Articles in The 'targeting-mobile-users' Tag

August 17 2011

Mobile Audio Ads Are Always On the Move

by Katherine Bennett

Have you ever heard a song playing at the mall or in an elevator and a few minutes later that song was playing in your head?  Your focus wasn’t on the song, yet you still remembered it.  Hearing is a powerful tool that companies can use to their advantage. How? Companies can run mobile audio ads on internet radio to reach their target audience.

Mobile audio ads target consumers as they are going about their daily activities listening to music on their mobile devices.  Although mobile audio ads sound like traditional radio ads, the difference is that mobile audio ads play on internet radio which gives them key advantages over traditional radio ads.

  1. Mobility– Mobile audio ads can go where the users go. Most people take their cell phones everywhere and use their device as a music player.  For advertisers, there is an opportunity to reach people in places where traditional radio ads couldn’t reach them. For example: someone mowing their lawn, getting their car serviced, waiting in line at a store, etc., can be reached while they are listening to their mobile device.
  2. Demographic Targeting– Many internet radio providers have users sign-up for an account. Thus, companies can target listeners by demographics such as age, gender and location. Traditional radio can only assume the demographic of their listeners, since their listener don’t have to sign-in to listen to a station.
  3. Greater Reach and Versatility– Along with demographic targeting, advertisers are able to run on different radio stations. If an advertiser is focused on reaching a certain audience, then they can contract a media buy to reach that demographic no matter what station or what type of music they are listening too. This gives companies greater reach and gives them the opportunity to be heard by potential new customers, while reaching their target demographic.

Mobility, demographic targeting, greater reach and versatility are only a few of the advantages of experimenting with mobile ads on internet radio.  It’s worth a try, if your company is looking to expand upon its current internet marketing efforts.

June 30 2011

Formulating a Strategy to Reach Mobile Users

by Katherine Bennett

The mobile market is booming.  In fact, one would be hard pressed to find someone without a cell phone. However, a big question is what strategies businesses should use to reach people on their mobile devices? Businesses have to learn how people interact with their mobile devices, in order to craft a proper strategy to reach them.

It’s no surprise that mobile users are constantly on the move and looking to get information quickly when searching for it.  Therefore, businesses have to make information quickly and easily accessible to them.  For example, let’s say a business has a landing page with a lead generation form. In order to get more details, a person has to fill out the form. This is fine for computer users, but probably not the best way to reach mobile users. It would be better to have a landing page with a phone number that says to call for more information.  For a mobile user, calling a business is easier than trying to fill out an online form.

Another way to reach mobile users is through geo-targeting; specifically physical location targeting. Basically, physical location targets device-based location signals and only shows your ads to people who are physically in your target area.  A local business can truly benefit from using this targeting strategy.  Let’s say a couple from North Carolina is visiting family in New York. They are driving around looking for a good restaurant. They check their mobile device and receive an advertisement from a restaurant that is only 2 miles away and decide to try it out. This restaurant benefitted by using physical location targeting. If they had just targeted the New York area, they might have missed out on the couple from North Carolina. However, by doing physical location targeting they were able to reach the North Carolina couple because the couple’s actual location was only a few miles from their restaurant.

They are many different strategies which can be employed to reach mobile users, and businesses should sit down and decide on the best ways for their business to proceed. Once the strategy is created, implement it and make adjustments as you go.

June 21 2011

Targeting Mobile Devices in Google

by Katherine Bennett

The world of mobile marketing continues to grow. There was a time when only computers and laptops could be targeted with advertising, but that has changed. Now, advertisers have the capability to engage in targeted advertising to reach mobile users on their mobile devices. By making simple adjustments, a company can have their ads show on mobile devices. 

One of the first steps in targeting mobile devices is to create a separate campaign.  Having a separate campaign allows more flexibility with targeting and also allows you to see pure mobile results and how they are performing. Google allows companies to target mobile users by the device they use and by their carrier. A company could get very granular in how they target mobile users. However, we suggest  that you start with a basic mobile

Targeting Mobile Devices in Google
marketing campaign before getting into advanced options.

It’s good to target every available mobile user unless there is a legitimate reason not too.
Keep in mind that the mobile settings in the campaign tab are for phones that support full internet browsers. It’s safe to say that most people who view the internet on their phone are using a smartphone. However, there are cases where your company may only want to target certain types of phones.  For example: If your site uses Flash it would be wise to not target iPhones/iPod Touches and iPads, because they don’t support Flash. It could actually frustrate a user to click on one of your ads and be taken to a website that won’t work on their phone. 

Targeting mobile devices in Google can be a breeze. Some might be hesitant, but why not test mobile marketing?  Mobile marketing is continuing to grow and more people are upgrading to smartphones. There’s no reason not to embark on a mobile marketing test.

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