Tag: mobile advertising

The next “big thing” in mobile marketing could be automation

| February 27, 2015

The global mobile chief at Mediacom has predicted that this will be the next trend in smartphone advertising.

According to Ben Philips, the head of mobile at Mediacom, it is important for marketers to get to know the basic differences between web advertising automation and mobile marketing automation so that they will be able to offer an exceptional experience by way of each different channel.

Advertisers have been using automated online content and have been seeking the same over mobile.

Though marketers have been trying to push automated mobile marketing content for a while now, they have struggled to be able to achieve their goals as their view of how people interact with – and switch to and from – each platform is not clear. As proximity triggers and push notifications become more central to the efforts of marketers, Mediacom feels that the automation of mobile advertising which steps above and beyond the app.

Phillips cautioned advertisers that mobile marketing is not simply a matter of a phone.

Mobile Marketing - The Next Big ThingHe stated that brands should be taking into “consideration all that is not tethered to a desk”. It is important to note that the marketers that are achieving the greatest levels of success are those that have been designing their creative mobile first, and are those that “appreciate how their audience chooses to engage with them and provides the correct response.”

For instance, within a retail brick and mortar shop, it was suggested that instead of pushing mobile ads that would be received by customers as they make their way past an aisle, it may be more effective to personalize the advertising by connecting with them through CRM and provided greater context for the ads.

Philips went on to explain that “Automated mobile marketing will enable deeper CRM learnings and processes that lead brands to a more personal one-to-one dialogue with their consumers.” That said, providing an engaging communication that is personalized for the shopper is impossible without obtaining the appropriate data with regards to the audience. Therefore, Philips has predicted that one of the most important efforts of this year will be to create a persistent tracking identifier for a shopper as he or she travels from one platform to another.

Mobile marketing is an effort that doesn’t stop with applications

| February 11, 2015

The majority of advertisers are quick to dive into apps, but there is a great deal more to the channel.

While study data has been consistently showing that consumers are now spending more time looking at the screens of their smartphones and tablets than their TVs, mobile marketing is still not viewed as a powerful channel for advertising.

Instead, many marketers are seeing this sphere as being limited to mobile apps, and not much else.

All too many mobile marketing companies have been overlooking the mobile web as a good way to be able to reach consumers. That said, the vast majority of m-commerce and traffic over smartphones and tablets does not come through apps. This suggests that marketers are missing a considerable opportunity by placing all of their focus on that one component of the channel, and overlooking the rest, nearly completely.

Recent Forrester research findings suggest that mobile marketing may not be fully understood by those using it.

Mobile Marketing - More to advertising than just appsThe Forrester findings showed that the average smartphone user on in the United States and the United Kingdom have 24 mobile apps on their devices, but will spend 80 percent of the time that they use those devices on only 5 of them. The most amount of time is typically spent on messaging and on social media, as opposed to mobile gaming. While there are certain specific vendor apps, such as Starbucks, that have done exceptionally well, the majority are considered to be relatively insignificant.

With the growing importance of mobile devices to the average consumer, it is surprising that retailers and brands have not kept up with the new wave of advertising opportunities, particularly considering that the competition is “low” now, and will only increase over time. Moreover, this is typically considered to be quite an affordable and cost effective way to reach consumers, but is not being used for driving engagement.

While it isn’t that apps are unimportant, data is showing that mobile marketing needs to involve the web and other methods of reaching consumers in a way that increases their odds of being reached.