The birth of digital advertising has resulted in sophisticated use of data for audience targeting. Although the cookie served as a de facto mechanism for creating audiences in desktop advertising, privacy-aware location data is now the primary component of mobile audience marketing, thanks to the use of localized marketing strategies such as geographic targeting and geographic conquest. .
However, marketers are focusing primarily on one of the components of today's mobile audience marketing: reaching the right audience. The second element of attention is attracting more and more attention: it shows that online advertising generates physical retail sales. There is also a third element in the success of public marketing, which receives little attention today: to understand that this audience was present before the sale of the campaign. Marketers looking to develop mobile marketing are missing two-thirds of the image they have today.
When creating the initial concept of a campaign, we found that the most successful companies were using location-based analysis. to inform their arguments and their presentations before the beginning of the campaign. They use the data to find out how often customers visit their sites to segment their audience based on loyalty. They evaluate the competitive sites visited by their audience in order to influence them and increase the effectiveness of their advertising expenses. One of the most effective use cases is that agencies and sales teams use this data early in the sales cycle to help their customers visualize and understand their audience, which not only strengthens their credibility, but also their ability to conquer the market.
The second part of mobile audience marketing is creating and reaching the audience. There are many platforms available today that offer a box-black approach to buying very large, location-based audiences, such as target buyers or coffee drinkers. There is an elegant simplicity in the choice of a pre-built audience, and there are always campaigns that are perfectly suited to this tactic.
On the other hand, if Facebook and Google have proven the opposite comes to audience targeting; marketers absolutely love to see a high degree of transparency, flexibility and customization in the way these audiences are created. They like to take control of the creation of the public. Marketers who plan the most effective mobile campaigns spend a few more minutes customizing the locations and specific date ranges of their audience. They use the data and visualizations they generated during the first stage to increase their return on investment.
The latest component of mobile audience marketing, and by far the most difficult, is the attribution of digital campaigns to pedestrian traffic and shopping. Advertisers are asking for more and more, but there is still no comprehensive solution that can provide the answer. Basically, this problem still has not been solved because of the various data silos that can not communicate with each other. The television view announcement can not inform your phone or laptop that it is also visible, while the point-of-sale system or online checkout can not notify previous contact points to confirm that the sale has taken place.
Despite these difficulties, a real attribution will be available one day. In the meantime, marketers must test several approaches to measure the effectiveness of their campaigns. Viewed from the point of view of the "public", we see companies seeking to evaluate the behavior of this audience after the campaign. They seek to answer questions such as "Has the frequency of visits increased?" "Has my traffic increased against my competitors with this audience?" "Which competitors am I winning? market share? "A report that helps to better understand how a campaign impacting the behavior of a digital audience in the physical world earns bonus points within marketing teams and with customers. There are also benefits to using different solutions that can create an audience, allocate media spend, activate and assign. By working with different companies, the results are unbiased, allowing marketers to have more confidence in the data.
The ability to reach and understand audiences via computer advertising is mature. While mobile marketing is increasingly dominating advertising spending and the use of geographic targeting strategies is increasing, use cases and techniques are also evolving. Mobile marketing has initially adopted many of the proven approaches to the desktop ecosystem. As mobile advertising begins to mature, marketers also have the opportunity to use the data before, during and after the campaigns. This comprehensive approach ultimately increases the effectiveness and credibility of campaigns.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
Brian is currently President and Chief Executive Officer of Reveal Mobile. Previously, he was General Manager of Microsoft's Online Services Division and has over 20 years of experience in the technical, operational and management fields. Brian was cofounder and CEO of Accipiter, acquired by aQuantive in December 2006, followed by Microsoft's acquisition of AQuantive in 2007.