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Mobile Marketing: Finding Your Customers No Matter Where They Are by Cindy Krum

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Chapter 3. Mobile Targeting and Tracking

In marketing, tracking and targeting are crucial to the success of your campaign. Although these are sometimes discussed separately, the intensely personal nature of the message and the heightened ability to track your customers’ interaction demands that the two be considered together in mobile marketing. In the mobile world, targeting refers to both identifying key demographics and psychographics of your intended audience, and adapting your marketing message to meet their needs. Tracking refers to any attempt to capture and evaluate data about the effectiveness of the mobile marketing campaign.

Targeting Your Mobile Customers

As discussed elsewhere in this book, not everyone ...

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