Mobile advertising is a central pillar of modern marketing, making it possible to effectively reach and retain customers on the move. With the ever-growing importance of smartphones as the primary platform for internet usage, mobile advertising is becoming increasingly important to reach the target audience precisely and emotionally[4]. In this article, we will look at practical strategies and examples of how companies can use mobile advertising to attract new customers and strengthen existing relationships.
Strategies in mobile marketing
An effective approach in mobile marketing is to create interactive and target group-orientated content. Interactive advertising formats such as gamified ads or augmented reality (AR) can significantly increase user engagement and create stronger brand recall[1]. Another strategy is the use of location-based marketing, where targeted offers are sent to users in specific regions to capitalise on local events and trends[1].
BEST PRACTICE at a retail companyThis company used location-based services (LBS) to create special offers for customers in the vicinity of its shops. Using Bluetooth Low Energy (BLE), personalised shopping experiences were created that significantly increased sales.
Mobile advertising and targeting
A targeted approach to the target group is crucial for the success of mobile advertising. Social media platforms such as Facebook and Instagram offer targeted advertising opportunities that can be controlled based on interests and demographic data[2]. On platforms such as TikTok, on the other hand, you should focus on authentic, user-generated content in order to reach users emotionally[2].
BEST PRACTICE at a fashion companyA fashion company launched a campaign through TikTok that focussed on short, creative videos. This strategy led to a significant increase in brand awareness among younger users.
Programmatic advertising and mobile devices
Programmatic advertising makes it possible to display adverts in real time to the right target group on mobile devices. This is done by analysing user data such as location, app usage and real-time behaviour in order to create precisely targeted campaigns[7]. The use of mobile-optimised forms can also make it easier to enter the recruitment process and increase interaction with potential candidates[7].
BEST PRACTICE at a software companyA software company used programmatic advertising to reach developers on platforms they frequent. The use of location-based adverts led to an increase in the number of qualified applications.
Data protection and mobile marketing
Data protection is an important aspect of mobile marketing. Companies must ensure that personal user data is used responsibly and in accordance with the applicable data protection regulations in order to maintain user trust[5]. Transparency about the use of data is crucial to building long-term customer relationships.
My analysis
Mobile advertising offers companies a wide range of opportunities to acquire new customers and strengthen existing relationships. Mobile advertising can be used effectively to reach the target group on the move through targeted communication, interactive content and consideration of data protection. With the right strategy and the right tools, mobile advertising can become a central component of successful marketing strategies.
iROI-Coaching helps companies to design their mobile advertising efficiently and optimises campaigns based on the latest trends and technologies. By continuously analysing and adapting strategies, iROI-Coaching supports companies in achieving their marketing goals.
Further links from the text above:
Effective strategies in mobile marketing
Mobile marketing strategies for customer acquisition
Reach your customers via mobile marketing
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