Personalization becomes the trend for advertising nowadays. Sending messages to the mass is not relevant anymore and will not able to achieve an optimal result. Giving consumers what they want is important, and many of them want personalization. Successful advertising campaign has to connect to their target customers instead of one-way communication. Personalization means a business provides some value information to the concerned customer that personally related to them which ultimately creates loyalty especially when coupled with rewards. However, how to deliver a message to the right people with right mindset? I will say mobile advertising.
Thanks to the broadband mobile communication systems and smartphone devices, consumers' preferences are able to pre-identified, so advertising messages can be delivered to right consumers at the right time. Therefore, having personalized mobile advertising is one of the most important strategies to meet consumers’ need as well as satisfy advertisers’ goals. Over the years, mobile usage is growing rapidly and it’s playing a significant role in people’s daily lives. People are using it in many different ways including grocery shopping, dating, payments, health monitoring, and what’s more. Advertisers have to reform the shopping experience of using mobile advertising to achieve their goal.
“Everyone is mobile, but not everyone is a mobile shopper,” said Paul Kultgen, senior vice president for mobile and technology advertiser solutions at Nielsen, Chicago.
As mention earlier, consumers use mobile in a variety of ways such as searching nearby stores, comparing prices, researching or reading reviews of the interested items, or accessing mobile coupons, and those information can help advertisers to predict their need and interest. Interacting with consumers during the shopping process allow advertisers to understand customers’ mindset which able to enhance the overall experience.
Mobile advertising can be very successful with the right formula,” Mr. Kultgen said.