Six mobile marketing tips for businesses and brands

From chatbots to personalisation, here advertising and mobile experts share their tips on how to master mobile marketing.

We type tap and swipe our phones, on average, 2,617 times a day, according to new research by data company dscout. For heavy users that can rise to more than 5,000 “touches”. The figures are stark: mobile is where you find people’s eyes and hands. It means that brands can’t afford to ignore mobile as a marketing platform; it’s now an essential way to attract new customers and build brand awareness.

Telegraph Media & Tech Connect asked some of the top ad agencies and mobile experts to share their tips for marketing on the powerful, pocket-based platform. Here’s what they said:

1. Know your chatbots

“Chatbots provide a great opportunity for brands to engage in a personal and smart way with their audiences. We’re seeing a big shift in traffic from traditional social media platforms to messaging platforms such as Facebook Messenger or WhatsApp.

“With six out of the top 10 most used apps globally being messenger apps, it seems like a really interesting way for brands to exploit having a direct conversation with their customers. This worked well for KLM Royal Dutch airlines, when it launched a chatbot via Facebook Messenger to deliver flight information, itineraries, boarding passes and even delay information. That’s both useful and relevant.”

2. Think about how people travel across devices

“How you advertise across these devices depends on your product. Marketers need to understand how devices fit into the customer journey. There’s often a very complex path when people discover a new product or service: they jump between devices during the research and consideration process (this can be very varied across industries and product types).

“The size of the purchase makes a massive impact; a car purchase will involve a very different path across devices than buying replacement ink for a printer. It’s so easy to buy ink from Amazon on a handheld mobile device, you almost don’t even think about it. But if you are buying an insurance policy, it’s a lengthier process. Understanding how devices fit into your specific customer journey is important.”

3. Stop obsessing over tech and focus on users

“Businesses focus on what application or technology is coming next, but the people using it don’t care about technology – they care about what technology enables. The best technology is seamless, useful and invisible. Rather than focusing on technology or trend, shift your thinking to the user first: to their behaviours (the way the mobile user consumes content in a more snackable way); location (tailoring content depending on whether the user is at home in front of the TV or in a shop); and their need, which tends to be more immediate compared to a desktop user.”

4. Personalisation breeds quality

“Personalisation is the big trend in mobile. As datasets become richer, artificial intelligence becomes more powerful and shapes expectations, brands will be expected to offer more personalized content and better-curated experiences through mobile. Eventually ‘Recommended for you’ will reflect where you are, what you're doing and what your needs are, with no questions asked.

“In particular, it means that good content will find its way to the right people, creating a strong incentive for marketers to place an emphasis on quality rather than quantity when it comes to content.”

5. Sites need to work for mobile; being responsive isn’t enough

“Consumer behavior is different on mobile, which means that site builds must exploit the functionality mobile offers, with click-to-call buttons or GPS store locators to ensure the needs of consumers are met.

“If you have an app, it’s also really important to think about how it works with your site. 

“Having a single user journey – with actions performed on one touchpoint showing up in another – is critical to ensuring that the customer journey is seamless. The key here is they can continue whatever it is they started on the device or touchpoint, they choose.”

6. Ask yourself: where is the right place to advertise?

“Two important areas of mobile content consumption are the social ‘feed’ (Facebook, Twitter and so on) and editorial ‘read’ environments (for example, an article on the MailOnline mobile site). But consumers in the ‘feed’ are in a very different mindset than those in a ‘read’ environment.

“We asked a group of mobile users to spend 15 seconds interacting with a social feed and 15 seconds reading an editorial story. We found that users in the feed scrolled past about three ads, translating to a dwell time of only about 1.5 seconds per ad. In the editorial environment, users scrolled past an average of one ad, with five seconds dwell time – a much better exposure for a brand.

“But it’s not just about speed. Consumers in a feed are searching for something to engage with, but in read mode, they’ve already opted into an article they want to pay attention to – much better exposure for contextually relevant brand messaging.

“There’s one more thing to remember: grabbing an engaged consumer’s attention isn’t enough; if you don’t serve an ad that’s more creative and interactive than a standard static banner, for example, you can’t blame the audience for failing to interact with it.”

 Source : 

4 Modern Tools to Improve Marketing at Your Startup

Every day, new tools make marketing possible for entrepreneurs to get their brand in front of a massive audience. Whether it’s a new method to generate online traffic, or to approach analyzing industry relevant information, the power of marketing has reached an entirely new level of operations in the modern age.

