Tag: smartphone marketing

Social media marketing reporting available over multiple devices through Facebook

| August 21, 2014

The company has now announced that advertisers will be able to track conversions from desktop through mobile.

Facebook has now announced that its social media marketing ads will allow advertisers to be able to track their conversion rates over both traditional desktop channels as well as over mobile, such as smartphones and tablets.

This data tracking uses a “conversion pixel” worked into the marketer’s website, along with the Facebook SDK.

It has now been added to the existing cross channel targeting over various forms of devices from Facebook, as well as to its measurement functionality for delivery and conversions. This type of attribution increases in its importance along with the rise of the number of devices being utilized by each individual user. A statement released by Facebook about this social media marketing has pointed out that while smartphone and tablet based ads are not very likely to drive a purchase that will occur right away and on that device, they do have the potential to influence one made on another device at a later time.

This means that it will be easier to track social media marketing viewed over mobile that leads to a sale on a PC.

social media marketing - facebookTests on this mobile marketing tracking technology were carried out this year from May through July. They indicated that among the individuals who had shown interest in an ad that they saw over Facebook mobile, there was a conversion rate of 32 percent on the desktop computers of those individuals at some point during the 28 days that followed.

Until now, it has been impossible for marketers to be able to track the impact that their ads have had when a user changed devices in order to take action on Facebook advertisements that they had seen. This feature is changing that so that when a user switches from one device to another, it is still possible to track their behaviors.

The Facebook blog illustrated the social media marketing point by saying “Imagine seeing an ad for a product on your mobile phone while in line at the bank. Do you immediately make a purchase on your phone?,” and adding “Probably not. But perhaps you go back to your office later that day and buy on your desktop computer.”

Mobile ads aren’t impressing women

| August 15, 2014

Recent research is showing that overall, female smartphone users are indifferent to advertising.

According to the results of a lengthy study that has been observing the responses that women are having to mobile ads, it has been determined that it is actually quite challenging to be able to consistently connect with female consumers.

The IAB, itself, has now released a statement that has said that this is actually a very difficult goal to achieve.

The IAB (Interactive Advertising Bureau) is usually a strong proponent of virtually every kind of digital and mobile ads in their various technologies and formats, but it has stated that “it’s a challenge to find consistent mobile advertising success stories, when it comes to the women that they recently asked after a study that has been running for over half a year. It partnered with the Real Women Talking Community from the MXM (Meredith Xcelerated Marketing) agency near the end of 2013, in order to be able to better understand the responses that women have to smartphone advertising.

There were approximately 100 women who were asked about the responses that they had to mobile ads.

Mobile ads - Women are unimpressedThese women were asked their opinions about various types of advertising and were asked to provide a screenshot of the actual mobile advertisement that they were seeing. What was found was that a number of the smartphone ads were either not functioning properly or they were simply not connecting with the women who saw them.

Many of the women who participated in this research essentially stated that the only thing that they liked about banner ads that were displayed on their mobile devices was that it was easy to either ignore them or to simply get rid of them. One women pointed out one of the true struggles that are associated with the typical type of interruptive ads on smartphones and the way in which they differ from the PC banner experience. She said that “When I’m on my phone, I’m needing to do something quickly and [ads] can get in the way,” meaning that they are not only being ignored, but they’re being actively disliked.

Similarly, another woman pointed out that mobile ads are a technical failure on small device screens because they take up too much space and at the wrong times. She will then blame the advertiser for the inconvenience and builds a negative impression of that brand or product.