Question

Why is mobile marketing different from desktop marketing?

Answer 1

Please find the below difference between mobile marketing and desktop marketing :

1. Amount Of Content

What works as the right amount of content on a desktop may not be the right amount on a mobile device. On mobile, you shouldn't have more content than you can reasonably expect a visitor to scroll through and consume. Make it simpler for them to understand exactly why they should scroll because you're working with a lot less real estate than on a desktop to get that point across.

2. Priorities

On a desktop screen, it's possible to fit several calls to action. Add this to your cart, sign up for our newsletter, here's five ads, etc. A mobile device should only showcase one actionable item at a time. Order each CTA vertically in order of importance to your business. Attempting to fit two or more side by side will be too busy for users and dilute their effectiveness. Less is more.

3. Image Format

An issue many brands have when maintaining a cross-platform strategy is posting images in formats that do not match best practices for their destination. Images cropped to a portrait-aspect ratio tend to have better performance on mobile, while landscape-aspect ratios tend to perform better on desktops. Optimizing for the target destination is often overlooked, but can have a sizable effect on ROI.

4. Location

As is true in real estate, location is important when it comes to developing mobile- or online-first campaigns. Consider where people are engaging with your campaigns. If they're interacting with your campaign during their commute, in between meetings or from their couch, are you meeting their expectations for the amount of effort they have to put in?

5. Content Fitting With User Habits

Most mobile usage is done on the go, while standing in line, waiting for a movie to begin or an order to arrive, etc. You have a very limited window. Content should be short and engaging with easy-to-follow calls to action. Remove as many potential obstacles as you can. Make content easy to share, pre-populate contact information and make purchasing something simple with as few steps as possible.

6. How People Use Their Devices

Marketers need to decide between mobile and desktop based on the differences in use. For example, we have our smartphones with us 24/7, but we rarely run deep online research on them. My advice would be to combine mobile and desktop: Mobile can be used as an alert or interesting hook to an offer, while the discovery phase should be mobile optimized, but better fit the desktop.

7. User Intent

The key is recognizing that there is a distinction when it comes to intent between devices. A consumer searching for your product on their mobile device likely has a different intent than when they are at their desktop. Your copy needs to address both the audience and intent, which will differ by device. Use data to drive your investment once you have segmented your reporting.

8. Fewer Words, More Visuals

The rule "fewer words, more visuals" is not a surprise when we speak about desktop marketing, but it's a must in mobile marketing. Ads should be as short and eye-catching as possible. Use visuals that speak to pain points and solutions, and provide call-to-action (CTA) buttons.

9. Facebook Video Ads

If you're marketing through a Facebook video ad, keep in mind that most people look at Facebook on their phones. They may be checking it under the table in a meeting when they're bored. For that reason, their volume will be turned off. Therefore, your video must be compelling and easy to understand without sound. Facebook will allow you to add captions to your video if needed.

10. Attribution

People don't complete the main goal (purchase/lead) of a website on a mobile device. Rather, they do it on a desktop and use their mobile device as a research tool throughout the buying journey. If a marketer were to only measure the last touch as a success metric, they would have trouble finding mobile ROI. You need to attribute all steps of the journey to the final sale.

11. Altering States Of User Experience

When creating content and selecting platforms to expand reach, it's important to keep UX design top of mind as it will affect the way your consumers interact with your content. Just as code appears differently on mobile and desktop, marketing assets and content are experienced differently on both. Marketers that focus on creating excellent UX/UI design will see the most ROI from their campaigns.

12. Multi-Screen Opportunities

Although there has been a boom in consumer mobile purchases, desktop marketing isn’t dead. While mobile marketing should capture attention quickly and be shareable, there’s a unique opportunity for marketers to thoroughly flesh out messages on desktops. Plus, most consumers use more than one screen so you can capture them with a cohesive message across all channels -- mobile or desktop.