While the individualistic and fragmented nature of mobile can be challenging, it presents an opportunity for savvy marketers. Its vast data sets force you to fine tune the established metrics and practices of broadcast, print and even desktop digital advertising and apply them to mobile.
This fine-tuning for mobile is best done through proper targeting and detailed analysis of campaign data. When used in tandem, this allows you to reach the correct mobile audience and increase any campaign's return on investment (ROI).
Where to Begin Targeting?
Mobile marketing/advertising is a relatively new discipline, so start with what you know. Establish your initial consumer demographic(s) target based on past experience. Who buys your product/service? Or, whom do you want to buy your product/service?
The more granularly you can answer that question, the more effective your targeting will be. Do you have more male or female customers? Where do they live? How old are they? How much money do they make? Do they own houses? Do they drive foreign cars? Do they have kids? Do they watch sports? Most importantly, how does mobile impact their daily lives?
You have a better chance of reaching the right consumers the more precisely you target your campaign. Present the right message to the right audience, and you're more likely to achieve a higher ROI. Easy, right?
Except mobile throws digital experts a curve ball. You're no longer marketing to a stationary audience sitting at their desk. You're marketing to a mobile audience. As such, initial targeting presumptions may need to be reassessed and tweaked.
So, while most of your budget should initially target the demographic(s) that have traditionally interacted most with your brand, consider setting aside a portion of it to test other audience profiles. Because mobile and tablet usage patterns are different from desktop or in-store audiences, there is the possibility that your initial targets are not the most effective for mobile.