For many people out there, the Internet is just the Internet; whether or not you’re trying to access it via a desktop or laptop computer or on your smartphone or tablet is irrelevant. The problem in that line of thinking is that when evaluating online mediums, you’re not exactly comparing apples to apples. The unique constraints of how content is delivered and how it can be view in a standard desktop vs. a mobile environment make certain features of each delivery system ineffective or even inoperable in the other.
The same holds true for advertising content. The need for you to incorporate online ads into your firm’s marketing strategy is undeniable; they simply work better at attracting new clients than traditional methods. They allow you to target your content to those who are actually looking for it as opposed to simply casting a wide net and hoping for a return. Plus, the cost of advertising via television, print, or radio has increased steadily in recent years, while at the same time, the effectiveness of those methods has been shown to be declining. Thus, online advertising offers you the potential for a much higher ROI.
Online vs. Mobile: Is There a Difference?
Yet your online ad content isn’t comprehensive. The difference in display and resolution contrasts between large desktop screens is very different than that of smaller smartphone displays. While ads are often able to scale to fit a smaller screen size, the process involved in doing so typically contributes to site latency. If recent trends in mobile technology user tendencies have showed us anything, it’s that their patience is often razor-thin.
Despite all this, the fact that your advertising and marketing content can eventually fit to the scale of a mobile device may leave you wondering if investing in dedicated mobile display ads is worth it. Consider these statistics:
- Recent advertising studies have shown mobile ads to be five times more effective at generating customer traffic than traditional online banner ads
- 80 percent of mobile user attention is devoted to apps. Opt-in ads that offer incentives in conjunction with the use of a mobile app have shown to deliver up to a 300 percent improvement in ad click-through rates
- As many as 80 percent of the top 50 U.S. ad buyers have announced plans to drastically increase their mobile ad spending over the next 12-18 months
Responsive Web Design
If the reason for your not having developed exclusive mobile ad content is not wanting to have to manage both a full and mobile site, don’t worry; there’s a way to avoid that. Development strategies such as responsive web design allow you to create content that easily scales to all environments while lessening the need for constant resizing and panning.
To fall into the trap of thinking that your online advertising content begins and ends on the desktop is to gamble with the chance of not reaching an entirely separate (and, according to statistics, more engaged) potential client base. Your online marketing partner should make the need for developing dedicated mobile display ads very clear. If they don’t, they’re doing you a disservice. We at BusinessCreator, on the other hand, have a unique perspective on how to optimize your firm’s advertising in the online (and mobile) realm. That perspective comes from years of collective experience in exclusively helping law firms improve their marketing efforts. Let us put that experience to work for you. Contact us at 855-943-8736 or firstname.lastname@example.org and start getting found where your next client is looking.
BusinessCreator is a digital marketing agency that understands lawyers. We provide digital marketing expertise to help grow your legal practice. See more about our work with lawyers here.
Edward Kundahl, Ph.D., M.B.A.