Statistical evidence and technological advancement suggest that the next great advertising platform is going to be built on mobile devices. To maximize on adverts displayed on mobile devices, there are four core factors that you must consider: location, time of the day/week, user behavior and the weather.
In essence, it is not safe to assume that the owner of a specific smartphone will be at a given location at a specific time. This means that displaying ads that target a specific geographic region should be approached differently, with a focus on identifying the device owner’sactual location. This will help you cutdown costs and also maintain a good relationship with the public by being more relevant.
You also need to consider the time of the day/week, as user behavior changes with time. For one, research suggests that people are more active on Facebook on Wednesdays, which means that Wednesdays are a good day to promote your posts. However, going off of this, you also need to research to see when your target market is most active on their mobile devices. Are they morning birds or night owls? Do they use their smartphones during lunch? Knowing this will help you both craft ads and launch them when they will have a higher reach, and therefore be more effective.
Weather also plays a factor, especially for retail and apparel companies, because it determines the type of products that currently top your customers’ wish list. For instance, advertising about winter coats in the middle of summer would be a total waste of time and resources. Mobile device users do not have the time to go through information that is not context specific and your adcampaign will be a major bust.
Finally, the most important—but often tricky—characteristic that advertisers have to master is determining their audience’s behavior. This runs parallel with the time of day/week they use their devices and will determine how you can provide value to their lives. What type of content do they like? What do they share? What are they looking for online? How can you cater to their needs and grab their attention over your competitors? These are all important questions to ask, and while it may seem daunting, a little brainstorming and research will help you master advertising in the mobile domain.
Ajay Prasad is the Founder and President of GMR Web Team, a leading healthcare digital marketing agency. He guides small and medium size healthcare practices/businesses in customizing their online marketing strategy, focused on building a loyal base of patients and improving their patient acquisition. Ajay believes in an improved patient experience as the key to successful healthcare business, which can be accomplished with the right marketing plan in place.