Mobile marketing is all about context
 

The key to any successful marketing campaign is knowing your audience. But
when it comes to mobile marketing, simply knowing who you’re trying to
reach is insufficient. Mobile marketing poses its own unique challenges. To
succeed with mobile marketing you have to know where your audience is, what
they’re doing, and what kind of mobile device they’re using. Success in
mobile marketing is all about understanding contextual awareness when it
comes to your target audience.

What is contextual awareness?

Whether you’re designing an ad campaign for television, radio, print, or
mobile device, contextual awareness is critical. As a marketer you need to
know the context in which your target audience will be receiving the
advertisement. The challenge for mobile marketers is that the context is
always different. With television ads, marketers can reasonably assume that
the average viewer will be seated on a couch or chair most likely in the
comfort of their own home. Similarly, the creators of radio ads know that
most listeners will be on the road. Even PC ads are likely to be seen by
people who are generally in the same context.

Mobile is different because people are using different devices in different
ways. Because mobile devices are designed to go everywhere their owners go,
there are limitless possibilities as to what your audience will be doing
when they see your advertisement or receive your text.

Mobile is about immediacy

While you can never be sure about what your audience is up to, you can
count on the fact that they are on the go, and most likely busy. They
probably won’t be sitting down and they certainly won’t have the time to
view a 30 second ad or read a paragraph. You have to keep in mind that your
customer is only using one thumb on a 4-5 inch screen and has the attention
span of someone from the Twitter generation. With mobile users, it’s all
about immediacy. People turn to their smartphones when they have a
question; they want to find the answer in seconds. If you don’t answer
their question in a matter of seconds, you’ve lost them. In order to gain
these customers, you’ll need to put more thought into context and the
relevance of your ads.

Change your strategy

If your marketing strategy requires people to pinch and zoom in order to
view content designed to be seen on a desktop or laptop, you’re going to
have to adapt in order to reach mobile customers. Explore ways that your
company can be more mobile friendly. As a minimum, have a mobile website.
Mobile ads should be concise. Explore creative ways to reach customers in a
situation where your ad will be the most powerful—for instance, when they
are near your business location. By being aware of context, your mobile
marketing campaign will be more successful.

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Source:
The Importance of Contextual Awareness to Deliver Relevant Messaging in Mobile Marketing - Business 2 Community