The Mobile Marketer

Mobile is becoming not only the new digital hub but also the bridge to the physical world. That’s why mobile will affect more than just your digital operations — it will transform your entire business


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Own These 5 Tips For A Successful Mobile Marketing Strategy In 2015

Mobility continues to drive major behavioral change in our day-to-day lives. Research has shown that 86% of Americans now use their mobile phones for what is called “just-in-time information”, opening up a world of on-the-go opportunities for creative marketers to sell their wares. So where should they be focusing their efforts?

1. Be Relevant palm-of-your-hand-300x242

Marketing organizations are quickly becoming savvy about the full range of capabilities of smartphones, such as geo-location, and motion and ambient noise detection. These tools enable marketers to surface offers to consumers at the right point in their purchasing process.

What you need to work out out in 2015 is: what are the myriad experiences of your end-users and how can you connect with them in the moment in a meaningful way?

2. Be Contextual 

While some organisations have dipped their toes in the contextual waters in the past year, full power will come when organisations look for relevance beyond their own doors.

Maribel Lopez, author of Right Time Experiences, says these contextual experiences will be delivered by native apps: “Contextual integrations with third party services will be big [in 2015]. For example, an airline app that connects to Uber for airport transportation and traffic data to figure out when to leave.”

This is a huge opportunity to provide value to your end-users beyond just your service.

3. Use in-store or near-store notifications

Many retailers will want to extend offers to potential customers either as they walk past their stores or once they are inside. Lopez explains: “A store will know if you’re in the building, but mobile can help pinpoint where and what content or experience should be surfaced.” The opportunity is to present information based on the exact location.

For example, if your end-user is the children’s department on the 2nd floor, it is a great time to present an offer for buy one, get one free on children’s shoes. It is probably a terrible time to blast them with an offer for power tools.

To improve the seamless experience even further, if your mobile experience includes some sort of rewards programme and you have user purchase history available to you, it is possible to create an experience that takes off from previous shopping experiences. You could also cross reference past history with other similar offers from partners that extends the current experience even further.

4. Make the most of new notification streams

Android and iOS are following in Facebook and Twitter’s footsteps by making data streams a central part of the user-experience. Apps will raise alerts, information, and offers to the notification stream of the mobile device. Users will be able to take actions directly from the interface. This is both an opportunity and a challenge for marketers in 2015.

It is an opportunity because users will be expecting brands to have a presence on the OS’ most prominent platform. The challenge is that there is very limited space to provide any meaningful experience. Marketers will have to get creative and learn how to really pare down their message without diluting its impact; think Twitter marketing 2.0.

5. Seek users’ permission

Next year offers lots of exciting opportunity for mobile marketing. But brands must be careful to not be too invasive. Get permission before extending information and offers to individuals.

Finally, don’t inundate your audience with messages. Remember you are just one part of their overall stream of information. Respect that, and you’ll reach your audience and your 2015 targets.

It’s 2015 and mobile 3.0 is here. Isn’t it time you dive in and own it?


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Mobile Moves to the Forefront of Marketing

Mobile marketing has gone from being an outlier to being a part of a company’s marketing mix to being the first thing companies think about when marketing, Joe imagesCincotta, managing director, Pixolut, an Australia-based, digital advertising agency, told Mobile Marketing & Technology today.

Cincotta will be a member of the analyst panel for the Mobile Marketing & Technology Spring 2013 Mobile Payments Conference, April 10-11 at the Helen Mills Event Space and Theater in New York City.

“Our frame of reference has changed,” Cincotta added. “The mobile platform is now robust. It offers a good experience.”

The mobile user is more active than the traditional consumer that marketers are used to targeting through other channels, Cincotta explained. “Our frame of reference has changed.”

The mobile user doesn’t even think about using device; it’s just second nature, unlike a desktop computer. And the mobile user will be conducting searches, watching videos and otherwise consuming content on the device in a much more active way than consumers who are using other communications channels.

Consumers have gone from being static to being mobile, Cincotta added. So companies have to adapt their marketing to adjust to this new paradigm.

For example, the Sydney, Australia Opera House recently engaged in a marketing campaign that included a mobile app, YouTube videos for devices with online capability, outdoor interactive displays and traditional billboards. The campaign was integrated across the different channels to reach a wide variety of consumers.

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3 Mobile Trends Every Search Marketer Must Know

Trend #1: Mobile Traffic Is Rising Fast… Faster Than You Think

The chart below shows the breakout of mobile clicks on Google between smartphone and tablet as a fraction of total traffic for a sample of our customers. While mobile has a small share of paid clicks in B2B, it comprises between 25-30% of clicks in the automotive and retail sectors.

That’s over one in four paid clicks! It is also interesting to note that while the bulk of the increase in mobile traffic is coming from tablets, a significant portion is also coming from smartphones.

