The first part of this two-part article emphasized the growing popularity of mobile devices, especially among millennials who have grown up with smart phones and tablets. Because of the proliferation of mobiles, marketers must reach out to this broad audience of users and view them as potential customers. However, many companies still allow their online advertisement to remain centric to the desktop/laptop era, viewing mobile devices as an extension of the laptop, needing little extra focus, according to Marketing Land.
The “responsive” web design is barely adequate for adapting from a desktop to a mobile device.It is usually best to invest in websites specifically designed for smartphones or laptops if your company can afford it.
Marketers should be sure their ad content is fully compatible to phone screen sizes, able to fit all elements into a three-inch screen. It would not work well to insert videos or PDFs formatted to a desktop or even a tablet. Some components are incompatible with phone screens but can be converted to a slide show and work well with the smaller sizes, according to Luke Kintigh.
Never forget that “mobiles” is a category that includes smartphones and tablets, but these two devices do not process and display data the same way. Always let your target customer profiles lead the way in marketing strategies. Age groups have definite device preferences, but also look at the analytics to ensure you focus on the devices of choice according to your audiences’ demographics.
Finally, marketers must remember the importance of location because some ads that work well in America might be processed differently in another part of the globe.