Mobile marketing should be a part of your overall digital advertising strategy

Mobile marketing strategies can be simple or complex, in-depth or just graze the surface, but when professionals put their full effort into generating leads, they see their returns more swiftly. As mobile technology and local data continue to collide, user engagement may also increase and marketers will benefit directly. This means that while localized content may be harder to craft for specific audiences, it’s increasingly more important in today’s digital era.

Almost every mobile application wants to track the behaviors of its users, and then use the compiled data for marketing endeavors. While this information is sometimes limited in how far it can be shared, the snippets that do get communicated often dictate when, where and how consumers are targeted.

The main downfall to mobile marketing is that it’s based on trial and error. While you might have a general idea of where a specific audience will be at a certain time based on behavioral data, you’re still making a guess at best, and sometimes you may fall short. Too many professionals spend the bulk of their time tracking actual data and setting benchmarks, and when stats don’t measure up, they classify all of their efforts as failures. However, mobile marketing, especially with local data, can produce lucrative impressions that can go a long way in branding.

Mobile marketing, whether through social media, text messaging, content creation or beyond, can build greater visibility on the web and help initiate conversation with buyers. With more real estate given to local results in Google than ever before, brands have a greater chance to use SEO and PPC to increase their rankings and generate a significant amount of leads. Additionally, the content marketers post to the web, when optimized for mobile devices, can influence spontaneous purchasing behavior.

If you just began to promote your company using mobile technology, make sure you are using the right Big Data to leave long-lasting impressions with your ideal target audience.

Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.