Tag Archives: Mobile Marketing

Channel segmentation is the past – Cross Screen advertising the future

The past:

For the last couple of years, online marketing and online advertising has evolved into a race for better CPM, conversion and high pitched segmentation efforts on both mobile, social and web based advertising platforms such as Google and Yahoo. The problem with most platforms however is, that marketers tend to ignore platform switches of consumers. E.g. a person being targeted and reached via SEM on a web client might moments later be using his mobile, playing on a console or chatting with friends on his tablet. Instead of being channeled into platform specific segmentation and either under or over-targeting parts of the target audience in various channels, it serves a point to rethink segmentation and targeting with the means of modern day technology.

 

Technology is an enabler for a new set of questions to be asked:

Companies like drawbridge have started to use algorithmic modelling to pair a user’s devices, which allows to target one user on all his devices. More information on drawbridge’s technology can be read in their current whitepaper.

 

Without disappointment, you cannot appreciate victory:

The major drawback to date of technology side providers like drawbridge is the exclusion of another major hub of screen time: consoles! Consoles do still allow great advertising possibilities by, like other in game advertising formats, capitalising on the deep player immersion during gameplay. Although Sony has earlier this year patented a new form of in-game advertising by interrupting gameplay for on screen advertising, it is questionable if this format will capture the in-game advertising potential and thus leave the door open to alternate technologies to emerge and capture a major foothold.

 

What marketers should start asking themselves:

Is it more effectively to spread advertising budget cross channel based on channel specific segmentation / targeting data or is it more beneficial to follow a specific user cross screen / channel with dynamic messaging efforts. You decide!

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Can you afford not to care about mobile marketing?

Mobile technology is increasingly shaping our society with more than 6 Billion mobile subscribers or 87% of the world’s population using mobile phones. With more than 1.2 Billion people are accessing the web from their mobile phone, creating a mobile friendly websites has almost become an inevitable standard for marketers today. Yet, as it seems, many sites haven’t adopted mobile standards despite  the known impact on site visits through heightened consumer engagement.

This picture becomes even more dramatic, if one looks at a report from InMobi, which shows how mobile has already taken over in our daily media consumption (note: based on US data).

Media Usage Statistics

Media Usage Statistics

Despite the increasing overall usage, mobile users use their devices throughout the day— in bed (77%), watching TV (70%), waiting for something (65%), commuting (36%), and shopping (34%). Do not mistake the 34% as using the mobile phone for shopping, that number spiked to roughly 55% in 2012.

An interesting point is however the relatively low usage of mobile phones during shopping times. Amazon as the premier online retailer pushes an aggressive mobile strategy (watch on youtube) to take sales from brick and mortar shops, which lead to almost 2 Billion US Dollars in online sales in 2010/2011; yet only a fraction of this results from app usage. Judging from this, Amazon seems to be wanting to capitalize on the ease of access of user’s mobile devices while needing to stimulate higher usage during shopping.

With that information in mind, isn’t it time to devise a new mobile strategy? To seek engagement with mobile users during idle times; times during which consumers can be easier engaged with mobile apps or interesting content.

Looking more deeply at the Amazon app, it is quite evident, that Amazon seeks to “fish” consumers with price savings as customers could readily grab the item of desire from the shelf and walk out of the store. To continue a few thoughts from the previous gamification post, I would argue Amazon’s main stimuli for consumers to use it’s app, shop offline but buy online could be gamified in more than one way. Thinking creatively, traditional game type elements are only one option, yet the probably easiest to match buying funnel stages and buying behavior at the respective stage. Thus, in Amazon’s example, leaderboarding could be applied to award “savings” points or showcase accumulated savings from Amazon’s app usage. More strongly, incentivizing social sharing in a gamified manner could boost engagement, increase repurchase or re-usage whilst spreading the word through multiplication effects.

As this was only one example of an organization already using mobile marketing (to some extent despite visible improvement possibilities), it needs to be asked how long you can wait until you further engage with your customers in this further growing channel. I believe this question applies equally to B2C and B2B markets; clientele in both markets is shifting to mobile and as the saying goes “fish were the fish are”!

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Consumer’s move mobile… and you?

Consumer's move mobile... and you?

It is assumed that mobile web penetration rates will reach 2 billion users by 2015. That is users with a mobile ready device and thus most likely a smartphone. With users increasingly shifting their purchasing decision making to the mobile web, so should you as marketers consider an increase of mobile budgets.

For those who haven’t even started yet, the Mobile Playbook from Google provides a nice down to earth summary of what is currently happening in mobile advertising (be aware – Google is platform leader and ad seller – so read critically).

Here is the link: http://www.themobileplaybook.com/

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