Category: Mobile Marketing

A great deal of money is flowing into location based advertising for smartphones and there are many reasons why.

According to the latest reports in the mobile marketing environment, companies are continuing to pour their money into geolocation based efforts because it is proving to be worth every dollar spent.

Advertising over mobile using location based techniques promises surgical targeting, high conversion rates, and consumer data.

According to many reports, these goals for targeting, conversion rates, and rich customer profiles are delivering when it comes to geolocation. Therefore, companies that have already started using this type of mobile marketing are pouring more into it, and those that haven’t yet started are scrambling to begin.

Geolocation based mobile marketing techniques take in a number of different types of efforts.

It includes everything from geofencing to geoaware ad campaigns, hyper local keyword optimizing, and offering Wi-Fi hotspots. Among the most common consumer targets are bargain hunters, moms, coffee enthusiasts, and others.

BI Intelligence recently released a mobile marketing report that looked at geolocation and the progress that it is making in the industry as well as the success that it is achieving for its users. It determined that location based advertising can help in everything from encouraging consumers to buy to building customer profiles that are dense with useful purchasing behavior and preference information.

Among the reasons that geolocation is a growing leader in mobile marketing are the following:

• Geolocation is the equivalent to cookies on the standard web. Location based marketing offers the ability to collect data that can be used to provide consumers with relevant information that is more appropriate to their preferences and behaviors. This is important as many mobile devices do not support third party cookies.
• Money is being made from the money spent on Geolocation. For that reason, the majority of companies that have not started these campaigns are planning to, and those that already are using them are boosting their spending. This was discovered by Balihoo and Berg Insight.
• Geolocation provides consumers with the information they want and need to make informed shopping decisions that are relevant to them no matter where they happen to be.

The latest report from Millennial Media has revealed that this industry is a powerful smartphone ad user.

Millennial Media has now released its most recent SMART report, which seeks to offer a deeper look at the restaurant industry, and in this edition, it has indicated that mobile marketing plays an important role among restaurants.

The report has provided considerable insight into the use of these smartphone friendly ads by these businesses.

Among the mobile marketing statistics that were provided in the report was one that indicated that 80 percent of restaurant campaigns targeting smartphone users includes a page or site that features a store locator. This is extremely notable, because when Millennial Media compared that figure to the average of all total campaigns over its platform, businesses as a whole were using that feature only 15 percent of the time.

The ad network also determined that restaurants have more searchable mobile marketing campaigns than the average.

What it found was that among the mobile marketing campaigns of restaurants, 70 percent allowed consumers to search their site from their smartphones. The average among all of the platform users, was much lower, at 24 percent.

The primary goal for restaurant mobile marketing campaigns – that is, in 80 percent of cases – was to boost foot traffic to their locations. The MM platform overall saw the same goal for their campaigns in only 9 percent of businesses.

In the first quarter of this year, the leading spending vertical was Telecom, and this experienced a year over year increase in spending by 102 percent. The next three leading verticals after Telecom were Entertainment, Finance, and Retail.

The mobile marketing and commerce report showed that when all was said and done, there were eight different verticals that experienced growth in their spending that was 100 percent or greater when compared to the same time in 2012. The leader was Sports, which saw growth in its spending by 600 percent, compared to Q1 2012.

The three leading mobile marketing campaign goals for brands and marketers, said the SMART report, were “Sustained In-Market Presence,” followed by “Driving Site/Mobile Traffic,” and finally “Driving Registrations.”