Wednesday, September 28, 2022
Published 3 Years Ago on Monday, Dec 30 2019 By Inside Telecom Staff
I’m sure many of us can agree
that digital advertising can be both interruptive and invasive. In addition, it
can be perceived as one-directional advertising that does not allow for
Many media companies consider
mobile advertising outdated and ineffective – but why is it still being used?
Mobile advertising could be seen as a more personal approach that directly
targets the user. In addition to this, the customer would more than likely have
come in to contact with the brand before, hence the contact and their specific
need for a service they have already used.
Data is the main game-changer between
old and more modern forms of advertising. There is more liability in
advertising today, and we are witnessing how mobile and desktop advertising budgets
are taking over that of television ads.
In fact, even within the
digital advertising ecosystem itself, mobile advertising is still more widespread
than other forms. Squeezed into a small screen, a mobile ad is more visible to
the user and thus achieves more conversions than a desktop ad! This makes
mobile a rewarding area for marketers to look into.
In today’s algorithmic world,
each one of us has a digital footprint recording our digital behavior that tell
a lot about who we are as individuals. This digital footprint allows marketers
to better understand their audience and run what is known in the industry as ‘targeted advertising’.
However, for such data to be valuable,
it needs to be gathered and stored wisely, managed and analyzed efficiently, and
deciphered to meet the marketing goals. Otherwise this data won’t add up to
anything worthwhile. This is where Data Analytics comes into play!
A powerful data analytics tool helps a business
break down its audience into different segments. An ad delivered to the right
person is more likely to convert into a purchase, which makes marketing
companies happy spending their ad dollars in the right place. Let’s call it
quality over quantity.
With mobile operators having
the richest customer data pools than any other business, one of the greatest
benefits of using a data analytics
platform is the optimal exposure, where advertisers can be confident that every
ad is reaching the right audience. Another important benefit is customer satisfaction,
where advertisers can provide their target audience with something they really like
and can engage with.
For any type of business,
mobile advertising combined with big data analytics is now the pivot of any
digital strategy. Data science allows a business to discover audience insight
and put into an automated decision making engine to build personalized ad
campaigns. This real-time approach supports mobile advertising economics
to grow a lot and offer a lot more opportunities for marketing
companies/departments to sell.
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