Yet still, the brightest business-motivated minds are always looking for another approach to gain a marketing edge on competitors. In their wake, the number of marketing tools being introduced to the marketplace are virtually endless. While this might seem a bit like overkill to someone new to the marketing process, the truth is that the chance for uncharted marketing success for business owners willing to take the time to figure it out is enough to persuade an entrepreneur.

Big Data

Originally used to track trends in the spread of the flu virus by Google, which initially outperformed the CDC‘s own predictions, Big Data has evolved into one of the most useful modern tools for marketing success. If a company has the processing power to handle large repositories of information, leveraging Big Data analysis to determine when the next major market trend will strike has proven to be a profitable venture for a large number of digitally driven companies.

While data is always a critical part to any marketing campaign, Big Data provides businesses with a front row seat to a far reaching look into the fine details of how markets behave and what the numbers say. Savvy companies will be able to jump on early, rather than getting in too late.

CRM Software

CRM software (otherwise known as Customer Relations Management software) is a driving force behind many companies who seek to get more out of their customer base. While every business offering products and services needs contacts and leads, CRM software helps to maximize the potential of your customer contact and sales data to help improve the rate of closing leads and overall profitability.

Whether this is in helping a company stay on top of regularly contacting clients or determining what sales incentives need to be implemented to ramp up sales, CRM software becomes an easy and organized way to keep your entire sales department on task for ensuring higher rates of sales volume. Over time, CRM software developed to suit various needs, from a giant such as Salesforce that serves entire enterprises, to a highly specialized ones like LockedOn which is made for real estate agencies.

Picture Marketing

When building a social media marketing campaign, pictures with text will often say more than lengthy ads. People resonate with visually stimulating content, and if it is clever enough it will be shared through social networking avenues.

Some tools to help with this type of marketing approach are Canva, BeFunky and PicMonkey. It never hurts to make a big statement with a picture that says a thousand words simply by its visual appeal. Using easy to operate picture rendering software is key to getting this part of your marketing campaign right.

Email Campaigns

If you thought email was out, think again. A well-guarded secret in modern marketing is that email lists are still one of the best ways to interact with potential clients and customers. The reason for this is because the company hosting the list can set the pace with a consistent frequency of advertising. However, it is important to remember that successful email marketing campaigns must provide something of value to the consumer.

Beyond merely tossing ads in a potential buyer’s face, it helps to wet their whistle with information they will not likely be able to get anywhere else: that means the information must be genuinely valuable. As a company’s email campaign builds rapport and trust among its subscribers, the inevitable outcome will tend to be that these same subscribers will trust the products and services the company is pitching as well. This is, in turn, generally good for a company’s bottom line.

 Source: http://bit.ly/28VtWKZ

10 social media myths to quash.

Though business owners and organizational execs have begun to embrace social media, many misconceptions still exist.

As more and more consumers use online platforms to access information and interact with organizations to purchase, volunteer or support, social media is an increasingly important part of communication efforts.

Many PR and marketing pros are adding social media proficiency to their skill sets to attract employers and clients, so it’s important to dispel falsehoods that can hamper campaigns and branding efforts.

Here are 10 common social media myths—and the truth behind them:

1. I don’t have the resources for social media.

Even though many small and mid-sized businesses have bestowed their social media tasks onto small (or solo) teams, there are many ways to scale your social strategy without missing out on effectiveness.

2. My organization must be on every social platform.

Not every social platform will suit every organization’s needs. Each social platform requires a certain level of attention and curation—and each appeals to a different audience for a different reason.

Find the platforms that can benefit your organization the most and focus your energies (and money) on them. If a platform isn’t working for you, or if you don’t have time to keep up with it, remove the account. Don’t leave dormant accounts in your wake.

3. My customers aren’t on social media.

Professional online activity can vary by industry or job role, but chances are, some (if not most) of your customers are on social media personally. eMarketer estimated that almost 20 million Canadians will be using social platforms by the end of 2015.

Though only some users are active contributors, many more—roughly 90 percent of them—are lurking. These users might not post or interact with content, but they use social platforms for news, research and entertainment, just like the rest of us.

