Big Data Analytics: Turning Prospects Into Customers

When done right, mobile advertising can be very effective in attracting consumers and driving high conversion rates.

In fact, 88% of clicks on mobile search ads were complementary to organic search results, according to a Google study.

Of course, the use of predictive analytics can enable marketing and advertising professionals to discover valuable insights about mobile consumer behavior and preferences to help strengthen the relevance and effectiveness of mobile ads.

This includes using big data analytics to identify which customers to target with mobile advertising, the types of content that resonates most with them, along with the types of devices they’re most likely to use to consume different types of information.

For instance, a recent AOL study finds that 65% of mobile ad conversions occur on tablets while 85% of tablet conversions take place on iPads.

But delivering great mobile content is just part of the path to success. It’s critical for marketers and advertisers to know the types of devices target customers use that are most likely to lead to conversion.

Big data analytics can also guide advertising pros on the types of content that’s most effective at engaging target customers.

For instance, a recent mobile experience study finds that native mobile experience – activities that can only occur in mobile – yield the highest levels of engagement in terms of clickthroughs, downloads, and interactions.

Moreover, the more time that consumers spend browsing mobile websites using their smartphones, the more likely they are to purchase. It’s worth noting that Chinese, Indian, and Japanese consumers lead the world in mobile browsing and shopping relative to their international counterparts.

Although mobile is red-hot – studies show that consumers are more likely to shop with their mobile devices more often than on their desktop systems – advertising and marketing leaders shouldn’t overlook other channels that also draw the attention of target audiences.

For instance, the tried-and-true technique of outdoor advertising still has its merits, depending on the location and the customer segments being targeted. Indeed, the daily estimated number of people over the age of 18 that are exposed to a billboard is quite high, thanks in large part to construction and heavy traffic, according to a study of commuters in Southeast Texas.

While outdoor advertising may not always appear to generate the kind of traffic (pun intended) commonly seen with Internet advertising, billboard advertising offers the opportunity to engage with consumers who don’t have a lot of options when they’re stuck in traffic.

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