One of the most important aspects of (not just mobile marketing) but marketing in general is to develop profiles of the members of your audience so that you can segment and target different audiences.
Unfortunately, most mobile marketers are jumping feet first into the “mobile marketing revolution” without even creating a mobile marketing outline to follow.
When setting up your database, make sure it’s setup to collect enough information to build a profile of each type of person or group that you want to target. You can easily develop these types of profiles by putting together several types of data from a wide range of sources.
Some of these would include:
Demographic Data – Age, gender, race/ethnicity, religion, marital status, number of children, level of education, occupation, income, nationality, and location / place of residence.
Psychographic Data – Lifestyle / activity, attitudes, interests, purchasing motives, and products and services used frequently.
Preference Data – Consumer preferences for when and how many times they want to be communicated with, preferred modes of communication (SMS, print, email and so on.)
Behavioral Data – Purchasing history, criteria for choosing products, effect of the environment (location, culture, family, media exposure, and so on) on their choices. Internet sites visited, ads and links clicked, customer-support interactions and so on.
Situational Data – Situational data about the consumer. Such as – where the consumer is, what the weather is, what the stocks are doing and so on.
Syndicated Data – Consumer purchasing data compiled from individually scanned consumer transactions at thousands of locations.
In simple terms, all of this data is referred to as “metadata” – data about something. If someone asks you what type of “metadata” you are looking to capture, you could simply say – “I need demographic metadata: age, geography, etc…