Posts Tagged ‘Digital Marketing’

The Seven Deadly Sins of mobile marketing

Posted: February 13, 2010 in Digital Marketing, Information communications technology, Media & Entertainment, Mobile Advertising, Mobile Applications, Mobile Industry News, Mobile Internet, Mobile Technology, Telecommunications, Trade Associations
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What are the most common mistakes made when marketing to mobile users? Digital communications agency I-level has compiled data on mobile marketing, looking specifically at tactics that are both welcomed and rejected by end-users. These have been categorised into a list of ‘Seven Deadly Sins’ of mobile marketing.

Mobile platforms are no different from traditional channels. Users want to access information in a way that is clear, and intuitive. A mobile is much more than a simple voice communications device. Over 21 per cent of all mobile users in the UK access the Internet from a handset (source m:Metrics 2009). This equates to an audience of over 11 million people searching for information, accessing websites and engaging with content on a daily basis.

As a result it isn’t enough to simply operate in the space, marketers need to understand the space. What is the best way to enhance the user experience? What role do marketers want the mobile platform to play? What value does it drive from pre-click through to post-click? How does it combine with the overall strategic communications?

Below are examples of brands that have allowed their better judgement to be clouded over by the implementation of mobile campaigns, as well as those that have successfully complemented business objectives:

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Envy – copycat techniques

‘Me-too’ applications or solutions that are developed based on a brief from a client wanting to better its competitor’s application. If you are looking to develop a mobile app, it needs to be for strategic as opposed to superficial reasons. A well thought out app is original, valuable and provides users with a reason to not just download but interact with it. Research shows that only 20 per cent of iPhone apps encourage repeat usage a day after download.

The Becks Gigfinder is an example of a successful campaign. Becks in partnership with Last.fm created an app that allows users to see all the gigs that are happening in their area, utilising smartphone GPS functionality and augmented reality.

Gluttony – following the fad

Brands sometimes find it difficult to resist the smorgasbord of opportunity available through mobile platforms. Just because you can try everything, it doesn’t necessarily mean you should. Like any other media channel, it is important to understand why you are connecting with your audience and use the best approach.

The Zara iPhone app can be considered gluttonous. It is difficult to determine the purpose it serves, as there is no real product information available, store locator or option to add products to a wish list. Engagement with the brand and products is limited.

Greed – hidden costs

Just because you can charge for something doesn’t mean you should. Apps now allow you to offer paid-for updates but you need to deliver value to the user that can’t be attained from a free source. Transparency is key, as it is important to inform users of potential charges that will be incurred, even if it is at a later stage.

Lust – pretty, but useless

Someone accessing your site on a mobile has a different mindset from a desktop user. They have a different set of needs and users accessing the info from a mobile are probably searching for succinct information. It is important to consider the structure of your mobile site and incorporate all information that will add the most value on a small screen.

For example, a flash site laden with launch videos and photos aimed at lower capability handsets with PAYG reliance will alienate this audience as it has to spend all of its credit on the download of the page and its images.

Pride – do it my way

If you are going to do mobile or build an app, then take the time to do it right. An app should never be rushed to deliver a self imposed deadline. Creating value takes time, research and a lot of energy. The Guardian wasn’t the first paper to launch an app. It looked at the market, saw what others were doing and took the appropriate measures to ensure that when it did launch, it had the best app in the space. 70 thousand downloads suggests that the strategy was successful.

Sloth – no one likes the lazy friend

It has become commonplace for companies to request mobile numbers as a point of contact when users sign up to them. It is important to engage with customers shortly after they have signed up to your service. Alternatively you will waste the window of opportunity for communication on a sacred platform – mobiles are incredibly personal devices and the rules of engagement are a lot stricter.

Wrath – angering your audience isn’t a good idea

It is essential to respect the environment in which you are operating. The SMS inbox is still a highly protected and personal space. As the market matures and more users access their social media and email, via mobile, the barriers to the inbox will decrease.

