Before getting into copywriting for mobile, there are some facts for you on mobile advertising that put the future of mobile advertising into great perspective. We all know that mobile advertising is growing but what does this mean? What is the impact of this growth?
Note: All these findings are in accordance to research done by eMarketer; a market research firm.
- By the end of 2021, 47.4% of the mobile phones in India will be ‘smart-phones’.
- By 2021, mobile ad spending will account for more than half the digital ad spending amount. It is expected to hit $2.8 billion.
What do these statistics indicate?
- 1 Challenges faced by Copywriters while crafting content for Mobile Visitors
- 2 Copywriting for Mobile: Tips & Tricks
- 2.1 #1 – Short, concise & crisp copy.
- 2.2 #2 – Make extensive use of images.
- 2.3 #3 – Bullet-points can convey a message.
- 2.4 #4 – Leverage the ‘Calls-to-action’ option.
- 2.5 #5 – Position your message to appear as close to the center of the screen as possible.
- 2.6 #6 – Keep it simple, brief and to the point.
- 3 In The End
For one, more and more people are gaining access to mobile phones. The price barrier which previously curtailed the rural segment of the population from this market no longer exists.
The emergence of regional brands along with the intense competition amongst the worldwide dominant players in this market, in combination with the “new-wave” telecom set-up in India, has opened up this market to a whole new demographic sector.
These statistics teach us one more important lesson. Mobile advertising cannot be ignored.
If you still need more convincing; here are some reasons as to why you should adopt mobile advertising. We have kept this section of the article brief since the article is more focused towards copywriting for mobile.
Mobile Advertising/Marketing Is Growing Because:
- Not only are more and more people gaining access to mobile devices but the amount of time that they spend on mobile devices is constantly on the rise.
- Mobile phones are on the rise. Mobile commerce is a new-age business model that’s being adopted by companies across the world. If you are a company that follows some kind of mobile commerce business model; mobile phone advertising complements, supplements and facilitates the growth of your mobile commerce business.
- Mobile marketing simply has a very broad scope and reach associated with it.
- Mobile marketing gives marketers access to accurate, specific and real-time data.
- Mobile marketing helps boost campaign and in general, they have better response rate than other digital forms of marketing such as email marketing etc.
That’s the gist of it. The foundations have been built. Now, let’s move on to copywriting for mobile. Copywriting is a creative art.
The objective of copywriters is to get the company’s message across to the consumer in a manner as prescribed by the company.
Copywriters work on content across different media platforms. A copywriter has the job of writing copy for print ads, social media posts, TV advertisements, radio commercials and what not.
Basically; copywriters work like creative centers. While drafting and coming with content idea or concepts, a copywriter has to keep the medium of communication in mind.
Each medium poses a copywriter with a unique set of challenges. For example: While framing content for radio commercials; a copywriter has to keep in mind the importance of ‘audio’ in the commercial.
Similarly, for content that’s to be put up on social media- the ‘imagery’ and ‘copy’ of the advertisement prove to be its core elements of consideration.
Challenges faced by Copywriters while crafting content for Mobile Visitors
While drafting copy for mobile visitors, copywriters face a different set of challenges. A few challenges associated with copywriting for mobile are:
- Due to the way mobile phones are used, advertisements on mobile phones receive less attention from consumers.
- Mobile phones have smaller screens. Hence, the advertisements need to be designed accordingly.
- The difference in the compatibility of different mobile phones to different kinds of content proves to be another major challenge.
Copywriting for Mobile: Tips & Tricks
None of these ‘Tips & Tricks’ are ingenious. They are simple suggestions, simple methods more like basic principles that copywriters should follow while crafting copy for mobile visitors.
A copywriter may already know some of these ‘Tips & Tricks’ as mentioned below. Many of these tricks can be used to draft compelling content for other forms of media as well.
#1 – Short, concise & crisp copy.
