Mobile Marketing

New Enhancement to Mobile Conquesting: Announcing Audience DNA

MOBILE CONQUESTING’S AUDIENCE DNA

The mark of a truly great digital ad campaign is the ability to learn from the results you a see and apply what you learned to future campaigns, allowing the campaign to sharpen over time.  Now you can learn about your audience as you’re marketing to them through Mobile Conquesting’s Audience DNA.

WHAT IS AUDIENCE DNA?

During a Mobile Conquesting campaign, our algorithms seek to better define the people who either click on your ads (Click Through Rate/CTR) or visit your location (Visit Rate/VR).  From there we break down the top 10 attributes that make up the people engaging with your ad campaign. If you’re not measuring visits to your location, we pull click DNA, or the top 10 attributes of people who click on your ad.   You receive a breakout like the one below:

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HOW LONG DOES IT TAKE TO LEARN MY AUDIENCE DNA?

Patterns in Audience DNA can be found as early as the first 10 days of a campaign, but we recommend using data of a campaign that has been live for 2 months.

ONCE I LEARN MY MOBILE CONQUESTING AUDIENCE DNA, WHAT DO I DO WITH THAT INFORMATION?

Utilize this information to help your campaign increase in both performance and conversions.  Once you learn more about the behaviors of people clicking on your ads and visiting your location, we can create another line item within your campaign to target people with those exact attributes.  We also recommend threading the Audience DNA through your ad campaign by incorporating images or videos that directly speak to your audiences’ interest to make your ad campaign stand out.

The Latest and Greatest in Mobile Marketing

Mobile Marketing is a hot commodity among advertisers around the country, as consumers spend more and more time on their mobile devices daily. Our Mobile Conquesting products have many advanced features, including geo-fencing, behavioral/location/brand targeting, dynamically updated ads, weather triggered ads, geo-retargeting, geo-lookalike targeting, and also the ability to track in-store visits. The most amazing thing about digital marketing is evolution and innovation, and even in the last three months we’ve rolled out incredible developments in mobile technology, including:

Extended Visitation Data
A major key performance indicator (KPI) that sets our Mobile Conquesting apart is being able to track if someone saw an ad and physically walked into a store, as long as their GPS is enabled. Typically, this data is tracked throughout the duration of the campaign, but we’ve found visits continue to across days after a campaign has ended. To make sure we are capturing all information relevant to a campaign, we’ve extended all visit data to be tracked up to 14 days after a campaign as ended, so marketers can continue gathering data without the ad spend.

Visit Data Location Breakout
In the past it was difficult for mobile marketers to look at individual store impact when it came to visit data. For instance, let’s say you were marketing your store and you have 10 locations around the area to track visit data. As an ad buyer, you could see the visit data to all 10 stores combined, but breaking out individual store visits was extremely tricky, mainly because they are all lumped into one line item of buying. Advancements in visitation technology has now allowed us to not only run one campaign to as many locations as you want within one campaign, but also break down individual store visitation data so you can see which stores had the greatest impact with the marketing campaign.  We’ve already rolled out breaking out location data by zipcode (so if your store is in different zips- by location) and will roll out breaking out two stores in the same zips by the end of the year.

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Breaking Down Geo-Location Data
Geo-Fencing, or targeting every mobile device within a fence regardless of the demographic or behavior of the individual (also called geo-farming), is a common technique utilized in a majority of our mobile campaigns. Let’s say you wanted to target users who have been to every Home Depot in an area, or every high school – there are broad categories that you can run to target anyone who has walked into these locations. In the past, our data has been very high-level, meaning you had a broad category of those geo-fenced in a Home Depot, but without that knowledge of which specific Home Depot you are targeting. We have enhanced our data, so we can now get visibility into geo-fenced location category building, so you can see a list of every address of every Home Depot we are targeting, adding greater transparency to our ad buying.

Targeting an Event with Digital? What You Need to Know

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Event based targeting is becoming extremely popular among digital marketers, mainly because it gives you an opportunity to have a presence at the event, even without a physically being there. But event targeting is not a one-size fits all strategy. Depending on what is capturing event attendees’ attention, different digital tools should be utilized to effectively market your business.

Targeting concerts, auto shows, or festivals? Go social. Think about how the person at the event is engaging online. Are they uploading pictures to social media, checking in online with friends, or posting a status of what they are doing? Then target them with newsfeed ads on social media like Facebook or Instagram with calls to action like “call now,” “get directions,” “message,” or “learn more.”  During more socially driven events, people aren’t just browsing online, so you have to reach them where they are posting.