Receiving text messages still evokes anticipation. Most people check their messages instantly because they expect it to be from a personal source with direct value to them. Mobile messages need to be relevant, include an ‘opt out’ tactic for the user, and not be designed to appear like spam.

People are happy to receive a message reminding them about personal appointments, but texting them at midnight regarding system updates isn’t an ideal form of engagement.

“Marketers should not be subjecting their audiences to the Seven Deadly Sins of mobile marketing,” said Oliver Newton, Head of Emerging Platforms, i-level. “Strategy is more important now than ever before, especially with the dynamism of the platforms that we have at our disposal. It is imperative to understand who you want to communicate with, where and how. Effective utilisation of mobile is the solution to this conundrum.”

URL Links:

http://www.netimperative.com/news/2010/february/the-seven-deadly-sins-of-mobile-marketing

www.i-level.com



IAB: 95% of digital budgets now include mobile

Posted: November 17, 2009 in Digital Marketing, Industry News, Mobile Advertising, Mobile Internet, Trade Associations
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New research conducted by the Internet Advertising Bureau – the trade association for online and mobile advertising – found that 73% of marketers believe mobile will be the medium to see most growth over the next 5 years.

The survey, conducted amongst a panel of over 100 senior-level UK agency representatives, investigated their knowledge and understanding of mobile advertising, as well as general attitudes towards the medium.   The research also revealed that currently some 95% of digital budgets include spend on mobile, with only 5% of UK marketers not yet investing in the medium.

Familiarity and understanding of mobile increases

The results show that familiarity of many areas of mobile activity has grown significantly over the past 12 months, requiring respondents to ‘score’ their knowledge and understanding of the mobile medium. This has increased significantly over a 12-month period, with 42% of those surveyed rating themselves 6 out of 10 or above, rising from just 24% in 2008.

Awareness and understanding of areas such as MMS, voice and video shortcodes has grown, with just 20% of marketers having no experience in this area in 2009 compared to 66% in 2008.  Knowledge of mobile search is on the rise, with the amount of marketers with no experience of the discipline declining from 57% to 29% over the last 12 months.  Similarly familiarity of ads in and around mobile gaming has increased from 62% having no experience in 2008 yet only 35% had no experience in 2009.

Mobile specialism grows

The research also found that compared to 2008, the majority of employees responsible for planning a mobile campaign within the agencies surveyed are mobile specialists, with the number of dedicated mobile experts increasing year-on-year.  In 2008, around 37% of those responsible for planning mobile campaigns within agencies were dedicated specialists with this figure rising to just over half (52%) in 2009.

Bigger mobile budgets

Agencies that took part in the survey were also asked what percentage of their digital spend is for mobile, and the results reveal that some 95% of respondents included mobile in their overall digital budget.  Within this, 30% spent between 0 and 1%, 46% spent between 1 and 5%, 13% spent between 6 and 10% with a further 6% spending more than 11%.

Looking to the future, some 40% of agency respondents predicted they would be spending between 1 and 5% of their digital budgets on mobile in 2011.  A further 29% believed they would be spending between 6 – 10% and 13% stated they would be spending between 11 and 20% and just 1% of agencies stated that they will not be allocating any budget to mobile in the next 2 years.

Mobile to see the biggest growth

73% of those surveyed agreed that mobile will be the fastest growing media for the next 5 years, with a further 73% also believing that most media agencies will have a mobile specialist by 2010.  In terms of using the medium to communicate with specific audiences, some 55% of respondents agreed that in the future mobile will be the primary medium for communicating with 12 – 24 age group.

Jon Mew, head of mobile for the Internet Advertising Bureau said: “With the industry putting education at the very top of its agenda and driving growth more than ever this year, mobile advertising is less of a choice for brands, more of a necessity if they want to reach today’s consumer.  It’s extremely encouraging to see that agencies in the UK are adapting to the changing landscape allocating bigger budgets to mobile and hiring more specialists to plan mobile campaigns.

The IAB, alongside its expert members, will be continuing its efforts to put mobile at the forefront of the marketer’s agenda, familiarising them with the tools available and raising levels of understanding even further.”