Users of the mobile phone have extremely short attention spans. This generic ‘copy rule’ of framing short, concise and crispy copy is of utmost importance while copywriting for mobile.
Practice framing multiple options of a one-sentence copy itself.
#2 – Make extensive use of images.
The job of a copywriter is not just confined to the framing of the ‘copy’. Their job involves identifying idea concepts, image concepts and then, the framing of the copy.
According to research, with reference to mobile engagement, consumers are drawn more towards images than text. Therefore; when copywriting for mobile it’s a smart strategy to make extensive use of compelling imagery to put across a certain message.
#3 – Bullet-points can convey a message.
Ideally, you should try to frame a short and crisp copy of your advertisement. Try using around 30-characters totally. However, if you cannot come up with such a copy; shift to the ‘bullet-points’ approach.
When you use ‘bullet-points’, you are automatically losing points on the creativity front. But that’s a loss that you have to take. Framing the copy using bullet-points greatly enhances the readability of the content.
You can put across more than one message at a time. Similarly, based on the positioning of these points, their relative importance too can be determined.
For example, the most important message that you want to convey through your advertisement should be the first bullet-point.
#4 – Leverage the ‘Calls-to-action’ option.
The ‘Calls-to-action’ option makes mobile advertising measurable. These options play a very big role in driving online conversions.
A marketer has different ‘calls-to-action’ to choose from. It can be simple, ‘Free Trial: Click here!’ or a ‘Download’ option. While copywriting for mobile; it’s essential for every advertisement to have a ‘calls-to-action’ option.
Furthermore, it’s the job of the copywriter to analyze and decide what ‘calls-to-action’ option works well for what kind of content. There’s room for trial and error at the very onset.
You should test different kinds of ‘calls-to-action’ with different kinds of content and see what works well. Let your findings determine the ultimate combinations. What works for you, may not work for anybody else.
This can differ from business to business.
#5 – Position your message to appear as close to the center of the screen as possible.
According to studies, when it comes to mobile devices, consumers attention is focused towards the center of their screen. While learning traditional forms of advertising, you may have learned that people’s attention follows a “top-left to right” approach.
For traditional forms of advertising, this may be true. However, when it comes to mobile advertising; this fact is void. Mobile phones simply are a different kind of device.
As marketers, we should keep ourselves updates. Hence, if you are framing content for the mobile phone; try to ensure that the main message falls at the center of the screen.
#6 – Keep it simple, brief and to the point.
Ultimately, the most important success factor in determining the success of copywriting for mobile is the copywriter’s ability to keep the message simple, brief and to the point.
While copywriting for mobile avoid writing stories. Keep the message short and sweet. Remember, consumers on the mobile phone have very short attention spans.
Nobody is going to stop and read your message, especially if it’s long. The probability that someone scrolls down straight past your message increases with the increase in the length of your message.
If you follow the basic principle and keep the message short and sweet; there’s a chance that someone who comes across it may just read it because of the minimal effort that’s required to read it.
To summarise it; keep it short and sweet and you will be hard to beat.
In The End
Just like every other media, the ‘mobile-phone’, as a means of advertising media offers a marketer with a new mix of challenges.
Presently, we are just at the dawn of the mobile-phone age. With technology improving, telecommunication channels bettering; the scope for the growth of mobile phones is endless.
And as mobile-phones grow, they will simultaneously be growing deeper into the lives of its consumers.
This, in turn, will provide marketers with new opportunity to better target their customers and better meet their needs and preferences well in advance.
Speaking about copywriting for mobile; there’s one thing that’s not been mentioned anywhere in this article that’s a must. At the end of the day, copywriting is a creative art.
Sure, you do need to know the rules, the tips and tricks in order to have an edge over the competition but creativity is perhaps the biggest success factor while crafting copy for any medium may it be; TV, radio or mobile phone.
A creative copy leaves an impression in the minds of the consumers. A dull one, let’s be honest, is just another victim to “the scroll” in mobile phones.