The good news about mobile ad campaigns is that consumers notice promotions and respond. As a result, marketers are increasingly targeting consumers on the go. New research from the Millennial Media SMART Report shows that marketers are using a variety of approaches in their mobile strategies.
Leading goals for mobile ad campaigns include lead generation/registrations (28%), sustained market presence (28%) and product launch/release (17%). In designing these campaigns, 55% of marketers want to connect with a broad audience while 45% are targeting specific audiences. When the goal is a specific audience, the local market is being targeted in 44% of campaigns.
Once consumers notice and interact with mobile promotions, they take a variety of actions:
- Enroll/join/subscribe 40%
- Place call 37%
- Download an app 29%
Research also shows that marketers are right to reach consumers on the go. When consumers use their smart phones in an out-of-home environment, the top activities are accessing the Internet (59%) and using mobile apps (72%). Both of these behaviors make it easier for marketers to attract consumer attention. According to the SMART data, consumers engage with their smartphones more at home only when they watch videos (51%).
While the results in the SMART report pertain specifically to the Millennial Media network, the information could prove valuable for all marketers. One key metric indicates that specific verticals are showing huge interest in mobile marketing and are funding new campaigns. The finance sector has had a 1095% jump in the past year. Other fast-growing verticals include retail, restaurants, and pharmaceuticals.[Source: SMART report. Millennial Media. 5 Aug. 2011. Web. 22 Aug. 2011]