URL Link to mobsessed.co.uk:

http://mobsessed.co.uk/2009/11/iab-95-of-digital-budgets-now-include-mobile/

A great interview on Mobile Advertising with Jon Mew, Head of Mobile at the IAB, by Graham Charlton a Senior Reporter at Econsultancy

Posted: November 15, 2009 in Digital Marketing, Industry News, Mobile Advertising, Mobile Internet, Trade Associations
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This was conducted shortly after the IAB released their figures on mobile advertising. 

What are the main reasons for this growth?
Several factors have driven this:
• Consumers have changed their behavior on mobiles over the last year or so, and this is thanks to better handsets; there has been a 36% year on year increase in 3G handset penetration. The iPhone and other smartphones have had a massive influence. The growth in the use of such phones means that mobile users are now doing much more on the mobile internet than they used to.
• Mobile internet content has improved a lot, giving users more reasons to go online. This is especially true of social networks, which are now growing much faster on mobile. Social network usage on mobile grew by 179% last year, compare with 10% on the rest of the internet. This is from a smaller base than general web use, but is still massive growth.
• The increased use of unlimited mobile internet ‘all you can eat’ tariffs. The number of mobile users with this type of price plan has grown by 109%. This means that, while it was relatively static for a while, mobile internet was up 30% in 2008.
Are advertisers also starting to pay more attention to mobile?
Yes, agencies are now starting to take mobile advertising more seriously than before, and many now have dedicated mobile experts.
Is there much resistance to mobile ads from users?
Not really. In fact, most research points the other way, and shows that mobile users actually like advertising. Firstly, the mobile industry has been very cautious about rolling out mobile ads, and has been making sure that they avoid intrusive ad formats. This means that most mobile users’ experience of advertising has been a good one.
Secondly, ads are being used to fund content, so customers are happy to make this trade off. One obvious example of this is Blyk, which has achieved some outstanding results in terms of conversions.

Is the audience for mobile ads younger than online?
It is predominantly the 16-34 age range, and also skewed towards males. However, this is beginning to spread out and will eventually become more like that of general web users.
What are the most popular ad formats?
There is an almost even spread between search and display ads. Within display, 82% of mobile ads are banners and text links.
2008 display ad breakdown:

Are brands / advertisers doing more to integrate mobile campaigns with other channels?
Without a doubt, the best use is made of mobile advertising when campaigns are properly integrated into other channels. For example, Nike’s Boot Camp campaign used mobile very creatively as part of the mix, providing training aids such as bleep tests to users through their mobiles.
Swiftcover’s mobile quote service is another example; users could get a car insurance quote very quickly on their phones. This reduced the time taken to get a quote, and had some good results; conversion rates were higher on mobile than the mobile.
Do you expect to see more advertiser offering customers the option making payments on mobile after clicking on ads, rather than just using mobile ads for data capture, click to call etc?
It is now getting easier for brands to include payments on their sites, though not many retailers have done this yet. There are other options though; mobile users can make payments which are then taken out of their monthly phone bill, though this has only been used for small transactions. In theory, it is easier to pay with a mobile in this way than anything else.
How much impact has the iPhone had?
Undoubtedly, a massive impact, though it’s important to remember that the iPhone only accounts for 1.7% of handsets in the UK.
It has had a disproportionate effect on mobile internet usage though, and iPhone users do a lot more online that people with other handsets. For instance, 81% of iPhone users look for news and information daily, compared with the overall average of 11%. Other phones are still significant though; N95 users also use the mobile internet a lot more than the average.
Do you expect this growth to continue into the future?
It’s difficult to say how much growth there will be this year. While online advertising in general is predicted to grow at around 10%, most analysts are predicting growth for mobile, but it is hard to put a figure on it, though there is plenty of optimism around it.

Has the recession had much of an impact on growth?
Mobile ad spend grew every quarter through 2008, so the recession doesn’t seem to have stopped the growth.

