Home  › Media › Mobile
man-using-mobile

No Time to Waste: 6 Mobile Musts

  |  April 10, 2013   |  Comments

All indicators are up for mobile. Signs are pointing to mobile making a meteoric rise in the digital landscape.

It is finally crystal clear that mobile is here to stay. And, in keeping, we see a world in which consumers will be using mobile to executive the majority of their daily activities, if they aren't already. However, even with all of the buzz surrounding mobile, most sellers and buyers seem somewhat unclear about how they can make money from it.

What I think is the first priority - no matter who you are - is dipping your toe in. You can't wait for the mobile ecosystem to simplify itself. Too many agencies and marketers are taking that stance. While we can work together to improve the workflow, the number of devices and platforms will continue to evolve and proliferate. The longer you wait, the more complicated things will get. The time to take action is now.

In that vein, I thought I'd offer up a few suggestions and tips on how to launch a successful mobile campaign, focusing on what a marketer needs to think about when it comes to mobile.

  1. Avoid buzzwords in your request for proposal (RFP). When drafting up an RFP don't use every buzzword in the industry. It won't make you sound smarter and it makes it more confusing for your media provider to fulfill. It fogs up your true intent, and you need to be specific at all times. Do you have Foursquare and Yelp feeds dynamically updating in your rich media creative? Great, say that instead of the fact that you will be "leveraging social media to enhance your creative relevance." It is important for media providers to be clear that you want to target your campaign to the right properties and audience to meet your campaign needs.
  2. Hyper-local isn't always the best strategy. Hyper-local is probably one of the most used words when it comes to talking about mobile. It is true that users are walking around with a device in their pocket at all times, often providing you with their precise location. But, keep in mind that while a large portion of your audience has that device with them, they may not be opting in to allowing their precise location to be passed along to all their apps. Even if they are opted in, are you missing scale and reach? How many users are in that three-mile radius from your store and using their smartphone during your one-week promotional campaign? Going with a bigger local target and undertaking creative optimization may be a better option to meet your campaign goals.
  3. Don't get caught up in all the fragmentation. It is true that there are a lot of differences that emerge dependent upon operating system, device model, app developer to app developer, etc. However, the mobile industry has been advancing rapidly to meet these challenges to create a robust marketing channel. With so many mobile-focused companies out there mastering the fragmented marketplace, many have found ways to handle different sized screens and use MRAID to improve the right media experiences. Publishers know their apps and how they behave on different devices, so it is important to work with them and give them enough quality assurance (QA) time before the launch of a campaign.
  4. Don't expect the world from a test campaign. Right now, many advertisers are testing the mobile waters. They aren't clear on how the mobile channel will enhance their overall goals. As a result, they are running small test campaigns to try different strategies all at once. That won't work. Use test campaigns to test out specific goals and learn about your audience.
  5. Be clear about your goal. What is the real objective of your campaign? Are you driving people to a store? Getting them to sign up for something? Or are you seeking brand awareness? Being clear about what your goal is will help publishers and other media providers fulfill your IO and produce a campaign that is successful across the board, instead of just meeting impression goals.
  6. Mobilize your website. This is where a great number of users will first see your site. Therefore, your mobile presence is where initial perceptions and opinions will be formed and, if played correctly, it is also where a lot of business will be made. If you don't have a site optimized for mobile, your customers may look elsewhere.

This Thursday, the Interactive Advertising Bureau and its Mobile Marketing Center of Excellence will again host the annual IAB Mobile Marketplace conference and I foresee this event breaking new ground and offering up keen insights that are needed to drive mobile forward for consumers, agencies, marketers, and technology vendors alike. Throughout the day, we will bring industry leaders together to tackle mobile from all angles - and also challenge the mobile definition, as we know it.

This event is one of many things that the IAB is doing to try and answer the issues I've noted above. And, where a meaningful guideline or answer does not exist, we will try to find or develop a solution.

Join us on Thursday, stay tuned, and maybe this list will help in the meantime.

Mobile image on home page via Shutterstock.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Anna Bager

Anna Bager, senior vice president, mobile and video, brings together two of the digital media and marketing industries' most significant growth platforms under her leadership. The IAB Mobile Marketing Center of Excellence, an independently funded and staffed unit inside the IAB, charged with driving the growth of the mobile marketing, advertising, and media marketplace. The Digital Video Center focuses on tying together various IAB video activities - including Advanced TV, Digital Video, and the Digital Content Newfronts - providing a one-stop shop for thought leadership, innovation, research, and guidance for the burgeoning digital video industry.

Prior to joining the IAB Bager was heading business intelligence at Ericsson Multimedia and head of research at Ericsson's Business Consulting unit. Earlier, she was research and consulting manager for IDC EMEA. Business Insider named Anna to the Most Important Women in Mobile Advertising in 2012, 2013, and 2014. And one of the 2014 top women in media by Folio Mag.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Resources

Jobs

    • SEO Specialist
      SEO Specialist (HeBS Digital) - NEW YORK                             ...
    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...