Mobile advertising is not “coming soon.” It’s here and now. Consumers are overtly interested in connecting with brands when they’re on the go. Moreover, key consumer segments – such as women with children – are actively using mobile data services.
Leading-edge brands are reaping the rewards of integrating mobile media into their cross-channel consumer acquisition efforts. Here’s why they’re making this strategic play:
Acquiring the Mobile Consumer
In-application advertising is a strategic way to acquire the mobile consumer. The in-app platform Response Media delivers, which includes fitness/wellness, music, and game applications, attracts a broad audience. This platform helps brands acquire consumers for mobile opt-in, email opt-in or electronic coupon distribution. Since pricing is performance-based, brands only pay per sign up or per coupon download — and get highly efficient results while opening a new relationship marketing channel.
How It Works:
Step 1: Consumers download an application, which requires a sign-up on their mobile device.
Step 2: Consumers are then served your brand’s targeted offer (i.e., the opportunity to opt-in to a mobile/email program or receive a coupon) on the application confirmation page.
Step 3: When consumers click they are interested, they are served the sign-up form with brand-specified data fields. (Ideal forms require little information, i.e., a name, email address, mobile number, date of birth, opt-in check box.)
Step 4: The coupon or opt-in confirmation is delivered the consumer.
Step 5: Consumer data is immediately delivered to your database so that relationship-building can begin.
Today, to create an integrated brand experience, it’s important to have the capability to connect with consumers across all digital environments, including mobile. Contact us so we can share more of our insights and experience in acquiring consumers via mobile channels: innovation@responsemedia.com.
