Tech Companies Target Unique Audiences with Mobile Campaigns

Big marketers in some vertical sectors are beginning to fine-​tune their mobile campaigns. Tech marketers have long been on the leading edge in digital advertising so it's no surprise that they're active in the mobile arena. Millennial Media notes this trend is continuing as tech marketers serverroomremain in the top 10 for mobile advertising and increased their spending on the format by 132% in the 3rd quarter last year. This spending increase is likely to continue in 2014.

Advertisers in the Millennial Media network say their mobile campaign goals are largely about site and mobile traffic (34%), sustained in-​market presence (25%), and brand awareness (22%). In its December 2013 SMART report, the company drilled down into the data to take a look at what tech marketers are doing with their mobile campaigns.

To understand the audience needs of tech marketers, it’s important to know what products and services they’re advertising:

  • Networks & systems 40%
  • Hardware 32%
  • Software 26%
  • Engineering & services 2%

Some tech marketers need to reach other businesses so their key audiences include small business decision makers, tradesmen, finance industry employees and IT decision makers. These enterprises may also need to reach consumers who are tech users – audiences like gamers, gadget geeks and mobile switchers.

Mobile promotions carried out by tech marketers seek to engage the target audiences through a variety of methods. The strategies being used to generate attention in mobile include the following:

  • Site search 51%
  • Video viewing 31%
  • M‑commerce 10%
  • Social media 9%

Are you using specific methods like video viewing or m‑commerce more heavily this year to generate better responses to your mobile campaigns?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.