Desktop vs Mobile Advertising

Smartphones are here to stay. 257 million Americans had a smartphone in 2018, and that number is only going to rise as the years go by. People do everything on their phones; text and call each other, browse social media, read books, and surf the internet. Finding a way to advertise to those users can go a long way to spreading brand awareness. But there are some key differences between internet advertising on a computer and advertising on a mobile device. Let’s go through desktop vs mobile advertising.

Real Estate

The biggest difference between mobile devices and a personal computer is the available space. With a computer, space is hardly ever an issue. Even with the smallest laptops, full-screen browsers offer plenty of space to display menus, banners, navigation tools, and columns for text. Mobile devices are another story. Even with a tablet, the available space for different compositions is limited. Keeping in mind how your website or ad will be displayed on a phone or tablet will help improve reactions to your brand.

Try to keep your call to actions simple on a mobile page. One link to a cart or a contact page is more than enough for a mobile page. Keep the text to one column and make sure it scales for mobile. There’s nothing quite as annoying as having to zoom in and out of a text, scrolling across the page, just to read it.

Optimization

While utilizing the available real estate and space you have for mobile, it is also vital you optimize your page for mobile users; or use a mobile-specific page. Many websites’ navigation relies on mouse hovering, holding your cursor over a link to show more menus. This doesn’t exist on mobile. There are no cursors, only fingers. Having a system that relies on something not there is only going to annoy and frustrate users.

Videos

Videos are another sticking point with mobile users. Many websites will load a video when users access the site. Maybe it’s a news story, maybe it’s an ad. Whatever it is, it must load. This isn’t a problem with a computer over Wi-Fi. Wireless internet is pretty fast nowadays, so bandwidth isn’t a big deal for some at home. Using mobile data, however, is not as quick. You have limited bandwidth on mobile and having a video load right out the gate may slow down site load times.

Adobe Flash is installed on close to 90% of computers, so designing an ad running on flash isn’t a terrible idea for desktop. But for mobile, flash isn’t nearly as popular. It runs only on a few versions of Android operating systems and is completely banned by iOS. That means if you have an ad based on flash, anyone using Apple products won’t see it.

Know Which Ads to Use

Knowing what types of ads to run when interacting with mobile users is crucial. Most people, while using a computer, are sitting down, focusing on the screen in front of them. Often, they’re working or doing something that needs a computer specifically. Longer ads work well here because they’re captive audiences. Mobile usage is different. Users are more likely to use their mobile devices in between activities that require their attention. Browsing social media on the train during their commute, texting a friend while in the waiting room of an appointment, shopping online while on their couch during a commercial break. Mobile devices have used a distraction for most, something to fill downtime with. Keeping your ads short for mobile is ideal. If it’s too long, people might get bored and move on.

Conclusion

There are some key differences between desktop and mobile marketing. Being aware of these differences and knowing how to utilize the advantages and avoid the disadvantages is important. Having a mobile-optimized site is ideal. This way you can take advantage of the benefits of both formats without having to tip-toe around the detractions of the other format. You can tailor ads for the focus you get from a computer user and use the higher interaction rates of mobile users. If you have any questions, contact us here!

Hashtags and Digital Marketing

hashtags

Social media is an important part of our world. Utilizing the platform in your business is also an important task. But how do you use the hashtag in digital marketing? We first have to start with what a hashtag is. Hashtag is the name for the pound sign (#) in the social media world. It began being used as a “hashtag” by Chris Messina in 2007 on twitter. Its purpose is to group posts and other content into easily accessible pathways for users. It is called a “hashtag” rather than “pound sign” because “pound sign” in the UK refers to “£” rather than “#” which is called “hash,” “gate,” and sometimes “octothorpe.”

Today the hashtag is almost ubiquitous with social media, being embraced on almost every platform ranging from Twitter to Instagram to Facebook. The hashtag has entered the cultural zeitgeist, it’s been embraced, it’s been parodied, and it’s been used in everything from disaster relief to weddings to advertising. This means that the hashtag is incredibly useful for online advertising and social media engagement, but how do you use it? Well, that’s what we’re here to find out; here are some tips to utilizing hashtags in your digital marketing.

1. Find the right words for your brand

A Hashtag is a word or set of words that can easily group things. They act as a keyword that people can use to search for tweets and posts related to whatever it is they’re interested in. That means that the words you choose as your hashtag are vitally important to its response from social media. Using big words, more than a couple, or difficult to spell words could hamper engagement and response.

Picking a word related to your brand, product, or service is also important. Some companies have it easier here than others. For example, all Coca-Cola need to do is throw a #coke at the end of a tweet and they have an instant engagement platform. It’s simple, and it’s synonymous with their product to the point that any tweet containing it will immediately hearken back to Coca-Cola.

2. Engage with Trending topics

Engaging with the topics and trends that are popular at the moment is a great way to find expand your brand influence. Find a trending hashtag that relates to your brand or service and engages with it. Using these trending topics are a great way of spreading your brand to more customers. These topics are relevant to people’s lives at that moment, so if you can engage in a way that is also relevant or promote your product when they are thinking about the problem it solves, you can leave a lasting impact on them.

3. Keep it simple.

As stated above, keep your hashtag short, the more words, the harder it is to read. With multiple words, capitalizing each new word is a good way of signifying the breaks between words. This makes your hashtag easier to read and less confusing for the consumer. Keeping it simple also means limiting the number of hashtags in each post. One or two, maybe three, but the fewer number of hashtags in a post the better and more sharable it is. #Putting #a #hashtag #before #every #word #is #annoying #to #read, and will put consumers off. The simpler the hashtag and the post, the easier it is for people to share.

4. Incentivize.

Use your hashtags to promote a deal or giveaway your doing. Give people a reason to use your hashtag, and thus do your advertising for you. A solid discount on a service or a product for using the hashtag or engaging with your social media can a long way in getting a response.

5. Engage with your audience.

A hashtag gives you a way to connect with people talking about the same thing, so actually, talk with them. Listen to what they’re saying, respond and craft your next campaign to utilize the feedback you’re given here. Coming up with a hashtag and making a post is an easy part, now you get to do the leg work and respond to it. They’ll engage with you for a reason, maybe it’s just as simple as saying they like your product. Maybe they’ll tell you something you can do better. Be open and willing to adapt and you can go a long way.

Conclusion

Social media is a platform that grows by the day. It has its customs and language. Being able to utilize those things are an important part of making the most out of social media. Nothing is more ubiquitous with social media than the #hashtag. The hashtag is a part of modern culture and knowing how to use it to its fullest potential can give you a leg up in expanding your business and brand. Keep these things in mind the next time you start a social media campaign. If you have any questions, contact us here!