Guest Column: Marketing outreach through mobile traffic is the need of the hour: Rohit K Singh, VP, AppsDiscover Technologies

Marketers should be aware of the new tools like geo-mapping, QR codes, AR and use it to their advantage on not just mobile phones and tablets but also wearable technology

e4m by Rohit K Singh
Updated: Aug 1, 2017 8:22 AM

The ‘all-pervasive’ nature of mobile devices has made them an integral part of every marketer’s marketing strategy. It is no longer the secondary screen but the one that is picked up first because of its convenience. Consumers now not only search for products or services on their mobiles but evaluate its features, compare it with competitors’ offers and go through the reviews (mostly user generated) before clicking the purchase button. It is therefore not enough for a marketer just to develop a general marketing strategy but also build the necessary digital infrastructure to keep their customers loyal to their brands. Your marketing outreach will depend on your ability to exploit the mobile innovation to its fullest and be ahead of others in making the experience as consumer friendly as possible.

With increased Internet penetration in India, better connectivity, superior data speed and great mobile device proliferation, a marketers’ chance to reach their potential consumers has increased by manifold. Today, a major section of the consumers place convenience above everything when they carry out their daily chores. With Internet of Things (IoT) they have even included their fitness regime linked to their mobile devices.

Irrespective of the industry type, a website now garners 15-20% of their entire traffic through mobile devices. This mobile traffic comes from touch points like apps, mobile ads, search engine-generated ad inventory and of course, organic and direct search results. None of these points can be ignored if you wish to tap the consumer base and eventually increase and sustain it.

The outreach strategy for mobile apps should leverage on video advertising, because nothing converts better than video ads. As a digital marketer, you must know the best ad formats that can appear on a range of mobile devices, the perfect placement for the mobile ads and how to exclude web pages and apps as per your requirements. Types of mobile ads that a marketer can use are audio ads, page takeovers, interstitials (full screen,) push notifications, overlay ads and many such innovative and interactive formats. They also have augmented reality or AR based ad formats to make them even more engaging. For example, you can showcase your latest product’s features (a car or a home improvement product) with AR in a much better way.

You can have mobile apps depending on your type of business. It can be news, utilities, entertainment, social or gaming. Marketers think specifically of in-app advertising strategies and decide on its distribution solutions that would maximize app downloads through aggregator or native app stores like Google Play store.

Types of mobile ads:

  • Text ads/static image ads

  • App promotion ads

  • HTML 5 ads developed using Google Web Designer (components like Tap Area, Swipeable Gallery, iFrame, 360° Gallery, Carousel Gallery, Gallery Navigation, Sprite Sheet and Image Button are offered)

  • TrueView for app promotion ads

  • Call-only ads for devices that can make calls

You should also be aware of the best practices to be adopted while developing the ad like its size, resolution, limitations etc. Marketers now closely work with the app developers to develop the most engaging ad format suitable for a range of mobile devices like the smartphone, tablets and now the wearables. So, you can easily imagine the scope of marketing has increased manifold and naturally marketers cannot ignore the impact of mobile devices anymore.

Marketers have realised the great potential of mobile ads in terms of its specificity as well. One can now exclude a website or a domain that is not appropriate for their brand and therefore, will not help in selling their products or services. This not only saves their money, time and effort but generates no scope for annoyed and uninterested customers that are bombarded with irrelevant ads.

Now, marketers have the power to choose a specific placement for their ads that fits their brand and customise their ad placement strategy by tracking the performance report and eventually excluding such ads that are not performing well. For example, if you run a travel agency and target family vacationers, you should make sure that the ad is child friendly and placement of the ad is not hampering its performance. Analytics have come a long way in last couple of years and by simply looking at the data one can quickly modify or change their ad strategy to earn better return. Such tracking and tweaking was unheard of few years back.

There are millions of apps out there. How can a marketer ensure that their ad is going to stand out? Here too, mobile ads present wider options over traditional marketing channels in the form of techniques for app promotion. One can have specific app promotion campaigns and develop different formats based on their targeted channel be it the search network, display network or video aggregating sites like YouTube. If you have a specific advertising goal, you can develop an ad that either lures the customers to download your app or just open the app and take action. In this way, it becomes extremely user friendly for the customers to just open and go through the process or download the app for repeated use.

No conventional marketing channel offers the huge scope of personalisation as mobile ads. Ad networks and marketers are therefore leveraging this opportunity to deliver personalised, rich and innovative content. Your marketing objectives decide your mobile outreach plan and it has all the targeting capabilities available in today’s digital world. The targeting can be done on the basis of the device and operating System, IP address or geo location. The advertisers also now have the option to reach their preferred audience exactly at the time they intend to. This, in turn, optimises their campaign performance.

Marketers now take advantage of both offline and online marketing opportunities in which mobile devices present an exceptional integrated touch point. They also have beautiful tools like IVR based calling, QR codes and more. A real estate agent leverages geo-fencing to locate their prospective clients. The marketers also have the advantage of directing users consuming offline brand collateral that would remind your clients of your brands and also inform your potential clients to increase your brand’s recall value through online channels like mobile ads.  

(The author is Vice President of AppsDiscover Technologies)

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of

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