Mobile Marketing: An Overview
Mobile marketing is rapidly becoming a broadly and beneficial strategy of advertising and marketing one’s goods/merchandise and services. Companies have always depended on advertising to encourage men and women to part with their hard-earned cash in order to purchase their items or use their services; and therefore they have already been quick to consider full advantage of any new technology that already has become well-known.
In particular, mobile advertising applies to delivering commercials to a person’s mobile phone. With respect to the Mobile Marketing Association ( they supplied this definition two years ago), “Mobile marketing is a collection of methods that permits organizations to connect and participate with their clients or market in an interactive and appropriate manner by means of any mobile device or network.” It has promptly captured on, not only between senders but also among recipients, who need only to produce a single click on the ad and find themselves at an online site where they can purchase the marketed item. (Also, with PayPal, the purchasing method has already become more streamlined.)
Mobile Marketing Association to Address Smartphone Privacy Issue
As Apple faces a class action lawsuit where it’s being accused of sharing users’ personal information with advertising networks without their consent, the Mobile Marketing Association (MMA) is now stepping in with plans to develop a set of mobile privacy guidelines for the industry.
The new guidelines will complement the group’s existing Global Code of Conduct, and will attempt to address the growing need for marketers and consumers to have a “transparent, accepted understanding,” in its words, as to how information on a mobile device is collected and what’s being done with it.
Greg Stuart, Global CEO of the MMA, said the group recognizes the importance of consumer privacy. “In order for marketers and publishers to responsibly and sustainably engage consumers through and with the mobile channel, we need to continuously update how we address the collection, management and use of personal data or related consumer information,” he explained earlier this month.
Mobile Marketing Association Tackles Mobile Video Standards
That’s why the Mobile Marketing Association is forming a mobile video committee to review current standards and develop best practices for mobile video advertising and measurement. The MMA’s foray into pursuing standards comes on the heels of several promising reports on the growth of mobile, including numbers from the Interactive Advertising Bureau citing that mobile had nearly doubled in the first half of 2012 to $1.2 billion, up from $636 million from the year-ago period. On top of that, Nielsen has said that nearly 36 million mobile phone owners now watch video on their phones—up 26% from a year ago, while eMarketer has said 54% of tablet owners watch video on their tablets each week.
“Mobile video is probably one of the fastest growing areas and it probably needs some legs, so we want to develop insights about how marketers are looking at the opportunity in mobile video,” Stuart said in an interview. He added that there are a number of areas that the MMA is looking at in mobile from audience research, to the currency of buying, to metrics around engagement.
The committee is aiming to understand the opportunities in mobile video, as well as the best metrics to use such as click-throughs, time spent, or video completion. Brands also want to know, as examples, whether mobile is best at boosting brand awareness or for top-of-the-funnel purchases, and if swiping on a phone or tablet is an indication of engagement, he said. “Just because someone clicks on a part of an ad does that mean brand effectiveness goes up?” Stuart asked.
The Mobile Marketing Association picks Urban Airship as the Global Enabling Technology Company of the Year
Technology moves fast, and mobile moves faster. Last night in NYC, we accepted an award from Greg Stuart, global CEO of MMA, naming Urban Airship as the Mobile Marketing Association’s global enabling technology company of the year. It’s a recognition of the success our customers have achieved through our push messaging service and the role we’ve played in educating the industry about best practices with our Good Push initiative.
Needless to say, it has been a great week! Our CEO was featured in Fast Company. We launched our Location Messaging Service on Monday, offering a new approach to location-based marketing that enables marketers to use everything they know to attain new levels of precision in mobile messaging strategies. At Advertising Week we sat on a high energy standing-room-only panel called Mobile ROI: Promise Delivered, led a fast pitch session on the Times Center Stage and today are being live streamed by the Huffington Post. Other Airshippers are in London evangelizing marketing’s newest communications channel and greater precision-targeted messaging as speakers at Mobile Marketing Live and Apps World Europe. Our remaining speaker travel schedule for October would make the most hardened road-warrior long for the comfort of home.
Best Mobile Websites and Best Mobile Apps to Be Named by Web Marketing Association
The Web Marketing Association judges will select the best mobile applications and the best mobile websites in 86 industries as part of their 11th annual Internet Advertising Competition (IAC) Awards. The IAC Awards are the first and only industry-based advertising award competition dedicated exclusively to online advertising. Companies or agencies wishing to nominate their work for consideration may do so at http://www.iacaward.org before the deadline of January 31, 2013.
“While many mobile applications are tools that make life easier for millions of people, they also are an effective advertising tool to build brand awareness and engage consumers where ever they may be,” said William Rice, president of the Web Marketing Association. “Whether for the iPhone, Blackberry, or Android phones, mobile apps are becoming a must have marketing tool. The IAC Awards provides an opportunity to show the world your expertise in this emerging field. It’s also a great marketing opportunity for the winners to promote their work to senior management, customers and prospects”.
