Monday, July 15, 2024
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The Role of Mobile Technology in Market Segmentation and Targeting

With more than two-thirds of the global population owning a mobile device, it’s no surprise that businesses are adopting this technology to better their marketing approach. Targeting and market segmentation are two areas where smartphone use has had a significant impact.

Because of the vast diversity of features and capabilities provided by mobile devices, businesses can now identify distinct market segments and give personalised information and experiences to their target clients. In the next sections, we’ll look at how smartphones work and what role they play in categorising and marketing.

Personalisation & Customisation

Users create a trail of digital footprints when they use mobile applications, view websites, and connect on social media platforms via their devices. These footprints include a wealth of information, ranging from the sorts of material people consume to the things they seek to the locations they frequent. Businesses may employ market research to obtain insights into each user’s unique path, allowing them to develop messages that closely match their interests and proclivities.

Consider a user who routinely employs health and fitness applications on their mobile device. This behaviour indicates a strong desire to live a healthy lifestyle. Businesses can then curate advertisements promoting workout equipment. Personalised messages not only attract the user’s attention but also create a sense of relevancy that traditional mass marketing tactics sometimes lack.

Push notifications, in-app messaging, and location-based triggers may all be used strategically to reach out to users at specified times and locations. This allows for the creation of marketing messages that are relevant in the context of a user’s immediate surroundings. For example, a restaurant can utilise contextual relevance to broadcast a time-limited offer for lunch to users nearby during the lunch hour.

Geo-Targeting & Location-Based Marketing

Companies now have additional possibilities for offering hyper-targeted, location-based services to their customers thanks to the inclusion of GPS in mobile devices. Businesses may use location data to deliver personalised information, promotions, and messages to customers, depending on their proximity to specific regions. The method is especially useful for businesses with physical sites since it allows them to reach out to potential customers who are nearby.

A hardware store may utilise IT market research to send push alerts to customers’ smartphones when they are within a specific radius of the establishment. Special offers, discounts, or even item revisions might be included in these messages, prompting consumers to take action. This quick and geographically specific communication not only boosts foot traffic but also improves the overall consumer experience by offering important information at the proper time and place.

Nonetheless, it is vital to do so with dignity and respect for user privacy. It is vital to achieve an appropriate balance between personalised advertising and privacy concerns. Individuals should be allowed to opt in or out of being tracked in order to build trust and maintain a positive brand image, and their information should be managed correctly.

Behavioural Targeting

By systematically scrutinising these behaviours, businesses may obtain a greater understanding of their customers’ choices, likes, needs, and habits. Marketers may discover through research that someone is likely interested in travel-related services if he or she looks for and interacts with material connected to travel destinations, hotels, and aeroplane bookings on a regular basis. The data given is critical for developing targeted advertisements that are relevant to the user’s interests.

This type of targeting is not limited to isolated encounters. Mobile technology allows for the creation of extensive client profiles that track a variety of behaviours over time. These characteristics might include a user’s favourite applications, the length of their interactions, the content they post or interact with on social media, and even prior purchases.

This strategy has the benefit of taking into account the dynamic nature of client behaviour rather than traditional demographics and static attributes. Firms can segment their consumers based on market data to offer more relevant and timely advertising materials. A visitor who often searches for recipes and culinary ideas, for example, may come across advertisements for kitchen equipment, cookware, or gourmet foods.

Multimedia Content

Organisations may use mobile technology to create immersive and dynamic marketing experiences by using various sorts of multimedia, such as images, videos, animations, and interactive elements.

More effectively than words alone, visual material may express emotions, messages, and brand identity. When speaking to diverse sectors of the market with varying interests and sensitivities, this upside becomes all the more important, and conducting studies into this area is key.

A cosmetics company may effectively attract a younger clientele that appreciates visual material by displaying its product line with visually appealing films and images. A financial institution, on

the other hand, may employ infographics and animations to convey complex themes to a sector that is searching for relevant but easily consumable information.


Because so many people use mobile devices, businesses now have access to a wealth of data and real-time information that may assist them in locating and reaching their target audience. It also allows for personalised and location-based marketing campaigns, which increases customer engagement and conversion rates. To stay current and competitive in today’s changing economy, businesses must embrace technological advancements in mobile devices.

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