Trend #2: Tablets Currently Have A Much Higher ROI Than Desktops

In a rational marketplace, the CPC of an ad is proportional to the ROI on the ad. In other words, if an ad unit has a good ROI, marketers are willing to pay more for the ad, and hence, its CPC increases. However, our research also shows that when it comes to tablet traffic, the market is not rational.

As smartphones don’t convert as well as desktops, advertisers are unwilling to pay a higher CPC on them. As a result, smartphone CPCs are about half of desktops. This CPC normalization means that ROIs on smartphones and desktops are almost identical.

However, in the case of tablets, CPCs are 30% lower  even though they convert 20% better than desktops. Thus, ROI on tablets is 70% better than desktops. This represents a significant opportunity for the savvy marketer.

Trend #3: ROIs Can Vary Significantly By Mobile Device

Earlier this year, Mark Ballard from RKG showed that ROI varied significantly by mobile device,  i.e., the ROI on iPad, Kindle , Android tablet, etc. varied significantly. Our research shows a similar trend as we found that the ROI from iOS users is about double that of Android users.

The reason why the ROI differs so much is because of demographics, user experience, form factor and the context in which these devices are used.

Tips to make your mobile search marketing program effective:

  1. Analyze mobile traffic trends for your own campaigns. As the first chart shows, mobile traffic can vary significantly by the type of business one is in. In general, retail B2C has the highest proportion of mobile traffic, while B2B and Financial advertisers see the least amount of smartphone and tablet traffic. If you find a significant proportion of traffic coming from mobile devices, you need a mobile-centric paid search strategy.
  2. Build tablet and smartphone specific campaigns. While it is tempting to take an existing campaign and target all devices, it is best to build tablet- and smartphone-specific campaigns despite the extra work. Since the CPCs and conversion rates are different, ads of the same keyword must be bid differently by device.
  3. Go beyond the brand keywords. Many marketers think that the ROI on mobile devices is poor and only build brand keyword campaigns to maintain some presence on mobile devices. However, I have seen several instances of ROI-positive campaigns on smartphones driven by non-branded, mobile-targeted campaigns. This is something every marketer with substantial mobile traffic should try.
  4. Try OS and device specific targeting. As the ROI on different mobile devices varies, it is worth trying OS and device specific targeting. Of course, this only makes sense when there is a substantial amount of mobile traffic, or else one ends up splitting a small fraction of mobile traffic with little to no incremental gain.
  5. Build mobile friendly sites. Sounds obvious, but it’s remarkable how many marketers have not built mobile friendly sites. Quite understandably, among the many priorities marketers had, mobile-friendly sites were low on the list, given the small percentage of mobile traffic they saw in the past. But, with the rapid change in traffic patterns developing, these sites have become imperative.


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Meet the Average Smartphone User (2/3’s of you can’t live without it!)

Who has a smartphone and what are they doing with it? A new study from The Online Publishers Association, conducted with Frank N. Magid Associates, has the latest on American consumers, their smartphones and how they’re using the devices. Here’s a snapshot: 

Nearly half (44  percent ) of the U.S. online population own smartphones (that’s 107 million people). That’s an increase from 31  percent  last year, and the figure is projected to hit 57  percent  by the second quarter of next year.

Smartphone users are passionate about the devices: Two-thirds of them say they “cannot live without” their smartphones. The most common smartphone activities (besides making calls) are accessing the Internet (59%) and checking email (58%).

Weather, video, local news and national news are the top types of information smartphone users access with the devices. More than half access content on a daily basis, and nearly one-fourth (24  percent ) have bought content to view on the device.

Smartphone users who view content are fairly engaged with advertising and marketing on their phones:

  • 15  percent have clicked on an advertisement
  • 12  percent have used a special offer or coupon
  • 12  percent have made a purchase either on a PC or at a store after viewing content on their smartphone

But those who have purchased content for their phones are even more active:

  • 79  percent have taken action after seeing an ad
  • 31  percent have clicked through an ad
  • 30  percent have used a special offer or coupon
  • 51  percent have made a purchase on a PC or in-store as a result of content or an ad on a smartphone
  • 24  percent have made a purchase at a store as a direct result of an ad

Finally, 96  percent  of smartphone content consumers have purchased an app. They have an average of 36 apps, 14  percent  of them paid.

What do these figures mean to you?

  • If your business lends itself to an app, consider creating one for your customers , but make sure it serves a worthwhile function.
  • Customers who use your app will likely be more receptive to other smartphone content from you, so consider sending special offers or coupons.
  • With email one of the top uses for smartphones, make sure your email newsletters are optimized so they display well on smartphones and that buttons, links or other calls to action are easy to see and interact with.
  • Consider creating videos about your business or asking customers to share their videos and posting them on your site or YouTube channel. More than half of consumers who use smartphones to watch video say they regularly watch user-generated content.