Smartphone Marketing: 4 Predictive Targeting Tips Give Marketers More Predictive ROI
Last month, smartphones passed the number of feature phones on the market, with the worldwide smartphone market growth at 42.5 percent year over year in Q1 2012. The capabilities of smart mobile devices enable marketers to more efficiently reach relevant audiences with the highest purchase intent. And now, marketers have a new set of demographics to throw into to the mix—device demographics—which adds a crucial layer to traditional targeting based on demographic profiles and assumptions based on previous purchase behavior alone.
Below are four tips that marketers should consider to optimize device demographics and maximize ROI for their campaigns.
1. Likeliness to Respond. The devices we use tend to shape our behaviors, adding an extra layer of insight into clickthrough habits and preferences. Tablet owners, for example, are almost twice as likely to click on an ad for more information about the business and are more likely to use or request a coupon through an ad (Nielsen Research, 2012). With this level of insight, marketers can reach consumers who are most likely to respond and most inclined to buy.
2. Preferred Ad Type. Mobile video is becoming marketing's hottest medium, with roughly 25 percent of device owners more likely to view ads if there is an interesting video and 20 percent preferring interactive ads. It's important to keep these statistics in mind when developing campaigns and selecting the right delivery method. Advertisers need to be careful about how they're interrupting media experiences on-the-go, to ensure ads are effective versus disruptive.
3. Consumer Preferences for Ad Content. By determining the types of social, gaming and utility apps consumers download and the content they view, marketers better understand users' interests. Additionally, the actual location of the device can be detected in real-time, allowing appropriate location-aware content to be served. Location-based content is received much better, with an overwhelming 80 percent of mobile users preferring ads that are locally relevant. Advertisements can also provide a financial incentive in the form of a coupon or voucher for a business in close proximity to a user's mobile device.