#MWC17 part 2 – Highly optimised mobile marketing.
Reliable location data and highly personalised content makes for the perfect mobile cocktail. We’ve identified two ingredients that effectively optimise mobile marketing efforts.
Accurate real-time data
Location data accuracy is improving and helping to contextualise marketing efforts, but that doesn’t mean that there are still concerns with the reliability of location data. A recent report stated that around 40% of marketers are concerned with the quality of the location data used in their marketing efforts. But this is changing with the increased number of deployed beacons and the growing number of sensors. Proximity location data is now highly accurate.
For example – it’s possible, using Bluetooth beacons, to understand which isle of a shop a user is in. These sensors are now suitably advanced, and widely deployed – and this can produce highly effective marketing campaigns.
To put this into context, Tamoco now has over 20 million sensors on its world-wide network, ranging from retail locations to bars and throughout the world’s largest cities, and that means a lot of high-quality data in a wide-range of useful locations.
But what does this improved raw data mean for mobile marketers? It’s now possible to reach out to consumers based not only on location but to improve consumer profiles and demographics based on this highly accurate, real-time data.
It can be used in many ways other that to just understand where, when and if users interact with content. Location can be combined with past behaviour and other metrics in order to deliver highly personalised marketing experiences.
Personalisation is key
Consumers don’t want to be advertised to – or at least they don’t want annoying adverts – they want it to feel relevant and they want value from it.
Those utilising location based advertising and offline location data are providing this value and they are understanding consumers. They are then reaching these customers with content that is relevant and informed by reliable and highly-accurate data. This level of personalisation is fundamental to the most successful mobile marketing efforts.
This personalisation can mean sending content to consumers based on previous in-store movement or when they are close by to an event that it is likely they will be interested in, based on their previous behaviours. Further, this can improve re-targeting efforts at home in other channels.
Using accurate proximity data, we can provide them with content that is appropriate and is useful for the consumer. This is a win-win situation, it ensures that marketing budgets are highly optimised and ensures that consumers aren’t receiving annoying, irrelevant adverts.
The reality is that these two things aren’t mutually exclusive, in fact it’s pivotal that mobile marketers place both highly in their priority list going forward.
Tamoco is the leading proximity solution for brands, advertisers, network owners and apps. To speak to us about our service, or to find out more information on the power of proximity contact us here or reach us on LinkedIn, Facebook and Twitter.