Targeting the Mobile Shopper with Precision
Mobile is becoming a significant channel for retailers and affiliates online, but the signals generated by this traffic can be difficult to draw inferences from. It takes an experienced marketer to know what location says about buying habits, or which channels are likely to produce the most motivated buyers. There are also variables you can’t see, like time of day or actual surroundings. All of these are clues to a user’s buying habits, so you need to learn how to pinpoint trends using this data. These tips will help to point you in the right direction, and discover your target market through mobile advertising.
Key Signals
One of the first things you should establish is the list of key signals that identify your market’s interests and buying mode. This means knowing the difference between when a user is comparison shopping, and when they intend on buying. Bounce rate and popular pages are strong signals that content may be interesting, but you need to identify what customers are doing with that content. That’s where goal funnels and events come into play. Once you’ve established a goal funnel, beginning with your landing page, you can see exactly when your visitors leave the site. This helps you pinpoint where you need to make changes to smooth out the buying process.
Anticipating Consumer Intent
How consumers find you is another important aspect of whether your advertising works. You have a degree of control over your targeting when you purchase ad space from a buy-side platform. You can choose your audience based on location, demographics and interests. You should experiment with various targeting settings, both to trim your budget and to reach motivated buyers. In addition, you can utilize re-targeting methods to reach customers who have already seen your ads on other channel.
Mobile Banners and Content
Content marketing and mobile display advertising go hand-in-hand. Banner ads are still one of the primary methods of generating paid traffic, and they have widened the scope of their targeting. As more websites adopt to mobile use rates, banners that have a consistent look and feel to desktop counterparts can help drive sales from mobile devices.
Conclusions
Mobile traffic is not something you can afford to ignore for very much longer, and indeed, testing now while costs are low is a good idea. Mobile isn’t something you should build your business off of yet, but it would be a great time to begin porting your successful desktop campaigns over to the mobile platform and making some adjustments. The benefits are simply too great to ignore.
Bio: Ted Dhanik is the CEO of engage:BDR. Ted Dhanik helps advertisers engage with their audience through display advertising. Read tips on how to generate leads online or on mobile from Ted Dhanik and engage:BDR.