The Role of Screen Size in Mobile Marketing

Mobile marketing allows you to reach consumer segments as they are on-the-go, putting you in touch with them often times right before they make a purchase. That’s a powerful tool for suggestion selling, especially if your product is comparable to what currently exists on the market. Of course, mobile marketing has different rules that work. Some of the principles you use in display advertising, like targeting, will still be relevant. However, mobile is not a set-and-forget method of marketing. Here are some tips to help you hone your messaging on mobile, and make sure that you secure the conversions your campaign deserves.

Size Plays a Role

The mobile device users use to comparison shop has a significantly smaller screen than that of a desktop computer. The ad that a marketer produces must take this into consideration, designing banner advertising that will look attractive and convey a message succinctly. Text-based ads can be wordy and lay out product benefits. Mobile ads must be punchy, to the point and feature a strong call to action.

Much of that comes down to the size of the ad itself. The billboard ad, for instance, only allows for 250 pixels in height to play with. That gives you enough height to get out one solid benefit and a call to action. The 300×600 size is better equipped to feature graphics, but text would need to compete for ad real estate in this situation.

Simply put, because of screen size, mobile marketing requires a completely different approach than desktop advertising.

Bio: Ted Dhanik is the CEO of the premium digital advertising company engage:BDR. Ted Dhanik is a seasoned marketer with experience growing the social media website MySpace.com through engaging advertising. Ted Dhanik is available to help you bring more leads to your business at engage:BDR.