Metrics

One of the best features of online marketing compared to traditional advertising is how easy it is to track, target, and connect with an audience very quickly and very efficiently.  With online, digital ads a campaign can be targeted on various websites, targeting specific demographics, and analyze the results in real-time.   This is something that print and offline marketing was never, or at best very difficult, able to do.   Certainly, tracking and analyzing tools are a big reason why the online marketing industry has exponentially grown each year since it’s first.  Marimedia recently launched their own dedicated mobile network.

With mobile marketing marketers are able to use the same tools that have made online marketing so successful and even have additional tools and capabilities that regular display marketing marketers never had.  There are dozens of parameters that are only available on mobile marketing campaigns but here are just a few of the major ones:

Carriers – In some countries, the carrier the person uses can tell a lot to the marketer about the demographics of the user.  In the US for example, T-Mobile and Sprint subscribers are twice as likely to be in the 18-34 age demographic and download mobiles games.  Verizon subscribers are more likely to be 45 or older and not consume mobile content.  If you are a mobile games company are you more likely to advertise to a costumer using Sprint or Verizon?

WiFi vs. Data Network – Whether the mobile user is on a WiFi or data network (such as 3G or 4G) tells the marketer the users connection speed.  A person on the go will be on a data network and is more likely to respond to an ad that is targeted for products designed to help someone that is constantly on the move, such as an organizer or restaurant guide.

Location – A user on a mobile device cannot only be pinpointed to a region or city but to an exact location.  This is an especially powerful for local advertisers, such as restaurants and bars.

In-App advertising – Apps are a great way to advertise because the app user is usually very targeted.  For example, an app that’s main function is to track meals and count daily calories is probably almost exclusively used by dieters, so they’re likely interested in diet products and fitness solutions.  Downloading an app is more difficult than visiting a website so those who use a weight loss app are likely more interested in weight loss than visitors on weight loss website.

Personal Device – Whereas in most of the world laptops and desktops are shared among more than one person, cell phones are usually exclusive to one person.  The chance for an ad to be displayed to the right audience is greater when only one person uses the device.

Devices – Demographics vary among smartphone users whether they have a Blackberry, iPhone, Android, Windows 7, or something else.  For example, the percentage of Android users that are male is 73% whereas iPhone users are 57%.  78% of iPod touch users are under 25 which is far higher than the average.  iPhone users are more than twice as likely to buy a paid app compared to an Android user.

 

Marketing campaigns begin and end with one goal: reaching the target demographic and delivering them the exact product they need.  With mobile marketing it is easier than ever to do just that.   In fact, mobile marketing has about triple the CTR than display networks for a desktop audience.

 

For more information about Marimedia Mobile Network, Marimedia’s dedicated mobile display network, visit our contact page.