Consumers are increasingly making their mobile devices the primary medium to consume content, opening up marketing opportunities to target a group of highly-engaged users. However, some marketers are forgetting that straight-forward and clear campaigns yield the strongest results.

Nowadays, marketers are using every tool at their disposal to roll out mobile campaigns that cater to tech-savvy users, which can be overwhelming to consumers. Instead, brands should test different mediums for their demographic and stick to one element that works the best.

"Getting too lofty with lots of copy or long, detailed messages will turn users away," said Mike DiMarco, director of media at FiddleFly, Columbia, MD.

"Depending on the industry, the content that will produce the best returns may vary," he said. "For example things like video or interactive games can work well for entertainment products while direct deals will be best for things like retail sites."

"The common denominator for successful mobile marketing however is simplicity, targeted messaging and easy engagement."

Keep it simple
One of the biggest misconceptions brands have with mobile is that the medium should mirror other digital initiatives.

However, smaller smartphone and tablet screens mean that consumers use the devices for different, action-driven tasks. These tasks translate to different expectations from consumers.

Smart marketers realize that in order to capitalize on this, one feature such as social media or location should be emphasized. The trick is to find one element that works and run with it.

For example, Ace Hardware recently ran a seasonal ad campaign in The Weather Channel?s mobile site that drove in-store traffic for fall-themed products by using the device?s built-in GPS to help users find the nearest store.

By taking advantage of location with a simple line of copy encouraging consumers to shop in-store, it is likely that the ad will be effective at increasing sales and foot traffic for Ace Hardware (see story).

?Mobile opens an enormous amount of doors in terms of what is possible to bring to your consumer?s fingertips, and you should absolutely be exploring as many new and innovative ideas as you can,? Mr. DiMarco said.

?When you start to forget that no matter what, mobile is action-driven and users want to engage, that is when your mobile sites will begin to become frivolous, unprofitable and inefficient,? he said. ?Be creative, think outside the box, but don?t leave your users hanging.?

User-first
Simple, action-driven campaigns begin with a user-first mentality. However, this does not mean packing as much as possible into a mobile site, ad or application.

For apps in particular, marketers tend to try to load them with as many features as possible to keep users coming back multiple times.

However, apps are are also tied to strong loyalty and brand affinity, meaning that if an app annoys users, a company is losing valuable consumers.

A great app only needs to include a few features that go beyond basic information such as click-to-call and store locators.

Take Jenn-Air?s DesignVision app for example. Earlier this year, the brand launched an iPhone app that lets users snap a picture of their kitchen and uses augmented reality to overlay it with Jen-Air appliances to help consumers envision their dream kitchen.

The app solves a specific pain point, keeps the brand top of mind and has a simple and specific purpose for users to download (see story).

?On the marketing front, app publishers need to consider their marketing goals and their key performance indicators,? said Ludo Collin, cofounder/CEO of EachScape, New York.

?For example, if they want to drive engagement, then it?s critical to have content that is refreshed regularly,? he said.

?Brands can keep augmented reality simple by making it invisible. The brands that will win are the ones who integrate augmented reality into everyday life experiences.?

Simple scans
Another medium that can be challenging to keep simple are mobile bar codes.

Although QR codes are gaining traction for marketers, consumers are still unclear about the technology.

Therefore, it is critical to keep the mobile-enabled content simple and to the point. Additionally, a clear call-to-action should indicate to consumers exactly what to expect from scanning.

Taco Bell, for instance, created a print ad with QR codes this summer to promote a new gourmet-inspired menu. Instead of tacking on a small mobile bar code in the corner of the ad, the QR code took center stage on the page. Additionally, the code was created using ingredients from the menu to further hammer in the campaign's message (see story).

?QR codes were built on the premise of uniting your offline and online worlds, and has been used in a variety of uses,? said Bobby Marhamat, founder of Hipscan, Menlo Park, CA.

?Depending on the industry, two types of content prove to be the most useful ? video and interactive mobile Web sites,? he said. ?Videos allow the end-user to visualize and further reinforce the message that you are trying to portray. Mobile Web sites allow you to instantly engage the end-user and further reinforce your brand image.?

Mobile bar codes can be a great way for brands to combine traditional marketing, such as print or packaging. However, the content that the QR code links to must be unique and valuable for the consumer.

?Give the end-user something meaningful to do,? Mr. Marhamat said.

?To generate interest and encourage further action, the mobile landing page must include some meaningful, desirable action the user can take that makes sense from a mobile phone,? he said.

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York