For consumers, mobile isn’t an isolated channel. 73% of adults who own three or more devices switch between platforms to perform a single task. Simultaneous or progressive use of a smartphone, tablet, and computer is a natural way for contemporary consumers to research products, make decisions, and complete purchases.
Despite the fact that mobile is part of a continuum, marketers all too often view a mobile strategy as a silo or a singular tactic. According to Adtech expert Chris Hansen, the disconnect between how marketing agencies and teams perceive mobile and how consumers use it is the single biggest source of pain and poor results in this industry.
Simply creating advertisements that will display on a smartphone or iPad isn’t enough to convert. Driving return on investment via mobile strategy requires marketers to recognize this technology’s role within the mixture of channels that consumers use on a daily basis. Effective mobile execution requires marketers to look beyond mobile-only data to understand their target audience’s behavior online and offline; across computers, tablets, and phones. Join us as we uncover why a cross-channel approach to mobile marketing is necessary to win — and the data points marketers need.
Why Non-Mobile Insights Matter
Consumers behave quite differently depending on the device they’re using. Convenience and ease-of-use may prompt a prospective customer to switch from their desktop computer to a tablet, but mobile experts are uncovering some fascinating patterns in content consumption across channels.
Research by Millennial Media indicates that consumers typically opt for smartphones to engage with streaming audio, games, and social media platforms. B2B educational assets and news media are more often accessed via desktops. It’s no secret that connected consumers are more likely to perform local searches on-the-go, often to discover local deals and brick-and-mortar purchase opportunities.
Few consumers are contained to just one or two devices on a daily basis. Accessing behavioral big data insights from each of the devices your target segments use on a daily basis is the only way to uncover true knowledge of their preferences, pain points, and proclivity to purchase. While mobile marketing is a standalone channel, marketers must access consumer data from a variety of devices to adequately develop an understanding of their buyers.
Real-Time Mobile Targeting
Local, social, and promotional activities are among the top actions performed by smartphone owners, which has inspired the coining of the phrase SoLoMo for social, local, and mobile among marketing specialists. The inherent portability of mobile devices means that owners are more likely to act quickly upon searches, requiring marketers to really refine their targeting to yield accurate conversions.
In order to profit from your ideal customer’s mobile searches, marketers must target based on comprehensive, cross-channel insights that are truly up-to-date. Mobile-only insights on customer segments that are months old simply won’t reflect the needs of your prospects today. By accessing a wide array of big data insights on your customers from multiple channels that’s just seconds old, mobile marketers can optimize their advertising and campaigns to the real-time needs of today’s connected consumers.
The BDEX Data Exchange Platform offers the first real-time data exchange, allowing mobile marketers to connect with objectively quality-scored data sets from vendors. By participating in the exchange, mobile buyers can gain insights into their segments behavior across multiple channels to perform the most accurate mobile targeting possible.
For more information on how BDEX can benefit contemporary marketing teams, check out Real-Time Segmentation: BDEX for the Email Marketer.