I could have written a beautiful article about how effective mobile advertising is, and backed it up with amazing statistics. I will probably get on that at a later time, but I am going to assume, if you are here, you understand that mobile advertising works. Sometimes the best question to ask is WHY. Why does mobile advertising work so well?
There are many small reasons why mobile advertising works, but I want to spend time addressing the most important reason. Everyone has a mobile phone and everyone is using it, all the time, anytime, everywhere, always. Now I know what you are thinking, only a Sith deals in absolutes (had to throw a Star Wars reference in there) but, seriously. The true statistics are close enough to warrant making that extreme of a statement. 90% of adults own a cell phone. 94% under the age of 44 according to the Pew Research Center’s Internet & American Life Project. the Pew Research Center released new data about tablet and e-reader ownership among US adults. Previously, the organization said that 43 percent of Americans (over 16) owned either a tablet or e-reader (or both). In 2012 the Pew Research Center stated that 44% of people slept with their cell phones. This is not alarming and I would argue that without mobile devices (alarms) most of us wouldn’t wake up in the morning.
Advertising MUST follow the people. It always has. In order to reach people effectively you have to communicate with them where they are. Advertising is like a game of hide and seek, except the general public doesn’t hide very well. The trick to advertising is it has to be looked at as a form of communication.
One of the main reasons mobile device use has exploded is smart phones are much faster and reliable. LTE 4G data networks and faster more accessible WiFi is changing the game. As a society we have become data hungry. We want information and we want it now. Information can be a YouTube video, a documentary, an e-book, a podcast, the latest Game of Thrones Episode, etc. As a matter of fact, Google, being as smart as ever, realized we actually want information before we can even think of what we want so it finishes our sentences.
The speed at which people want their information is very important so to effectively communicate you must present the information very quickly, concisely, and if you don’t want to get lost in the “noise” you better have an extreme call to action.
For more information on crafting an amazing mobile campaign, check out my article: 5 Steps For Maximizing your ROI With Mobile Advertising.