URL Link to Econsultancy:

http://econsultancy.com/blog/3813-qa-jon-new-on-the-iabs-mobile-ad-spend-survey

Mobile – what it can do for publishers

Posted: November 14, 2009 in Digital Marketing, Mobile Internet, Trade Associations
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Here is an aricle I wrote for Inpublishing. 

Media consumption habits are changing. With the proliferation of content on the Internet and the growing capability of mobile devices to allow people to consume content on the move, publishers face a new challenge to retaining readers, but also a wealth of new possibilities, says Christian Louca.

We live in an on-demand world; accessing content wherever and whenever we want it. No longer do we need to wait for the morning newspaper to be delivered to view the day’s news. I can view my Twitter feed on my iPhone on the bus on the way to work; I can access the mobile website of my favourite newspaper via my mobile and I can browse the Internet for a wealth of content.

The move from print to online revolutionised the publishing world making it more interactive and allowing readers to engage in a dialogue of interaction with the content in new ways. Yet today’s consumer is constantly on the go and wants content on demand. Online is simply not enough. The challenge facing publishers across the world today is how to communicate with their audience and meet the expectations of this new on-demand readership. As advertising revenues decline, publishers are increasingly turning to new forms of media such as Twitter, Facebook and most interestingly, the mobile channel to reach their readers.

As the media landscape continues to evolve, its fragmentation becomes apparent. In fact, it’s becoming increasingly personal and involved – with social networking sites and media outlets offering contextual or personalised offers, recommendations and services – based on consumer intelligence and the analysis of user habits for example. What’s more, the media is becoming more interactive than ever with brands engaging with consumers, and consumers participating in an open dialogue with both companies and their peers. Just look at how successful The Sun’s mobile barcode service proved to be – over 11,000 people scanned barcodes in the paper to access extra information on their mobiles.

More and more, publishers have been looking to mobile to extend their reach and interact with their audience on a different level. As the mobile web audience continues to grow – and according to Nielsen it has done so by 74% in the past two years in the US alone – the opportunity for publishers is vast. In the U.S. today, nearly 50 million mobile subscribers access the Web via their devices on a monthly basis. That’s a potential further 50 million readers waiting to consume and interact with published content on the move.

And if you look at the mobile, it’s not hard to see why it’s a perfect partner for publishers. With mobile phone sophistication growing to include enhanced battery life, larger screen size and higher resolution amongst other things, it is emerging as one of the clear channels for publishers to reach an extended audience. In particular, as operators offer flat rate data packages and browsing capabilities continue to improve; the mobile Internet experience will continue to develop. For advertisers, the mobile’s exceptional targeting, immediacy and ability to tailor and personalise offers directly to consumers provides an attractive proposition. With mobile, brands can achieve a higher rate of conversion than with any other marketing channel. And according to the IAB, mobile ad spend has doubled in size on a like-for-like basis in 2008, increasing by 99.2%.

We have already seen leading newspapers such as The Guardian, The Independent and The Daily Telegraph turn to mobile to capitalise on the immense growth of the mobile Internet, extend their reach, diversify their revenue streams and attract new mobile customers to the brand and content. The growth of the Internet has invoked an enormous change in the world of publishing, and now the ubiquity of mobile handheld devices and the evolution of the commercial model surrounding them has finally made the medium a viable one for publishers. As more and more newspapers continue the move into the mobile domain, mobile is moving into the mainstream as a publishing tool. The time has come for mobile to sit alongside traditional media outlets as a successful and cost effective method of reaching the consumer.

URL Link to Inpublishing:

http://www.inpublishing.co.uk/kb/articles/mobile_what_it_can_do_for_publishers.aspx

Marketing Week – Interactive Marketing 2009

Posted: November 14, 2009 in Digital Marketing, Industry News, Mobile Internet, Online, Search Marketing, Trade Associations
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Make sure you see the section on Mobile Monentum, by Camille Alarcon.  I was interviewed alongside Chris Bourke, Managing Director of Mobex, part of Havas Media.

