Article by Ted Dhanik.

Before you launch that new campaign, are you considering how your customer might utilize a mobile device versus how they browse on desktop? Desktop display advertising requires careful consideration of time of day, keywords and information about the target demographic. Mobile utilizes some of that data as well , but it can bring your efforts even more granularity.

The intent of a user on mobile is far more important than the intent on desktop. Mobile users, depending on location, may be comparison shopping or looking for the next location to visit.

A mobile user has very different browsing habits than a desktop user, and recognizing those differences will be essential in building successful campaigns.

The Primary Difference Between a Desktop and Mobile User

The primary difference is intent. But it is important to understand more than just what the user wants in a specific instance. One example is how location drives intent. With new hyper-localized mobile marketing technology, advertisers can bid on actual latitude and longitude coordinates to target ads to a more precise audience. Clothing stores can compete by telling customers about hourly sales, while restaurants can present ideas for lunch to entice new visitors.

How a user utilizes mobile can also change behavior. If the user is using Facebook, for instance, she may be hanging out with friends or shopping. The intent is less clear, which makes it harder to bid. That’s one danger with applications, although users tend to utilize apps because they provide a smoother experience. Intent drives every action a user takes on mobile, so considering the state the user is in before you place a bid is key.

Bio: Ted Dhanik is driven by a passion for desktop and mobile advertising technology. Since the early 2000s, Ted Dhanik has utilized display and rich media advertising to grow businesses around the world. Ted Dhanik is the CEO and co-founder of engage:BDR, a digital media firm in Los Angeles.

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