Last Monday, we attended the Mobile Media Summit #MMSSF15, an all-day conference led by today\u2019s 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 \u201cexploratory\u201d phase. Here are a few takeaways from #MMSSF15:<\/p>\n
1) People increasingly spend more time on their mobile device than anywhere other device, averaging 150 touch points per day.<\/p>\n
What this means:<\/strong> 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.<\/p>\n 2) Make your ad dollars count<\/p>\n What this means:<\/strong> Get to know your audience. We have 8 seconds to convert a user before we lose them, so it\u2019s 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.<\/p>\n 3) Make things mobile<\/p>\n What this means:<\/strong> Standardize your creative. If you start with mobile, it\u2019s much easier to adjust your creative to scale up, than to scale back. It\u2019s high time we start thinking of mobile as an \u201cand\u201d instead of an \u201cor\u201d to create effective campaigns. In this way, we\u2019ve 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.<\/p>\n 4) Measuring is a mystery<\/p>\n What this means:<\/strong> Looking for sheer disappointment? Look no further, folks. We\u2019re 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.<\/p>\n 5) Be engaging<\/p>\n What this means:<\/strong> Don\u2019t put information out there that you, yourself, wouldn\u2019t 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!<\/p>\n","protected":false},"excerpt":{"rendered":" Last Monday, we attended the Mobile Media Summit #MMSSF15, an all-day conference led by today\u2019s 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 […]<\/p>\n","protected":false},"author":1,"featured_media":2355,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[30],"tags":[],"acf":[],"yoast_head":"\n