Mobile Ads only as good as the ads themselves

Mobile Ads only as good as the ads themselves

Marketers often put too much blame on platforms. I know. I’ve done it.

Maybe it was due to this demo or that. Or maybe I was shaking off a salesman. But one thing is for sure: Ads — be they mobile or otherwise — are only as productive as the quality of their tactics.

The Wall Street Journal’s story last week (Mobile-Ad Tactics That Work) tries to assess the validity of marketing on smartphones, which, as more and more online audiences experience their web experiences through their phones, is becoming the focus for marketers.

It is important to recognize, however, converting these users into dollars is no more a challenge than it is to convert thousands of drivers stuck gawking at bland billboards into real customers. The fact of the matters is that mobile ads are only as good as their call to action. Health care marketers, specifically, have been slow to be held accountable for converting ad buys into patient traffic. While that’s largely due to hospital CEOs not believing it can be done in the first place, we can say it is important put blame where it belongs: On the ad itself — not the platform.

Oh, and by the way: Don’t think you can’t measure their response rates. If you’re not, you’re not doing it right.

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