The year of mobile has been present for some time now. Big brands and companies, both in the B2B space, such as Salesforce and Citrix, who have mobile offerings in their software solutions, to the other entertainment and media spaces with well known mobile apps like CNN, The Weather Channel and New York Times. Regardless of the metrics that show the high adoption and usage of mobile by the end users and consumers, the migration of marketing spend to mobile is still behind the curve.
What is your favorite mobile marketing experience? What made you click on the ads on your phone? Was it a mistake or did you actually like what you saw in the experience? This is the issue that is before us today. The creative work that works for online and print does not transition over to mobile by simply shrinking the dimensions and expecting it to work. How is the call to action measured? Many feel that the call to action is not clear or understood by the users/consumers in most of the mobile marketing that we have experienced. Bandwidth is also a consideration as not every user has a great phone, network and data plan to allow them to view the complete message.
How does mobile align with your other programs and marketing initiatives? Some feel that it should link clearly with all of our marketing, both online and offline, which is questioned by many today. This is due to the complexity and details that differ in mobile, when compared to TV, print and other legacy channels with extensive data on the demographics and users, including tests. Instead in the mobile world you have more than a simple A/B test, requiring you to try different browsers, device types, and locations to compare with the end purchasing data in the store or online. Retailers also have a variety of trials with location based applications such as Shopkick and Foursquare and many others that have recently entered the market. How does that link in with the legacy metrics and marketing?
The expense and budget impacts are always critical in the data driven marketing environment we operate in today. Tracking and measuring the mobile investments in marketing has been a challenge all along. Many brands and publishers are still trying to link everything into the web metrics and online advertising tools to measure and monetize everything in the same manner. Clearly they have run into obstacles, demonstrated not only by the impacts/challenges in justifying the marketing spend for the mobile category, but also demonstrated through the innovations and recent launches by the major brands in mobile like Apple’s latest IDFA in which it tracks users to enable the brands and adveritsers to target them again. Where will this go? Will it simply lead to more rules and guidelines by the MMA and IAB?
Clearly we have some areas to address, research and innovate for mobile to earn an improved position in the larger marketing budgets. The big brands, agencies and media channels know that mobile is the future. The metrics, monetization and experiences have room for improvement in order for all sides to see the benefits (from brands to agencies to the end users). So when is it the year of mobile? What is your experience ? Has it changed position on your budget or plans?