The mobile device has become a sophisticated piece of hardware with increasingly scalable life applications that run the gamut. But the nature of the user or even the device can be lost in creative concepts. The challenge is to tailor the message the user in a succinct and personalized way.
The mobile device has become a sophisticated piece of hardware with increasingly scalable life applications that run the gamut; it allows us to keep in touch with people in all social circles/platforms, updating us by push by app notifications, acting as place for distractions, a secure payment source, a data repository, augmented reality, and of course it’s also a platform with almost limitless marketing potential. But, while the digital marketer can get caught up in the innovation and seemingly limitless bounds of mobile marketing, the nature of the user or even the device can be lost in creative concepts. The challenge is to tailor the message the user in a succinct and personalized way.
It’s a challenge writing, for example, compelling search copy with its limited character set. Translate that into the mobile web and it gets even more difficult to include cleverness, invitations, offers or other relatively long-winded answers to consumers’ queries via search ad copy.
Navigating through these challenges requires us to revisit what the mobile web represents. In essence it’s a secondary ( and in some cases primary) web experience vehicle that fills desktop gaps and limitations, has a smaller screen, answers real-time questions inclusive of in-the-moment targeting (geo-location) and fuels are lessening attention spans (screen size and use cases drive this). Whatever the desktop leaves in its wake mobile devices pick up, and as per Google, the mobile device provides an incremental inventory source that doesn’t sleep. That said, there is a very small time frame to captivate your audience with compelling messaging in order to secure a qualified click.
Specific to paid search, capturing this audience requires us to tweak approach a bit:
- To the Point: only provide what is necessary to get that click as you have seconds to capture the audience.
- Use Strong Headlines: make your headlines quick, full of wit, smart and provide enough thought provoking mystery to get that user to want to read more via the website content.
- Be Mindful of the Screen Size: we have a tendency to think BIG, which is OK – just shrink it. This applies to text copy and engine tactic mix.
- Frontloading: bring the most compelling information or call to action to the beginning of the ad copy. Remember, mobile users have ADD.
- Testing and Experimentation: try multiple messaging types and if you fail, try again.