Mobile marketing enables precision targeting and granular interaction tracking

Share this content:
Mobile marketing enables precision targeting and granular interaction tracking
Mobile marketing enables precision targeting and granular interaction tracking

In two decades as a marketer, I've seen many successful campaigns and many that fell short. One of the biggest frustrations is not knowing what worked and what didn't until it is too late. That is what makes mobile marketing so attractive: the ability to measure campaigns in real time and make course corrections on the fly.

If you place a billboard on the highway, how do you know who sees it? You can never really know; you just hope it gets enough eyeballs. Mobile marketing takes the opposite approach, with highly targeted campaigns that can be continually optimized.

Audience segmentation lets marketers segment by age, gender and location. Behavioral targeting lets mobile marketers aggregate information, such as response to certain offers. That helps to determine a customer's interest in other products and services.

Mobile coupons and gift cards can be delivered via SMS and integrated with the retailer's existing point-of-sale promotions. These solutions represent the ultimate measurement tool, as they allow marketers to track the offer through to the purchase stage.

Mobile marketing measurement tools have the ability to break down individual campaigns by month, week, day, hour and even quarter hour, helping to give us a precise picture of when and where your message is viewed.

In addition, mobile campaigns can also help measure traditional marketing initiatives. Adding SMS shortcodes to TV, radio and billboard advertisements adds an aspect of traceability and can bring the benefits of mobile to traditional ad buys. That ultimately provides marketers with a valuable opt-in database for future marketing.


This article originally ran as part of the January 18, 2010 Technique, "Make mobile measurement work for you." To read the entire feature, click here.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above