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BizReport : Research archives : January 30, 2012

Brands: Better targeting, relevance will push mobile ROI

Brand campaigns and political campaigns should have different strategies but the two can learn from one another. As the 2012 election year heats up in the US, politicians are pushing mobile limits to reach the consumer base - and brands may want to take note of what works.

by Kristina Knight

"The goals and metrics for brands and politicians are quite different. For brands, advertisers are looking for purchase intent and brand association," said Jorey Ramer, Jumptap Founder and Vice President of Corporate Development. "Political campaigns are looking for voter turnout, persuasion, volunteer recruitment and donations. However, both brands and political candidates are looking for a greater 'share of voice' than their competition."

That share of voice is where brands could stand to take a lesson from the crop of politicians using mobile to engage consumers. Because the average consumer spends about 10% of media time on mobile it makes sense for brands to up the 1% of time they're spending in the space as well. The first step: targeting.

"Whether from the zip code level to target locations with strong supporters, or by using third-party data to target more specific demographics for persuasion, targeting and relevancy is critical for mobile campaigns," said Ramer.

After the 2012 campaign season is finished Ramer believes we will have seen just how important mobile is for consumer connection, and those lessons can be taken to heart by brands as well.

"Mobile campaigns will have offered political candidates the chance to reach voters with targeted messages to reach the right person at the right time," said Ramer.

Tags: brand marketing, Jumptap, mobile content, mobile marketing, political advertising

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