AN INTRODUCTION TO MOBILE ADVERTISING TARGETING
When it comes to effective targeting, programmatic mobile advertising enjoys the superpower of context. Mobile’s uncanny ability to send the best message to the right person in the optimal location at the time when that person is most likely to buy is unsurpassed. Mobile advertising via apps and mobile websites allows for precision targeting that no other medium can match. Marketing pros can target their audience with the following strategies:
- Geotargeting — It usually starts with geotargeting which is the overall trading area that your business has.
- Geofencing — Pinpoint certain zip codes ,a specific radius from a business location, a college campus, or draw a unique boundary around a certain target area so that there’s absolutely no waste.
- Geoconquesting — Target the competition down to the address level and a certain distance from it.
- Demographic Targeting — Only want to reach college-educated women, ages 25-34? Mobile can do that.
- Interests — Specific interest groups can be easily targeted with mobile, especially when using social media advertising. Baseball fans attending spring training games in Florida or Arizona that like sunflower seeds? No problem.
- Email Targeting — Your email list represents your very best prospects, because they’ve shared this valuable information with you. They’ve indicated to you that they WANT to receive your advertising. Mobile can take an email list and send advertisements to them.
- Retargeting — This should be an evergreen effort for your business or organization. Once a potential customer visits the landing page, a business can continue to target them by sending advertisements for your business through other publishers.
- Dayparting — Reach consumers when they are most likely to buy by advertising to them at the opportune time. For a restaurant, this is likely just before the traditional lunch and dinner hours. Mobile offers narrower focusing on dayparting than traditional media. It’s one of mobile’s strongest targeting attributes.
Targeting People, Not Places
Bob Bentz is president of mobile-first digital agency Purplegator. He is also an adjunct at the University of Denver where he teaches the graduate level course in mobile marketing. His book RELEVANCE RAISES RESPONSE: How to Engage and Acquire with Mobile Marketing is the textbook for the class.