In marketing, tracking and targeting are crucial to the success of your campaign. Although these are sometimes discussed separately, the intensely personal nature of the message and the heightened ability to track your customers' interaction demands that the two be considered together in mobile marketing. In the mobile world, targeting refers to both identifying key demographics and psy-chographics of your intended audience, and adapting your marketing message to meet their needs. Tracking refers to any attempt to capture and evaluate data about the effectiveness of the mobile marketing campaign.
Targeting Your Mobile Customers
As discussed elsewhere in this book, not everyone is an ideal candidate to receive your mobile marketing messages. For the most part, people with smart phones and true Web browsing phones are far more likely to be compelled by any type of mobile marketing message. In terms of age group, that means only about 8% of Baby Boomers, 18% of Millenials, and 10% of Gen-Xers are likely to be compelled by your mobile marketing messages. Table 3.1 shows what types of smart phones each of these demographics tend to use.
Online survey of 4,000 mobile users in the United States between the ages of 16 and 64, conducted in January 2009 by Frank N. Magid
These statistics might be slightly disappointing to mobile marketers who assume that the entire world is active on their mobile phones. Unfortunately, although the price of smart phones and mobile data plans continues to drop, many people still either can't afford a smart phone or don't see the value in owning one. A whole other group of people own smart phones but don't use them to access mobile content, as illustrated
What is the primary reason why you do not access the Internet on your mobile?
For many reasons, some mobile users don't access the mobile Web on their mobile phones. Chart courtesy of lnternet2Go
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