Mobile is not only a medium but it is part of our life. Therefore, it is important for marketers to know how to use it widely, in term of promotion and resources. There are several areas that we have to take attention to nowadays, and these trends also emphasized in many well-known marketing experts.
Programmatic buying in mobile with the use of data science
Programmatic buying in mobile is still a trend in advertising. As many buyers prefer automation, real-time bidding technology can save a lot of time and effort during the buying process. As increasing of ad blocking and need of accurately audience targeting, desktop banner ad is gradually replaced by mobile advertising. Using programmatic data in mobile advertising campaign is one of the most important factors to achieve an optimal result. Marketers can measure and optimize creative performance from the use of data science.
Using location data in audience targeting
Location data becomes more and more important to marketers. Location data sources include geo-fencing, behavioral location data, beacons, etc. A lot of marketers only focus on the location data that the customers are currently located in the specific area; however, it is also necessary to look at customers’ location in the historical context. These data can be used to predict their future behavior (how likely and frequently the customers will go in the future).