For the past decade, the marketing strategy every successful marketer swears by is effective STP (Segmenting, Targeting and Positioning). This reduces marketing costs and efforts for the organisation, and prevents the creation of a negative image about your brand as uninterested customers are not forced to view your communication.

Mobile analytics can be leveraged to analyse behaviour of users and identify the right target segments for every business. This analysis can enable businesses to target the right customer base by defining attributes covering demographics (age, gender, location etc) as well as behavioural aspects. 

Once the right target audience is identified, there are multiple ways of establishing communication with the customers:

1. SMS: The quintessential mode of mobile communication, an SMS can be highly effective if sent at the right time and to the right audience. For e.g. an SMS for a food offer sent at 12 noon to people in the neighbourhood. Unlike a TV/radio/internet communication, it stays in the mobile inbox and can be visited at a later time.

2. MMS: Building on the benefits offered by SMS, MMS offers richer communication experience. With a picture, an MMS can communicate more than an SMS.

3. Outbound Dialling (OBD): An OBD call is a more targeted version of radio advertisements, where you can play a 15 or 30-second audio clip to your targeted audience.

4. Digital Advertising: Use in-app or web display advertisements to targeted audience across the mobile internet or apps.

5. Star-Star Dialling: A pull-based communication model, this can be used to assign a code which a user can dial from his mobile (e.g. **FOOD for a restaurant, **STAY for hotels near you), in order to receive related communications from brands

6. E-mail: E-mails can be used to communicate pictorial messages through Electronic Direct Mails (EDMs) to the targeted audience.

All SMS/MMS/OBD/Email communications should be sent as per TRAI regulations and considering a user’s DND preferences.

Vodafone being a leading business solutions provider for the telecom sector, offers such analytics based solutions which makes targeting customers easy for a brand. 

For more information, reach out to Vodafone through GlobalLinker Biz Offers & avail exclusive offers.