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Mobile marketing gets you in touch with an audience that encompasses 64 percent of U.S. adults, whether they’re at home, work or out for a fun night on the town. You can reach potential customers at critical stages of the buyer’s journey, such as when they’re actively looking for a solution to their problem or trying to find the best place to purchase a product. However, you need a way to get your marketing messages in front of your target audience. That’s where behavioral targeting comes in. Mobile behavioral targeting examines a consumer’s mobile activity to gain valuable insights into their demographics, interests and potential purchasing decisions.

The Benefits of Mobile Behavioral Targeting

Your prospective buyers encounter many marketing messages every day on their mobile devices, so you need a way to catch their fleeting attention. Presenting a relevant and customized message for specific mobile audiences helps you increase your chances of cutting through the noise and attracting the right buyers. Since only 24 percent of marketers leverage behavioral targeting in their campaigns, you’ll have a competitive advantage.

You’re only going after the most likely consumers instead of a broad audience, so you improve your marketing ROI through increased relevancy. You can also customize your messages for specific audience segments to continue to improve response rates. You may not get the same amount of impressions when you’re going after specific mobile audience segments, but your clicks and conversions improve since these consumers have an interest in your products or services.

Your customer acquisition strategies don’t waste time and resources on mobile users outside of your target audience. You can also improve brand awareness in specific demographics, whether you’re testing a new product or seeking an expanded market reach. If your mobile marketing campaign goal is generating app installs, behavioral data lets you pinpoint users of similar apps and those with mobile activity who would benefit from your app.

Behavioral Data Types

Data intelligence providers collect many data types from mobile users. You may focus on specific behavioral patterns commonly seen in your current customer base or demographics particularly interested in your offers. Mobile app data and mobile device indicators give you the opportunity for audience targeting across three main categories: in-market, lifestyle and interests, and life stages.

In-market behavioral data sorts mobile users into specific industries, such as retail shoppers or insurance seekers. You find consumers with a strong purchase intent. By targeting these mobile shoppers, you reach them at a critical stage in their buying journey. Lifestyle and interest data let you reach out to potential customers with preferences matching your offerings. If you sell exercise equipment, you can reach out to fitness lovers.

Life stages draw upon mobile data and combines it with demographic information to generate audience insights. Run a pet store? Search out pet owners and present them with mobile marketing messages with a promotion for your latest products. Offer contracting services? You can connect with home owners likely to need help with renovations.

Mobile behavioral data is a powerful tool underutilized by many companies. If you’re frustrated with mobile marketing campaigns that miss the mark or fall short of your revenue goals, leverage this data to get the most out of your efforts. You’ll create an actively engaged audience ready and waiting for your products and services.