Businesses can use mobile targeting to increase their customer base and retain customers through targeted advertising. You can also use it for direct response advertising such as encouraging people to visit websites or download apps.
Marketers who wish to reach customers while they are out and about on their mobile devices, such as when they are at home or at work, can use mobile targeting. People’s lives are becoming more connected to mobile devices. Mobile targeting is a huge opportunity for marketers in the future, as it is responsible for over half of web traffic.
What is mobile targeting?
Mobile targeting is the use of user data to target ads on mobile devices. This is a highly effective advertising strategy that allows marketers to reach consumers on multiple platforms and devices. Mobile targeting allows marketers to identify targeted users and offer relevant ad experiences to them.
Mobile targeting targets customers via mobile devices using personalized and relevant advertising. This is a great way to target potential customers that are near you and who may be interested in purchasing. Businesses can use it to increase foot traffic to brick-and-mortar stores, or to target customers based on their interests, context, and preferences.
Marketers can gain deeper insight into their audience by using mobile targeting.
Smartphone users who use mobile banking and travel frequently may see advertisements for airline tickets or finance apps, while fitness app users may see ads to buy running shoes or other health products.
Mobile targeting allows marketers to create targeted ads that increase awareness and buy intent. Mobile targeting is also a great advertising medium for marketers looking to reach consumers on multiple platforms and channels.
Also read: What is Customer Targeting: Definition, Why and Best Strategies
Benefits of mobile targeting for businesses
Businesses can now reach their customers through mobile marketing and the associated advertising.
Mobile advertising was primitive and fragmented in the past. It didn’t include applications, text messaging, or video. There were also dozens of browsers and at least two operating systems. With the rapid development of mobile technology, more mobile ad formats have emerged and businesses are able to target users’ interests better and more effectively by using the location information of smartphone users.
Businesses have the ability to make meaningful connections with their customers through mobile targeting. Businesses can use “near me” searches to target potential customers and send them relevant offers. This allows businesses to connect with potential customers more efficiently and increases conversion rates. This is one of the best ways to interest and engage customers with different brands.
Advertisers can target specific demographics (e.g., gender) or specific devices (e.g. smartphones and tablets). This will enable you to interact with your audience and boost your brand awareness.
Types of mobile targeting
Mobile targeting allows for advertising and marketing services such as discounts, offers, and email campaigns. This is a popular way for brands to reach consumers in real-time and engage them with targeted ad campaigns and offers.
There are many types of mobile targeting. Below are some of the most common types: segmentation and personalization; geo-targeting and Geo-fencing; contextual targeting and behavioral targeting.
Segmentation and personalization
Marketers use segmentation, To use specific marketing strategies to customers with similarities like location/country, age group, gender, and other demographics. Dividing the market this way allows for a stronger mobile target approach.
Personalization is another popular option for mobile ad targeting. Personalization allows ad networks to tailor ads for their users, making them more relevant and interesting. It has been proven that personalization can increase ad views by as much as 50%.
Geo-targeting and Geo-fencing
Geo-targeting uses Bluetooth and GPS technology to pinpoint a user’s precise location. Businesses can use this technology to target consumers by creating geofences at specific places of interest. A city restaurant might take advantage of lunch crowds by sending potential customers a mobile coupon just 1-2 hours before they go for lunch.
Businesses can target users with real-time targeting by using partner platforms and advertising networks. This is possible because they can target users based on their device, open app, and time for impressions.
Geofencing marketing can also use lookback targeting. Businesses can use wi-fi networks to create virtual boundaries around desired locations and target potential customers through advertisements, messages, or other promotions.
Businesses can reap the benefits of targeting consumers in this way. By using contextual information embedded in mobile ad impressions, businesses can create relevant campaigns that drive higher conversions and greater customer Satisfaction.
Contextual targeting
Contextual Targeting is a type of targeting that identifies content that increases brand recall. The concept behind contextual targeting is that the target audience is interested in a particular topic being promoted, The ad should relate to the audience’s preferences and interests
This targeting method targets publishers that are too high-index for a targeted audience. It also layers emotion and sentiment to help deliver the brand’s message in the right context. This increases awareness of the nearest store and makes the advertisement memorable.
Retail stores and companies that sell consumer packaged goods commonly use it to increase awareness of their products to target audiences. Brands can reach more people by incorporating context elements into their advertising campaigns.
