A guide to mobile ad campaigns

Posted by christo periera on August 9th, 2016

The world of advertising has advanced significantly over the last decade, and an increasing number of businesses are using mobile ad techniques to improve their marketing reach and access a wider number of customers at one time. Business environment is competitive and gaining the larger share of a market is the key to success. Various advertising techniques can be implemented to form a comprehensive and integrated ad campaign and boost sales of products or services.

Mobile ad targeting has become increasing popular over recent years. With the introduction and widespread use of smartphones, kitted out with Wi-Fi, 3G or 4G, social media and even mobile payment services, the devices have become the key to many consumers’ lives. Apps for various retailers have become popular amongst users, as they provide an easy and speedy way to browse and purchase goods or services while on the go, making shopping more convenient than ever before. This is why businesses have targeted smartphone users with ad campaigns to encourage them to make a purchase wherever they are.

There are many advantages of mobile ad campaigns. Advanced location targeting is just one of the beneficial tools that can be used and allows businesses to target consumers within the local area, leading to a higher success rate of nabbing new customers. A national retailer may be able to alert the user to any local offers or new store openings within that area, for example. Personalized ads based on recent search history or purchases are also useful as they can target consumers who purchase those types of goods or services rather than irrelevant ones.

Beacon technology is a new tactic on the horizon and is starting to become implemented by some businesses. It is where beacons are placed in store and these are physical sensors that can detect mobile phones and therefore track a consumer’s location while browsing. This means the retailer can understand a shopper’s behavior to improve displays and inventories to boost sales in the future. It can show if a shopper has spent a significant amount of time in one aisle within the shop and relevant ads that can be targeted to this person.

Traditional targeting is still commonly used. This includes the device, geo-location and carrier, plus demographic and lifestyle factors such as age, education, income and personal interests. This is a broad method of targeting and allows access to a large number of people. It is possible to target by the device, such as if your app is only available to download on phones then only targeting iPhone users is more successful and therefore cost effective.

Mobile ads can also be integrated into a wider marketing plan that includes social media campaigns, email advertising and even door-to-door leafleting and street brand ambassador awareness. Promotional events and press releases are just some of the other ways to increase interest in a brand and all of these things can be done to improve sale success.