Last Monday, we attended the Mobile Media Summit #MMSSF15, an all-day conference led by today’s industry leaders who focused on marketing tactics in the mobile world. With an increasingly mobile-driven environment, mobile marketing has become the forefront of much debate and consideration, most of which remains in the seemingly endless “exploratory” phase. Here are a few takeaways from #MMSSF15:
1) People increasingly spend more time on their mobile device than anywhere other device, averaging 150 touch points per day.
What this means: Marketing efforts must be tailored to mobile first. However, this does not mean you are encouraged to blast everything out via mobile device. Your audience reacts differently on mobile than on desktop; they are much less tolerant of advertising, prompting marketers to get more creative than they have in recorded history.
2) Make your ad dollars count
What this means: Get to know your audience. We have 8 seconds to convert a user before we lose them, so it’s crucial that we tailor our content to align with their interests. For example, if 56% of your audience drives mini vans, tailor your creative material to reflect that behavior: show an advertisement with a mini van for maximum impact. It is through this integrated marketing campaign strategy that we discover the most effective way to attract customers.
3) Make things mobile
What this means: Standardize your creative. If you start with mobile, it’s much easier to adjust your creative to scale up, than to scale back. It’s high time we start thinking of mobile as an “and” instead of an “or” to create effective campaigns. In this way, we’ve changed the way we market to fit consumer needs, as opposed to hoping consumer behavior will follow. Fun takeaway: mobile video views are on the rise, showing higher conversion rates.
4) Measuring is a mystery
What this means: Looking for sheer disappointment? Look no further, folks. We’re sitting at the intersection of digital and traditional media, with no trusted sources for mobile metrics. The important key here is to find a way to go beyond the click-through rate, and find a way to measure the impact of the campaign on offline behavior. How you ask? Sadly, it still remains a mystery. Until then, we proudly track click-through traffic, customer conversion rate, and wave our circulation and impression flags high.
5) Be engaging
What this means: Don’t put information out there that you, yourself, wouldn’t want to read. Find ways to relate to your target demographic, and upon understanding their behavior, compose a message that begs for interaction. Above all, get creative, and have fun!Read More