Targeting a work convention, or vendors at a show? Go IP. Work conventions tend to have laptop bound professionals who are hopping on the free wifi to get online. With IP Targeting you can reach these people through the convention’s IP addresses or through the IPs of surrounding hotels and serve them an ad whenever they are browsing online.

Is targeting people post event important? Go Mobile Conquesting. With Mobile Conquesting your ads are placed on mobile apps and mobile web browsing sites within the area you want to reach.  This is done through a process call “geo-fencing” or targeting a specific (often small) target geo, like an event, to try and serve ads to people within the virtual fence.  You can then “geo-retarget” those attendees after the event is over and continue to serve them ads on their mobile devices. 

Event is over? Is there any way you can get back in front of that audience? Yes, with a digital marketing technique called Geo-Framing. Geo-framing goes back in time to previous events where we have captured people’s mobile Device ID’s, mapping those to their homes, and showing them ads now. If any ad was served to a person at the event, we can capture the Unique Device ID of that smartphone. It’s important that you only geo-frame an event up to six months in the past otherwise the data becomes compromised as people change their mobile devices and data changes.

Not all digital marketing techniques are created equal. In order to be the most effective, you must put yourself in the attendees’ shoes and think about how you would interact with the internet, then target them accordingly. 

Mobile Marketing: Some must-know terms and how to use them

If you’re deciding to run a mobile-only marketing campaign you’re following a popular trend of many advertisers.  Attention is the currency of marketing.  Smartphones garner a lot of our attention and people spend a lot of time on the internet on their phones.  Earlier this year comScore broke down the highest users of mobile internet minutes in the world and Americans are not the only ones glued to their phones:

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When planning a mobile campaign, the buying terms can often sound so similar it can confuse even the savviest marketer.  Here is a guide to know what types of mobile targeting are out there, and how they work:

  • Geo-Fencing is when you target people in real time while at a competitor’s or specific locations or brand name businesses and try to serve them the client’s ads – no targeting categories added in.  This means you hit everyone in this fence regardless of age, gender, income level, etc.   When doing this at a competitor’s location is can also be called Geo-Conquesting although it is the same as a geo-fence. 
  • Geo-Retargeting is when you target people who have been to a location you specify (i.e. a competitor’s location, an event, etc.) and serve them the client’s ads. We can geo-retarget people from ANY Location Category or Brand Category, or from any location you provide an address to.
  • Geo-Retargeting Lookalike is when we target people who are in the same areas/neighborhoods as people you are geo-retargeting. In other words, they are similar to the people being geo-retargeted. 
  • Behavioral Targeting is targeting people who have recently shown a certain behavior or are in a certain type of demographic in the last 30-90 days (i.e., Clothing & Retail Chain Shopper, College Student, Coupon Users, Expectant moms, In-market for Credit Card, Live sports fan, African-American).  There are thousands of behaviors in this category.  This can also be called Geo-Targeting, or targeting people in a certain area based on their past online behaviors. 
  • Location Targeting is targeting people who have recently been to a certain location or type of business or event in the last 30-90 days (i.e., Universities & Colleges, Shopping Centers & Malls, German Restaurants, Bachelors Degree, Certificate/Vocational Schools, New Cars Automobile Dealers, Kia New Car Dealers, Automobile Repairing & Service, Christian Churches, Pain Management, Beauty Salons, Casino, Music and Live Entertainment).  People in these categories can be Geo-Retargeted too (see above). There are thousands of locations in this category. 
  • Brand Targeting is showing ads to people who have recently been to a particular brand name store that we have in our database (i.e., McDonald’s, CVS, Target, Walgreens, Home Depot, Starbucks, Walmart, Lowe’s, Subway, Shell, 7-Eleven, Chick-fil-A, Best Buy, Kroger, Costco). People in these categories can be Geo-Retargeted too (see above).  There are thousands of brands in this category.

This is just the tip of the iceberg when it comes to learning about mobile marketing, but knowing these terms will help you formulate a solid plan.  And right before you hit GO on your mobile marketing plan, take one last look at your website and make sure it’s mobile friendly.  After all, the best mobile marketing campaign will fall down if the customer has trouble using your website on their phone.