Category: Mobile Marketing

Mobile marketing is proving to be difficult, even for the pros

| July 28, 2015

Marketers hare having a hard time trying to master advertising over smartphones and tablets.

According to recent data published in a report from DialogTech Insights, mobile marketing is causing quite a bit of challenge for marketers that are hoping to be able to reach consumers over their favorite devices.

The issue is primarily stemming from a lack of metrics to show whether or not their efforts are working.

The data from the firm said that mobile search and landing pages are bringing about a combined 81 percent of all calls for their customers. Equally, another 18.7 percent have been driven by mobile display and social. That said, when call attribution has not been established, mobile marketing companies don’t catch 49 percent of the conversions over smartphones and tablets. This brings about an inaccurate understanding of their return on investment (ROI) figures, and it places the optimization of their campaigns at risk.

This is happening despite the fact that mobile marketing sources have grown by 34 percent in half a year.

Mobile Marketing Proves DifficultOver the last complete year, there was a 77 percent increase recorded by the firm’s report. That report was based on an analysis of over 400,000 inbound calls that were placed to companies, and more than 60 million website sessions that had been tracked through the DialogTech platform called Voice360. That platform boasts more than 5,000 active customers spanning 35 different industries.

The data analysis in the report indicated that despite the fact that conversion rates are still significantly varied based on issues such as product and industry, the firm determined that there is an average 2.4 percent web form conversion rate on landing pages.

The DialogTech senior vice president of marketing, strategy, and analytics, Steve Griffiths, explained that “Call tracking is a form of lead attribution and marketing analytics technology marketers use it to track inbound phone calls back to the specific marketing source that originated them.” This means that call tracking makes it possible for mobile marketing companies to better understand their campaigns, ads, and keyword searches, as well as online and offline sources. A better understanding enhances the ability for optimization.

Mobile ads at Apple may be based on what you can afford

| July 22, 2015

The tech giant has now patented a tool that would display advertisements based on how much money a user has.

Reports are now showing that Apple has patented a new tool that would make it possible for mobile ads to display only products and services that should be considered affordable to the individual user of that device, according to their own banks.

This mobile marketing strategy would target people based on their incomes and credit card balances.

It is already common practice for marketers to obtain information about the kinds of products that smartphone and tablet users have the greatest likelihood of purchasing based on the sites that they visit and other interactions that they have with their devices. Physical location, gender, and age can all play an important role in decision making when it comes to the types of products and services that you will buy, and they will also impact the kinds of ads that will be displayed on your device screen. However, this type of information could soon have an even larger influence on the mobile ads that you are seeing than has been the case in the past.

The idea is that the mobile ads won’t just be for the types of things that we want, but for what we can actually afford.

Mobile Ads Based On What You Can AffordAfter all, if someone has a budget of $100 available to them, then serving them a mobile advertisement for a $900 outfit won’t do anyone all that much good; not the consumer and not the advertiser.

Now, Apple has received a U.S. patent in order to try to repair this issue. They intend to do this by checking into the credit card balance of a user in order to be able to display mobile marketing that is more appropriate to their available funds. The description and illustration of the patent that was granted by the U.S. Patent and Trademark Office, described it as a “method and system for targeted advertising of goods and services to users of mobile terminals.”

It looks as though it would have to be an opt-in program (though that is not necessarily confirmed), to ensure that those individuals will be shown mobile ads only for products and services that they will be able to afford, based on their own banking information.