Mobile marketing is going to make some major moves in 2013 - just not how most imagine.
Following up on our list of Top 10 Mobile Marketing Initiatives of 2012, it's time to look at some trends we'll see emerge and/or evolve in the year ahead.
Among the most prominent (not necessarily in this order):
5. Mobile Advertising Picks Up Speed (For A Time)
According to Forrester Research, mobile ad spend will boom next year - to $15 billion. Why? Because consumers now spend 10% of their media consumption time on mobile devices, yet mobile attracts less than 10% of ad dollars. The firm reasons that the old school Internet's ad growth from 8% of spend to 22% of spend means mobile must follow course (even though marketers get less and less from that increased Internet spend). But, the firm says, even a small step toward closing the gap will mean big dollars for this medium.
I'm not completely convinced. As a marketer, I find mobile advertising a bore (even some of the newer, much hyped expandable ad units). As a consumer, I find it all a snooze fest.
Mobile's far more powerful than just trying to replicate ad models from the old school Internet and... Read more
Tags: advertising, apps, becher, branding, coca-cola, coke, commerce, CRM, digital, forrester, heineken, location, marketing, media, mobile, nike, print, research, sap, shop2mobi, social, starbucks, traditional, vail
Posted in Ad Networks, Ad Serving, Creative Best Practices, Emerging Platforms, Entertainment, Media Planning & Buying, Social Media, Wireless, Word of Mouth | 1 Comment »
With social network membership swelling, analysts are becoming ever more aware that social media can predict certain cultural events and decisions. This is readily apparent in the film industry, where social chatter, trending hash tags, and early viewer sentiment are easy barometers for determining whether a movie will be a blockbuster or a bomb.
Identifying box office returns is just the tip of the iceberg of what’s capable with social data. Analysis of social engagement data on a much deeper level can uncover unstated preferences and help match ad messages to consumers. It can even help identify which presidential candidate a user is likely to vote for.
With the presidential election ever closer, 140 Proof wanted to test the hypothesis that users identified as either liberal or conservative would be interact more readily with content that matched their political preferences. The study used historical data on social media engagement and current network associations to segment users into potential political parties and then record their engagement rates with political content.
Segmentation relies on publicly available social data, including user connections like friends and other accounts they follow. Fore example, you can safely place current @BarackObama followers in the liberal bucket. Shared content is... Read more
Tags: 2012 election, election, interest graph, obama, politics, research, romney, social, study
Posted in Social Media | No Comments »
The key takeaways from the report come from the measurement side. Commerce is relatively easy to measure. Sales lift, conversions, attribution – we know how to do all this. However, content is going to take a more sophisticated measurement approach. Brands need to get to the content that produces passion and we need more immediate measurement tools from advertising on those sites. It’s not necessarily about clicks. Learning about the audience and their behaviors and preferences is just as important. The definition of affluence is changing. Luxury brands need to change with it.
Tags: affluent, brand advertising, Digital Marketing, luxury, research
Posted in Ad Serving, Research | 1 Comment »
Move over SoLoMo - SoLoMoCo is here.
In part five of our August Mobile Marketing Roundtable, we move beyond mere Social + Local + Mobile to Social + Local + Mobile + Commerce, the ability to not just connect with consumers via the mobile channel based on where they are, but also to enable transactions based on that context.
This time out, you'll get some outstanding insights from Jonathan Becher, CMO for softare giant SAP, and Dorrian Porter, CEO of longtime GEN WOW sponsor Mozes.
At the heart of the conversation: A new report from ABI Research that by 2017, one quarter of all online sales will come through mobile. Retailers can choose to do what they can to stem this tide, or capitalize on it in powerful ways through the power of SoLoMoCo.
SOCIAL + MOBILE + LOCAL + COMMERCE: MOBILE MARKETING ROUNDTABLE (PT 5)
>> CLICK HERE TO LISTEN TO: Social + Mobile + Local + Commerce & The Future of Retailing <<
(Approx 5:27)
Also, don't miss:
PART 1: SAP CMO: 'Digital is Dead' - And So Is Mobile
PART 2: Mobile 'Happiness': Coca-Cola's Secrets of Mobile Marketing Success
PART 3: Social + Mobile + Local & The Facebook Free-Fall
PART 4: Foursquare's New 'Promoted Updates' & The... Read more
Tags: abi, advertising, atlas, becher, branding, CEO, chief, cmo, coca-cola, dorrian, events, foursquare, ignited, in-store, jonathan, jordan, la, marketing, media, mobile, mozes, officer, Porter, promoted, research, retailing, roundtable, sap, social, updates, webinar
Posted in Creative Best Practices, Emerging Platforms, Opinions, Social Media, Targeting, Wireless | 1 Comment »
I recently saw this outdoor ad at my subway train station in NYC.
It's advertising a mobile survey app. A couple of thoughts come to mind after seeing this:
1) I wonder how effective panelist recruitment is using an OOH ad like this? I'm sure average New Yorkers consider themselves "Opinionated" but would they actually stop and read this ad? And if they did, how effective can it be when the branding so terrible? There is a shot of the app with the "Surveys On the Go" logo and very small text at the bottom saying to search for the app. Why not add a QR code to this ad? (For the record, it was in an area where cell phone service was still accessible).
2) I wonder where else they are recruiting panelists/users. Are they specifically trying to recruit urban respondents? How representative would their users be for research purposes?
3) Has mobile research arrived? There are more and more survey apps popping up in app stores. Common online panels are asking their panelists to download apps and take surveys on their mobile devices. Are mobile survey apps the future for market research? Many companies are investigating how and... Read more
Tags: mobile, mobile apps, mobile research, mobile surveys, research
Posted in Emerging Platforms, Opinions, Research, Wireless | 4 Comments »
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