Once of the issues with mobile web advertising in the eyes of consumers is that there is currently a lower conversion rate on mobile sites than on desktop sites. People are getting to a certain point along the process and stopping. What we should explore is why this is happening.
One of the issues that is most likely the case with a number of sites is the lack of cross platform optimization. An unflattering user experience will turn a potential off from the possibility of continuing through the process rather quickly.
Another thing to consider is that people just don’t trust cell phones for follow through and purchases as much as they will trust their desktop. In the past consumers had to purchase in a physical location. This evolved into phone purchases and mail catalogs and eventually wound up on the internet. E-commerce is a booming industry and people trust it to an extent, but perhaps the trepidation associated with a mobile purchase stems from the same issues of trust that the internet and mail catalogs had before they became popular. It is an issue of maturity of buying process in society paired with the fact that mobile purchase has not crossed the chasm from early adopter to early majority. This will change, and mobile advertising will increase with it.
People in most age demographics are using their mobile devices increasingly more often to solve their minute to minute problems and questions. Mobile web browsing is used mainly for answer quicker, surface level questions (quick hits) while phone apps are used more for delving deeper into multi-layered content. The reason for this is the fact that apps are generally more user friendly because they have been designed for specific phone types and therefore can cater to different interfaces more effectively.
Mobile Ad Spending predictions
It is estimated that two-thirds of companies plan to increase their mobile advertising spending in the next year. Mobile advertising is a growing industry in which spending is expected to increase by 55% in the coming year to reach $11.4 billion. The 2017 prediction is estimated to be closer to $41.9 billion. This level of growth is expected due to change such as an increased ability of geo-targeting technologies, cookie tracking, consolidation of providers, and an increased interest in the creation of mobile by advertising agencies. More Here
Some things to think about
Some of the downsides to mobile advertising is that with such a small space, your advertisements become far more obnoxious and “in-your-face” than on a desktop. The lack of space offers a huge concern. In the future, when mobile advertising becomes more expensive, the amount of real estate to share is going to be considerably less, therefore pushing prices further upwards.
Also, recognizing the fact that people navigate mobile for far different reasons than they navigate desktop is an important distinction to make. Often times, companies try to make their mobile experience a duplicated (yet smaller) version of their desktop site. The reality is that people who are navigating desktop have different motives. Mobile users don’t need all of the information crammed into a single page. Having a smaller screen means you can focus only on the most important parts of your content. If a reader is interested in more information, the information should be easily accessible to them from that main screen so that they don’t have to go back and re-search anything. Without the precision of a mouse clicker, it is best to make buttons larger and to use of eye catching colors.
Another thing to avoid is making an app without a plan to get people to use it. You must create a call to action for your customers to use the app integrated into your marketing plan. For example, a restaurant is rolling out their new rewards program application. They should begin adding content to their promotional materials that encourage patrons to download their app. Encouragement can also be done a point of purchase by offer them 20% off their purchase today if they download the application and make a profile.
There are also concerns about the ability of smartphones to run local advertisements. Despite skeptical views smartphones have geo-targeting capabilities that are arguably more versatile than a desktop. A desktop makes its connection to a local IP address, which means that the geo-targeting will establish the connection there. Smartphones are constantly on the go, and when a user decides to connect to the Wi-Fi that they are nearest to, the geo-targeting will recognize the new IP location and update your position meaning that your local advertisements will be more relevant to them.
Misspellings on mobile searches can be another problem. Advertisers will need to bid on a wider variety of keywords, including misspellings in order to get better search results. A way to remedy this is to simply bid on some shorter keywords, therefore there are fewer chances for mistake.
Finally, mobile is new, many companies haven’t had anything to do with it. How do we know where to start, or where to set our budget? Using a backing in method to creating the budget will resolve this issue. Start by establishing your goals (Reaching #1 in certain keyword searches), then establish your goals based on that. With mobile keyword, you must be either #1 or #2 in order to avoid being under the fold.