Expanding Your Mobile Marketing Offering? Strike While The Iron Is Hot!
The world of web advertising has changed by leaps and bounds over the past several decades, from the annoying pop-up to the email with the sneaky-good subject line, companies from every business sphere have been looking for a unique method of taking advantage of web-enabled platforms to vie for the time and attention of potential customers.
At Adaptive Imagination, we’re always looking toward the next generation of customer engagement, and no field has grown faster in the past several years than mobile marketing and advertising. In February 2014, American internet users spent more time on their mobile device apps and browsers than the total time used by desktop users, which was the first time that ever happened! As a result, companies have begun pouring their marketing dollars into new forms of mobile advertising and engagement through applications, and the results have become increasingly effective with the advent of new technologies.
GPS Rules the Roost!
With just about every smartphone functioning as a de facto GPS-enabled device, marketers have now used this data as a means of delivering targeting advertising. According to the mobile advertising and location experts Thinknear; many of the most popular shopping and commerce apps available, geotracking to help customers locate a specific store, event or deal based on their current location has improved dramatically in just the last quarter of 2014 alone. The problem with these apps being that nearly 1 in 5 would communicate to a user about an event that could be miles and miles away, which obviously reduces the chances of conversion.
Thinknear examined 27 categories of apps and found that companies have dramatically improved their geo-locating abilities from a score of 49 in Q2 2014 to 55 near the close of Q3 (a perfect score is 100). Additionally, 46 percent of these apps were able to be accurate with 325 feet or less, and the top three categories included shopping, technology and computing (utility and tech content apps) and social networking apps (texting, dating, video apps).
What does it all mean?
Context is an important thing in any advertising endeavor, but this is one of the few times that marketers can provide this context based on where a person is located and what they might be doing during a particular situation. Thinknear reports that nearly 68 percent of ad requests contain ad location data, as opposed to just 10 percent in 2012. With improved accuracy in beaconing technology and the rapid growth that mobile marketing is already experiencing, it’s safe to say that your phone will be dinging and ringing with all manner of notifications for the foreseeable future!
