As ‘mobile marketing’ continues to define itself, our brains are often in overdrive as we try to keep up with all of the latest trends. New technologies, theories, apps, devices, experts– so much to take in, so much to consider when evaluating how to achieve mobile marketing success.
With that in mind, I’ve decided to do a series on ‘debunking the myths of mobile marketing’ over the next few months. My goal is to go back to the basics and focus on what really matters when it comes to engaging with your mobile customers.
So without further ado, it’s time to debunk…
THE MYTH: It’s all about who you are.
Think about your current mobile campaign.
How did you determine the ‘right’ customers for your message? Was it based on who they are? For example, their age? Their gender? Where they live?
How much time lapsed from when you defined the target list to when you began the outreach? A few hours? A few days? A few weeks?
How many times did you revisit your target list once the outreach began? Half way through? Never?
Am I bombarding you with questions? Yes, but I want you to understand how this myth is impacting your success at reaching... Read more
Tagged 'behavioral targeting' 
Debunking the Myths of Mobile Marketing: Targeting the Right Customers
Two Must-Haves for True Website Optimization
Brands that regard their websites as a primary revenue source have three distinct priorities: give customers an optimal experience, create loyalty and convert potentially passive browsers into active buyers.
It’s not a coincidence that experience and loyalty precede sales in this short priority list; the relationship between exceptional customer experiences and revenue growth is fairly direct. The better your website speaks to your visitors, the more loyal they will become and the more sales you will generate.
The good news is that customers can (and should) be very active in the optimization process. Through their clicks, page views, bounces, reviews and purchases, our online customers are offering us helpful feedback about their online experiences, in real time.
So what can you do with all this data?
1. Testing
Using A/B and multivariate testing to discover your problem areas is a great first step. In fact, if you’re running an ecommerce site without testing in place, you’re probably losing valuable conversions and dollars as you read this.
No matter where you begin, whether it’s with shopping cart funnels, homepage bounce rates, search or call-to-actions, testing different variations of elements encountered along the path to purchase — and deciding which ones produce the highest conversions — will begin... Read more
Japanese BT Market Growing; ad:tech Tokyo Recap
After having visited Japan almost two years ago, I recently had the pleasure of attending and presenting at the very first ad:tech Tokyo. Because it was the first ad:tech held in Japan, the folks who put it on obviously worked rigorously to make it relevant. The exhibit area itself was small, while the presentations and panels were packed with interested agencies, publishers, marketers, and vendors. I gained a tremendous amount of insight into the changing Japanese online advertising market.
The behavioral targeting panel I participated on featured a number of experienced BT marketers and explored some of the technologies and localized techniques of behavioral targeting. Brands are embracing the efficiencies of targeting in a market that is continuing to fragment. The dependence on portals is diminishing as networks and audience targeting become more prevalent. I had a good time bantering with the CMO of McDonald's Japan who kicked things off by expressing that he had no need for BT, as mass marketing was his emphasis. McDonald's use of mobile couponing (with something like 40 million uniques) was driving all the results he was after. I offered that couponing was, in and of itself, a form of BT as redemption of the... Read more
The Click Isn't Everything
Finally - the industry is catching up to what we media professionals have known for a long time: the click is not the end all be all in terms of ad performance measurement. Sure, it is the lowest common denominator, and that makes it easy to measure and compare. Problem is, it ignores the bulk of the impressions that occur in a campaign and that's just plain wrong. Media is very often measured and priced by impressions, meaning times the ad is seen by a consumer. The word 'impression' is appropriate, because even when the ad is not clicked on, it has still left an impression on the person viewing it. And while its' effect can be hard to quantify, it can add up to serious long term results.
The OPA and comScore recently conducted a study measuring the results from branded display advertising. Among many interesting findings, the study concluded that branded display impacted lift in search queries for brand terms by 50% after 4 weeks and then 38% thereafter. That's a lengthy sales cycle, which can be difficult to justify against when making media buys, but there's no arguing that branding is a significant driver of sales.
Behavioral targeting as... Read more
