Why is mobile marketing important?
Today people have the ability to shop around the globe at the touch of a button. They can find out more than ever before about the brand they’re engaging with and talk about their experience, sharing their views with millions of people just like them. Their expectations (and demands), whether they are consumers or business customers, are soaring. Channeling into their needs and connecting with them both in the spaces they frequent, and on the devices they use to make purchase decisions, is now mission critical.
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Apple’s release of its new mobile operating system last month came with an overlooked gift for marketers: the ability to retarget ads based on users’ in-app browsing behaviors.
According to ad agencies, Apple is actively pitching the new capability as a way to effectively solve the mobile cookie problem.
Say, for example, a visitor to a retailer’s iPhone app adds a pair of shoes to his cart but ultimately decide not to buy it. In this scenario, the retailer will now be able to retarget that user with an ad for that exact pair — even in another app on his iPad. When tapped, the ad would direct him back to his abandoned checkout page and automatically add the shoes to his online shopping cart.
“One of the big limitations of not just iAd, but the entire iOS ecosystem, is that cookies don’t work,” said Eric Franchi, co-founder of cross-device ad network Undertone. IOS is the operating system on which Apple devices run. “If Apple can bring very advanced targeting combined with e-commerce, it will be incredibly powerful.”
E-commerce companies are a particular focus for the new feature as it enables them to retarget users across Apple devices based on items they have previously expressed interest in. E-commerce apps can also track the items shoppers add to their digital wishlists and send ads for those items when they go on sale, and target ads based upon a person’s shopping history.
Have a look at your smartphone apps. Notice anything peculiar about the ads? In the majority of cases, the only things they’re advertising are … other apps.
Estimates vary, but analysts say a significant majority of ads in mobile apps simply promote other apps. Karsten Weide, an analyst with IDC, pegs the total at between 60% and 75%; mobile ad company Fiksu says it’s between 50% and 85%, depending on the time of year.
What does all this mean for the future of the app business? If most of the advertising dollars are coming from within the industry, is this a bubble about to burst?
Quite the opposite, industry experts say — the numbers show app makers and advertisers simply haven’t yet figured out how to tap this promising business.
Mobile apps overtook desktop browsers earlier this year as the dominant means by which Americans access the Internet.
Mobile ad network Millennial Media continues its buying spree with Boston’s ad tech firm Nexage in an attempt to provide an end-to-end assortment of advertising offerings to publishers.
As a multitude of top publishers experiment more heavily with mobile, syncing editorial content with the best execution of mobile-friendly ads help these publications translate more seamlessly to its readers. Meanwhile, brands who are advertising with those publishers can more easily integrate their content into the advertising platforms.
“This announcement and deal with Nexage will allow us to more quickly navigate and win in the evolving mobile world with a true end-to-end mobile ad stack,” Marc Theermann, executive vice president of business strategy at Millennial Media
, Boston. “Nexage has the right technology and capabilities for us to fulfill our vision in creating an open, full stack solution that lets us determine our own fate, control the flow of impressions, and operate an independent exchange.
Recent comScore data indicates mobile media consumption is the most used form of digital media consumption, which should intuitively correlate to a tipping point in spend. Yet, there still remains debate as our industry struggles to allocate traditional brand marketing dollars to this opportunity.
While we study location, search and programmatic ways to streamline and simplify mobile advertising transactions, the most immediate opportunity will occur within the mobile video space, which remains the highest growth medium in the digital landscape.
As such, it bears mentioning some fundamental factors to best leverage your video message.
Whether brands elect to play in the comfort zones with premium off-network mobile video applications from the big networks and cable providers or elect to jump into the emerging, somewhat unknown and more fragmented space of mobile gaming publishers with upstarts such as Viggle or anime stalwarts, the opportunity is substantial.
October is here and, simply put, if your holiday marketing plans are not finalized and ready to be executed, you are sunk.
That said, it seems that every year marketers let the same small details fall through the cracks. With that in mind, we’ve put together a checklist for companies as they run down their last minute planning for mobile campaigns — an area that still seems to be hit or miss for many retailers.
Remember — email marketing messages can be opened on mobile devices.Often they are only opened on mobile devices. Make sure messages are optimized for smartphones and during the holiday season especially, make the headline simple and short — and easily searchable. Consumers pull up their messages looking for offers while actually shopping and needless to say, their inboxes are bulging this time of year.
Optimize your mobile site. Why, oh why, retailers, are you ignoring the biggest subtrend in e-commerce, which is mobile commerce? Too many retail sites are still not optimized for mobile devices, a process that often requires an entirely new ground up development project but is well worth it in the end. Web optimization company Yottaa found that many of the top 500 e-tailers use unique m-dot sites, according to MobileCommerceDaily. These URLs redirect users an average 3.03 times before taking them to the right site, resulting in a poor user experiences and ultimately, lost retail sales. As MobileCommercialDaily noted, research has found that just a one-second delay in site response time can reduce conversions by 7 percent. Another data point is provided by The Search Agency, which reports in its latest quarterly report, “The Mobile Experience Scorecard — Restaurants & Catering” that the top 50 restaurant and catering companies’ mobile sites were very slow to load (on average over 70 seconds) and 40 percent don’t have a button to click to order or reserve. Some 32 percent of the sites analyzed use Responsive Web Design — Google’s recommended format — but no site serving the updated format were able to pass the page speed test, with average page load time over one minute, according to The Search Agency.