In the latest edition of Mobile Matters, Josh Levine of Yahoo! Mobile shares one of his favorite best practices for mobile marketers
Editor’s note: “Mobile Matters” is our ongoing series that focuses on the top issues, challenges and opportunities in mobile marketing. Today we talking to Josh Levine, National Director for CPG/Health and Wellness on Yahoo!’s Mobile, Social and Innovation Team.
Josh Levine: Because mobile devices are so personal and consumers carry them wherever they go, many CPG clients that I talk to believe that they have to reach mobile users when they’re actually in the store, ready to make a purchase. I tell them, yes, in-store ads are an important part of mobile marketing, but you should really look at reaching consumers before they go to the store.
Think about how mobile consumers actually use their devices. Surveys show that they’re using their smartphones and tablets at home a high percentage of the time. Many mobile users are multi-tasking with their devices in their living rooms or bedrooms, browsing the Web while watching TV or doing other things. They’re in a more relaxed mindset, and therefore more receptive to getting your messages. Plus, you’re reaching them a bit earlier in the purchase process, when they’re researching products and prices. Once they’re in the store, many shoppers have already made up their minds about what they’re going to buy, because they’ve done their research at home. Plus, the in-store shopping experience can get rushed and hectic, making it harder to get through to mobile shoppers standing in the aisles.
That’s why reaching mobile users at home, before they’re in a store, is a favorite best practice of mine. It’s an important and very relevant time to reach that mobile customer.
YAB: Since mobile customers can be at home, in a store, or anywhere in between, can you target them very precisely?
JL: We can get extremely precise. All of our mobile targeting works off the same proprietary Yahoo! user database that’s used by the PC side as well. In fact, once a user logs in on Yahoo!, it doesn’t matter what platform they’re using---desktop, laptop, mobile, tablet, even our connected TV platform. They all use the same back-end user database.
That lets us do some really sophisticated behavioral targeting. We’re able to target audiences at scale, but we put users through a rigorous qualifying process before we assign them to a consumer category. For instance, before we put a woman into the beauty consumer category, we know she’s deeply interested in that kind of information because she’s clicked on beauty ads, put search queries into Yahoo! looking for beauty products, and has read a number of articles on beauty and fashion on Shine and OMG! from Yahoo!.
All these different attributes go into making up our behavioral targets, which we use to build mobile media programs that can help brands reach the right person at the right time. Agencies and clients tell us that level of data is very important to them, and not very common in mobile.