Mobile Marketing: Mobile App Ads vs. Push Notifications

With phone users bombarded with content, what’s the best way to get them to sit up and take notice of yours? Mobile marketing through push notifications and mobile app ads have their advantages and disadvantages. You’ll need to use them well if you want to attract new users and keep them returning to your app.

Mobile App Ads Offer Presentation Creativity

With an app ad, the only thing limiting you is the size of the phone screen. The rest of the design is up to you, from the font choices to the writing, to the images. The best mobile ads even win awards, and are great places from which to draw inspiration. Users respond well to video and images that evoke certain emotions, (like trust and passion,) so a mobile app ad is the perfect place to use stunning visuals to gain clicks.

Multiple Choices for Mobile App Ad Delivery

The delivery of your ad goes hand in hand with its design. Mobile apps offer a host of placement options for advertising. Choose between banners, full pages, and ads that float and interact on the screen. There several options  you can choose from to entice users to click the ad, too. Encourage them to listen to something, watch a video, or get a deal when they click. When they click, the exact information promised comes to their screen to further engage them.

Push Notifications Reach People Not Currently Using the App

Push Notifications capture the attention of anyone who’s downloaded your app, even if they aren’t using it. Avoid making your push notifications sound like advertisements by only giving them information they need, not by bugging them to open your app again. A great way to do this is to maximize on geofencing. Geofencing helps you to be sure the notification you’re sending to your app users is relevant by sending them certain notifications when they go within boundaries set up around a certain location. You can also choose to send notifications only at certain times in these locations. If you want to attract users to a sale or an event, geofencing is a fantastic way to do it.

Mobile App Ads Drain Power and Take up Space

An unfortunate result of mobile app ads is the way they potentially affect user experience, which is especially relevant if you’re considering putting ads in one of your existing apps. The space a banner takes up might change the utility of an app that relies on access to the entire screen. In-app ads are also distracting, especially the sorts that take up the entire screen for a few seconds. The ad might attract clicks, but it also might irritate users enough to close whatever app they were using. Mobile app ads also cause the app to drain much more power than it would without them.

Push Notifications Annoy Many Smartphone Users

Despite the advantages of using push notifications, they aren’t going to do much if they never flash across the screens of LG phones. If too many push notifications from too many apps bombard users, they’re likely to ignore them or turn them off entirely. While you can’t control what other apps are doing, the solution to this problem is simple. Don’t rely on push notifications for all of your advertising. A well-placed notification containing new, interesting, or relevant info can remind a user to open your app, but too many will have the opposite effect.

In-App Messaging: An Alternative

Something of a happy medium between push notifications and mobile app ads, in-app messaging happens only when someone’s already using your app, but gives you more design and message options than push notifications. It also isn’t an advertisement for someone else’s app, but information you want to give the user in a personalized manner. They’re helpful for testing strategies and new app features without compromising user experience.

A well-designed clever mobile app ad will attract users to click-through to your product. Smartly worded and placed push notifications encourage people to keep using your app. Either way, you can maximize the advantages of these techniques to reach people with great content.

Guest post contributed by Teddy Hunt.

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