Business Monitor
What is hyper mobile marketing? T
Have you heard of hyper mobile marketing? Few people in the UK have, although that could well be about to change. Marketing expert, Paul Clapham, explains.
he concept of mobile marketing has been around for over a year – itʼs an import from the US – and its UK advocates call it a new wave marketing technique. I think thatʼs fair rather than hype and that it justifies your attention.
So what is it? Hyper mobile marketing is a method of placing adverts on ad-supported mobile apps or websites while a smart phone user is using their phone in a specified geographical location. That translates to being able to send marketing messages to people who are in places where you can persuade them to buy from you rather than your competitors.
Since 70% and rising of the UK adult population have a smart phone this has real reach. Many of these smart phones have mobile apps installed that have advertising in them such as games like Angry Birds, the Daily Mail and so on. Similarly many websites such as
telegraph.com,
Amazon.com, have adverts and it is possible to use real-time bidding to place adverts on these apps and websites, when they are being used in a specific geographic location.
The leading UK player in this market, 3wise digital, has 95% coverage of UK internet users. Its platform will optimise a campaign to achieve the best results based on one of three criteria: 1) Reach – This is brand awareness where ad impressions are delivered to as many smartphones as inexpensively as possible.
2) CTR (click through rate) – The platform will optimise adverts and bids to deliver the most clicks, based on the best performing ad on the best performing ad network.
3) CPA (cost per action) – Using a conversion tracking script, the platform will optimise adverts and bids to deliver the most conversions, based on the best performing ad on the best performing ad network. This incidentally is all in a dayʼs work for the average media buyer, whether they are buying TV/radio time or space in newspapers.
Due to the targeted nature of these campaigns, the conversion rate averages around 0.5%. This is significantly higher than the industry average for display advertising of 0.07%.
Hyper mobile marketing comes in two variations, namely Hyperlocal and Hyperprofile see below.
Hyperlocal mobile marketing
Hyperlocal mobile marketing is where a geo-fence (think of this like a spotlight) is set up around a specific geographic location, which can be right down to one building.
Once the geo-fence has been set up 3wise bids to place adverts on mobile apps or websites that are already installed and being used on the smart phones that are inside that geo-fence area.
Uses for this have been the following:
1) Targeting the customers of competitors in the hospitality sector by geo-fencing the competitorʼs premises.
2) Recruitment agencies have geo- targeted particular employers to lure talent away with job ads.
3) Geo-fencing trade shows at venues such as Olympia and the NEC, businesses can raise the visibility of their brand more effectively than if they attended the show as an exhibitor.
4) Target potential customers by geo-fencing their premises and running an ad campaign. This method is very effective when you know where your potential customers are going to be in a specific location.
Hyperprofile mobile marketing Hyperprofile mobile marketing is an alternative method of targeting where you donʼt have a very specific location for your target audience.
In this instance, a larger geo-fence is created say to postcode district level such as SW1, GU21, etc.
Once the geo-fence has been set up a socio-economic profile of smart phone users would be chosen to target such as by: 1) Gender. 2) Eating habits – fine diners or fast food diners.
3) Sportsmen and women. 4) Business owners. 5) Regular fliers.
Once the geo-fences have been set up, again bids can be made to place adverts on the smart phones that are inside that geo-fence area and fit the selected profile. This method would prove very effective to achieve the following: 1) Targeting high worth individuals for investment.
2) Targeting diners for the hospitality sector. 3) Targeting marketing managers to visit your premises.
4) Targeting senior managers to attend a local business exhibition. This method is perfect for targeting customers over a larger geographic area and who fit a specific socio-economic profile. It is more efficient than traditional media and more cost effective. In the nature of high tech marketing activities, if one set of smart guys can come up with a clever idea to achieve their ideas, another set can come up with a way to stop it working. I would recommend finding out more about how this applies to your business and using it soon. Is this legal? That was one of my first thoughts and apparently Iʼm not alone in having that concern. However, yes it is. It is simply advertising and less intrusive than many variants.
| 22 | May 2018
www.printwearandpromotion.co.uk
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