Tuesday, January 19, 2021
  • Setup menu at Appearance » Menus and assign menu to Top Bar Navigation
Advertisement
  • AI Development
    • Artificial Intelligence
    • Machine Learning
    • Neural Networks
    • Learn to Code
  • Data
    • Blockchain
    • Big Data
    • Data Science
  • IT Security
    • Internet Privacy
    • Internet Security
  • Marketing
    • Digital Marketing
    • Marketing Technology
  • Technology Companies
  • Crypto News
No Result
View All Result
NikolaNews
  • AI Development
    • Artificial Intelligence
    • Machine Learning
    • Neural Networks
    • Learn to Code
  • Data
    • Blockchain
    • Big Data
    • Data Science
  • IT Security
    • Internet Privacy
    • Internet Security
  • Marketing
    • Digital Marketing
    • Marketing Technology
  • Technology Companies
  • Crypto News
No Result
View All Result
NikolaNews
No Result
View All Result
Home Digital Marketing

3 key components of mobile audience marketing

March 22, 2019
in Digital Marketing
3 key components of mobile audience marketing
585
SHARES
3.3k
VIEWS
Share on FacebookShare on Twitter

Credit: MarTech Today

The birth of digital advertising brought with it the sophisticated use of data for audience targeting. While the cookie has served as the de facto mechanism for building audiences across desktop advertising, privacy-compliant location data now serves as the primary component of mobile audience marketing, through the use of location-based marketing strategies like geo-targeting and geo-conquesting.

You might also like

How to Build a Marketing System of Record

7 Essential Lessons Toward Marketing as a Business Driver

ON24 files for an IPO

However, marketers primarily focus on one component of mobile audience marketing today – reaching the right audience. There’s growing attention on attribution, a second element, which shows that online ads result in physical retail sales. There’s also a third element to successful audience marketing which receives little attention today – understanding that audience before the sale of the campaign even occurs. Marketers looking to build out mobile marketing are missing roughly two-thirds of the picture that’s available to them today.

When creating the initial concept for a campaign, we’ve seen the most successful companies use location-based analytics to inform their sales pitches and presentations before the campaign even begins. They’re using data to learn how frequently customers visit their locations to segment their audience based upon loyalty. They’re evaluating which competitive locations their audience also visits to influence that audience and increase the efficiency of their ad spend. One of the most effective use cases is agencies and sales teams using this data early in the sales cycle to help their clients visualize and understand their audience, which boosts not only their credibility but also their ability to win the business.

The second component of mobile audience marketing involves building and reaching the audience. There are numerous platforms available today that provide a black-box approach to buying very broad location-based audiences, such as Target shoppers or coffee drinkers. There is an elegant simplicity in choosing a pre-built audience, and there are always campaigns that are a great fit for this tactic.

On the flip side, if there’s one thing that Facebook and Google have proven when it comes to audience targeting; marketers absolutely love to see high degrees of transparency, flexibility and customizability as to how those audiences are made. They love taking control of the creation of the audience. Marketers that plan the most effective mobile campaigns spend a few extra minutes customizing the specific locations and date ranges that comprise their audience. They’re using the data and the visualizations they generated in the first step to increase their return-on-investment.

The last component of mobile audience marketing, and easily the most difficult, is attributing digital campaigns to in-store foot traffic and purchases. Advertisers increasingly ask for this, but there is still no holistic solution that can provide the answer. Fundamentally, this problem remains unsolved because of all of the various data silos that aren’t able to communicate with one another. The ad seen on TV can’t inform your phone or laptop that it’s also seen the ad, while the point-of-sale system or online checkout can’t notify those previous touch points to confirm the sale occurred.

Despite these challenges, true attribution will be available someday. In the meantime, marketers owe it to themselves to test multiple approaches to measure the effectiveness of their campaigns. When considered from the “audience” perspective, we see companies looking to evaluate how this audience behaved after the campaign. They’re looking to answer questions like “Did the frequency of visitation increase?” “Did my foot traffic increase against my competitors with this audience?” “From which competitors am I winning market share?” Reporting that provides insight into how a campaign influenced a digital audience’s behavior in the physical world wins bonus points within marketing teams and with clients. There are also benefits to using different solutions that provide audience building, media spend, activation and attribution. By working with various companies, there is limited opportunity for bias in the results, and therefore, marketers can have more trust in the data.

The ability to reach and understand audiences across desktop advertising is mature. As mobile marketing increasingly dominates ad spend, and the use of geo-targeting strategies rises, the use cases and techniques also evolve. Mobile marketing initially adopted many of the tried-and-true approaches from the desktop ecosystem. As mobile advertising begins to mature, so does the ability for marketers to use data before, during and after campaigns. This comprehensive approach ultimately increases the effectiveness and credibility of campaigns.


