Mobile advertising is growing incredibly fast. Smartphone adoption has never been higher. Accordingly, marketers are adopting a mobile-first approach. As marketers look to target audiences on mobile devices, they will need to adapt to stay effective at targeting the right person, with the right message at the right time.
Mobile targeting is set to pass other channels as more budget is being allocated to reaching audiences on the move. To stay ahead here’s how to improve mobile targeting and advertising using location data and today’s location based marketing technology.
Location intelligence is an effective method to improve mobile targeting
Location data is a useful tool to help target mobile devices effectively. It allows in-depth segmentation of mobile audiences. It also facilitates real-time message delivery based on a device’s location.
This level of accurate data insight improves the effectiveness of mobile targeting. Location based marketing has been proven to increase engagement and conversion rates. This is because mobile targeting occurs contextually, at the best possible moment.
Location data is used to build complex mobile audiences profiles. This is achieved by understanding these anonymous location signals. Mobile targeting campaigns should feel personal and relevant to the user. This is achieved by applying offline behaviour to the targeting process.
Adding location intelligence to mobile targeting means less chance of delivering content that is irrelevant or annoying. In a world of increased ad-blocking, users want marketing to be helpful. Location based marketing allows mobile targeting campaigns to be just this. They reach users in the best moment with personalized and useful relevancy of the content.
Personalize mobile content and combine this with relevant mobile targeting
Location intelligence allows brands and marketers to target users in real-time with accurate and personalized content. Ensure that mobile campaigns combine accurate targeting with contextual content relevant to the user’s location. Personalization should extend beyond simply addressing a user by name. It should be personalized to a level that reflects the location and situation of the mobile device.
Personalization is key to successful mobile targeting. Improving the relevancy of the content will improve the success of campaigns. High-level mobile personalization is achieved with accurate location data. Understanding the situation of a mobile user allows content to be targeted and personalised. Users are more likely to interact with content that is targeted to their situation.
Make sure your data is accurate and precise
Using location intelligence to target mobile users in the right micro-moment will improve campaign performance. Targeting devices at exactly the right time ensure that you will reach the user in the best place at the right moment. This requires the location data that fuels your campaign to be precise and instant.
Ensure that your location data partner that can source accurate data in real-time to inform your mobile targeting campaigns. Ask how your data is sourced. Using third-party data may not be helpful as it could be incorrectly sourced or out of date.
There’s a lot of bad location data out there. Effective mobile targeting should be based on first-party data sourced from precise sensors. For example, at Tamoco, we source location signals across multiple different sensor types. This helps to understand device location with accuracy. It also ensures that errors in location data are not included in data sets. Data is also sourced from first-party sources. This means that there is little chance of data being out of date, or lose accuracy through the reselling of source data.
Marketers should take accuracy and precision seriously. It means that mobile targeting campaign budgets are as efficient as possible. It ensures that brands and advertisers don’t waste time and money targeting the wrong audience. Each advertising dollar goes further as brands get better, more accurate mobile targeting.
Apply mobile targeting and attribution across channels
Use location intelligence to understand if your mobile targeting is working. Location based marketing provides accurate attribution after devices are targeted. This allows marketers to understand campaign performance in the offline world. The aim of your targeted mobile campaign might be to send users to a specific store. It makes sense to measure the performance of this using location based attribution.
Many mobile marketers aren’t aware of the huge potential for location in closing the online to offline attribution loop. It can help brands to make better mobile targeting decisions over time.
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James is the head of marketing at Tamoco