Speaking on “Mobile Marketing: Web 3.0 on the Go”, he said because they were so measurable, they were attractive to advertisers.

But it also means that some campaigns are not allowed time to really kick in because clients will pull them out because they are seen not to be working immediately.

He said mobile advertising had evolved from SMS ads to search ads to web display and app display ads.

With Singapore having four times to number of mobile phones vs PCs and mobile penetration ay 138%, mobile advertising was a good way to target consumers, he said.

Channels that can be used include mobile ad networks (Ad Mob, iAd, PurpleGo) and application development. The important question to ask, why would a customer download your app and why would s/he continue using it?

The strengths of mobile advertising – “immediate call-to-action, location based-advertising, contextual ads, enhanced interactivity and push ads”.

A lot of content today on websites is not optimized for mobile, which obviously has a much smaller screen than a laptop, he said.

He shared an example of mobile-ready phone numbers – when surfing the web on your mobile and you click onto a number in this format +656123-4567, you will be able to dial through on your phone. If your website has this format (65)6123-4567, the mobile user will have to re-enter the number on their phone.

Featured image credit (Digital marketing concept): Ockra/iStock