The mobile explosion is on. According to Forrester Research, 93 percent of adults in the U.S. who go online own a mobile phone and 19 percent own a tablet. At that rate mobile Internet will surpass desktop usage in 2014. What this means for business is that the era of mobile marketing has arrived. By utilizing Big Data analytics, companies can leverage the mountains of data that consumers are generating on mobile devices to gain insights and create more targeted and personal advertising. Here’s a look at why Big Data is the key to more effective mobile marketing.
Hyper-localized marketing – Although online shopping has long been predicted to dominate brick and mortar shopping, a majority of shoppers still like to buy things in person. In fact statistics show that most shopping takes place within a 10-mile radius of the home.
The challenge for marketers then is to find better ways to deliver more relevant messages to local shoppers at a granular level. To meet this challenge, marketers are using IP geolocation technologies. With the ability to locally target customers via IP geolocation, merchants can get information about discount coupons and banner ads directly in front of the right shoppers at...