4. My fans are my customers.

It’s fun to have a healthy amount of fans and followers, but numbers are only one piece of the social media pie. The quality of your followers is also important. Are they influencers and opinion leaders? Do they engage with your content? Defining these influencers takes time.

5. Social media is only a promotional tool.

On social media, it’s almost never all about you. Use social posts to overtly promote your brand, but remember to keep the “social” in social media.

This means that you must pay attention to engagement and conversation. One-way communication strategies are better suited to a press release or white paper. As with all good conversations, make sure you respond to users in a timely fashion, especially anyone who seems angry with your company. However, not every user will warrant a response.

6. Hashtag everything.

Although engagement doubles for social posts that include hashtags, don’t go overboard. You don’t want to look like you’re spamming your users, and a post full of hashtags is hard to read.

Instead, use 1-3 hashtags per post.

7. Social media doesn’t generate leads.

As much as social media is about brand enhancement, it’s also a great way to bring people into your marketing and sales funnel. One in 4 businesses saw a revenue increase when they used social media for lead generation.

Need ideas? Sprout Social created a comprehensive guide for generating sales leads on each major social platform.

8. We need content constantly.

It’s important to post consistently on social media, not constantly. Twitter even has rules about spamming, which includes aggressive following and re-tweeting.

It’s easy to become overwhelmed by the continuous requirements of your social media accounts, but there are many management tools and features that can help you navigate into easy social seas. Focus on being present and consistent, even if that only means a couple of posts each day.

9. Social media analytics aren’t useful.

Measurement has come a long way in PR, and analytics are essential to demonstrating your business value.

To understand social metrics, you first need to wrap your head around terms such as engagement and reach. Each social media platform is equipped with analytics to help you track your likes, re-tweets, click and other forms of interaction. 

10. Social media marketing is free.

Adweek said it best: “Social media is free: Social media marketing is not.”

Like any marketing strategy, social media requires an investment to see significant returns. Social media is most effective when assigned to communicators with good judgment and writing skills. Don’t delegate your social presence to people with the least brand experience.

In addition, results tend to improve when you combine both paid and organic strategies. Rome was not built in a day and neither are your social profiles. With the right time and resources, you’ll can see results.

What other social media myths have you encountered?

 Source : http://bit.ly/1TJ6Dom

The 5 Biggest Mistakes to Avoid When Starting a Business

Don’t expect overnight success.

If you are planning on starting a business this year you are undoubtedly full of excitement. While raw excitement, infatuation and determination are all great, you need to make sure that you proceed with caution so as not to encounter the common pitfalls that lead to business failure.

The 5 Biggest Mistakes to Avoid  When Starting a Business in 2016

Avoid making these five beginner mistakes many new entrepreneurs often make—and good luck with your new business venture!

1. Expecting overnight success

Very few businesses are going to go from launch to successful revenue monster overnight. Yes, it happens, but not as often as one might think. The media is always going to talk about a unicorn startup that was conceived on a bar napkin and valued at $100 million two months later, rather than a business that’s been plugging away for the past few years, barely staying above water.

So, go into it knowing that you may potentially need a long time to get your business off the ground. If it happens quickly, that’s a bonus, but it’s better to have realistic expectations and not be disappointed.

2. Sitting back and assuming sales will roll in

It doesn’t matter how great your product or service is—if nobody knows it exists, your business will die. You have to market your business and put it directly in front of your target audience.

My online marketing company receives a lot of inquiries from startups that all have the same question: “What do we do if we don’t have a marketing budget?” 

Actually, there are plenty of things that you can do if you are willing to put in the work. A well-thought-out content marketing strategy and media outreach campaign can be executed with little to no marketing budget.

Simply assuming that your target audience will magically discover your brand is foolish—be prepared to grind hard in the beginning to generate momentum.

3. Failing to perform simple due diligence

Will your business name be infringing on an existing trademark?

Is there a domain name available that will make it easy for potential customers to find your business online?

Is your business name available on all the popular social profiles?

These are just a few examples of basic due diligence that can help you avoid problems down the road. A basic word mark search through the Trademark Electronic Search System (TESS) should be your first step. If it looks like your business name isn’t going to infringe on a mark, see if the domain name is available and then move on to social media profiles.

There are plenty of coupons floating around online that will allow you to register a domain for a dollar, and creating social media profiles won’t cost you a dime. Just be sure to secure your online footprint first.

