3 questions facing mobile marketers
Marketers are looking for the best ways to reach consumers via mobile.
But because mobile is such a personal communications channel, there are specific issues unique to mobile marketers must address while still keeping their eye on the overall marketing strategy, per Ms. Marriott. (Laura Marriott, chief executive officer at NeoMedia Technologies, Atlanta, GA)
How to best engage customers using tailored communications
While there is a lot of talk about location-based targeting via, marketers should be careful to match consumer need and behavior with their campaign strategy, considering all possible ways to tailor communications to provide value.
- “Access to relevant content, discount coupons, or exclusive information can help grab consumer attention and encourage interaction,” Ms. Marriott said.
Right now, marketers are looking for ways to engage in cross-channel targeting across every mobile channel they are in. This is not easy because mobile is not a cookie-based environment and there is no standardization across mobile ad units.
With all the attention being paid to mobile’s consumer privacy issues in Washington and by consumer advocates, many are watching to see what the impact will be on the use of location in mobile advertising.
A big focus for mobile marketers is on using mobile to send consumers a targeted mobile offer when their phone shows they are in close proximity to an advertiser.
- “There is a big difference in the implications for privacy between targeting at the ZIP code level versus targeting three feet away and that needs to get sorted out" (Brett Leary, vice president and director of the mobile practice at Digitas, Boston)
Looking further ahead, however, marketers may want to consider whether it makes more sense to have apps across multiple devices or a single mobile Web presence.
As the number of platforms has grown, marketers are having to update apps and push this out to all these different platforms, which can be time consuming and expensive.
What role should mobile play in a brand’s overall marketing strategy?
Marketers need to plan ahead and integrate mobile into the marketing mix if they want to get the most out of it.
- “This will help insure that interactivity is a key element of the campaign itself and not simply added as an afterthought,” NeoMedia’s Ms. Marriott said. “Continued consumer engagement should be a key benchmark in determining the overall success of your campaign, so planning for it early on will only serve to bolster consumer satisfaction with your campaign.”
This means marketers should align their mobile efforts with the customer journey and not have a separate strategy for mobile.
Metrics to use to measure the success of a mobile campaign
- “There is a lot of fragmentation with iAd, other display ad formats and newer emerging formats such as rich media,” Mr. Leary said. “All of these need to be smoothed into an efficient system in order for marketers to spend more in mobile.”
Being able to provide a clear picture of mobile’s return on investment could have big ramifications.
First of all, however, the industry needs to address the fragmentation in mobile ad units.
What needs to happen is for marketers to be able to buy mobile ad units from one source and to easily view metrics in one report for all of their mobile activity, per Mr. Thet.
- “We are starting to see more of this with more ad networks starting to support third-party tracking,” Mr. Thet said. (http://www.4info.com/)