As longtime readers of my books, blog and posts here in iMedia will tell you, I’m not exactly bullish on mobile advertising.
At least not in its current model, which mostly takes the conventions from another medium (ad banners on the old-school Internet) and plops them into our used-to-be-shrinking-now-ever-expanding mobile phone screens.
Let me explain.
In 2005, it was clear to me that mobile advertising would have to be a game changer. But not just because it’s mobile, or the fact that you can target based on things like location.
As I wrote back then in my first book, BRANDING UNBOUND, the web banner-based ad model for mobile was something that had to be tried, and continues onto this day – if not for anything else than it’s a familiar framework, and it’s easy for agency folks to explain to clients.
Indeed, most marketers still don’t have a clue about mobile marketing. Just think of how the industry (and financial markets) herald Facebook’s success in mobile advertising.
I find it intriguing. I have yet to see a Facebook banner ad that a.) I’ve clicked on, and b.) is anything different than the way I’d experience that same ad on the old school Internet.
Just because an ad... Read more
Why are so many brand marketers still struggling to shift budget away from traditional TV into digital and mobile –especially when consumers are spending 33 minutes per day consuming mobile video.
“Marketing is more about digital now.” Well, yeah - it was really no surprise when recent research from Accenture identified the encroaching digitalization of every aspect of marketing as the most important reason why CMOs and CIOs think they need more alignment and interaction. Research from Forrester backs this finding up: 51% of CMOs describe their relationship with the CIO as important, vs. the 30% who said it was important in 2011. So everything’s great, right? Well...
The gaps in CMO/CIO relationships that threaten the success of marketing tech
Data from Accenture Interactive's recently released 2014 CMO-CIO Alignment Study suggests that when you get down to specifics, significant gaps still exist between CMOs and CIOs – gaps that need to close and close fast if CMOs are going to be able to show enough business value from their escalating marketing technology investments.
This new research offers a detailed view into the attitudes and behaviors that drive current CMO/CIO relationships, and in doing so uncovers some uncomfortable truths. Because Accenture has taken the unusual step of publishing the study on Tableau Public as an interactive workbook, I was able to freely slice and dice the data, comparing findings across geographies and industries, and comparing companies... Read more
Direct or measurable marketing is copy-driven. Way too many marketers change up a package or banner ad or landing page/website design first. Instead, they would be better served to tweak their copy. It will provide a bigger bang for the dollars spent, as these changes more often than not lead to sustainable ROI growth.
From my experience, here is a 10 item check list of questions to consider when you do your next copy rewrite:
1.) Is Simpler better? Your copy should have 80% or more words that are five letters long or less. Smaller words make you, the marketer, appear smarter. If you have a complex product or service, you will be better served by simplifying your marketing prose.
2.) What grade-level should you write to? A 6th grade level seems to be the level from most campaigns I have done. This will force you to make your material easier to understand, but not so basic you offend people.
3.) How long should your sentences be? 15-20 words on average is optimal. However, I prefer to start with a quick 10 word or less sentence, focusing on a single benefit, whenever possible. One that captures the reader and makes them want to... Read more
It is now more costly than ever for developers and app marketers to acquire new quality users for their apps. On average, it now costs developers $1.79 to acquire a quality user, defined as a user that will open the app at least three times. That's up 30% from November 2012, so it's imperative that app marketers are taking an intelligent and efficient approach to advertising.
Users Cost More Than They Are Worth
Many within the industry are fixated on finding low CPI prices and building a large and wide encompassing user base, but that approach is rarely fruitful.
A prime example can be found within the gaming vertical. SuperData estimates that the cost per install was $2.73 for mobile games, compared to an average revenue per user (ARPU) of just $1.96. For the holiday season, SuperData estimated that the CPI would be more than double the ARPU.
Similar trends exist within other app verticals such as travel and commerce, where acquisition costs can be even higher than within the gaming vertical. Fueling the rising cost of user acquisition is the deep pool of competition. Both Apple’s iOS App Store and Android's Google Play Store now each have more than one million apps available.
The... Read more