How Mobile has Enabled Target Marketing

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Attracting potential buyers to a service or product has always been one of the primary challenges of any business. For years, the most common approach utilized poorly-targeted outbound methods TV commercials, display ads, bulk direct mail, and similar vehicles.

Recently, there has been a move toward inbound marketing, which is focused on creating online content that lures in customers. And while all of these tactics can be effective, what if there was an even more precise way of reaching prospects?

What if you could get what you’re selling in front of someone at almost at the exact moment they’d be interested in purchasing it?

Using data for real-time mobile targeting

Right now, about 78 percent of Americans use a mobile device, and the total number of people who own at least one worldwide is 3.7 billion. It’s no wonder that online searching and sales using a smartphone or tablet have skyrocketed in recent years and that these figures are only increasing. This is why smart companies now put an intense focus on mobile marketing.

With people spending an average of about six hours per day on a device, it just makes sense. And businesses can take advantage of mobile usage in an even more powerful way with real-time targeting.

How BDEX can connect you with customers

At BDEX, we can give your company real, actionable data that makes people aware of what you’re offering when they’re looking for it. We do this by allowing a business to see someone’s buying and search activity across all of their devices.

How it works

When a person does something like download an app, this connects that particular device to their email address or IP address. This uniquely ties that individual to that device.

This information is then captured in a database called a Device Graph. Other databases will then be checked to find the same unique identifiers, along with information volunteered by the individual, including their name, address, or phone number.

The benefits to a marketer are obvious; not only do they know what a person is planning to buy, they’ll know the devices they use as well as their contact information. This allows highly personalized and precisely-targeted marketing campaigns.

Find customers online and off

Wouldn’t it be nice to know who’s buying from your competitors? You can. In addition to discovering what people are planning to buy, you can also find out where they’re shopping.

This is possible with geofencing, which involves setting up a virtual boundary around a specific geographic area. Using software or an app that utilizes things like GPS or even just Wi-Fi, a business will know when a mobile device enters this boundary.

Not only will you be able to see where someone goes such as to one of your competitors but it may be tied to if and what he or she buys. This information is valuable on its own but geofencing combined with other actionable data allows a company to send out immediate notifications about their own specials or deals.

How to get even more personal with your customers

Personalization could be the most important component of marketing these days. Almost 80 percent of consumers say that unless an offer from a retailer has been personalized based on their previous actions with a business, they won’t act on it.

While email is still a good way of reaching people on a personal level, texting has proven to be much more effective. The open rate for emails is about 22 percent. Texting, on the other hand, has an open rate of around 98 percent.

While people will almost always open a text you send them, you have to be smart in your approach:

  • Make sure they know who you are
  • Make sure you know who they are
  • Send them pertinent information at the right time
  • Don’t forget the call-to-action
  • Keep it short and sweet

Another benefit of device matching is that it allows you to dynamically serve display ads to that device on the media that these individuals use. Someone who is searching online for a specific product or service will see your message, at the exact time they are ready to buy.

BDEX will give you real insights that convert

If you’re tired of wasting time and money on poorly-targeted marketing campaigns that bear little fruit, it’s time to start doing things differently. BDEX can help you easily find your ideal customers when they want to buy. And more often than ever before, that means reaching them on a mobile device.

Contact us to get started.