10-point strategic checklist for media’s mobile plan

By Mark Challinor

Trinity Mirror

London, United Kingdom


It’s that time of year again! Summer 2017 sees the 64th-annual International Festival of Creativity. Cannes Lions in the south of France is a gathering of people from across communications, marketing, entertainment, design, and tech who want to find out where the creative industry is heading and see stand-out creative work awarded.

A “Lion” is recognised the world over as the ultimate creative accolade and a shining symbol of industry-shaping work.

There are a number of ways to implement mobile creatively in a business strategy.
There are a number of ways to implement mobile creatively in a business strategy.

With that in mind, and with the nature of this blog considered, I offer you my top-10 creative considerations when developing a mobile campaign at your media company (be it for an advertiser or for your own in-house efforts).

1. Why choose mobile?

This is fundamental. Is it to just to tick a box or, more importantly, because the campaign really demands to be “mobile?”

Have a clear and distinct reason for going mobile, and approach it by thinking like a mobile consumer/reader. A point of caution: Mobile advertising is extremely dynamic, so what is seen as innovative today could well be overtaken by a new set of creative rules or set of formats very quickly. Keep on top of what’s happening.

2. For best results, budget is crucial.

Make sure you include mobile optimisation as part of your budget considerations. Mobile shouldn’t be just an “add-on” to campaigns. You need enough money to make it work well. It’s a premium channel in its own right.

3. If it doesn’t fit, don’t force it!

Don’t just reduce, say, an online creative and assume it’ll have the same results on mobile. What drives engagement or usage for readers online may and probably will not work on a mobile handset.

Similarly, what works on a mobile device may not work on a tablet or desktop. We expect different things from different devices, platforms, and environments. Recognise this.

4. People use mobile in different ways than on other devices.

If it’s portable, it’s personal. Readers expect immediacy. If something doesn’t hold their attention, they’ll move on to something else really quickly.

Think about tablets as well as mobiles: People use tablets differently than mobile phones. Images can be bigger, bolder, and more complicated. Do you consider this? Also, my own news media experience tells me that spend is higher for luxury goods.

5. Location is important.

Google research showed that more than 50% of mobile searches have local intent behind them. This implies localised content will be more relevant to any mobile campaign. Time, location, and context will all become more important in the years ahead.

6. Is your mobile campaign shareable?

The core of any social media campaign is its sharing capability. Ask yourself if readers will want to share your mobile campaign, and, if they do, are they able to?

7. Don’t regard mobile as a stand-alone campaign.

Consider how the mobile campaign integrates with everything else you’re doing. This is not rocket science, but it’s amazing how many don’t think about this.

8. Make sure your Web site is optimised for mobile devices.

You could have the best mobile campaign in history, but if your Web site isn’t up to the job, it won’t work, plain and simple. Basic stuff. Get it right. Again, this is overlooked by so many still, even in 2017.

9. Make it a memorable experience.

The experience should be interactive and engaging. You want readers to think their time was well spent. You want sales teams to thank you for it. You want happy clients.

Mobile is the top platform for creativity and creative advertising experience. Use it well.

10. And, finally, don’t forget to include a clear call to action (CTA).

If you want people to buy, interact, and engage with you on mobile, make the process simple, intuitive, easy-to-use, and clear.

For me, the future of media is all about mobile. It’s all about creating a new experience. That comes from engaging our audiences differently than we have done previously.

Creativity should be at the heart of what we do. Personally, I think the future is all about this equation:

creativity + technology (increasing mobile technology) + data (getting closer ... a subject for another day) = a new experience

Mobile and mobile creativity is a hugely important part of our future success. And remember, mobile advertising, irrespective of the experience, is still an interruption in people’s lives, so we’d better make sure the experience is worth remembering!

About Mark Challinor

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