4 Mobile Marketing Tips
For all brands to effectively reach their audience, targeting users on mobile phones or tablets is essential. More often than not, users access the internet on devices other than a desktop computer. In fact, the typical user who spends at least three hours a day on their mobile device is increasing at a rate of 11 percent year-over-year, according to a Pew Research Center study. The growth of mobile in the past few years is unquestionable, and now marketers are finally on par with the platform's significant presence.
Whether consumers are on their favorite social media platform or shopping online, innovations within mobile marketing are allowing B-to-B and B-to-C companies to target users on-the-go. For brands looking to enhance their mobile presence, consider integrating the following initiatives into any mobile marketing strategy and overall business plan to see substantial increases in your return on investment:
Display banner advertising
When it comes to display advertising on mobile, there are several options for targeting users as long as they're consuming content in some way. More than ever before, the offerings today allow brands to look at users as individuals and serve them ads that are unique to their specific needs and behaviors.
Within Google's display network, banner ads are available for mobile sites. For example, if your target demographic includes readers of CNN, you can have your advertisements appear on an article on CNN's mobile site. The network allows you to target demographics, ZIP codes and regional areas. While this isn't honing in on a precise geographic location, it's still a fit for some companies depending on the needs and goals of a specific campaign.
Hypertargeted location-based marketing is taking display ads to the next level — even beyond what Google is currently capable of providing. Programs like Mosaic, a display advertising platform for mobile, allow you to target in on one specific location by using GPS technology and geo-grids. If you're a B-to-C marketer and your target audience typically shops at several stores within the same category, you can specify your target audience so that when they're walking through a competitor's store, they're served with a coupon or ad for your store on their mobile device.