4. Not going in with a long-term plan

Running a business “on the fly” without a well-thought-out plan is entrepreneurial suicide. On the fly can lead to mismanagement of funds and resources, which will ultimately sink your ship.

While you can’t predict (or prevent) all obstacles you will encounter, setting up some long-term planning will help you avoid inexcusable mistakes. For example, a long-term marketing budget will help ensure that you have funds to cover the marketing, while still leaving enough money to handle operations and payroll.

Source : http://for.tn/1O4yA1l

Social media key tool for B2B firms

Social media marketing offers business-to-business marketers many benefits

Many business-to-business chief executives still believe that social media isn’t right for them. And it’s no surprise.

The attention being paid to social media today mostly focuses on reaching out to consumers. But social media marketing can offer business-to-business (B2B) marketers a range of benefits if they take advantage of it, from increasing engagement and influencing decision making before the sales call to customising sales messages and enhancing their company’s reputation.

The Content Marketing Institute reports that social media marketing can help business-to-business brands build awareness and showcase their expertise. McKinsey points out that social media is a great place for business-to-business marketers to uncover early intelligence on competitor developments and on customer problems, needs and beliefs. They can also respond to questions and influence the emotional reaction to their brand.

In addition, the number of people likely to seek and share a business-to-business experience is increasing. In a Demand Gen Reports survey, almost all respondents (97 per cent) gave more credence to content that included peer reviews and user-generated content during the business-to-business purchasing decision process – higher than what was found for business-to-consumer products.

Most importantly, business-to-business companies are proving that social media builds sales and profits for brands. For example, Maersk Line, one of the world’s biggest container and bulk shipping companies, has made social media an integral part of its marketing mix by leveraging more than 30 local and global social media accounts. The company uses everything fromFacebook and LinkedIn to Twitter and Instagram, where, interestingly, it got a sales lead from a Russian company off one of its posts.

Business-to-business companies need to take this to heart. Instead of ignoring social efforts, they need to engage. Here are a few steps to get started:

1 Sell in by connecting the benefits of social media marketing to the concerns and objectives of your organisation. Since senior management tends to discount the value of social media marketing, stay away from using terms like “followers” and “engagement”. Rather, show how social media will help the organisation achieve objectives such as generating leads and facilitating conversions.

2 Identify your key audience and goals to achieve. What do you want your social media programme to do? Identify who you should reach and what your aims are. It’s important to note that the social media channels and the content that’s consumed and shared will be very different in the business-to-business world, so assumptions should not be drawn from business-to-consumer case studies.

To ensure success, find out where current and potential customers are talking and what subjects they are discussing before creating strategies to influence brand perceptions and identify sales leads.

3 Don’t rush out with a sales pitch. Business-to-business brands need to concentrate on engaging core audiences and providing valuable information. When the time is right, and with enough cultivation, the sales will happen.

4 Determine analytics and how best to track them. Rather than merely adopting the typical key performance indicators and tracking tools for business-to-consumer brands, business-to-business marketers need to find the most appropriate metrics for the unique category. In developing metrics, remember that influencing a business-to-business purchase with social content is much more valuable than a business-to-consumer purchase, since a single purchase could be worth hundreds of thousands of dollars.

Source : http://bit.ly/23c5KqS

5 Biggest Ways Social Media Will Change in 2016

Here's how to stay one step ahead of the social curve.

Death and taxes used to be the only two things we could all rely on. Now we can add a third: that social media will roll out all sorts of weird changes. Entrepreneurs will then scratch their heads, wonder what this is all about, and finally jump on the bandwagon and try to catch up.

So before you scratch your heads, here's a heads-up. Five major changes are currently rumbling away in social media, and they're going to break out in 2016. You need to be ready for them.

1. Live Streaming Goes Mainstream

Live streaming is already out, but it's going to get bigger. Within months of its launch, Twitter's Periscope service already had 15 million registered users who could employ their smartphones to share instant content. Big companies have been quick to spot the opportunity. In July 2015, GE's Droneweek exercise took viewers into the company's factories and showed audiences, including the engineering graduates the company needs to attract, how jet engines, wind turbines, and locomotives are made and tested. The company got to tell its story through a week of live, authentic content.

