Marketers and advertisers thought of another way to reach potential consumers, which is through their mobile phones.
A lot of people own smartphones that are explored by advertisers. This paved the way for a new form of marketing strategy, which is dubbed as phone advertising. This type of advertising makes use of mobile phones and its myriad of functions and features.
A number of strategies and techniques are used to reach mobile users. Below is the list of the types of phone advertising in Australia that works and does not work.
What Works
- Native ads – This particular type of ad blend naturally in a mobile website and have a higher conversion rate. Native ads are quite popular and fit for mobile devices that have limited screen space. Mobile users spot the ads and take action in a natural way.
- In-app ads – A lot of us see the ads that disturb our gameplay of a mobile app game. Using apps as a platform in posting the ads is very cost- effective in comparison with other forms of phone advertising. Some businesses make their own apps, which can be another money making strategy.
- Location-targeted ads – Merchants that are gunning for customers from a specific locale will benefit from ads that are shown in a target area. These ads make use of the consumer location registered by the mobile devices’ GPS. This type of phone advertising in Australia can reach relevant audiences and can render incredible results.
What Does NOT Work
- Banner ads – Banners ads are usually frowned upon by advertisers and marketers. This is because the ads yield very low conversion rates. According a study by Harvard Business Review, banner ads have low engagements with mobile users. However, the study added that some banner ads may work but it depends on the products being advertise. Products that have practical purpose or that should be bought after some thought and deliberation like cars and appliances. Products that are bought at a whim often fail.
- Pop-up ads – If banner ads are ineffective, pop ads are a recipe for failure and self-sabotage. Pop-up ads are not popular type of phone advertising since a lot of mobile users think of this type of ad as an annoyance and often just close the ad and move on with what they are browsing.
- Static banner ads – We often see ads on the top and sides of the page that almost no one paid attention to. Thus, it delivered only half of conversion rate. Moreover, this type of ad does not particularly leave an impression to mobile users.
- SMS – Mobile users often receive texts that inform them of various ads and promotions as well as a form of phone advertising. Although the messages call for action, people ignore these messages. Part of the reason why this is ineffective is because some people think that this is a scam. Scammers make use of text messages to fool people.
Phone advertising in Australia has become a trend in spreading the word out there. Moreover, a lot of business owners want to explore this type of advertising since almost everyone owns a smartphone these days.
