This is what successful mobile advertising looks like

MK OPINION An online survey by MK shows which are the most suitable forms of advertising for mobile devices and which mistakes should be avoided.More and more people are surfing the Internet via smartphone and tablet. Which forms of advertising are best suited to reach them? The following chart shows the results of the MK survey on mobile advertising, which was conducted in November. More than 50 percent of the 72 participants think that personalized advertising is particularly suitable for mobile devices. Native advertising, video advertising and location-based advertising are also very popular. According to the respondents, mobile campaigns often fail because of an insufficient strategy or because no mobile-optimized landing page is used.The infographic can be here also be downloaded and printed as a PDF.

More comments: What is critical to a successful mobile campaign?

"The benefit to the recipient."Löhrer Rico, PostMail"That the campaign is being noticed."Zurflüh Fredy, cce-partner"Clear strategy and target groups."Nauer Norbert"Personal - Regional - Good landing page - Call to Action."Zangger Manuel, Regiosport LIVE GmbH"Interesting, original, targeted, and non-disruptive."Marcel Scheidegger, HC Ambrì Piotta"Personalized, surprising and fun content."Colle Fabio, IV Office Lucerne"Content! And a clear message with call-to-action opportunities."Rava Erich Megadon AG, Basel"Wit and the viral potential"Sandrieser Robert, Terre des hommes"Offering something usable."Ducrey Alain, Gilgen Door Systems"Expeditious, error-free rendering. Short appearance and run times."Duelli Kirsten, instinctif"Onboarding and content concept."Yünkes Marcel, iTrust AG"Short, to the point, and clear."Müller Peter, Change Communications"Accompanying measures."Hirter Marcus, Helsana Versicherungen AG"Potential customers don't need to understand advertising as such, but see the concrete added value in it and miss it when it's not displayed."Künzi Martin, Enigma | Strategy & Branding"It's important that subsequent pages, i.e. when you click on advertising, the continuing info is also displayed in a mobile-optimized way and, for example, a booking can be made mobile."Fehrlin Martin, RailAway AG"Target audience, relevance, content."Tännler Uwe, Swiss Marketing"Demonstrating added value for customers. Establish dialog with target group."Bill Jan, Passepartout tariff association"The measurability of ROI, the relevance of the content to the target audience."Cellar Ursula

About MK Opinion

Every month, we survey our readers on a controversial topic from the field of marketing & communications. The results are published online and in the print edition. MK Marketing & Communication Published. Opinion pieces so far:- September: Neuromarketing- October: Digital Marketing- November: Trade mediaIn January, the topic is "Sports sponsorship: profit or danger for the corporate image?". Join now!