Desktop and mobile marketing are both critical components of each company’s agenda. Although the difference between desktop and mobile marketing seems as evident as the difference between desktop and mobile devices, there is much more to dig into and comprehend.
Mobile marketing is a relatively new phenomenon, and its channels have derived from desktop marketing. Because of this, some companies are skeptical about mobile marketing and prefer relying on good old desktop advertising. In this regard, it is essential to understand what the clear point of difference in mobile marketing is in the first place.
The Clear Point of Difference in Mobile Marketing is…
The clear point of difference in mobile marketing is that it allows companies to send out their promotional messages regardless of where the customers are and what they do. Through channels like text messages or push notifications, mobile marketing allows reaching a target audience through their mobile devices that are always with them.
Some falsely believe that mobile marketing includes all the digital marketing channels that fit into mobile devices. This attitude has two significant problems. First, there are mobile marketing channels that are inapplicable to desktop devices such as mobile app marketing, SMS marketing, or mobile wallet marketing. Second, even if there are some channels applicable to both platforms, their effectiveness, and the outcomes they can bring about are vastly different.
People have long been used to using desktop devices for work, entertainment, rest, and so on. Marketers took advantage of this, targeting their audiences through their computers. However, today most of the important functions on desktop devices (such as mails, communication apps, videogames, movies, and more) are available on mobile devices.
The inclination towards mobile devices comes from their practicality. Indeed, people nowadays can keep their wallets, favorite music, pictures, and even car keys on a device that they can carry with them everywhere. This implies that the clear point of difference in mobile marketing is its ability to target audiences regardless of their location.
The fact that life is extensively moving towards mobile devices doesn’t necessarily mean that desktop marketing is already nonfunctional. It still needs to be on the marketing agenda for each organization. However, those companies need to understand which channel to apply for desktop and mobile marketing. Check below to see our detailed comparison of marketing channels on mobile vs. desktop platforms.
Most marketing mediums are different based on the platform they are implemented on. However, the one that needs the most careful and detailed examination before publishing is content marketing.
The reason is that the way it is projected on mobile and desktop interfaces is vastly different, regardless of what type of content it is. This is why content marketers must be especially careful to avoid ruining their campaigns.
Three of the most practical types of content that marketers use are text, images, and videos. This is not to say that other types are ineffective or less practical, but instead, they are useful in particular cases. Having this in mind, let’s break down each and see the difference between mobile and desktop platforms.
The difference between text content on desktop and mobile devices lies beyond the sizes of their screens. Their screens affect the way the text component is projected. Based on where the text is projected, the packages and paragraphs can be deformed, making the copy look unintuitive. Therefore, before publishing the copy, content marketers must focus on how it appears on various devices and screens. A helpful tip is always to keep the paragraphs short and concise. This way, the content does not look like a chunk of letters and symbols.
Images are a great way to market a product. The only drawback they have is that high-quality imagery requires more space. At this point, if your target audience is desktop users, you have nothing to worry about. However, heavier imagery severely affects the load speed on mobile devices. Therefore, as far as imagery is concerned, the clear point of difference in mobile marketing is that it needs to have lighter and smaller content.
Regarding the video component, it also needs to be optimized according to marketing needs. Typically, desktop users are connected to a local internet network or a Wi-Fi and have no limitation to watch longer and high-quality videos. However, most mobile devices have limited cellular data, so they can not afford using a big part of that data on one video. Hence, you need to publish video content based on what platform your target audience uses the most.
Push notifications are one of the most effective channels of digital marketing. Almost everything about them is different based on mobile and desktop devices. Therefore, you can not even promote the same product on both platforms. Needless to say that they look dissimilar and offer different kinds of rooms for marketing messages.
Mobile Push Notifications
Mobile push notifications require having a mobile app to send out marketing campaigns. It is a highly effective mobile marketing channel, mostly due to the way it sends out promotional messages. Once the app is installed, it can alert users about various notifications and updates. The apps notify users with a sound or vibration, which resembles text messages, thus making the users check it out.
Web Push Notifications
If, in the case of mobile push messages you need to have a mobile app, for web push notifications you only need to have a website. All it takes is the permission of the user, and you can send out notifications straight to their desktop devices. Similar to mobile push messages, here the user also does not need to be active on the website to receive notifications.
Email marketing is one of the oldest channels that works brilliantly on both mobile and desktop platforms. Although some modern marketing mediums may seem to have overshadowed it, email is still highly practical for marketing. It has one of the highest ROI (return on investment), which makes it useful for any type of organization.
Emails were first made only for computers. Therefore, marketers were limited to send promotional messages to only desktop users. At this point, the two major drawbacks for email marketing. First, desktop devices were not always active, meaning that emails would not be opened periodically. Second, incoming messages were not alerting users, which was causing occasional spamming or deleting unnecessary messages.
The advancement of mobile devices and their operating systems allowed email applications to reside on phones. Email was now more comfortable to use since users could send and receive messages regardless of their location. This made email communications and email marketing much more practical as a mobile marketing channel.
With that said, we can conclude that as far as email is concerned, the clear point of difference in mobile marketing is again, its ability to reach people anywhere and anytime. Indeed, mobile devices allowed to reach out to people via emails 24 hours a day.
PPC (pay-per-click) advertisements are very effective when used for location-based marketing. Perhaps only specified marketers know how distinctively important mobile and desktop PPC ads are.
Mobile PPC ads are typically more useful for businesses that try to attract new leads or customers in a certain area on a specific period of time. Mobile PPC ads can target all the mobile searches in a specific area, thus increasing the traffic to their websites.
For example, restaurant owners can set a PPC ad on a specific location for a specific time period so that people looking for an eating place bump up with them first. By no means this would work on a desktop PPC.
Contrary to this, there is no reason to use desktop PPC to generate leads within a particular area. Hardly would a lot of people use a desktop search from a specific area on a specific product or service.
Search engine optimization is a critical point for every company’s marketing agenda. The amount of traffic that a properly done SEO campaign brings into any company’s website is outstanding. Here are some tools which can help.
Most of the time, both desktop and mobile searchers have the same needs and search with the same keywords. The only notable difference in mobile searches is that users have different habits.
Keep in mind that the SERP brings out the search results optimized for devices. For example, if you do a mobile search for a service that has a mobile app, the app will come out first. Whereas the same would not happen if you were to look it up on a desktop device.