Now that executives have stopped questioning the value of mobile marketing, companies are hustling to align traditional marketing strategies with the newest in mobile technology. Conventional marketing practices help us determine a campaign’s “who” and “what,” but the most innovative companies are turning to mobile for answers to “where” and “how.” How can mobile make customers care about my brand? What new advertising features and tactics are best, and can I really measure their effectiveness?
Because mobile exists in everyone’s pocket, the medium offers a level of direct engagement and reporting that any stand-alone TV placement or magazine ad just can’t match. This advantage is most apparent in “call to action” technologies, where the consumer and brand have a call-and-answer interaction via mobile platforms. Understanding how to execute these two categories of call to action technologies will help you stay on top of emerging mobile offerings, and get the most out of your cross-platform campaign.
- What it is: Mobile executions that are built around a specific viewer location. Using GPS heat maps of active mobile users and DMA targeting, location-aware technologies can humanize the mobile experience through voting, calling, texting for coupons, etc.
- Example: One global restaurant chain uses geo-proximity targeting to capture customers in a five block radius of any given restaurant location. The mobile ad unit displays a coupon and a map with directions to drive urgency and awareness.
- Best for: Brands or publishers that value precision on a budget. If you want to maximize spend and get precise geographic targeting, location-aware campaigns offer hard demographic data and frequency control. Source parameters can narrow metrics even further to get to exact ROI.
- Why it’s useful: Marketers can ensure that the ad is relevant and new (frequency can be controlled), which leads to high conversion. Users are more likely to interact and share if your message is fresh and tailored to their environment.
- What’s next: Location-aware mobile applications are now run alongside TV spots at the same time, same day. It’s essentially an audience engagement vehicle. If you’re running a video spot, run mobile campaign – same day, same time.
- What it is: Advertisers can use audience-aware rich media to buy a particular audience and profiles, capable of drilling down to granular interests.
- Example: A top automobile manufacturer uses mobile to give key audiences access to 3D renders of a car model with rotated views, as well as options to find a dealer, schedule a test drive, or watch a video.
- Best for: Luxury or premium brands looking to capture decision-makers on smartphones.
- Why it’s useful: Going beyond the typical banner ad, these types of units have stunningly immersive executions that take the form of a mini-app or microsite. New behavioral metrics can track brand exposure time (to the second) and benchmark by segment (average clicks on images vs. videos, or total time spent for each audience).
- What’s next: This engagement data, because it is so in-depth, is now a source of marketing research, simultaneously acting as an active execution and a guiding light for future marketing campaigns.
Remember that mobile should work symbiotically with traditional marketing strategies, complementing them by adding higher probabilities of engagement and access to consumer behavior. Above all, make sure you’re spending your dollars with a network partner that targets accurately and employs a range of location-aware and audience-aware tactics to deliver better results.