The famous author of the books Buyology, Brand Sense and Brandwashed, Martin Lindstrom, conducted a study to explore the way a person’s brain responds to a brand vs. a religion. The findings of this study suggested that people’s brain activity when viewing brand imagery such as from Apple and Harley-Davidson is highly similar to the brain activity when viewing religious imagery. If done correctly, branding is the highest form of persuasion that can bring you and your audience together in a very powerful way.
The question is can mobile be the right choice of medium for branding? How can I enhance my brand value using mobile marketing? Is mobile advertising a perfect knack to match up with my branding strategy? To find out the answers for all these questions, firstly we need to explore how mobile advertising is different.
The novelty of mobile advertising makes it crucial for brands to explore and experiment it at this moment. In a world which is mobile-first, it is quite obvious that the brands that are moving to mobile marketing will not only have first mover advantage but also have a niche of loyal followers prior to their competitors.
Mobile advertising is highly personal and one on one way of communicating. With features like dynamic creative optimisation, retargeting, data-driven decision making mobile ads have a huge potential to build your brand image and create awareness. Not convinced yet? Explore these ideas:
Emotional appeal using mobile
Yahoo has found that mobile ads achieve a more emotional response than traditional television spots. When it comes to branding, every marketer's aims at touching the hearts and minds of their audience. Thus mobile provides you an appropriate channel to connect on a personal level with your audience and generate a long-term value customer-pool.
Precision in targeting
Mobile campaigns are served at the liberty of the advertisers, if you are managing your campaign using a self-serve platform, you are not dependent on external variables, unlike as in traditional media. Mobile advertising is performance driven, directed to relevant set of audience. Let’s understand this with an example: if you are selling a cosmetic product specific to women, while using a traditional media you cannot direct your ads specifically to women population but the same is indeed possible in mobile, when the DSP serves you with the feature of gender-based targeting. With mobile, advertising is like SUGAR i.e. simple, understandable, goal-oriented, appropriate and relevant.
Worldwide reach and high scalability
Mobile campaigns allow you to target your audience segment worldwide. With more and more number of people shifting to smartphones, the mobile inventory is increasing by leaps and bounds every year. The easiest and most affordable way to target 2.5 billion of U.S. population is by buying mobile inventory.
Brand recognition and higher recall using branding campaigns
Mobile marketing is a cost-efficient way of creating brand awareness. While it ensures that people viewed your ad impressions, it is comparatively less expensive than any other traditional media. By effective usage of frequency capping feature, a brand can decide on how many times they want their ads to be visible.
By Neelam Birthare, PR manager at MobiVisits
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