How to maximise the mobile marketing moment

How to maximise the mobile marketing moment
Andy Ashley is Digital Element’s Marketing Director Europe and APAC, bringing over 15 years of advertising and digital marketing experience to the team. Andy leads Digital Element’s overall corporate and product marketing strategies for the UK, Europe and APAC, helping companies understand the numerous benefits the company’s market-leading NetAcuity® IP geolocation technology can provide. Prior to Digital Element, Andy has previously held advertising and marketing positions for digital marketing and advertising agencies including McCann-Erickson, Mindshare and Saatchi & Saatchi.

(c)iStock.com/Geber86

Mobile is an indispensable part of our lives with people in the UK spending almost three hours per day consuming mobile media, and over four in ten consumers saying they’d rather forget their anniversary than lose their phone.

Whether it’s checking our newsfeeds, researching a product while in store, or searching for how-to videos on YouTube – consulting our smartphones and tablets has become second nature, regardless of where we are located.

A rapid rise in mobile subscriptions – expected to reach three-fifths of the world’s population by 2020 – provides exciting opportunities for brands to reach consumers at any time and in any location, via an almost unlimited number of touchpoints, delivering carefully crafted and contextually relevant consumer journeys.

So how can marketers harness the benefits of geolocation technology to make the most of these mobile marketing moments, reaching the right consumers when they’re on the move and switching between devices?

Tailor messaging to the consumer location

Consumers access the mobile web from every conceivable location – be it on the train to work in the morning or at the local pub in the evening – and marketers must be able to tailor their messaging by location to make it contextually relevant and engaging.

Inbuilt geolocation tools in mobile devices are frequently switched off, so technologies such as IP geolocation – which can target mobile wifi traffic at city or postcode level without the need for opt in – are required.

Highly accurate, regularly updated IP location data is essential for effective geotargeting so marketers should take care to select an accredited IP vendor.

Mobile users expect instant results from their devices and won’t wait around for content to load

When geolocation data is combined with additional information such as weather signals, marketers can identify the most relevant messaging to share with consumers according to their location – maximising the impact of each mobile marketing moment.

Understand media consumption by device

Lumping mobile devices into a single category is risky as media consumption habits vary considerably between device types.

Tablets, for example are often used for research and forward planning, whereas smartphones are used to find information needed right away to fulfil an immediate need. Although smartphones aren’t yet the most popular device for online shopping, they are frequently used for spontaneous purchases.

Intelligent marketers understand consumers move from one screen to another based on which is best suited to their situation and position on the path to purchase.

They might research holiday destinations on a mobile device before making a booking via a laptop or PC, or search for additional information on a smartphone after seeing a commercial on TV. The ability to determine what device type is being used to access the web ensures marketers are relevant to consumer needs in the moment and are able to help them connect with the information they are looking for.

Put the consumer experience first

Mobile users expect instant results from their devices and won’t wait around for content to load. This makes it vital for marketers to be able to determine connection characteristics such as speed and carrier, as well as device type, allowing them to deliver content that is appropriate for the user’s unique situation.

Prioritising the consumer experience also means avoiding time-consuming opt-in processes, and maintaining consumer privacy by ensuring none of the data collected is personally identifiable.

It is important for marketers to make the most of each unique mobile marketing moment to ensure they are as relevant and engaging as possible, increasing chances of conversion and boosting the customer experience.

Technologies such as IP geotargeting allows the complete personalisation of content to suit the consumer’s situation, regardless of where they are, how they’re connecting, or what device they’re using.

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