Nov 10 Posted 2 years ago
Great post, I am into mobile marking at the moment. I would like also to see some data about sales. I think local business have a lot to win with mobile marketing.
Nov 6 Posted 2 years ago
This was an interesting and comprehensive post addressing an issue that was hidden right in front of us, so to speak. As a current undergraduate student interested in pursuing a career in advertising, I see that mobile is generally not a widely-discussed topic in the IMC field, and is often treated as more of an afterthought to a campaign rather than a vital component. Considering how quickly mobile has been growing, it is puzzling as to why marketers have not taken advantage of the considerably-sized and untapped audience that exists on mobile platforms, especially because of mobile’s relatively low costs to reach such a large audience.
I completely agree that mobile should only be one facet of an integrated marketing campaign, but this aspect is severely lacking at the moment: as you mentioned in your post, only 16 percent of companies have a mobile marketing strategy. It seems that mobile marketing has so many possibilities, but marketers have not figured out a way to creatively integrate them and have not capitalized on trends that are at play in the market today. App usage has overtaken web browser usage on mobile devices, but companies seem to create apps as more of a public relations strategy as opposed to an advertising strategy, and the advertisements that are placed in apps use the relatively ineffective “spray and pray” technique that the Wall Street Journal article mentions. Another trend in the mobile market is obviously texting, but marketers have not seemed to make use of this, either, except in the PR-style dissemination of information or in direct marketing campaigns that users can easily take for spam. Do you think there is a way for advertisers to combine many of these trends to create a solid and effective campaign, or would it be more effective for them to devote their energies into entirely new mobile strategies?
Additionally, when I think about mobile advertising, I cannot think of any particular campaign that has been extremely creative or innovative, or one that has stuck with me. From my experiences, it seems as though mobile advertising is relegated to banner ads or quick shorts before applications launch, or in a completely different sector as text messages largely seen as junk mail. Could it simply be that we have not seen a campaign that has brought mobile platforms to the forefront of advertising discussions, especially in terms of creativity? Or does mobile just not lend itself to the creativity that advertising agencies have come to pride themselves on?
Your post was enlightening and drew attention to problems in the advertising world today, and I would be interested to hear in which direction you think the mobile field is heading. Though most people would probably not want their phones to be bombarded with advertising campaigns, hopefully we will see a better usage of marketing tactics in the mobile sector soon.
Nov 5 Posted 2 years ago
Thanks for a wonderful piece of writting as you really zeroed-in on this topic.
I've been in the marketing & technology areas of large corporates for almost 40 years so you can work out I'm almost a 'Senior' as we say here in Australia. My jobs required me to be available 24/5 back in the 70's & 80's, and then 24/7 as I moved into 2nd, 3rd and 4th Gen models.
While I could make many observations on this topic, the most inportant one is that Ads. being made for today's 4Gen devices must be produced specifically for them.
I'm a heavy iPhone 4s user and despair at the quality of Ads. that are pushed to me each day.
As the newer cell phones seem to be growing screen sizes, this will be more critical. It would be a real shame if advertisers just think they can send downloads of TV ads. and then wonder why they get so little take-up.
Nov 4 Posted 2 years ago
Thanks for the article! We just launched a new product that creates mobile marketing apps. What we thought would be an easy sell to the majority has been quite the opposite.. we are finding that a certain amount of education needs to be applied during the sales process if the company is not in the "now" for technology... its not like social media that is more or less feeling like a requirement for most businesses.
Nov 2 Posted 2 years ago
Hi Steve – Thanks for the great post. I agree that huge opportunity exists to ‘figure out’ mobile. As of now, when you look at the ad units that are available, they all seem to essentially be mobile versions of ad units for PCs; mobile banners and posters are highly reminiscent of leaderboards, and pre-roll is – well – pre-roll. Unless I’m unaware of inventory that’s available, I don’t think there’s been a killer mobile ad unit created to fully take advantage of the platform, which I think is a big problem/opportunity, and something I think is necessary for mobile advertising to gain traction.
As a quick second comment, I would be very interested to see some data such as sales, affinity, or awareness scores overlaid on the CPM figures for TV, online, and mobile ads to see which yields the greatest conversion rates despite the cost discrepancy.
Thanks again for the post.
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