3 Essential Steps to Stand-out Mobile Advertising

location based mobile advertising
Jun
29
2015

Mobile technology has created many more options for advertisers, offering the unique ability to target consumers in the moment and drive their behavior. Consumers increasingly rely on mobile devices throughout the purchase process and businesses must be wherever their customers are to provide answers, offer discounts and close the deal. Yet for many businesses, the path to creating an effective mobile campaign is less clear. Below, we cover three essential steps to creating mobile advertising that gets results.

Understand mobile and location-based data.

Piecing together a profile of audience targets is possible when you capture and understand behavioral data and location-based information. Quality data, such as being able to identify a person’s likes, eating and shopping behaviors and hobbies, can tell a business about a consumer’s habits. Mobile location data offers even more clues, such as proximity to your business.

By understanding behavioral patterns, in addition to basic psychographic and location data, businesses can target the right audience at the right time and tip them to action. Want to know more about location-based data? Download our free whitepaper.

Demonstrate consumer utility.

Today, most people own a smartphone, and many consumers use their phones throughout the purchase process. Consumers engage with businesses through mobile apps for everything from reading a review to getting directions to finding a deal. Your ads must be useful and timely – serving up just the message or discount the consumer needs, when they need it.

You need to reach consumers where they are already spending their time, no matter the size of your business. You can bet your competition is already there.

Develop insights.

Insights help to inform product development, optimize advertising campaigns and drive results. What are the insights you need to help drive your business? Think carefully about your buyer’s current path to a purchase. Work to understand your buyer’s journey and the role of mobile within that process.

Because the majority of purchases are planned, most people won’t act immediately when they see a mobile ad. Reach people when they are considering their next shopping trip by providing options such as to call a store, find a location or the ability to interact with an offer or coupon. It all comes down to using a softer sales method by presenting several options that don’t make the consumer feel pressured.

Mobile is a data-rich environment that provides businesses access to their consumers’ lifestyle, consumption habits, social behavior and real-time transactions. It tells us who our customer really is. By addressing these key elements – consumer utility, quality data and valuable insights – businesses can use this knowledge to develop marketing strategies that deliver positive results.

Categorized in: