Every mobile advertiser’s goal is to effectively engage consumers and convert them into customers — but the reality is that a lot of ads fall short due to format, placement, and/or timing. In this post, we’ll discuss where exactly many brands are missing the mark when working to drive engagement in a mobile environment. It all comes down to understanding the consumer’s mindset.
Study Consumer Lifestyle, Habits, & Data
Advertising to a “consumer mindset” means marketing with your potential buyers’ lifestyles, digital habits, preferences, and emotional triggers top-of-mind. You need to know where they’re at (online and mentally), what they want, and when.
To stand out amidst the digital noise today, marketers need to demonstrate that they understand the consumer’s mindset and motivations more uniquely. Some great places to start better gauging your audience are demographics, search behaviors, or browsing history. Then, marketers need to dig in and essentially get into the minds of the consumer with data that explains motivations.
From social media data to survey data to third-party data from publishers, there are many sources marketers can use to build out more unique and insightful consumer profiles. That knowledge will help craft more effective messaging, choose a preferable ad format, and strike when the timing is right.
Connect on Mobile
According to a recent study from Forrester Research, consumers spend more than 85 percent of their time on smartphones using native apps. With so many people constantly consuming content on their mobile devices, it’s no surprise that “in-app” is the most powerful mobile marketing environment we have.
In-app advertising offers unique ways for brands to effectively and directly engage consumers in a receptive state. Mobile is a personal medium, and very much driven by “the moment.” Consumers turn to their phones in times that work best for them, in search of answers, entertainment, and whatever they’re currently in the mood for. It’s up to advertisers to know what kind of branding approach aligns with those feelings.
Well-targeted, rich, useful, in-app ads resonate in this environment because a connection can happen at the right time, appropriate place, and in a personalized way, handing control to the consumers themselves.
It’s All About Location
Many savvy mobile marketers are leveraging geo-targeting with location-targeted mobile ads to meet consumers “where they’re at” quite literally. U.S.-based location-targeted mobile ad revenues are expected to grow from $4.3 billion in 2014 to $18.2 billion in 2019, according to research from BIA Kelsey. Location-enabled programmatic mobile inventory has doubled in the last year, and more than 60 percent of all mobile ad requests include location data of some kind.
Accurate location data allows marketers to better align with consumers based on their prior mobile activity, behavioral frequency, and device information. For instance, many retailers with brick-and-mortar stores are driving Pokémon Go users to their store locations through the app. The smash-hit mobile game sees players chasing the cartoon characters on a customized version of Google Maps, scanning real-world locations to capture Pokémon and add them to their collection. This is a perfect marketing tactic for local business trying to grow revenue.
This local indie clothing store, for example, got into the spirit of the game by saying, “come get your PokéBalls and previously rocked threads. Gotta catch ‘em all in style!” The result was that they left a positive impression, got people talking and got the business some exposure in the press.
Geo-targeting is a huge opportunity for marketers to drive purchases. Increased access and contextual insights enable timely and relevant offers that will inspire more consumers to engage while on-the-go. As this data and technology improves, more mobile advertisers are using it to drive greater campaign relevance.
It’s simple: The better the insight, the more precise your targeting can be. Improving your digital and mobile marketing hinges on better understanding the way your audience will respond to your efforts. If you study and analyze consumer behavior and state of mind, you’ll be able to ramp up engagement out of the rich insight on what strikes a chord with your consumers.