22Aug, 2016

Audience targeting and mobile advertising

How mobile ads can be used to target

Segmentation involves identifying a certain group or section that shares specific consumer practices. Different consumers have varying needs. By grouping the market into different segments, one can be able to deliver better solutions to the target consumers.
Demographics are a good way to segment your customers. You can differentiate your target consumers based on gender, age, and the income. People in a certain demographic group are likely to have the same reaction to your ads. Other than demographics, segmentation can also be done by profession, lifestyle practices, and interests. Social media platforms such as Facebook and Twitter, provide advertisers the ability to target various market segments and interest groups. These same features are available to mobile advertisers via an ad exchange. An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell ad space via real-time bidding. Through an ad exchange, an advertiser can push ads to specific targeted segments and interests groups.

The benefit of targeting specific segment groups

Personalized ads
Ads created after segmentation are personalized to the specific group. They are specific to the needs of the target consumer. This ensures that users do not get information that is not relevant to their needs. By personalizing the ads, interest and response rates are improved.

Targeting specific segments simplify marketing

Segmentation simplifies marketing since one concentrates on segments with similar needs. If marketing were to be done on the general market, then it would be tasking to come up with a strategy that would please everyone. However with segments, it’s easy to identify components that will be appealing and convincing to the target market.

Helps you remain competitive
By applying specific strategies to reach different consumers, you will be able to focus on detailed consumer needs thus ensuring that you stay competitive. It helps you to take advantage of opportunities in the market that can help you stay ahead of your competitors.

Cost effectiveness
Focusing on specific groups is more cost effective than doing general marketing. In general marketing, you will spend a lot of resources, and some of the people you are targeting will not be interested in your ads.

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