3 Best practices for brand advertisers looking to expand

Source: http://www.experian.com/blogs/marketing-forward/2019/04/04/3-best-practices-brand-advertisers-looking-expand/

The other day, as I was racing to a meeting, I realized I’d left my mobile phone at home. And for a moment I thought what would be worse — being late for the meeting, or moving the complete day without my mobile phone? As you might have guessed, I turned the car around to go back home.

It is likely. The truth is that most of us have become dependent on our mobile devices we find it tough to conduct our lives and business .

Actually, data shows that digital continues to grow at an unprecedented rate on an yearly basis, and mobile makes a large portion of that up. According to 451 Research’s Global Unified Commerce Forecast, digital commerce is expected to grow internationally at 20 percent CAGR by 2022, reaching nearly US $5.8 trillion in value. In addition, digital banking users (mobile and online ) surpassed two billion in 2018 with an expected 11 percent CAGR (2019-2023), where mobile banking users are expected to be 58 percent of the worldwide banking population in 2019 according to Juniper Research.

With so much of the U.S. population heavily dependent on their mobile devices, brand advertisers need to understand how to best capitalize on the opportunity. The most recent statistics from IAB US show advertising revenues delivered on mobile devices totaled almost $50 billion in FY 2017, a 36 percent increase from the previous full year of earnings. The IAB also revealed advertising delivered on mobile devices now constitutes more than 56 percent of total online advertising revenue.

Below are three best practices for brand advertisers looking to expand their cellular presence:

1. Build a quality mobile audience

As with any marketing channel, one of the most important elements of your campaign is understanding your client. You need to have the ability to identify not only who your customer is on mobile, but how they interact across every channel. Over the past few years, identity has shifted from connecting profiles to connecting profiles that were offline with a mobile advertising ID using a cookie. The phone is the apparatus and can give you information. This level of insight creates an opportunity have interactions with customers and to make the advertising decisions.

2. Leverage data to make your campaign relevant

Not only is it important for new advertisers to communicate messages that are personalized, but also to deliver the right message at the ideal time.  Once your mobile audience has been created, you want to make sure your messages are relevant and personalized. I recently traveled, and while in this town — that – and I frequently visit I purchased offers for local restaurants. The majority of them were geared toward families, which was great since I traveled with my husband and children. And while this was more relevant, overall and personalized suitable, once I got home I continued obtaining the recommendations for the aforementioned city the restaurants were relevant to me. A wise marketer could have used my location data (which was turned on) and decided to not target me when I was out of the region.

3. Measure mobile success

So you used your knowledge of the client to produce relevant messages and identified a mobile audience that was strong, but was it effective? No matter how brilliant your effort might have been, if you don’t generate results, you need to adjust and optimize. Testing and revising campaigns is one of the pieces of marketing. Measurement is one of the ways. You may continue to adjust until you locate the message for the audience that is right to create ultimate customer engagement.

By way of instance, think of the car purchase route. When exploring a new car typically, unique channels are used by consumers. They visit with several dealers before making a decision or may browse online. It’s a purchase that only happens every couple of years, quickly, and so you want to have the ability to measure and adjust your campaigns for them right. That is why evaluate your tactics, it’s so important to know your client, and learn to deliver the experiences that are correct on the channels that are ideal.

If advertisers take the measures to properly reach their audiences on channels, the rise of trade presents a great revenue opportunity for brands. Fortunately, Experian MarketingConnectTM removes the need for disparate solutions and enables marketers to access and handle offline and online customer identity attributes through a single, unified platform. Marketers create a single customer view can connect these attributes, build custom audience segments, execute advertising campaigns, and measure campaign results.

By measuring your effort’s success and understanding who your customer is on cellular on platforms, you’ll increase your chances of executing the best campaign possible without driving them off and influencing customer behaviour. You’ll encourage them to remain engaged.

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