How can you use mobile targeting to reach your ideal audience?
Did you know?
- 77% of Americans have smartphones
- 47% of US smartphone users say they couldn’t live without their devices
- 62% of smartphone users have made a purchase on the device
It’s fairly safe to say that mobile devices are part of the digital experience and not only that, but part of the consumer experience from start to finish. People look up products on their devices, they research on them, and they shop from them. Consumers also do a lot of other things ON their devices too, and this time spent on a mobile device can be used to advertisers’ advantage whether they are looking to do a mobile campaign or another multi-channel campaign as well. Mobile targeting can be one of your best tools if you know how to use it to reach your ideal customers and also leverage valuable data.
What is mobile tracking?
Each mobile device has an id and companies can track anonymized data based on where those mobile devices go. Since we have our phones on us all the time, this tracking information can be pretty handy for advertisers. Often, data is measured in activity in the terms and agreements in the usage of apps. Any mobile tracking data that advertisers can use is provided in an anonymous format from sources like these where users have agreed to share basic info. Advertisers and brands can then use this mobile tracking data in order to learn consumer behavior, shopping patterns, and other preferences.
Mobile Ad Strategy
Any advertising strategy needs to be founded in a few basic principles but with mobile tracking, you need to be even more strategic because there are so many opportunities. We’ve listed out a few basic principles to solid mobile ad strategy to consider before launching your campaign:
- Consider the sales process: Be clear with where in your sales funnel and sales process, the ad is meant to work. If it’s an awareness ad, you need to know how you will measure and track progress. If it’s a conversion ad, deeper in the funnel, you need to know that and make sure the ad is designed to say that. Also, keep in mind that mobile ads for brick and mortar or physical-location-based offers are really effective when paired with geofencing. These can be helpful when you want to convert someone who is physically nearby and can take immediate action to buy. Mobile ads can be effective at any point in the process, but due to the physicality of mobile devices going with the consumer everywhere, they can be extremely effective toward the conversion end of a sales funnel.
- Consider the environment of the ad: Are you creating a banner ad, a popup ad, a social media ad, or something else? Mobile ads are similar to any other digital ad and should be designed from the artwork sizing to the amount of text used, to be focused on a good mobile experience in the environment where the ad is viewed. Don’t assume a one-size-fits-all approach works in mobile settings.
- Think multi-channel: Mobile tracking can be an effective tool to use mobile ads as PART of a larger ad campaign involving multiple channels. Your campaign doesn’t need to focus on just mobile device ads, but instead can include email marketing, display and banner ads, social media advertising, and more. Incorporate retargeting into the mix and utilize the mobile tracking ids so that you know you are sending ads to people who are truly qualified and interested.
Ready to get going with mobile advertising? Mobile tracking is possibly one of the most effective tools for marketers today and we’re proud to offer a turnkey solution for brands that want to get started. You don’t have to have a huge budget, or fancy system to get going. Our Xpress advertising platform is a great way to self-serve your digital ad campaign and incorporate mobile tracking in the process.