The development of mobile technology makes people live faster and faster. They check the content they are interested in on an ongoing basis and receive innumerable stimuli. Their needs would be satisfied as soon as possible, preferably in the place where people are currently located.
For several years, we have been observing how mobile is becoming an integral part of our daily lives. Sebsequent applications provide new opportunities that are part of our habits. The quality of data transfer is improving, and thus the comfort of using the telephone. As the data from the market shows, the average user spends 2 hours 51 minutes daily on consuming content in applications and on mobile websites. More and more often we shop online using smartphones or tablets. The growing popularity of mobile payments and loyalty applications makes mobile a great sales support in brick and mortar stores. Marketers, who are aware of the changes taking place, are increasingly using mobile technology. There is a growing interest both in mobile advertising and relevant budgets. However, the broadcasting of campaigns and sales support is not the only thing mobile can offer. In the near future the role of data from smartphones will be significant in mobile marketing. In this respect, 2018 will be a breakthrough year.
Users share information about themselves using smartphones and tablets. These are demographic data such as age, gender, residential area, but also the place of work or civil status. An extremely important part of the data being shared is behavioral data about behavior and interests. Based on this information, we develop user profiles in Selectivv. Analysis and profiling of information from mobile devices is an important factor in reaching the customer with a precisely tailored offer. In addition, geolocation data allow to estimate the number of people with a particular behavioral profile located near a selected point or in a given zone.
A unique promotional message, based on properly analyzed and prepared data, ensures reaching the right target group at a specific place and time. It is an extremely attractive form of advertising, especially for small and medium enterprises, because it is the most effective solution. Companies operating locally, usually do not have too much budget for advertising, but have the need to reach a precisely defined group of people.
According to Dominik Karbowski, Vice President of Selectivv Mobile House : Small mobile campaigns cost a few thousand Polish zlotys - which can afford small and medium-sized enterprises. SMEs are interested in this solution, especially a lot of them are Internet businesses.
The fact that not only large companies are convincing to use data from mobile, but also local business, is demonstrated by the growing number of small campaigns implemented using Selectivv technology.
One of the companies that made this decision is Home Doctor, which created an application connecting sick people with medical specialists. The application enables effective shortening of the doctor's travel time to the patient or connecting the patient with the specialist in the shortest possible time.
The aim of the action was to reach patients who were in public medical centers waiting to see their doctor. According to Szymon Horaczuk, co-founder of Home Doctor: Thanks to the campaign, we reached people who need a quick medical consultation. During the campaign, we noticed a significant increase in conversions, as well as direct phone calls from patients who, exhausted waiting for their turn, decided to use our services. We replaced free, public, but inefficient health care system with a paid alternative - a private home-visit.
The decision to launch the advertising campaign was also taken by the local company Promax. It belongs to the group of the largest cable operators in Poland, but its operating area is limited to the southern part of the Wielkopolskie Voivodship. In this territory the company provides services of the provider of fiber-optic Internet, television and telephony, and also competes with such giants as UPC or Netia.
As Marta Krzyżanowska, head of the marketing department at Promax points out: Due to the regional nature of our activity, all our marketing is subordinated to the location and technical conditions available in the area.
The purpose of the promo campaign Idź w stronę światła (Walk towards the light) was to attract customers in the region. It uses data about users, such as location and age. The advertising message was targeted at the youth, because it currently has the greatest impact on the choice of the Internet service provider in the household.
Using the information about users and Selectivv technology, we had the chance to reach our promotional message to young people through mobile applications. The majority of them use the phone on a regular basis, the person's attention is largely concentrated on it. Therefore, mobile is an ideal way for companies from the SME sector to reach young people - says Marta Krzyżanowska.
The use of valuable data about users in the promotional message is an extremely effective solution. Micro, small and medium-sized enterprises that want to be seen in consciousness of customers should focus on personalized mobile data advertising.
