Category: Mobile Marketing

Peoplecount investigates the effects of location-based information in marketing

Peoplecount, a leading market research firm, recently released a report on behalf of ADCentricity, a location-based solutions company, concerning the marketing prospects of location-based digital media. The report was based on an ADCentricity client in the insurance industry, which had been running a national marketing campaign targeting various demographics. The report highlights various factors of the marketing campaign and its reach to consumers, covering aspects such as brand awareness, message recall, purchase intent, influence, and basic audience demographics.

Marketing campaign sees high exposure and engagement

According to the report, more than 80% of consumers that had experienced the marketing campaign heard it over the radio, with 50% having seen some aspect of the campaign on a digital screen of some sort. Approximately 1% of the consumers surveyed by Peoplecount were not aware of the advertisement at all. Most of these consumers were able to aptly recall the advertisement.

Insurer targets specific demographics for products

The report shows that the insurance company behind the marketing campaign made use of demographic information to sell its products to a targeted audience. Peoplecount notes that 68% of these consumers already held an insurance policy that related to the same type of coverage the insurer was trying to sell. Approximately 10% of consumers had plans to purchase additional insurance coverage within the next year. Peoplecount found in its report that the marketing campaign saw the most success in venues that had high dwell times, such as gyms and doctor’s offices.

Geographic information helped campaign find success

The report highlights the benefits of using location-based information to target consumers. The insurance company behind the marketing campaign was able to use this information to target consumers that would be in locations with high dwell times. As a result, the insurer saw a great deal of exposure through its campaign. While the report does not document the impact the campaign had in terms of sales, it does show that location-based marketing is a powerful way to reach a target audience.

Advertising within these applications will be important to generating wealth next year.

While recent research continues its highlighting of the degree to which consumers say that they dislike mobile marketing, the figures regarding the channel’s performance are strongly suggesting the opposite.

Analyses of campaigns for smartphones and tablets alike are showing that they are highly effective.

Despite the fact that consumers don’t like the pesky ads that are appearing within their applications, the data is still showing that they are engaged by this mobile marketing and that it is encouraging them to spend money. Occasionally, this even means large purchases, and they’re doing it over their smartphones and tablets.

A rising number of analysts are releasing their figures that are demonstrating this same mobile marketing trend.

According to these statistics, it looks as though standard, smartphone, and tablet commerce could all stand to greatly benefit from an explosion of mobile marketing within applications. Though this had already been suspected by the completion of the third quarter of the year, it has been far more solidified from the results of the holiday season so far.

Shoppers over the last couple of weeks have made this the most successful time for mobile marketing in the history of online purchasing. The “biggest mobile shopping day” on record for eBay occurred on December 9. The volume from smartphones and tablets skyrocketed by 133 percent over the largest purchasing day in 2011.

Moreover, it is also being suggested that the impact of mobile marketing isn’t simply limited to the purchases that are measured due to the fact that they are made directly through the smartphone or tablet on which the ad has been viewed. Steve Yankovich, the vice president of mobile at eBay, suggested that one third of all of the transactions that the company receives have been “touched” by mobile, regardless of what device has been used for making the final purchase.

This means that the eventual purchases that are made by users are highly influenced by mobile marketing and what they see on the gadgets that display the ads. It also suggests that the channel will become far more central to the efforts and campaigns that are implemented in 2013.