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Converting mobile users isn’t rocket science, but it does take laser focus. The truth is, 30% of your mobile traffic just doesn’t matter. It will never become a profitable segment, and the sooner you learn to ignore this 30%, the sooner you'll open up new opportunities for your brand.
I plan to show attendees how to identify their most profitable mobile users, which isn’t by demographics. Targeting by demographics on mobile reduces opportunities to scale a campaign. We should be marketing to people based on their habits, not their age. Targeting users by their mobile brand is far more profitable and allows you to go after similar people spread across a large geographic area, and mobile data from Google Analytics, Facebook and Instagram proves it.
The best users to convert on mobile are those who have already visited your site and are aware of your brand. Trying to convince mobile users to check out your brand is like trying to convince a baby to eat vegetables. If you want a customer to have a deep experience with your brand, save it for desktop. The mobile device is for remarketing to potential customers and getting them to convert (e.g. buy your product or register for an event/webinar).
Once I identified our most profitable consumers and began remarketing to users who hadn't bought but had visited our site, a world of opportunity opened up. We started to understand how mobile advertising on each platform works, and what we needed to do to scale our efforts. I want to share my mobile knowledge with attendees and show them the concrete steps I took to achieve mobile marketing nirvana.