Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Expand context beyond locationLocation has been the primary filter that advertisers are using today for contextuallyrelevant mobile advertising. The opportunity to deliver a highly personalized experiencegoes much further than where a customer is. What are they feeling? What do their friendsand family like and respond to? By mining a customer‘s social sphere and onlinecommunications to learn about them, mobile advertising will be much morehypertargeted and therefore effective.Provide valueDeliver something of value to consumers. Mobile cannot be used as a soapbox to pushmarketing-centric messaging. Mobile is user-centric, and you need to deliver somethingthat is interesting to consumers or gives them something, be it a deal, reward, informationor entertainment.Tap the brakesToday‘s tools make mobile advertising a playland for interactive marketers, with shinynew objects generating excitement everyday. It‘s easy to want to connect with customersoften because it‘s fun and new. Just because you can, doesn‘t mean you always should.Marketers need to carefully track the frequency of their communication with theircustomers to ensure they are not intruding and interrupting on their lives too often. Buildyour mobile strategy on a foundation of trust with your customer, delivering targetedmessages when customers want them. If you interrupt too much, they will be quick toabandon.Make Data ActionableInteractive marketers need to track data in real time and adjust their programs to ensuremaximum success. Stale data that works for other advertising channels, which comesdays or even weeks after a campaign, is not appropriate for mobile. Mobile marketersneed to be nimble and if one mobile program is not performing with one audiencesegment, they need to quickly change it to ensure a high ROI.Mobile should not be treated in a silo, but should be part of an omni-channel marketingstrategy. Consumers will interact with brands via apps, mobile and traditional Web,social media, and through various connected devices. We are on the verge of a majortransformation in the advertising industry, one that will make the disruption of―traditional‖ digital advertising look trivial in comparison.The opportunity to make meaningful, personal connections between customers andbrands is huge and, therefore, so is the opportunity to make real impacts on theirbusiness.61