Everyone has a tiny supercomputer in their hand now, and it’s opened up a world of possibilities, opportunities and challenges for marketers and brands.

In theory, everyone having a smartphone means that it should be really easy to reach your audience - but that’s only in theory. In fact, reaching your audience on the go requires a mastery of mobile marketing to ensure your brand is jumping the queue and grabbing attention.

Read on for some things to consider when planning your next digital campaign.

Advertising on the small screen

Making smartphone-friendly advertising doesn’t just mean cropping or resizing your full-size content. Quite the opposite, actually; as you’ll have seen when scrolling through Instagram or TikTok, you can make fantastic artwork and content specifically for your on-the-go audience.

With clever, impactful short form copy and intuitive design and CTAs, a well-constructed mobile placement will slot seamlessly into your audience’s feeds and occupy their attention. Whether it’s a behind-the-scenes story post or a Reel with high production value and cinematography, advertising for the small screen is a chance to flex your creativity and reap the benefits in the process.

While original creative designed specifically for smaller screens is ideal, you should always optimise your larger ads to suit the screens you’re targeting. Many platforms allow you to target your campaigns according to device, which means you can control the messaging that is delivered at each point of the journey. For example, you can create short-form content for users who are watching on the move, or deliver longer adverts when someone watches a YouTube video on their laptop.

Optimising your ads for mobile is a key component of reaching those on-the-go customers, but you need to make sure you’re getting it right. From your headers, to your descriptions, to your CTAs, it all needs to be optimised and it all needs to match your desktop ads. Google recommends creating Ad groups with multiple iterations of your adverts; the better-performing ads will then be shown by default.

Optimising your website

An absolute must for a variety of reasons, optimising your website is crucial for capturing your mobile audience. If you’ve ever visited a non-optimised website on your phone or tablet, you’ll know how clunky, awkward and annoying it can be to navigate. If your website isn’t optimised, your audience will either come away with a terrible user experience, or they’ll abandon their journey entirely. Your website should be attractive, well-designed and easily navigable across a range of devices to ensure a seamless and enjoyable customer experience. We’ve got some tips on how to create landing pages that grab attention and keep people on your website: read them here.

Lean on your learnings

Make sure to investigate and analyse the data you collect from your audience’s behaviour. With a full understanding of how your customers interact with your website and marketing, you can adapt, adjust, and improve your tactics to remain front-of-mind at all times.


With more than half of web traffic coming from mobile devices, failing to optimise your mobile marketing means missing out on a potentially huge audience. Bespoke advertisements, a fully optimised website and a continuous commitment to adapting your strategy will help you capture your on-the-go audience.

From content marketing to web design and development, we can help you build campaigns that look good, perform strongly and resonate with your desired audience. Get in touch with us today to find out more.

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Katie Smith.png

Katie Smith

Senior Social Media and Content Manager