Mobile advertising is growing territory, and still open to disruption from the right strategy. There is a lot to be learned. If you set your campaigns to gather data that will be meaningful to you, you can take advantage of the hyper-targeted market segment that uses smartphones. These on-the-go users are highly motivated, often using smartphones to comparison shop. Here are some practical tips to help you personalize your messaging.

Fine Tuning Your Messaging

Targeting is slowly moving toward an era of predictive search, but we’re not quite there yet. We still have plenty of options to target users based on their interests and location. Targeting users by interest, for example, helps you tailor your message to a specific person.

Your messaging should be similar across the board, but you do not want to dilute your brand by following users around the Web. Be careful how frequently your ads are shown, and fine tune how often users will see your ads wherever possible. You will find this practice will lead you to opening more campaigns, and looking for other market segments to help you scale.

Tell the User What You Want Him to Do

Be explicit in your calls to action. The user’s time is valuable, and she will click away from a mobile ad just as quickly as a desktop one. Especially if that ad interrupts the browsing experience. Make sure your messaging is succinct, and that your ads do not interfere with the user’s experience. Test this experience by emulating your ads on a mobile device.

Bio: Ted Dhanik is the CEO of engage:BDR, and an expert in the art of direct marketing. Ted Dhanik began working for, helping to launch that brand in the social media space. Today, Ted Dhanik helps businesses increase their audience through targeted banner advertising.

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