B2B Marketing Blog

Why Mobile Device Users Are Critical Targets for Business

By Lauren Hylbak
Nov 25, 2013

Guest Post by Teddy Hunt, a freelance content writer.

From a marketing standpoint, smartphone users across the globe are a unique set of consumers. These users check their phones all day, every day, making them the perfect audience for mobile advertising and marketing strategies. One third of all users say it's the first and last thing they look at each day, and even more (37 percent) say they check it every thirty minutes or less.

Bizible marketing analytics

And these things deliver ads. Lots and lots of ads. Through apps and emails, marketers are able to reach their target demographic of smartphone users in a more intimate way than ever before. Here's how they're going about it.

Targeting Specific Demographics

Marketers are able to target demographics, break them into groups by a series of specific traits, and adjust their advertising strategies accordingly. They'll then coach their clients to identify their ideal customer. For instance, if a company wants to reach single white women in their 30s, they can single those women out and deliver their advertising message to their screens. This makes the campaign leaps and bounds more effective by putting relevant ads in front of interested consumers.

The demographic tracking option enhances the old strategy of tracking keywords. Marketers used to track keywords and market around that to reach their target audience. When they add targeted demographic information into the mix, the entire system becomes more fluid.

Combined Efforts Make for Serious Returns

Any advertising or marketing campaign that focuses on a single aspect of a product is destined to fail miserably. Just like any other campaign, mobile efforts should focus on varying aspects of the target customer base. When they combine different strategies, the reach becomes less expansive, but they are far more relevant.

Take an up-and-coming downtown diner with a lunch special for example. They want to attract more local professionals for their lunch hour. The approach that could garner the most extra foot traffic over the lunch hour is to geofence (see below) five miles around the diner and display the ads between 10:00 a.m. and noon.

Many of these users will be using their own devices directly at the office, so serving ads to them often catches them in the moment, which makes them extremely more effective than standard web ads. Since BYOD solutions like the ones offered by Blackberry are becoming increasingly popular, more and more of these devices are even being used throughout the day at work. This means it's more important than ever to target users where they're viewing content: on their phones. Optimally, this translates into utilizing responsive web design and creating specific content for those users. 

Geofencing Raises the Ante

Geofencing is a software feature that allows businesses to utilize the global positioning system (GPS) or radio frequency identification (RFID) to set specific geographical boundaries; a sort of virtual fence around the location they wish to reach. For instance, a car dealership might use geofencing to target their competitors by geofencing around competing lots. When a user accesses an app or web browser on their smartphone or tablet within the geofence, the competing dealership's ad will display.

Other strategic ways to use geofencing is to fence around complementing businesses. So a car parts and care store might geofence around local car washes and gas stations to lure potential customers their way.

Social Calls to Action Work

Many advertising gurus are leaning more toward social media-oriented calls to action. By adding an option to like the business on Facebook or follow it on Twitter, the ad actually serves a dual purpose. It's putting that brand in front of the consumer, but it's also enhancing the social media strategy already in place. It's actually estimated that full-page ads with a tie to social media enhances consumer interaction with the ad by 57 percent.

These measures are effective for more than just devices like smartphones and tablets. Many marketers are creating coordinating mobile and full web campaigns that bring the users full circle from the ads to social media interaction.

Basically the premise is to zero in on the right people at the right time to create a more meaningful advertising strategy for everyone involved. Mobile users have become crucial targets as part of a well-maintained marketing strategy, and it's only going to get more intense as smartphones become ever increasingly available to the public. The mobile device trend is very quickly becoming an inescapable fact of life.

About the Author: Teddy Hunt is a freelance content writer with a focus on technology. When not behind a computer, Teddy spends the majority of his free time outdoors and resides in Tampa, Florida.

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Topics: tips, small business marketing, Social media

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