Mobile is the most powerful medium advertisers have ever had to connect with consumers. The accuracy and granularity of data available on mobile is unmatched. Coupled with the fact that consumers now spend more time on mobile than any other medium, the mobile advantage is crystal clear.
But why is mobile so powerful?
Mobile IDs have a lot to do with it. These IDs, specifically Apple’s IDFA and Google’s Advertising ID, provide a much more reliable tracking method than the cookies that are predominantly used on the desktop. And, since each device has its own unique ID, there is never any confusion about who you are targeting.
Mobile IDs not only allow advertisers to more accurately collect data, they also make it much easier to combine a variety of different data sources and match them all back to the same user to create a rich and robust audience profile.
First-party data is an advertiser’s own data about their existing users. It can include IP addresses, email addresses or mobile IDs of people who have previously interacted with your brand.
Behavioural data, meanwhile, is collected by companies that specialise in mobile advertising, and is based on mobile behaviours like what apps a user has downloaded and is prone to using.
Third-party data comes from providers such as Neustar, Exelate, and Experian, and can include demographic information like age, gender, household income, and more.
With all this available data, there are a number of different ways advertisers can leverage it to effectively create audiences who they’re fairly certain will be profitable in the long run.
One of the most powerful applications of data is in the creation of personas, pre-defined groups of users that share some key characteristics: millennials, sports enthusiasts, travelers and the like.
Lookalike audiences, on the other hand, take data on existing users and use it to find new users who are similar to them and thus likely to be interested in your brand.
Finally, combining characteristics from multiple data sources is a great way to create precise audiences: you could build an audience of male millennials in NYC, and show them an ad that appeals exactly to them.
That all said, the great thing about targeting audiences on mobile is that it’s not a one-time event. To really be successful, you should be thinking about long-term audience engagement throughout the customer journey.
By doing things like continually refreshing your audiences to ensure the right people are always in the right segments, and tailoring your creative to each of those segments, you’ll be able to improve the effectiveness and performance of your campaigns.
This concept of engaging audiences throughout the customer journey is nothing new, but doing so on mobile provides more options and better results. As more and more data becomes available, marketers will continue to be able to refine their audience targeting on mobile to engage their audiences throughout the customer journey.
The mobile marketing bar is raised high
The increasing popularity of mobile devices as the control centres for our lives (think Nest, Uber, Amazon and Sonos) and as our primary communications channel (Facebook, Twitter, Instagram, Youtube and TikTok) means they are becoming ever more entwined in the way that we interact with brands on a daily basis.
As more people experience these mobile-led interactions with brands, their expectations grow, and the chasm in experience with non-mobile optimised brands increases.
Mobile should no longer be an afterthought. In fact, if you are still thinking in terms of a mobile marketing strategy, you’re already too far behind. Instead, you need to be thinking about how your marketing strategy plays out in an increasingly mobile first world.
Mobile devices are the way of accessing the internet for the majority of people. Just think about your own usage, when was the last time you opened your laptop at home to check Facebook, look for a date or look up reviews of a restaurant?
OfCom’s data shows that mobile devices are the most important way of connecting to the internet for 52% of adults over 16, with this number increasing to 71% for 16-24 year olds.