January 17, 2013
Let's talk mobile!
At first, mobile advertising was off to a rocky start, but with each passing day, it gets more popular and successful. Why has this happened? Several factors contribute to the success of mobile marketing, such as personalization and constant access.
The company 4Info hopes to revolutionize mobile marketing via new targeting abilities through their Adhaven platform. Their platform allows for one-to-one marketing, which creates personalized and individualized marketing. Time Jenkins, the CEO of 4Info, explains how the platform works:
"In mobile it is tremendously difficult to know what audience you’re reaching. The AdHaven platform uses household address (or more specifically, the household segmentation information associated with the household associated with the device), as a sort of “cookie” for mobile devices. This allows 4INFO to deliver extremely precise, durable, yet anonymous targeting. For the advertiser, it means reaching the buyers you want to reach, with less waste, and therefore much greater ROI."This revolutionary program allows marketers to reach individuals instead of a mass audience. This type of technology utilizes life events, upselling, retargeting and segmentation.
For example, there are lists that document specific life events (such as birthdays, anniversaries, marriages) and these life events often spur goods and services purchases. One-to-one marketing would allow you to target these individuals at specific life events.
Also, this technology could help create advertising based on segmentation. After looking through your customer database, you can create personas that are based on demographics. Then, you can segment these personas and advertise to each individual group.
Although the technology is new, it may be the next big thing in mobile marketing. What do you think of it? Check out the full article: One-to-One Marketing
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