A recent report titled “Getting Mobile Right” released by Analytics firm Millward Brown Digital looks at current mobile marketing practices and makes some key recommendations on how small business can leverage available mobile resources to make the most out of their marketing dollars. Since consumers spend significantly more time on mobile screens than they do watching television and mobile provides unique 24/7 opportunities, marketers are being compelled to maximize mobile forums to better reach new and established customers.

According to the study, 34 percent of shoppers engage in shopping related activities via their mobile device while in brick and mortar stores. In addition, 23 percent use their mobile device in store to access their social network. Over 50 percent use that social network for the purposes of product or brand discovery or for peer feedback on a purchase they are considering. Thus, it’s become more important than ever for small businesses to understand where and how consumers use mobile in order to take advantage of these trends and successfully engage those consumers before they make their purchasing decisions.

Here are some recommendations outlined in the report on how to boost the effectiveness of mobile advertising.

  • The report noted that those mobile display ads that were most effective had several different elements included in their design. These ads featured consistent branding, a simple yet attractive color palette, and a focused message throughout, and they also offered a perceived value to the consumer.
  • The mobile video ads that are currently being considered “best in class” are effective at engaging consumers by beginning a story and leaving them dangling. These ads are made even better when they combine video with an interactive layer. The use of simple and clear messages in this ad type is critical to evoking a strong emotional response from the viewer.
  • An important focus on any successful campaign is going to be synergy between ad content and devices, as mobile campaigns deliver within the target audience over 50 percent of the time, compared to only one-third of the time online.

According to President of Millward Brown Digital Stephen DiMarco, “getting mobile right starts with understanding the customer.” He points out that while it’s projected that nearly $20 billion will be invested in mobile marketing initiatives for 2015, many companies are still struggling to find what strategies work best. This report was designed to give marketers new insight in how to approach mobile in a way that maximizes its effectiveness.


Barton, J. “Mastering Mobile: New Report Provides Actionable Ideas for Success Via the ‘Always On’ Screen.” Mobile Marketing Watch. 9/18/14.