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.


About The Author

Brian Handly, CEO of Reveal Mobile, possesses more than 20 years of technical, operational and executive management experience, with 18 years of that in advertising technology. Brian was co-founder and CEO of Accipiter, which was acquired by Atlas in December of 2006 followed by the $6.1 billion acquisition of Atlas by Microsoft in 2007. Before their recent acquisition, Handly served on the Board of Directors for WebAssign, and currently serves as an Operating Partner for Frontier Capital. Brian also has extensive experience as an angel investor and is an active advisor for several North Carolina technology companies.

Credit: MarTech Today By Brian Handly

Previous Post

Facebook allegedly knew of Cambridge Analytica activity months prior to public reports

Next Post

Is Hotel California about Silicon Valley? – Becoming Human: Artificial Intelligence Magazine

Related Posts

How to Build a Marketing System of Record
Digital Marketing

How to Build a Marketing System of Record

January 19, 2021
7 Essential Lessons Toward Marketing as a Business Driver
Digital Marketing

7 Essential Lessons Toward Marketing as a Business Driver

January 19, 2021
ON24 files for an IPO
Digital Marketing

ON24 files for an IPO

January 16, 2021
The brand-boosting email security marketers must have for 2021
Digital Marketing

The brand-boosting email security marketers must have for 2021

January 13, 2021
Join us online Oct 6-8 for MarTech
Digital Marketing

Attend MarTech for free this March

January 12, 2021
Next Post
Is Hotel California about Silicon Valley? – Becoming Human: Artificial Intelligence Magazine

Is Hotel California about Silicon Valley? – Becoming Human: Artificial Intelligence Magazine

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Recommended

Plasticity in Deep Learning: Dynamic Adaptations for AI Self-Driving Cars

Plasticity in Deep Learning: Dynamic Adaptations for AI Self-Driving Cars

January 6, 2019
Microsoft, Google Use Artificial Intelligence to Fight Hackers

Microsoft, Google Use Artificial Intelligence to Fight Hackers

January 6, 2019

Categories

  • Artificial Intelligence
  • Big Data
  • Blockchain
  • Crypto News
  • Data Science
  • Digital Marketing
  • Internet Privacy
  • Internet Security
  • Learn to Code
  • Machine Learning
  • Marketing Technology
  • Neural Networks
  • Technology Companies

Don't miss it

Ninety Percent of Large Pharma Companies Initiated Artificial Intelligence/Machine Learning Projects In 2020 | Business
Machine Learning

Ninety Percent of Large Pharma Companies Initiated Artificial Intelligence/Machine Learning Projects In 2020 | Business

January 19, 2021
Microsoft Defender is boosting its response to malware attacks by changing a key setting
Internet Security

Microsoft Defender is boosting its response to malware attacks by changing a key setting

January 19, 2021
New Educational Video Series for CISOs with Small Security Teams
Internet Privacy

New Educational Video Series for CISOs with Small Security Teams

January 19, 2021
Get Hired as a Data Scientist in 2021: Six Checkpoints
Data Science

Get Hired as a Data Scientist in 2021: Six Checkpoints

January 19, 2021
Project MEDAL to apply machine learning to aero innovation
Machine Learning

Project MEDAL to apply machine learning to aero innovation

January 19, 2021
Australia’s tangle of electronic surveillance laws needs unravelling
Internet Security

Australia’s tangle of electronic surveillance laws needs unravelling

January 19, 2021
NikolaNews

NikolaNews.com is an online News Portal which aims to share news about blockchain, AI, Big Data, and Data Privacy and more!

What’s New Here?

  • Ninety Percent of Large Pharma Companies Initiated Artificial Intelligence/Machine Learning Projects In 2020 | Business January 19, 2021
  • Microsoft Defender is boosting its response to malware attacks by changing a key setting January 19, 2021
  • New Educational Video Series for CISOs with Small Security Teams January 19, 2021
  • Get Hired as a Data Scientist in 2021: Six Checkpoints January 19, 2021

Subscribe to get more!

© 2019 NikolaNews.com - Global Tech Updates

No Result
View All Result
  • AI Development
    • Artificial Intelligence
    • Machine Learning
    • Neural Networks
    • Learn to Code
  • Data
    • Blockchain
    • Big Data
    • Data Science
  • IT Security
    • Internet Privacy
    • Internet Security
  • Marketing
    • Digital Marketing
    • Marketing Technology
  • Technology Companies
  • Crypto News

© 2019 NikolaNews.com - Global Tech Updates