Reaching the Right Audience with Mobile

Today, smartphones allow businesses to better reach their target audiences. The ubiquitous nature of mobile helps brand engage with consumers in real-time, unlike any other marketing channel before.

But reaching your audience on mobile requires a different strategy than reaching your audience through other mediums, so it’s important to recognize the differences and plan your campaigns accordingly.

Businesses can reach their mobile audience through a number of ways, including standalone mobile apps, text messaging, mobile-optimized websites, mobile display ads and more.

I recently participated in a Mobile Marketing Association webinar titled, Reaching the Right Audience Through Mobile & Social Media. The webinar panel featured Michael Becker, Managing Director, North America, MMA and speaker representatives from airG, one of the world’s largest mobile social media products.

As noted by the airG executives, some of the core advantage of mobile are relevancy, scale and the ability to control the who, what, when and how of their message.

Mobile is relevant because it’s about capturing the right audience with the right message at the right time. Providing consumers with relevancy in terms of content or location is very powerful.

The scale is impeccable. There are 1.2 billion mobile Web users and 5.9 billion mobile subscribers worldwide.  The global penetration of mobile devices continues to skyrocket, and thus the opportunity is constantly growing for marketers.

Another benefit of mobile is the ability to control your message content, the recipients, the time and the method. You can target mobile users by demographic, location and interests, and control their engagement and interaction.

With that being said, to reach the right audience through mobile there are a few things your brand should do. First, know your campaign goal. What is the desired outcome of your marketing or advertising efforts? Identify the audience you are trying to reach!

Next, target core prospects—not everyone. Don’t waste your time throwing your message out to everyone when, in reality, you only want certain ones to see it.

Lastly, run your campaign and measure the results. The only way you will know if it worked is to analyze the metrics. Know what success looks like and don’t accept anything less.

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