Intent in mobile marketing more important than demographics, says Google
This insight was provided in a blog post by the tech giant, which was clearly a shot at Facebook’s advertising strategies.
When it comes to mobile marketing, the biggest players have made serious efforts to try to grasp at the top spot and keep it and Google has now released a blog post that reveals some of its latest efforts to create the most appeal for its offerings.
Facebook has a natural advantage when it comes to mobile advertising to specific targeted demographics.
That said, Google has been underscoring its own consumer intent data when it comes to searches in order to provide companies with what it calls better data for mobile marketing to targeted consumers. It has stated that this is particularly helpful in the mobile advertising sphere, though it is beneficial to all online marketing. It supported its perspective by saying that demographic data develops a form of pre-conceived form of targeting for advertising campaigns.
Google gave examples of how that style could end up skewing mobile marketing results.
For instance, it said that among sporting goods searchers over the last half year, 56 percent are female. Equally, 45 percent of home improvement searchers are also female. On the other hand, 68 percent of influencers in the skin and body care sector are male.
The blog post stated that “Intent beats identity. Immediacy trumps loyalty. When someone has a want or need, they turn to their smartphone for help,” adding that “When a need arises, people turn to search and YouTube to look for answers, discover new things, and make decisions. We call these intent-filled moments, micro-moments.”
For this reason, the blog post explained that mobile marketing firms have the best opportunity to reach people if they’re there during that specific moment that an individual is actually seeking to learn about a subject. Understanding the intent of consumers and providing content that meets those needs, said Google, was at the heart of being able to convince them to take action such as subscribing or making a purchase. Therefore, Google said that while designing targeted campaigns, regardless of the channel, intent should play the primary role over demographics and first-party data.