Nielsen’s 2013 Digital Consumer Report should pique the interest of every marketing executive in the country. The study found that 65 percent of Americans in 2012 owned a smartphone, up from 44 percent in 2011. It also found that the average American consumer spends 60 hours per week perusing content across all devices.
Companies know their websites must be mobile-compatible and that consumers need an easy way to browse and buy via their devices. But marketing campaigns containing only a talking head and still pictures are missing the boat. Neil Fleming, the New Zealand professor best known for developing the VARK learning model, estimates that 65 percent of all people are visual learners. Others raise that estimate to 83 percent. People also respond well to charts, diagrams and symbols, things that are lacking in most marketing campaigns.
These three tips will help marketing executives maximize returns on their campaigns and subsequently increase company profits.
Create A Logo And Slogan
A 2009 study published in the journal Psychology and Marketing found that preschool children who didn’t know how to read could identify brands based solely on their logos. But the most interesting finding from the study was that 80 percent of the kids recognized the Toyota logo and 53 percent recognized Shell; neither of which are particularly marketed to that demographic.
Companies without a logo are companies without an identity. There’s simply too much content on the web for consumers to organize in their brains. But customers can easy recall the Golden Arches and those “Just Do It” shoes when they’re hungry or need new footwear respectively.
There are numerous options, such as Logomaker.com and FreeLogoServices.com that you can use to create your own logo or go off a pre-drawn selection. Just make sure it’s an all-encompassing visual that conveys what your company’s culture and mission. Consider using the color yellow in your logo, as it’s considered the “happiest” color in the spectrum. Your slogan should complete whatever you cannot convey through your logo.
Music And Sound Effects
People often use their smartphones on the go in noisy places like trains, sports stadiums and bars. An advertisement could be a poetic masterpiece, but if consumers can’t hear it, it’s useless. Smartphone speakers simply do not have the juice to overcome noisy situations. Further, the screen is much smaller than a computer monitor or television, thus all visuals should be easily distinguishable.
Mobile video ads should contain short, simple and clearly audible vocals. One way to ensure consumers get the message is by supplementing the audio with truncated captioning. When using stock video footage from a company like Shutterstock or video clips with only a soundtrack and no other vocals, well-placed words can keep consumers’ attention. Use filter words like “guys” or “gals” if they fit your target demographic. Phrases like “save money” and “limited time” will also keep consumers engaged.
Musicologists at the University of London concluded there are four traits that make a song or musical score “catchy.” Male vocalists with higher-pitched voices tend to be the singers in the 10 most catchy songs researcher identified (including “Y.M.C.A.” by The Village People and “Livin’ On A Prayer” by Bon Jovi). The more sounds there are in the chorus or hook, the more likely people are to sing along. The Oscar Meyer “I Wish I Were An Oscar Meyer Weiner” and Alka-Seltzer’s “Plop Plop, Fizz Fizz” campaigns immediately come to mind for this purpose.
Show, Don’t Tell
In January, The Washington Post published 40 charts that explain the entire world. One of the most telling diagrams was one showing, in five lines on a chart, how the richest people in poor countries have less wealth than poor people in rich countries. A long explanation for this would be great for a documentary movie, but this simple visual told consumers a complete story using less than 20 words.
Remember this when planning your mobile marketing efforts. Law firms, for instance, could show pie charts comparing conviction rates for those who use public defenders versus paid attorneys. Pharmaceutical firms can make colorful bar charts summarizing studies that show nutritional supplements to be no better for your health than prescription drugs.
All of these tips can be summed up in three words: short, clear and concise. Marketers who keep those concepts at the forefront of their minds are already ahead of the curve.