Adults in the U.S. are expected to spend on average three and half hours on non-voice mobile media, and about 70 percent of their media time and 90 percent of their social media time on their smartphones. It’s settled then, right? You understand that mobile marketing offers increase customer engagement and selling opportunities, and it’s time to create an approach into the mobile environment.

Mobile Marketing Benefits

Experts agree that companies utilizing mobile strategies are seeing benefits such as improved cost efficiencies, closer connectivity with customers, and more accurate data points. That’s because for marketers, mobile advertising provides a more effective way to target and retarget their audiences, create higher-level personalization, and be freed of barriers like time and location.

Another key to mobile ads is your website. Your mobile advertising may be linking to your website or a landing page that will really benefit if it’s utilizing responsive web design (RWD). A RWD site means that it is accessible from desktops, laptops, tablets, smartphones, wearables, and all other devices and will adapt to the device regardless of the browser or screen size. This means customers can use and navigate your site well from a mobile phone. Important, especially if that is how they came to it in the first place.

Create a Roadmap

For mobile to be an effective part of your overall marketing strategy, you need to develop a continuum of what you want to accomplish. And it needs to include metrics that go beyond just measuring likes and followers. This will require looking at how you want to use your data or data you want to purchase, who you want to target, and how to personalize the offer.

Once you have a roadmap in place it becomes clearer what tools you’ll need. For highly effective mobile ads that usually means utilizing targeting and personalization through the leveraging of demographics. There are all kinds of demographics today. There are personal demographics such as gender, age, education, finances, family, home, type of customer device, news or music preference even. There is geographic data like physical location – state, city, zip code. There are also psychographics that classify people based on their attitudes, aspirations and other psychological criteria. You get the idea.

Ready to Launch

Now you’re ready to enter the mobile space. If you never have before, try an initial campaign to start with. Based on your current marketing messaging create a simply designed display ad that is linked to a content-rich landing page.


Buying your mobile ads can be handled in various ways. You may just want to purchase through Google Display Network initially. It allows for your ad to be displayed across the websites and apps within their network. Google also gives you the tools for tracking your efforts so you have the metrics to support your mobile endeavors. It also helps you detect fraudulent clicks from bots that can quickly drain your budget.


Your budget is paramount so that’s where your demographic work comes in. Select the demographics you’ve deemed important and purchase based on this. This is effective for small businesses, allowing them to limit their reach to conserve budget. It’s a good way to segment your audience and target your mobile ad appropriately.


If possible, include a retarget ad in your campaign. Now you can present that mobile ad offer through multiple channels and have it display on Facebook or in email. Cross-device retargeting also will provide a greater benefit to your company.

This is a good effort to see how mobile may work for your company. It takes time and resources to establish a mobile strategy that is relevant and has traction. It’s worth it though because mobile messaging is only going to continue expanding. Modern Marketing Partners is ready to help you with further best practices to fully navigate the mobile space.