There is no Santa Claus. The tooth fairy isn’t real. And this is not the year of mobile. Mobile marketing, like a lot of other digital tactics, is full of myths and misconceptions. Digiday spoke to brand executives to get a sense of what these myths and misconceptions are. The gist: Mobile is a mindset, not a technology, and consumers are using their phones for more than just social networking and playing games.
Barbara Williams-Pamplin, mobile marketing global practice lead, Microsoft
The biggest misconception about mobile marketing is that due to the computing power of the current generation of smartphones and the tablet’s screen size, mobile-first experiences are not a priority. The misconception is based on the idea that viewing the “normal” Web is technically feasible on these devices, so there is no need to create experiences especially for these devices. However, that approach fails to take into consideration several facts. First, consumers don’t use all devices in the same way or for the same purpose, so content and input methodology needs are different. Also, consumers will move on to look for another source of info (competitor if necessary) if they are unable to find what they are looking for on the mobile site visited. And, lastly, a poor non-mobile optimized experience can and will negatively impact the consumer’s perception of the brand.
1. Rise Of HTML5 Mobile Platforms
PCWorld, Macworld, and TechHive, get a big boost in click-through rates with high-impact ad placements
SAN FRANCISCO— Two months after the launch of redesigned HTML5/responsive websites, IDG Consumer & SMB is seeing encouraging results from its changes to PCWorld.com and Macworld.com, along with newly launched site TechHive.com. Overall, ad placements are delivering an average click-through rate (CTR) around 80% higher than pre-redesign levels.
IDG Consumer & SMB’s sites are also performing well against industry benchmarks. Ad units scheduled as run-of-site are delivering an average 0.38% click-through rate, compared to the tech industry average of 0.11% (MediaMind Global Benchmarks 2012). All three sites have better than average click performance with content and user targeting as well.
“We’re very pleased with these metrics,” notes IDG Consumer & SMB Chief Revenue Officer Brian Gleason. “We focused our redesign efforts on giving users visually-rich and intuitive websites that work across devices. We also wanted to make sure our advertising partners had a prominent place among our content. We’ve hit the mark for both readers and marketers.”
Making predictions in digital media can be a dangerous game. Conjecture such as “2006 is going to be the year of mobile” come to mind. How many of us this time last year even knew what Pinterest was, let alone predicted its popularity explosion? With that being said, Adweek is attempting to make some educated guesses about where this industry might be headed. Here are eight trends to watch for as 2013 unfolds:
Brands as Publishers
Content marketing became all the rage this year as brands from IBM to Amazon to Unilever started thinking more like publishers. Most of the conversations centered on embedding companies within digital consumer experiences by way of visual or text-based content. Paul Polman, Unilever chief exec, planted his firm’s flag in the movement by saying it “is reallocating budgets to enable us to make content in an always-on world. Agencies need to organize themselves around the consumer, not the client.”
There’s more than one way to create a mobile commerce web site, and Google Inc. now has something to say about it. In a recent blog post, the search kingpin and Android maker offers three recommendations when it comes to creating a mobile presence that Google can easily crawl and index for consumers searching the mobile web. And its No. 1 suggestion is responsive web design.
Responsive web design uses one set of content to build web sites on the fly that best fit the screen size of the device requesting the site. It’s somewhat modular, shifting blocks of content up and down or left and right to create a site that looks good on a PC, a tablet, a smartphone or even a TV. Responsive design saves a retailer from having to build separate sites optimized for smartphones and tablets. But responsive design is resource-intensive, and requires coding skills that are not yet common.