Mobile Marketing: What You Should Know About Calls-to-Action

Enter the mobile age where 9 in 10 smartphone owners have their mobile phone within arm’s reach 24/7 (Source: Morgan Stanley, 2011).

In other words, unlike traditional forms of media (television and print), mobile is the only medium which allows corporations to reach their consumers every minute of the day!

With the rise of mobile marketing, more companies are jumping on the bandwagon and increasing their mobile ad spend.

According to Interactive Advertising Bureau (IAB), the Global Mobile Advertising Market is valued at $5.3 billion in 2011. Asia-Pacific has the highest regional share of 35.9% while Middle East & Africa has the lowest regional share of 3.2%.

With these astounding statistics, do you intend to plunge into mobile marketing?

But hold on! Before you jump straight in with both feet, you need to consider the various calls-to-action and determine the most appropriate one for your mobile marketing campaign.

This is the most direct call-to-action whereby a click on the banner ad will immediately bring consumers to the offer page. The convenient click-to-buy will increase the number of products or services sold.

With this call-to-action, a click on the banner ad will initiate an SMS for consumers to send a keyword to a shortcode to request more information. Click-to-SMS will be helpful in generating leads.

According to Google, mobile ads that use a phrase like ‘calls us now’ or ‘call now’ have 8% higher conversion rates than standard mobile ads. On top of that, 61% of mobile searches result in phone calls.

Therefore, you should choose click-to-call for superior quality conversions and engagement.

Consumers can call your company’s hotline with a click on the banner ad. In other words, you can connect with consumers and clarify any queries they have. Click-to-call is a great way to engage with your prospective clients.

If you provide excellent customer service, this call-to-action will help you build deep and lasting relationships with potential clients.

Google reports that 95% of smartphone users look up local information regularly and 88% of these users take action within a day.

Tap into consumers’ need of looking up local information with this call-to-action!

A click on the banner ad will initiate a map enabled by location-based services. This call-to-action will direct consumers to the nearest store, increasing foot traffic to your store. Furthermore, it also increases awareness of various remote store locations.

If you want to promote an app (be it iPhone, Android, Blackberry or Symbian), this would be the best call-to-action.

By offering this simple call-to-action, consumers can easily download your app with a click on the banner ad. Click-to-download will tremendously increase the number of app installations.

This would be the best option if you intend to drive traffic to a specific page.

It can be the homepage of your mobile site with links to your various social media channels. Or you might want to direct consumers to your Feedback Form where you can receive feedback on how to improve your products or services. If your goal is leads generation, the Newsletter Sign Up Page may be more suitable to gather information about potential clients.

You get to make the decision - choosing the landing page that would be best in converting site visitors into sales leads. Depending on what your goal is, you may decide to drive traffic to a certain page.

Pique your consumers’ interest with a visually appealing video!

A simple click will initiate your video commercial. It’ll be more effective if the video highlights the unique features and benefits of your products or services.

There is no best call-to-action.

You can only choose wisely.

Choose the call-to-action based on your marketing objective.

The right call-to-action will make your mobile marketing campaign a success. Perhaps, even a high clickthrough rate (CTR) of 0.80% (as opposed to the typical CTR of 0.28%).

Always bear this in mind: What is the goal of your mobile marketing campaign?

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