While mobile is hardly new, it was not until last year that the advertising industry was officially required to adopt a brand new marketing medium – Mobile Advertising. It barreled onto the scene, took center stage, and quickly cemented itself as the marketing medium of the future. The mobile industry had plenty to celebrate in 2012 as the fabled “Year of Mobile” had finally arrived but its arrival also caused disruption, particularly for online publishers.
During a period when online publishers were already improvising monetization efforts to compensate for the rise of programmatic buying, mobile introduced yet another variable that would further complicate the situation, forcing a shift in focus. Already squeezing every last cent out of online CPM’s, mobile traffic immediately made its presence felt as online audiences were no longer restricted to a computer screen as a means of accessing their favorite digital content. As a result, mobile traffic began cannibalizing impressions from the desktop impressions, further impacting an already depleting bottom line. Digital publishers reliant on online advertising revenue were suddenly dealt with a brand new form of supply to figure out and monetize immediately, or face a slow death at the expense of mobile's rapid growth.
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Do you ever wonder where old apps go when you stop using them? I have this theory that they all work for Miss Hannigan at the app orphanage still scrubbing floors and sporadically breaking into song. Stop and think about how many branded apps are sitting in the ibis of applandia like orphans waiting to be downloaded again.
I still remember the days when it was considered leading edge to have a corporate website and now brand names are decided based on whether the url is readily available. Unlike websites that remain searchable, how much money has been wasted on branded apps that were once a big idea?
“Making money was all I ever cared about.” – Daddy Warbucks
As a marketer myself, I understand the pressure to create an app and having a “mobile strategy.” There is nothing like the feeling of seeing your app placed in an App Store for the first time. But there is a difference between creating an app just for the sake of it and creating an app that promotes your brand image and builds preference. Once you build an app you are truly proud of, the next struggle is determining how to generate a steady stream... Read more
Facebook's SEC filing yesterday contained a lot of interesting information but to me the line that stood out the most was:
Growth in use of Facebook through our mobile products, where our ability to monetize is unproven, as a substitute for use on personal computers may negatively affect our revenue and financial results.
The growth they're referring to is the 432 million people that utilized Facebook on a mobile device in December of 2011...a 76% increase over December of 2010. Thats a powerful set of numbers when you think about it from a pure growth rate and specifically that its occurring via the global user base. Thanks to Facebooks acquisition of Snaptu last year, their foray into the mobile space isn't restricted to just smartphones but over 2500 different types of feature phones as well. That seems to be where their forward thinking may have hit a snag.
Maybe they didn't expect quite the growth rate they've accomplished or maybe they're just like the rest of us that are still trying to find out how best to monetize within a very personal environment. The mobile device is ubiquitous and that is what entices marketeers...but the reason its everywhere is its considered by most people to... Read more
Remember the time when cell phones didn’t exist? Or when car phones were the size of fax machines or laser printers? How about when the only purpose a mobile phone served was to make and receive calls or play snake? The industry has come a long way from the first adoption of mobile. Mobile hasn’t just revolutionized a communication industry; it’s revolutionizing the advertising industry as well. In fact, Gartner predicts that mobile advertising will be a $20.6 billion market by 2015.
As the majority of our customers are spending time glued to their handheld devices, we continually have to find new and exciting ways to engage with them. Long gone are the times when effective marketing simply included billboards, print ads, banners and TV spots. In the new era of mobility, brands have to find alternate ways to communicate, connect with and engage customers.
We all know that brand loyalty is emotional. Consumers who stick with one brand over another have a connection with that brand. There are distinct rivalries between Coke and Pepsi, McDonalds and Burger King, Nike and Adidas and of course Apple and everyone else. In an increasingly connected world, how do brands sufficiently and emotionally engage with... Read more
Two newspaper publications have recently evolved their mobile strategies. One is an example of what not to do. The other represents an evolution in the thinking around mobile and a case study model for a thoughtful and effective mobile strategy for a content publication.