Top Ways to Win with Mobile Marketing
When you look at recent studies and surveys conducted about the amount of time people now spend on their devices consuming media, the results are alarming. In fact, we spend way more time on our phones, tablets, and computers than we think we do. In the U.S., 77% of people now own a smartphone and out of every 10 people, at least seven of them are on social media (69% of device users).
On top of that, social media messaging apps are changing the way that people interact with one another online. With trends such as dark social and the rise of instant messaging popularity, reaching your target audience is going to become more complicated than ever before.
Social giant, Facebook, is on board with the change in direction and has been beefing up their own messaging up with bells and whistles to keep viewer attention.
Knowing that people are on their devices off and on throughout the day, focusing on marketing and advertising on mobile is essential. Mobile users far surpass those on desktop devices, with many people accessing social media almost exclusively through their devices. This means that incorporating a mobile marketing strategy is not only a good idea, it’s a necessity.
Whether you are attempting to reach your audience through apps, games, search, images or some other strategy, there are a variety of strategies that can be used. Laying down the groundwork with the right data will enable your business to optimize for local, find your target audience and ideal clients, and become genuinely clear and concise in developing mobile advertising campaigns that convert. There’s plenty of room for experimentation so test out some new strategies and track those results to see what works best for your needs.
Cookie-Based Targeting
A popular campaign strategy traditionally involved tracking users based on their cookies and browser activity. The idea behind this method was that you could reach your target audience by purchases advertising on sites they were known to frequent – based on their digital cookie footprint. There is nothing wrong with this approach but today it is now limited. People don’t browse from one device any more. The Internet can be accessed from a desktop, laptop, tablet, smartphone and a variety of other devices. This means that limiting advertising to just one device per person is no longer an efficient approach.
Device ID Targeting
By leveraging data, instead of cookies, a company is better positioned to reach a potential lead regardless of where they are or what device they are using. These ID’s are also specific to an individual, and their own accounts, avoiding the potentially targeting a group of people with access to the same device. This allows for a more accurate representation of an individuals than targeting cookies alone.
A more specific, data-driven, approach combined with retargeting and repetition is the path for moving leads to conversions. Without the necessary research to reach the right people in the areas that are most likely to frequent, you may find that your efforts to market keep falling short of your expectations.