Are you over-targeting in mobile?
MindShare’s Brian Stoller suggests marketers may be going overboard when it comes to targeting in mobile at the expense of reaching a wider audience. He noted Google and its AdMob mobile ad network will often advise advertisers not to target beyond one or criteria for mobile campaigns. Stoller said companies also focus too much on location rather than context. Instead of just trying to target somone wherever they go, consider the context of where they’re at so any message or offer isn’t wasted.