I traveled to New York to attend the 2014 Mobile Media Summit, billed as a “conference, that brings together the top brands, agencies, and advertisers from around the world to move the mobile industry forward,” to get an idea as to where the mobile marketing industry is going. What has been working and what’s the consensus on top strategies? It’s easy to get lost in day-to-day work and it’s important at times to look at what other professionals in the industry are doing or succeeding with. It’s an opportunity to compare my beliefs and experiences with theirs. It also helps generate new ideas for our clients and it’s nice to visit New York and be reminded of how lucky we are that we live in warm Florida.
Below is an outline of what I found most interesting from the information given by experts on the mobile marketing panels:
- Mobile banners are not the future of mobile advertising creative.
- Apps have the highest engagement in mobile use time.
- Apple’s app store 100 (100 top apps) are where consumers are spending their time. Anything outside the 100 top apps gets very little customer engagement.
- Brands are still hesitant about investing in mobile because of lack of measurement (ROI).
- Ad agencies are eliminating their mobile silos team and moving to a cross-screen brand approach led by data.
- Brands talking to Millennials should focus on mobile-first strategies.
- Mobile is “lean in” media. TV is a “lean back” media. What you tolerate on TV in terms of ads, you wouldn’t tolerate in ads on your phone.
- Mobile and mobile data provides advertisers with less risk of messing up targeting and content relevance.
- The right message, at the right time, is the way forward for mobile. This happens with customer analytics and insights.
- Mobile will continue to grow because that’s where the eyeballs are.
- There is someone in every major company who gets mobile. Give them the tools to execute mobile tactics.
- Mobile should be baked into the whole marketing strategy, not on a mobile campaign by campaign basis.
- The Weather Channel and Pantene, via the Weather Channel’s app, recommended the shampoo of the day based on the weather. It was a super success that showed how data and creative mixed well for engagement. See case study.
- The MTV Video Music Awards were created because Nabisco told MTV that if they wanted to make a show they would give MTV the money to do it.
Inside the Marketer’s Brain
- Marketers are getting on board with mobile more now than ever before.
- Clients are moving from “test and learn” to full-scale commitment.
Inside the Consumer’s Brain
- The “mobile idle zone” is the moment when you are using your mobile to pass time, like waiting in line at the bank. This could be a golden moment for adverting.
- Content is more important than the size or the length of the video. If the content is good that creates the engagement.
ROI and Measurement
- “Close the loop” (aka, show ROI) is one of the biggest reasons marketers have been hesitant to increase mobile marketing budgets.
- Text message marketing (SMS marketing) has been one of the mobile channels that has been able to close the loop (track ROI) well.
Privacy and Data Collection
- Can customers take back their data? All companies should have clear Privacy Policies and the user should know how their data is being used.
- Device ID, instead of cookies, may be the future method to track cross-screen campaigns.
- Data gathering is useful if it yields context.
- Can we sell our personal profiles to advertisers in exchange for having them target us?
- Brands lacking mobile optimized websites have problems advertising on mobile because they don’t have a place to send their prospects to when they click on the mobile banner ads (no mobile landing page).
Ad Agency Vendors
- Ad agencies want mobile solutions for free or at least 50% off.
Ad Agencies Business Model
- Ad agencies have problems with cash flow because they charge by percentage of ad placement and clients add or remove budgets based on how they are doing in the market. A better model would be to charge by project.
- Customers respond better to small ticket prizes (Ten, $10 gift cards instead of one $100 gift cards). Customers think they have a better chance of winning if the prize is smaller.
- For promotional engagement, Leaderboard style (shows who’s winning) of promotions work better than Sweepstakes because the element of competition adds engagement.
Text SMS Marketing
- Text (SMS) is works well for customer communications and tracking marketing ROI.
U.S. Hispanic and Mobile
- For U.S. Hispanics, the mobile phone is the one stop shop for social and commerce.
- Social is big with U.S. Hispanics and they are big bargain hunters.
- U.S. Hispanics use their mobile device more than any other ethnic group in the U.S. They are hyper users of the mobile phone.
- U.S. Hispanics are a young audience. They have leapfrogged all other devices like the desktop or tablet.
- The U.S. Hispanic population is growing in number and in household income.
- U.S. Hispanics are consuming video and social media heavily.
- 60% of U.S. Hispanics use mobile as their primary tool to access the web.
Ok folks, there you have it. A motley summary of a full day’s worth of listening to mobile marketing experts talk about mobile.
Do you agree with any of the thoughts above? Or do you disagree with some of the points? If so, I’d love to hear what you think about the state of mobile marketing.