Mobile websites for mobile marketing campaigns

When you are surfing the web and you click on an link or an advert, you get redirected to a landing page. A landing page is where internet traffic is sent in order to prompt a certain result or action, a purchase more often than not. For instance, if you are searching for something in Google and you click on a banner with an offer from a travel agency, you will often get redirected to a page where that specific offer is, instead of to the main website. This is done by advertising companies so that they can evaluate the impact of a certain campaign as opposed to the impact of the whole business’s website.

How landing pages work

There are several ways in which landing pages work:

Advertising on mobile phones considerations

But, of course, if you are seriously considering online advertising nowadays, you must take into account that most of the internet traffic comes from mobile devices. And, as everything else, advertising needs to be mobile-optimized. Therefore, you may want to have your website contents adapted for mobile visualization, and the two main things to bear in mind when mobilizing your website are layout and localization.

1. Layout: Mobile devices have smaller screens compared to desktop computers, so the layout used in these must be adapted to a single column instead of having multiple columns in which to display the contents. Having a mobile-friendly layout allows on-the-go visitors to quickly access your business’s contact details and directions.
2. Localization: Mobile devices can be used to provide a more personalized advertising by specifically targetting people who are on a concrete location, as mobile search engines give preference to location. So for instance, if a mobile user is shopping in a shopping centre, there is a good chance that they will be interested in offers from that shopping centre or the shops in it. Therefore, a good idea for attracting customers would be to offer a deal for those mobile users that are browsing near to your business’s location. And, of course, to provide clear directions and contact details.

Most of the sites that offer mobile web building or adaptation offer too mobile landing page building. For instance, Google’s GoMo initiative provides a service with which you can easily create your mobile landing page.