Consumers using mobile to shop are highly motivated buyers who usually know what they want. Think about your own cell phone use: glancing at a map to find a store, comparison shopping online, finding coupons for existing deals. If you can anticipate what these consumers are looking for, you can turn your mobile display advertising into a suggestion rather than another nuisance.
Target Your Audience
The first step in gauging consumer intent is to target your audience based on settings you define. If you try to buy traffic by keyword, you get a lot of people that might not be all that interested in your ads. Through defining the particulars of what you’re looking for, like boomer-aged males who own homes, you can target only those users. Further, defining interests lets you target right down to what the user might be searching for. This is extremely useful when you need to target mobile advertising based on user intent.
Sell Something They Want
The trick to mobile is to offer the user what he wants when he wants it. If you offer related products, you’re little more than a stop for comparison shoppers to see what’s out there. Try to zero in on what products people actually want to buy, and work hard to offer those selections in a format that is easy to buy.
Location is crucial to mobile campaigns. Work hard on localizing your website, including dropping local keywords and references into your copy.
Bio: Ted Dhanik is the CEO and co-founder of the direct marketing firm engage:BDR. Ted Dhanik became anadvertising expert helping to grow brands like LowerMyBills and MySpace. Generate business leads online with tips from Ted Dhanik.