Category: Mobile Marketing

Companies are seeing the technology as an opportunity to communicate more effectively with consumers.

Smartphone shoppers not only provide businesses with revenue through sales, but through geolocation techniques, they are also giving companies important data about where they are at various times of the day and on different days of the week.

This data is being used to help improve the relevancy of the way that businesses communicate with consumers.

By using the information collected through geolocation, they are able to provide far more personalized and relevant information so that the communication between brands and consumers can considerably improve. For instance, when someone checks into a coffee shop on a regular basis in the morning, that data can be collected in order to identify this pattern so that the individual can then be sent a coupon at that time and for that business.

This type of geolocation technique could make a notable impact on mobile marketing effectiveness.

In this way, geolocation can not only help businesses to reach consumers at the times that are most relevant with an offer that they will find most appealing, in order to encourage more spending at the store, but it can benefit the consumer, as well. It means that the advertising and promotions that he or she receives will more closely reflect what is actually wanted.

That said, it is vital that geolocation technology be treated very carefully. There is a thin line between collecting data so that relevant mobile marketing can be produced, and simply inundating a consumer with ads based on everything that he or she has ever done. The chief revenue officer at Foursquare, Steve Rosenblatt, explained that “Relevance and content is what it all boils down to.”

Foursquare is a highly popular geolocation company that experiences approximately five million mobile check-ins every day. Rosenblatt stated that “The more you check in, the more data [we have] and the more relevant information we can send.” The more consumers take part in this type of activity, the better brands will be able to understand what they want so that mobile marketing can be personalized in a highly accurate way.

Facebook generates hype with focus on mobile marketing

Facebook is expected to report in full 2012 earnings by the end of January, which is likely to have investors paying close attention to the social networking company. Facebook went public in 2012, but experienced lackluster participation from investors, who were unwilling to meet the company’s own predictions of its share price. Investors are likely to be interested in the mobile advertising efforts that Facebook has been making in recent months. The company’s focus on mobile marketing may help rekindle the interest investors had in Facebook once upon a time.

Facebook adopts more aggressive stance in mobile space

Facebook has been introducing a multitude of new features in recent months. Many of these features are designed to make the social network easier to use by consumers. A significant portion of features have been added to benefit companies and advertisers looking to connect with these consumers. Mobile marketing has been one of the key focuses of Facebook in this endeavor, and the social network has been providing advertisers with better tools to engage their audiences.

Graph Search may be a major victory for Facebook

Earlier this month, Facebook introduced a new search function that opened the gateway for location-based services and better targeting of consumers for advertisers. The Facebook Graph Search, as it is called, allows marketers to make use of keywords to find promising demographics on the social network. These advertisers can then find out where these consumers live, what they like, and make use of other information that could be vital to the development of an engaging mobile marketing campaign.

Third quarter reports show that mobile focus has benefitted Facebook

Mobile marketing is expected to help Facebook see some growth. Thus far, Facebook’s focus on the mobile space has yielded significant benefits, with the company’s shares registering an increase of 35% in the third quarter of 2012. Whether the fourth quarter will produce similar results has yet to be seen, but investors are likely to pay close attention to the company’s future mobile marketing efforts, as long as Facebook can continue seeing progress therein.