Not long ago, 60 Second Communications ran a mobile display campaign for an international hotel chain that used behavioral as well as geo-locational targeting to capture likely prospects inside their hotels. The technique we used took two mobile targeting techniques — behavioral as well as geo-locational — and incorporated them into one seamless campaign.
The graphic below sheds some light on what we did.
That leads us to the first of five essential things you need to know about mobile marketing.
1. The Targeting Capabilities in Mobile Advertising Are Game-Changing
Imagine if we were to run an ad in Time magazine and we wanted to target only men, who were 35 to 54, who were interested in sports, and who only lived in Austin, Boston and Atlanta. Would you be able to do that?
Not really.
But with mobile, it’s a piece of cake. Check out the graphic here that highlights all the mobile targeting options.
2. The Engagement With Mobile Display Ads are Typically 10 Times Greater Than Desktop Display
Right now, the click-through rate on mobile display ads hovers around 0.4% to 0.8%. That’s 5 to 10 times better than the click-through rate on desktop display, which hovers around 0.05% to 0.09%.
In fact, if you check out the graphic below, you can see some data around a test Campbell’s Soup ran with Apple’s iAd platform a few years ago. Pretty interesting stuff.
3. Links on Mobile Pages That Don’t Have 15 Pixels of Padding Can Inhibit Conversions by 29%
According to research conducted by Worldata, mobile pages with click-through options that don’t have 15 pixels of padding have 29% lower overall conversion rates.
The reason? The fat finger syndrome. In other words, if you don’t have 15 pixels of padding, people click on links by accident, reducing your conversion rate on those pages by up to 1/3rd.
4. Landing Pages with a Mobile Optimized Version Receive a 32% Higher Conversion Rate
Additional research conducted by Worldata indicates that landing pages that aren’t mobile optimized — in other words, landing pages that show your regular website rather than your mobile optimized website — convert at a much lower rate than mobile optimized landing pages.
For perspective on this, imagine how much you would be willing to spend in marketing to generate a 32% higher conversion rate — I’d say a ton of money. But the simple technique mentioned here is free!
5. Your Click-Through Rate will Drop by 34% if You Have More Than 75 Words of Text in a Single Paragraph.
The research from Worldata went on to say that when a prospect is confronted with over 75 words in a single paragraph, they drop off, leading to a 34% lower overall click-through rate. With customers (as opposed to prospects), the data wasn’t as bad — it took a block of 100 words for 23% of them to drop off.
Whether you’re targeting prospects, customers or both, be sure to keep your blocks of copy to a manageable size. Mobile readers are easily distracted and don’t like to be confronted by a wall of copy.
The Bottom Line
We’ve covered some good stuff here. If you’re diving in to mobile marketing — and you should be — give this blog post some thought. There’s plenty of terrific information in it on how to improve your mobile marketing campaigns. And keep us posted on the results of your own mobile marketing campaigns!
Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.