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Developing markets show need for targeted spend
A
Bango product story
Edited by the Marketingservicestalk editorial team
Mar 6, 2008
Bango has published statistics that show a shift in mobile web traffic, from mature mobile markets of Europe and the US to the developing markets of China and India.
Today, 54 per cent of people surfing the mobile web come from outside the US and Europe, highlighting the importance of well targeted mobile advertising that reaches the intended consumer profile.
The top six countries accessing the mobile web via Bango in January 2008 were the UK at 25 per cent, India at 11 per cent, the US at 10 per cent, South Africa at 8 per cent, Indonesia at 7 per cent and China at 6 per cent.
China has risen fast up the mobile web surfing charts from 19th position six months ago to 6th position today.
In total, Bango detects mobile web users from over 190 countries.
"It's important you only pay for traffic that you can convert so check your ad network can target by operator, country and device," said Bango CEO Ray Anderson.
"Then use Bango's free mobile analytics tool to measure your ROI as it's the only way you'll know if you are hitting the right demographic with your message".
Businesses need to be able to target their marketing dollars as different operators in the same country can also have quite different consumer profiles.
For example, a visitor who's identified as a T-Mobile subscriber might actually be a subscriber to Virgin which is an MVNO on T-Mobile but caters to a different demographic.
Mobile marketers also need to be able to measure the success of their marketing campaigns.
Bango Analytics delivers mobile focused web stats essential to understanding ROI and which marketing campaigns are most effective.
It is easy to insert tracking links into the mobile site to identify traffic from advertising campaigns and search keywords.
Data collected can quickly be analysed to determine the return on investment from each campaign.
Bango Analytics operates as a hosted service, allowing mobile website owners anywhere in the world to connect their sites to the Analytics service in minutes and start getting results free of charge.
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