Another form of contextual advertising is ComScore or IBM Watson. These solutions use online activity to create a profile that can be used to show relevant ads on websites and in mobile apps. These targeted solutions can be used both for marketing and advertising purposes to improve the effectiveness of both.
Behavioral targeting
Advertising agencies are increasingly turning to behavioral targeting to reach customers efficiently and effectively as mobile devices become more common. Advertisers can target specific users by targeting them with relevant content, ads, and offers through multiple touchpoints, such as mobile app usage, web browsing, and click-throughs to app stores.
A customer might view an advertisement for a car rental company on their smartphone as they travel through a particular region. Advertisers can target this customer by placing ads for similar rentals that are tailored to their location and interests.
Cookies are another method of targeting. Cookies are tiny information files that are stored on the device’s hard disk by a website when a user visits a specific website. These files allow companies to track their users‘ online behavior across different websites and enable them to display ads based on this behavior.
However, Behavioral targeting continues to raise concerns about privacy and ethical dilemmas related to manipulating people’s behavior in this manner.
Ad agencies should weigh the potential benefits and drawbacks of behavioral targeting when they implement it in campaigns.
Also read: A Full Guide What is Location-Based Marketing
Audience Insights
Mobile targeting is essential for marketers to gain precise insight into customer behavior. This audience insight will allow them to deliver targeted campaigns that drive sales and increase awareness.
Near-me searches increased by 136% over 2018, which offers businesses an opportunity to reach potential customers via mobile devices. Businesses can reach potential customers using mobile apps like Foursquare, Facebook, and Twitter.
These apps also have valuable consumer data, which gives businesses a complete view of their audience’s habits, interests, and future buying intent.
Optimizing your campaigns for mobile devices
Mobile targeting is only possible if you know your audience and the different types of mobile devices they use. While the most common device to access the internet and apps is the smartphone, tablets, laptops, and desktops are all necessary. Your ad’s price, ad size, and targeting options will be affected by the device that your customer uses.
A smartphone ad that has a bigger screen might cost more than one on a tablet. Because a larger screen can increase the value of the ad to consumers, Advertising on mobile devices is more cost-effective than traditional media channels because of the high conversion rates.
Mobile devices can be optimized by setting bids that automatically adjust when your ads may appear before a customer. Let’s say you want to target customers who shop in specific stores using their mobile phones. You can then set your ad targeting criteria to ensure that only those customers see your ads in the specific store.
Mobile Location Targeting (Mobility Targeting) is another strategy that can be used to deliver value to your business. This allows you to target customers based on their interest in your product/service and where they are located.
You can increase your chances of customers clicking on your ads by identifying the locations they visit using their own devices.
Make sure your website works on smaller devices by Using HTML5 and CSS3 in your content management system (CMS).
Mobile targeting tips
- Mobile targeting can be used to increase awareness about nearby services and stores.
For mobile targeting, you need a strong creative ad. You can add a call-to-action or a simple message that is easy for customers to remember. The ad should be concise and clear, but memorable enough to stick with potential customers. They will be more likely to return to the site again. - Real-time targeting is a great option for your ad. Real-time targeting allows you to target potential clients as they view or read the ad on mobile devices. This allows you to reach potential clients when they are most likely open to your marketing campaign.
- Mobile device targeting settings can be used to target specific devices with your ads. You can increase your chances of attracting customers who use specific device types by tailoring your ads. If you know that smartphone user are more likely to view your ads while on the internet, you can target them with ads.
- Mobile retargeting or historical targeting, is the ability of a mobile device’s capability to track the past usage of the device and serve ads or other ads on the device once the consumer has visited a particular location or website. Businesses can increase conversions by 10% or more with retargeting. This will help to increase ROI.
- To improve the accuracy of your ads, contextual information can be linked to the user’s current location. You can increase the accuracy of your advertising campaigns by including contextual information, such as weather information and nearby events, to target customers who might be more interested in these topics than others.
- Mobile targeting platforms (MTPs) are used by marketers to target potential customers using apps that are closely linked to location-based services.
Last Line
Mobile targeting is essential to any marketing strategy. You can target specific types of mobile devices, operating systems, apps, and OS versions. It also allows you to target traffic sources, locations, time of day, traffic sources, and device types. Device targeting allows you to display your ad on only smartphones and tablets that support the app that you are promoting. This ensures that your ad is displayed only when it’s most likely to be relevant for the user.
