is Mobile Advertising Different from Traditional Web Advertising?

Mobile advertising is an exciting and relatively-new subset of Web advertising designed specifically for mobile devices. Traditionally, legitimate Internet advertising has mostly consisted of displaying ads on web sites and search engines designed for a desktop browser. However, with the popularity of smartphones continuing to rise and cellular phones becoming more powerful and capable, mobile advertising is quickly becoming one of the more popular methods of delivering ad content over the Internet. In the future, as more people around the world connect to the Internet with mobile devices, mobile advertising is expected to growth exponentially.

A multitude of marketing campaigns

Mobile advertising is more than just a resized banner ad positioned at the top of a mobile website. There is a litany of options available to incorporate into mobile marketing campaigns, including Quick Response (QR) codes, mobile coupons, Multimedia Messaging Service (MMS) campaigns and mobile app advertisements. Some of these elements may be incredibly effective for your company or organization while others may prove to be challenging or even ineffective.

How Does Mobile Advertising Benefit Small Businesses And Organizations?

What is mobile advertising’s biggest advantage to small businesses and organizations? Location, location, location! Simply put, mobile advertising not only allows a small business or organization to target local consumers through zip codes, but geo-location technology allows small businesses and organizations to instantly reach people as they are searching in an immediate area.

Utilizing QR codes

Another effective method for small businesses and organizations to utilize mobile marketing and advertising is through the use of QR codes. QR codes are matrix barcodes that were originally designed for the Japanese automotive industry. They have since become popular due to fast readability and greater storage capacity than traditional UPC barcodes. Marketers are now introducing QR codes to consumers with smartphones as an easy and fast way to request, collect and store information from an advertisement or notice using a QR code reader app. QR codes are very effective for small businesses and organizations since consumers may not be able to easily remember the name, phone number, or address of a small business or organization from a print advertisement can instantly request and/or store this information in their phone for future reference.

MMS marketing campaigns

Finally, small businesses and organizations that launch legitimate MMS marketing campaigns can effectively target consumers in their local area who have already expressed interest and given authorization to receive marketing materials. This allows a small business or organization to pinpoint interested and engaged customers and potential customers with an almost laser-like focus. A small business or organization can offer lucrative coupons or announce special events knowing that the recipients are much more likely to engage and participate.

What Are Some Of The Disadvantages Of Mobile Advertising For Small Businesses And Organizations?

While mobile advertising and marketing can provide cutting-edge solutions for small businesses and organizations, it is also important to understand the limitations and possible detriments of mobile advertising and marketing.

Before you invest in a mobile advertising and marketing campaign for your small business or organization, you should determine who your customers are and how many of them are technologically-savvy enough to fully engage your mobile advertising campaign. Mobile smartphones are relatively expensive, and while they may be an indispensible tool for some professionals they are still considered to be a luxury item by many consumers. If your business or organization caters to a customer base at the lower end of the economic spectrum, or if your business or organization caters to consumers who seek out used or discounted goods, your customers and potential customers may be more likely to have a feature phone or even no mobile phone at all. In addition to economic factors, older customers and potential customers may not embrace newer forms of marketing and advertising as quickly as other groups. If your business or organization caters to an older clientele, your mobile advertising and marketing campaign may confuse and frustrate your customers and potential customers.

Accidental Clicks

Another inherent drawback to mobile advertising by small businesses and organizations can be the ineffectiveness of mobile ad “clicks”. According to recent surveys, nearly half of mobile users have engaged a mobile advertisement by accident. If you choose a mobile advertising or marketing campaign based on “pay per click”, you could be wasting your advertising and marketing budget by paying for “clicks” that don’t translate into meaningful engagement of a customer or potential customer.

Is Mobile Advertising right for me?

If you are truly considering mobile advertising, please keep in mind that it is important to understand how the various components of mobile advertising work before determining whether or not it is currently a good fit for your business. Consider both the type of business you own along with some of your most loyal customers. And don’t be afraid to ask your customers and clients for advice either. Getting their input can help determine what type of mobile advertising would best fit your business.