Mobile consumers are typically further along in the purchase cycle, which makes them a sizable group of potential conversions. “However, monetizing this ready-to-buy audience requires tailored mobile ad strategies that reflect distinct buyer motivations and behaviors across vertical categories and even devices.” To monetize this ready-to-buy audience, here are four tips: 1) avoid adopting a one-size-fits-all approach: understand your target audience’s mobile preferences, purchase intent and purchase cycle timing; 2) consider mobile usage nuances: determine how your mobile customers interact with apps and mobile sites, and what types of properties they prefer to engage with during the path to purchase; 3) prioritize local relevancy to meet mobile user needs: know that the top reasons mobile consumers engage with mobile ads are local relevancy, local offers and brand recognition; 4) measure and monetize mobile ad spend: prove the success and value of current mobile ad campaigns. (Marketing Land)
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