Mobile Advertising in 2020: What’s Important Right Now
June 12, 2020
Mobile advertising is essential. Why? Because mobile is where people are. A statistic that seemed unthinkable over a decade ago, mobile internet usage now eclipses desktop Internet use by more than ten percent. Clearly, today’s individual prefers the flexibility and versatility of mobile devices beyond video games and streaming entertainment. Whether by smartphone or tablet, consumers do everything from their mobile devices, and harnessing the power of mobile advertising has never been more important than it is right now.
An Unexpected Focus
Although mobile advertising’s main focus is appealing to people on the go, that’s certainly not the case right now. The COVID-19 outbreak has caused companies worldwide to revise their entire advertising strategies virtually overnight. Where there were once exuberant messages encouraging consumers to buy, there are now somber messages about togetherness and support.
The new normal includes a lot more staying home than anybody expected to be doing in 2020, but that doesn’t mean mobile advertising is any less important. If anything, mobile advertising is even more critical. People are turning to their phones to connect with others, to distract themselves during isolation and to keep their kids busy. This gives advertisers more opportunities to reach their desired targets, allowing those companies to stay fresh in the minds of the buying public as the virus begins to dissipate.
Social Media Advertising
It’s no secret that many Internet users prefer to use ad blockers. While these ad-blocking programs are predominantly used on desktops, mobile programs like AdGuard are gaining popularity among smartphone users. Nobody wants a bad ad to direct them to a malicious website and ruin their phone, and as such, advertisers are forced to adapt to an ad-blocked reality.
Fortunately, ad blockers don’t work on social media apps. Businesses around the globe make extensive use of the paid advertising tools available on Facebook, Instagram, Twitter and LinkedIn. These ad spaces are your way around the ad blockers. They’ll get your ads seen by your desired audience.
If you don’t want to use paid advertising on social media, those same platforms are tremendous opportunities to build a following and maintain communication lines with your audience. That’s especially true in light of the current situation in which the world finds itself. A brand that’s comforting and engaging with its audience stands a great chance of gaining additional business, both now and when things start to open up.
Since people check their personal email more on their phones than they do on their desktops, email marketing is a form of mobile advertising. In 2020, it’s standard email marketing practice to segment a customer base and send tailored messages to each unique segment. This way, you can send one type of promotion to a younger group and an entirely separate communication to older consumers, while still maximizing your brand awareness in both situations.
This same concept can apply to all types of mobile ads. Paid search ads like those found on social media allow marketers to specify exactly who will see their ads. Therefore, it’s easy for advertisers to customize their pitches to every segment of their audience. This is also true of banner ads, landing pages and any other form of marketing communication.
In spite of concerns such as data usage and battery life, the consumption of video is significantly higher on mobile devices than on desktops. With 60 percent of videos being seen on mobile devices, it’s clear that mobile browsers have a preference for video content.
Because of its popularity, advertisers are increasingly transitioning to videos for their mobile marketing. It’s a great move for any marketer. Videos can fit seamlessly as paid ads on Twitter and Instagram, content for YouTube and materials to post on a landing page. Increasingly, marketers are adding captions to these videos, so that those who can’t listen to a video can still see what the video has to say. Video is a truly modern way for a brand to tell its story and encourage consumers to deepen their ties with a company.
The idea of sponsored content is hardly a new one. It’s been a force in blogs, videos and even news content in previous years. But with influencer marketing on the decline, at least for now, it’s time for marketers to embrace an old trick and use it to the max.
As mentioned earlier, mobile ad blocking is becoming more prevalent, making it harder for advertisers to get their message out. However, they still have the means to let avid consumers see their products being enjoyed as intended, in a friendly and engaging format.
In the new mobile landscape, sponsored content doesn’t mean awkward and obvious promos for a product. Instead, it’s more organic and fresh, and the sponsorship isn’t the centerpiece of the content. For example, a YouTube video or a TikTok might have a product in the background, or it might be briefly touched upon in the video. The goal is authentic content, albeit content that attracts attention for the brand.
Recent years have seen tremendous improvements to the customer experience, and mobile advertising is no exception. Today’s consumer not only gets customized advertising, but they’re also able to make purchases much more easily than ever before.
Social media posts on Instagram now allow consumers to buy products directly from posts. No longer do interested browsers have to remember to check out a company’s webpage later, nor do they have to stop scrolling to get what they want. Instagram allows buyers to make their purchases easily, removing a significant barrier from the buying process. This could be a huge win for marketers, especially as smartphone users suffer from boredom and a desire to escape due to being quarantined at home.
The marketing world is an ever-changing one, and the landscape for 2021 could be drastically different. Or, thanks to COVID-19, it could be much the same as it is right now. In any event, today’s mobile marketing revolves around the marriage of technology with user tastes, as well as presenting products in a favorable, non sales-driven light. Although current events have changed a lot for brands, they remain committed to appealing to consumers on their mobile devices, increasing engagement and driving brand loyalty.