Mobile Marketing Association finds that the magic number is seven
The Mobile Marketing Association (MMA) shared the results of an extensive study of marketing mix optimisation. Called ”Mobile’s X% Solution”, or MXS, the study challenges commonly held beliefs about cross-media marketing in light of the radically changing mobile centric consumer media landscape. MXS is believed to be the first empirically based study of the rebalancing and optimization of a marketing mix to help marketers achieve a higher return on their marketing dollar investment.
Marketing Evolution, a leader in marketing ROI measurement conducted the scientific and complex analysis. MXS bypasses the equation used by some that share of time (should) equal share of budget and instead looks at an ROI analysis of mobile based on actual market cost, and current mobile effectiveness impact, as well as U.S. smartphone penetration and phone usage data (reach and frequency). This mobile analysis was then merged with data from dozens of cross media studies of other media against specifically defined campaign goals by product category and thereby allows for an algebraic analysis of mobile’s role in an overall marketing mix.
The study concludes that the optimized level of spend on mobile advertising for U.S. marketers in 2012 should be seven percent, on average, vs. the current budget allocation of less than one percent. Further, the analysis indicates that over the next 4 years, mobile’s share of the media mix is calculated to increase to at least 10 percent on average based on increased adoption of smartphones alone.
Mobile Marketing Association launches new mobile initiatives
In anticipation of its annual Consumer Best Practices meeting beginning Jan. 25 in Boca Raton, FL, the nonprofit industry trade organization Mobile Marketing Association (MMA) has issued mobile privacy guidelines and best practices for mobile coupons and rebates. MMA Privacy Committee co-chairman Alan Chapell, president of strategic consulting firm Chapell & Associates, will lead the privacy discussions at the upcoming meeting. The new guidelines and best practices will become part of the organization’s Global Code of Conduct.
With regard to mobile privacy guidelines, the MMA plans a common mobile framework on how to create greater transparency in how subscriber information is collected and used in mobile marketing initiatives. The guidelines will look at appropriate guidelines for use by marketers and media companies for SMS, MMS, the mobile Web and application downloads.
MMA also published its Guidelines and Best Practices in Mobile Price Promotions, a standard framework for mobile coupons, rebates and related promotional initiatives.
Mobile Marketing Mistakes That Kill Profits
Mobile marketing is a goldmine of opportunity. When you market directly to your customers’ mobile devices, you can touch them anytime, anywhere. People always have their smartphones with them and they’re always turned on. Mobile response rates are much higher than those of PCs and there’s lots of great stuff you can do with apps and features.
However, there are also some fatal mistakes that can sink your ship quickly, leaving you wondering how you could possibly fail with such a perfect marketing channel. Here are a few sure-fire campaign killers.
Sending too many messages and offers, even if they’re highly relevant and awesome deals, feels like spam to mobile users. Remember that they have their mobiles with them all the time. If you’re sending them three messages a day, they’re going to be annoyed and tune them out. Nobody loves to hear from your brand that much, so be moderate in your interactions.
Mobile Marketing Strategies: Are Consumers Way Ahead of Businesses?
The way in which we surf the Internet is changing at the speed of light thanks to the mobile devices that enable us to be always connected. The technological structure is ready, consumers are ready, but marketing strategies still have to be adapted to the new reality.
The World Mobile Congress which is taking place from February 27 to March 1 has brought together more than 1400 exhibitors who, during its four day duration, are unveiling the latest technology in a sector that is no longer news, and has transformed itself into an inescapable reality. The official launch of Windows Phone 8, and the presentation of new devices by the big players in the industry such as LG, Nokia and Huawei are just some of the principal new attractions on show at this edition of MWC.
The recent Google book, Winning The Zero Moment of Truth: ZMOT, analyses how the web has changed consumer behaviour, and how this obliges businesses to come up with new strategies to reach users right at the moment when they are making a purchase decision. The browser giant assures that currently two thirds of the world’s population have a mobile phone, and that in 2020, five billion people will be connected to the web and ten million will have mobile devices.
5 Flaws in Your Mobile Marketing Strategy
Scott Forshay is a luxury and premium brand marketing consultant and mobile strategist who’s been featured in PSFK, Luxury Daily, Fashion’s Collective, Business of Fashion and The Wall Street Journal. He is the creator and editor of mobi.luxe, and can be followed on Twitter @mobiluxe.
The hyper-connected consumer of today has little patience for clutter or noise. His smartphone is the compass with which he engages the world, the persistent interface that guides him through the ever-evolving digital landscape. How then, as marketers, do we evolve in order to not only keep pace with the mobile revolution, but also to utilize it as intended?
The smartphone is intensely personal, intimately integrated into our social graphs, superior in its contextual awareness of time and space, hyper-connected and nearly always within arm’s reach. The smartphone has, in essence, become a natural extension of our human selves.