Mobile interactive advertising is beginning to play an increasingly important role in corporate advertising campaigns. The mobile advertising medium is highly effective as a channel for brand building, and as more and more consumers use their smartphones to access the internet and search for information, it has become essential for businesses in a broad range of industries to have a strong mobile presence.

Brands build and develop in the following five stages:

Consumers grow aware of your brand and remember your ads

Consumers recognize your advertising message and automatically associate it with your brand

Consumers develop feelings about your brand and compare it with competing brands

Consumers come to trust your brand and decide to purchase your product or take some other kind of action

Consumers purchase your product and develop brand loyalty, preferring your brand over others

The best practices of interactive advertising in mobile media are based on the above five stages. In order to appeal to consumers, build brand awareness, and achieve brand loyalty, your branding must be very clear, have consistent messaging, be relevant to your target audience’s needs, and give prospects a reason to choose your product over others. Moreover, your ads should develop their preference for your products over other similar products.

Designing a mobile advertising campaign can be a difficult process considering the size limitations there are. Nevertheless, many companies manage to develop successful mobile interactive advertising campaigns by focusing on one single message, even if it is executed in a variety of ways.

The use of mobile advertising in itself helps advertisers build a clearer brand image and stronger brand awareness. When people see advertising from a particular brand in a variety of mediums, such as online, on TV, in print, and on their mobile phones, they are more likely to develop brand awareness and trust.

Ads that perform the best in mobile advertising are highly targeted. Ads that target lifestyle attributes or specific demographics tend to do better in mobile advertising than general marketing campaigns. Due to the small advertising space that’s provided on mobile phones, ads have to be very relevant to the needs of users in order to get their attention and be successful.

Giving consumers a good reason for why they should buy your products can be tricky, particularly in tough economic times when money is tight. However, as long as your branding is clear, your message is consistent, and you build a campaign with multiple interactive elements, then your products are likely to sell. Once your prospects purchase what you have to offer, they will develop a preference for your brand as long as you continue the conversation. For example, you can follow up with your customers by developing a useful mobile website or sending them coupons. It’s essential to highlight the benefits of buying from you to encourage your customers to come back for more.

In mobile advertising, just as in traditional online interactive advertising, it is important to mix up the types of ads you use because people get tired of seeing the same ads over and over. Better yet, build mobile interactive advertising campaigns that consist of a variety of elements. For example, in a textual ad campaign, you could incorporate elements such as downloadable applications and branded ringtones. Just remember to keep the ad messaging consistent in order to build a strong mobile brand and successful mobile interactive advertising campaign.