Wondering how to improve mobile campaigns? Optimize!

It doesn’t take much more than a quick stroll down the street to see how pervasive mobile devices have become in today’s tech-driven society. It’s not uncommon to see people texting, listening to music, trying to find directions, reading emails, taking photos or doing numerous other activities with their smartphones on a regular basis.

It should come as no surprise that many advertisers have observed this and have taken to mobile devices to promote their products and services. However, due to the ever-changing specifications of smartphones and the relative youth of the channel, many companies have yet to perfect their campaigns. Although there are a number of steps organizations can take to maximize the efficiency of their campaigns, one of the most important is optimization.

When in doubt, fine-tune and optimize mobile content

A recent report from MarketingSherpa illustrated all the different strategies businesses can utilize to improve mobile engagement. Optimization was a common thread across a number of the responses. For example, 96 percent of respondents agreed that mobile content design should be used to hasten loading times. Everyone polled said ads should be tailored to the operating system and device that people are using.

“Your content and promotions can render differently across all of these devices and operating systems, so it’s important to test your offers on many different devices (or at least use a computer-based tool that emulates these devices),” MarketingSherpa explained.

“If that wasn’t difficult enough, if your marketing involves apps, those apps will be OS and device specific (think smartphone versus tablet),” the news source added.

The content of the message was also viewed as being highly important. Mobile ads must be dynamically personalized in real-time according to 93 percent of respondents. Another 93 percent also said the message should be contextualized for the mobile experience.

According to a recent report from comScore, smartphone penetration has finally exceeded the 60 percent mark in the United States. It’s a no-brainer to engage this audience of prospective customers via these devices given how quickly they’ve spread. However, it is crucial that firms optimize this content for the smaller screens of smartphones and tablets, regardless of whether organizations are using social, video or email advertising via mobile channels.