With 80% of global Internet users owning a smartphone and 47% owning tablets, we are now well past the tipping point of mobile device usage. In fact, 2014 marked the first time U.S. adults accessed the Internet more through mobile apps than they did through personal computers; over half of their Internet time (on average, 3 hours per day) is now spent using smartphones and tablets.
This presents a tremendous opportunity for brands to connect with consumers, but it is important to take the context of mobile device usage into account to ensure your mobile strategy succeeds. Smartphones in particular are incredibly personal devices—they enjoy space in our pockets and on our night stands, keeping us connected to friends and family via email, social networking, video and voice calls. They also provide high utility, allowing us to accomplish tasks and find information instantly, from any location at any time of day. It is critical to keep these usage habits and expectations in mind when developing your mobile strategy. Here are five ways to make your mobile marketing work harder.
1. Take advantage of mobile’s precise targeting ability. Digital media has given us sophisticated targeting options for years (demographic, behavioral, contextual), but mobile targeting ups the ante with its geographic precision. Serving ads and delivering experiences that are location-aware can really “wow” a consumer, and make things more convenient for them. We have had success using a technique called geo-fencing to serve mobile ads to people in the vicinity of our clients’ retail locations, providing messaging and offers that drive foot traffic. Similarly, we have used location services to dynamically generate mobile ads featuring territory-specific sales reps, complete with a head shot and a convenient click-to-call button....
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