While it was once considered a novelty of companies that were looking for an edgy way to reach out to consumers and resulted in these companies blasting aggravating text messages to an essentially indiscriminate contact list, the mobile advertising market is now a sophisticated platform on which businesses of all types are able to reach out to their targeted audience with timely, customized marketing campaigns. A mobile advertising campaign not only offers accessibility, it also demonstrates a level of connectedness and relevance to consumers highly concerned with the technology and conveniences of today. Being able to reach your audience on a variety of mobile devices including laptops, smartphones and tablets means greater visibility and, therefore, greater revenue-generating conversions.
Learning from mobile advertising mistakes
When devising such a campaign it is important for companies of today to take note of the mistakes that those early companies made when dabbling in the mobile advertising market. Consumers are no longer amused by the concept that companies can send them text messages. Rather, they are likely to feel bombarded and even offended if they are sent too many messages, particularly if these messages come across as being random, mass market messages. Mobile marketing campaigns of today must not only seek to integrate the wide variety of mobile technologies available to them, but also to precisely target their efforts to reach out to the appropriate segment of their audience with each effort. This will lower marketing costs as it streamlines the efforts, as well as earning a higher success rate with the optimized, targeted content that makes consumers feel as though they are being individually approached.
When formulating a campaign for the mobile advertising market, there are specific steps that you should take to ensure that your campaign is effectively targeted:
Gain Consumer Permission
While consumers are accustomed to getting the occasional unsolicited email, and may even welcome the information in those messages, it is much more personal to send a message to a smartphone than it is to an email inbox. It is critical that you gain the permission of each consumer that you will be targeting so that you don’t end up with a reputation for spamming and so that you are able to gather critical information that will be used to create your campaign. Also, keep in mind that using an email advertising campaign can also target smartphones in a less annoying way.
You need much more than contact information to create a targeted mobile marketing campaign. You must also seek to understand the consumer so that you are able to share information that will interest him and compel him to convert. Begin by visualizing the “ideal” customer for your business. Consider the age, sex, educational level, economic level, sub-culture affiliations, even religious beliefs and other interests of the consumer that you feel would be perfect for your product or service. This will help you to create a campaign that would appeal to that demographic and draw in that type of consumer for your business. There are advertising platforms that can do this work for you, though, saving you time and energy.
Use the Technology
Mobile marketing is about much more than just text messages. You must also consider the other mobile technologies available so that you are able to create advertising that is engaging, thought-provoking and relevant to today’s consumer. The technologies include emails, multi-media messaging (MMS), streaming video, customized apps and, in the case of brick-and-mortar stores, location data-based messaging that gives consumers reminders or even special deals when they come into certain proximity of your establishment. To learn more about mobile marketing platforms, click here.
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TK Duncan writes for a variety of computing sites.