Mobile marketing involves reaching people using phones and tablets through different channels. For the graphic designer, the task is not only to prepare a vertical advertisement. The message, the page opened and the action to be taken must work together in mobile usage conditions.
Design the next step from the first image
If a campaign image offers a free introductory call, the page clicked should describe the same offer. Don't send the user to an irrelevant homepage and expect them to search again. Provide continuity between the headline, image, and main action.
In an example fair announcement, the task of the visual may be to describe the stand and the date. Transportation, visit information and contact method may be featured on the linked mobile page. Having the desktop presentation file opened on the phone is not an appropriate next step in all cases. When choosing a channel, consider what the user is comfortable doing at that moment.
Change information priority on small screen
On mobile, less content is visible at once. Simplify the scope rather than cramming the main message into small footnotes. In vertical, square and horizontal adaptations, check whether the text or the critical part of the product is cut off. Current settlement conditions must be verified on the relevant platform before publication.
Instead of requesting all company information in a form at the first step, determine the fields that are actually required. It is part of the design control to ensure that the person does not lose what they have written in case of an error, can see the guidance when the keyboard is open, and understand that the process is completed. Technical operation should also be tested by the developer.
Email, QR and app do not perform the same task
Email can carry new information to an existing customer; QR code can enable the transition from printed material to digital content; The app can make a regularly used task easier. It is not mandatory to add them all to the same campaign. Evaluate the real benefit of opening an additional channel to the user.
If a QR code is to be used, try the target link in real print size and describe the destination in short text. If application installation is desired, it should be clear why the person will do this. You can check the PWA and mobile application guide to see whether the need can be met with the mobile web.
Add a roadmap to the production brief
- Where does the user encounter the message? - Which link and which page does it go to? -What is the one main task he is expected to complete? - If the link or form does not work, is there an alternative way? - Who will check that the correct result is achieved?
With Selçuk Aker, social media design, mobile web and landing page can be planned as parts of the same flow. Media management and delivery operations are evaluated separately from design.
Frequently asked questions
Is it necessary to have an application for mobile marketing?
No. The need can be met via mobile web, email or another channel. The application decision should be based on regular use and required features.
Is it enough to make the desktop ad smaller?
Not always. Reading order, clipping, text density and post-processing should be rechecked in mobile conditions.
Does adding a QR code alone improve the campaign?
No. The content that the code opens must be useful, work on the phone, and meet the expected task.