Other kinds of content that companies can broadcast live include conferences, interviews, customer support, product demonstrations, and special offers. For small businesses, the select audiences who tune in are the most loyal customers. They're the people you want to hug closest, and live streaming brings them about as close as they can get. If you're not broadcasting live yet, expect to push up a Periscope in 2016.

2. On-Platform Content Opens Up

In 2015, Facebook snatched distribution from established content creators. Instead of publishers bringing Facebook users to their own websites, Facebook's Instant Articles program let publishers distribute their content on the social media platform. The content would load up to 10 times faster, more people would see it, and the publisher could earn advertising revenue. But the users would stay on Facebook, reducing the publisher's own brand value.

Despite the risks, 350 publications have now signed up, including The New York Times, BuzzFeed, and Huffington Post. More than 100 publications distribute their content through Instant Articles every day.

The program started on iPhones and expanded to Android devices at the end of 2015. It's still limited to select publishers, but expect registration to roll out more broadly--and force all of us to compare the benefits of showing our content on Facebook with the advantages of bringing users to our webpages.

3. Smarter Use of Snapchat

Of all the head-scratching moves in social media, few have created a greater risk of a bald spot than the rise of Snapchat. You spend time and money creating unique content for a targeted audience only to see that content disappear as soon as it's used. It's the exact opposite of the quick burst and slow burn that a good YouTube video or blog post can achieve.

And yet, companies as big as McDonald's, Acura, and Heineken have all waded in, keen to connect with the platform's young audience--and scared to be left behind.

The quality of the content has improved over the past couple of years, and it's going to get better. There are enough good case studies available now for anyone to be able churn out effective Snapchat content quickly and easily. Now that businesses no longer need to scratch their heads for good ideas, expect companies with youthful customers to start churning out disposable content.

4. Video Will Continue to Beat Static Content

At the start of 2015, the news was that Facebook users were posting 75 percent more videos than they were the previous year. In the U.S., it was closer to 100 percent, and Facebook was pushing 360 percent more video content into people's news feeds. Between April and November 2015, Facebook doubled average daily video views from four billion to eight billion. Even though the company counts a three-second glimpse as a "view," that's still a huge amount of video watching, and it shows how keen Mark Zuckerberg is to eat YouTube's lunch.

Those figures are only going to grow. Facebook has already made clear that it prefers video content to link posts and even images, so to build any kind of successful social media campaign, you will need to pull out a video camera and get shooting this year.

5. Virtual Reality Content Will Make Its First Appearance

When Facebook bought Oculus Rift for $2 billion in 2014, even the most savvy social media watchers were left bemused. But the idea is starting to become clear. Just as video is a more engaging form of content than still imagery, so virtual reality will be the next and most engaging step forward for content. The New York Times has already started creating virtual reality content that works with Google's Cardboard virtual reality viewer, and Paul McCartney invited a VR firm to film one of his concerts. It's still early days for virtual reality, but as we approach the end of the year, expect to see more moves toward a new kind of engaging content--and start scratching your head for a way to use it yourself.

Source :  http://bit.ly/1Q64UH5

Quote of the day.

5 Things Tech Entrepreneurs Should Do Instead of Learning to Code

There’s a prevalent train of thought running amuck through the tech startup world: Entrepreneurs believe learning to code will boost their credibility, provide them with a deeper understanding of their businesses, and transform their abilities to lead their troops. Many will run to Codecademy, take a few courses, and expect to be able to write an enterprise app. This is comparable to taking a few guitar lessons and challenging Jimmy Page to a face-off; it’s not going to end well for you.

While understanding code could certainly be helpful, it’s a far cry from being acritical skill for most tech entrepreneurs. If you have at least one developer and you’re still coding, you are ignoring your core responsibilities. That’s why I’m going against the grain here and discouraging tech entrepreneurs from learning to code. There are way more important things you should be doing with your time.

Why Leaders Shouldn’t Learn to Code

If you’re starting out by yourself, there’s some merit in learning to code. Most entrepreneurs are great idea people. Knowing how to actually implement ideas could separate you from the endless line of people hoping to create the “next Facebook.”

However, as soon as you hire a single capable engineer, whatever coding skills you have are no longer necessary. One solid engineer could implement more in two weeks than you could in six months — and it would likely be more robust and scalable.

Every minute you spend in the trenches learning a programming language from the ground up is time your customers are being ignored, your marketing isn’t being executed, and your company is running without direction.

