These increasing numbers of smart phone owners means that there is a significant rise in data usage; this is good news for marketers, who can easily use this opportunity to create and place valuable messages on the mobile space. Below are three techniques that illustrate how marketers can maximize the new field of mobile marketing:
Targeting Tactics: Unlike televisions or computers, a mobile device is owned and operated by a single user. The smartphone’s technology allows marketers to gather information about the user, such as socio-demographics, geo-localization, and consumption habits. These categories are crucial for marketers when developing and deploying marketing campaigns properly. Targeting specific customers reduces costs on wasted ads and can result in higher revenues; mobile makes it much easier for marketers to gather this information needed for targeting. Recent studies show the significance of spatial and temporal relevance in delivering ads to mobile users, which is now possible with the technology harnessed from wireless telecommunications companies. The closer a consumer is to a store or tangible object the more relevant ad placement on their mobile device becomes. However, according to Business Insider, only five to 10% of all mobile ads have true GPS-generated latitude-longitude data. Thus, the full potential of geo-localization functionality has yet to be implemented.
Augmented Reality: Mobile advertising will lead to a new form of advertising consisting of truly innovative styles to design an advertisement. Technology such as augmented reality is one of many new interesting ways marketers are going to showcase their dazzling mobile advertising. Augmented reality is the view of a physical, real-world environment whose elements are supplemented by computer-generated sensory input such as video graphics. Users are going to be able to manipulate and interact with advertisements like never before, bringing the product closer to them wherever they are.
TaylorMade Golf is already publishing augmented reality advertisements through which customers can play with a new club that has not yet been released into the market. Once readers of popular golf media sources such as Golf Digest or Golf Magazine download an application from TaylorMade to their smartphone, they are able to unlock a virtual experience involving the brand’s latest golf club. “The augmented reality platform allowed us to get this product into the consumer hands before its retail date,” said Brad Holder, senior director of U.S. marketing for TaylorMade.
“We want to connect to the consumer where they are consuming content and researching new products and that is happening on mobile [phones]. It is a growing part of our media mix.”
Reciprocal Benefits: As discussed before, a television set or PC are more often than not shared by multiple users, whereas a mobile device has one owner. Because of this distinctive feature, mobile advertisements can be tailored to the phone owner. This provides the ability to create a “channel of return.” This interaction may allow for the opportunity for the user to ask questions about a product and the seller to give a reply. This is similar to a customer experience in a store, where there is an expectation that questions will be asked before a purchase is made. This personalization aspect of the mobile phone will allow for a marketer to have the prospect of leading customers to a higher PPC or purchase rate.
There are a plethora of opportunities that can be offered from mobile advertising. Each company will decide if or how they want use this new tool in the marketing world. Here at inSegment, we run several integrated, targeted mobile advertising campaigns for our clients. Our Demand Generation team is not only experienced in mobile’s current capabilities, but are constantly testing the boundaries to see what is ahead for marketing.