You’re the leader — focus on the overall vision of your company. Leave the code to the competent, career-oriented coders.

Instead of wasting time gaining skills your team already has, you should be coaching and guiding your team toward stardom. These five actions will provide much more value to your brand than teaching your computer a for-loop operation to ask your name and repeat it back to you:

1. Draft a Spec Doc

Even if you can code, taking the time to think through and map out actual customer needs, user flows, and interactions is essential to creating a successful company. Having a more detailed product plan with specifics will not only improve your company, but it will also greatly help in product development (as well as hiring great talent).

2. Evaluate Customers

The single most important thing a leader can bring to the team is a clear understanding of customer and market need. Although most leaders would probably claim to have a good understanding of their target customers, it is rare to find one who actually spends enough time studying and interacting with them. If you don’t fully understand the situations, stories, and users of your product, what (or who) are you even designing it for? Anyone can make up a target customer, but real people in the real world rarely act how you think they will.

3. Recruit Actual Software Engineers

If you were to spend a year learning the foundations of computer programming, you’ll likely end up with a crap junior coder (you) who has no real understanding of what they’re doing. Instead, you should hire an experienced engineer, place your clearly developed vision in his hands, and tell him to put the pedal to the metal. Now that is a winning formula.

4. Sell Your Product

Sales are the lifeblood of any company. Without them, you have nothing. So get out and pitch your product to customers, and then assess the ensuing feedback loop. These early pitches will teach you an immense amount about the needs and wants of your target audience. Imagine how helpful this information will be when you’re training your first sales hires!

5. Pitch to Investors

Nearly every business reaches a point where it needs outside funding to grow beyond being an experiment. If this is the path you’re going to go down, you — as the face of the company — need to be able to speak convincingly to potential investors. This takes a lot of practice, but it’s your job to draw interest in your project and get people to sign on the dotted line.

Coding is a valuable skill, but it’s definitely not a necessary one for a leader just because it’s a tech-based business. Leading a company is a skill in itself, and nobody expects a CEO to understand how to code any more than a software engineer is expected to know how to run a successful company. Instead, stick to your strengths, and hire all-star coders to make your vision a reality.

Source : http://bit.ly/1NG8RT7

5 Pinterest Demographics Facts Marketers Should Know

Last week Pinterest announced that they have reached a whopping 100 million monthly active users. To put that into perspective these are the most recent user stats for other popular social media networks:

While Pinterest may not be the most popular social network , it is amongst the top 5 in the world. Pinterest is also the biggest social site being predominantly used by women.

Some marketers ignore its importance because their business is not targeted toward the female demographic. This is a big mistake. The social network has grown in popularity amongst other demographics, and is proving a valuable resource in many industries.

Here are 5 reasons to monitor Pinterest demographics so you can make an educated decision on whether Pinterest data is important for your market research:

Fact #1: Men Are Now Pinterest’s Fastest-Growing Demographic

In November 2014 Pinterest announced that men were their fastest-growing demographic. In fact, in emerging markets sign ups are an even gender split of 50% men and 50% women. (Techcrunch)

Fact #2: Pinterest Attracts Users From All Income Levels

In 2014 there was a significant increase in Pinterest users whose income levels were below $30,000 and above $75,000. The easy-to-use social media platform caters to people of all income levels. (PEW Research Center)

Fact #3: Pinterest User Numbers Have Doubled Since 2012

We  Pinterest had hit a 100 million user milestone. But did you know that in 2013 they had only 70 million? Alongside Instagram, Pinterest has doubled its usage since 2012, and now counts 31% of online adults amongst its user base.

Fact #4: Half of Pinterest’s Users Are International

According to an article published by Venture Beat, 45% of Pinterest users come from outside of the United States.

Fact #5: Popularity Boom Amongst Older Generation

Pinterest is extremely popular amongst young people. 34% of online 18-29 year olds, and 28% of 30-49 year olds use Pinterest. But it is the older generation of internet users who have most recently taken to using Pinterest. Between 2013 and 2014 Pinterest saw a growth of 14% in users aged 50-64. This places Pinterest behind just Facebook and LinkedIn for social media usage within the 50-64 year age group.

Want to know more about Pinterest?

Knowing Pinterest demographics gives you the power to target the right market during advertising campaigns. 

Source : http://bit.ly/1FLrNwo