Here is the foreword by Ruth Mortimer, Associate editor (features), Marketing Week:

There hasn’t been much good news for marketers in 2009. But when it comes to interactive marketing, there are a whole host of exciting initiatives taking place that promise great return on investment (ROI) for brands.  As the number of online channels increases, more consumers than ever before are logging on to their desktop and mobile devices to meet their diverse shopping, entertainment and information desires. Broadband penetration in the UK has now reached 60% and mobile phone penetration in Europe has already exceeded 100%.  With so many potential customers out there, businesses need to use as many techniques as possible to build up interest and generate spend on their own brands.  It isn’t just a case of being able to reach people, however. It’s also vital to find the right ways to reach consumers, in the right places, with targeted messages that appeal to them. The extra challenge in the current climate is to do this as cheaply as possible.  Marketers need to remember to be creative too. The web is often praised for its tools that allow marketers to measure the ROI of any promotional spend. But we should not neglect the innovation that online marketing can bring to a brand. While analytics and statistics are vital for ensuring that campaigns can be effectively analysed, it is now more important than ever that companies bring flair and originality to their work.

This comprehensive look at all elements of marketing in the online and mobile areas. From the measurable disciplines of search and affiliate programmes to the creativity of social media, it all adds up to a very exciting range of tools, ideas and strategies for marketers.

Please find the full pdf supplement here:

Interactive7_2009

Digital Britain? Mobile Britain

Posted: November 14, 2009 in Digital Marketing, Industry News, Trade Associations
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This is a piece I put together on the Digital Britain report. 

The recent governmental Digital Britain report has been heralded for its pledge to provide high speed broadband for all and clamp down on digital piracy, enhancing the UK’s digital ranking and driving hi-tech industry. But what does the plan mean for mobile, and by natural extension, the rapidly growing mobile marketing and advertising industry? Christian Louca, UK country manager and head of publisher, YOC explains more.

Mobile is rapidly becoming the communication channel of choice for many as interactions between friends and work colleagues and media consumption habits change to reflect the increasingly fast paced and mobile world that we live in – becoming on demand and instantaneous. This trend towards a mobile lifestyle, combined with the personalisation and targeting capabilities that mobile offers, not to mention the fact that it’s measureable and provides a high return on investment, is impacting on the way in which brands and organisations interact with their consumers. As we’re seeing from our work with the publishing industry in particular – building mobile sites and managing ad sales for high profile newspaper and magazine titles such as The Independent, The Daily Telegraph, What Car? and PC Advisor – it’s becoming increasingly unusual for a brand not to have a mobile presence. And it’s evident from the rate at which our media network is increasing that more and more publishers see the benefit of mobile advertising and marketing for the monetisation of their content.

So it is therefore vital for the sustainability of mobile services the world over that we as an industry continue to improve current and next-generation mobile services and coverage. The take up of faster 3G network services has already played a significant role in the proliferation and increased convergence of things like music, games and the mobile Internet on the mobile phone; improving the user experience and establishing a range of platforms from which brands can establish a relationship of interaction and engagement with the consumer whenever and wherever they are. But as services such as the mobile Internet continue to grow in popularity, we are presented with a dichotomy as greater strain is placed on the networks; impacting on user experience and therefore on subsequent mobile marketing opportunities. Working proactively to ensure that fast and seamless connectivity is achieved no matter how many people are downloading content, surfing the mobile web or making simple voice calls will help to further expand the already rapidly growing mobile economy of which mobile marketing and advertising are such a major part.

The extension of mobile data services are an important part of increasing industry profitability as voice and text message revenues fall, and mobility in the form of universal coverage is an integral part of this. But the extensive coverage achieved with GSM has not yet happened with 3G networks, with around 90% of 3G subscribers having limited coverage and 20% of the population lacking a choice of 3G network operator altogether. It is therefore imperative for the growth of the mobile, marketing and advertising communities that we continue to build out 3G services and more importantly, work on the implementation of next generation network technologies beyond 3G to ensure that the mobile marketing and advertising industries can continue, unimpeded, to flourish.

As connectivity becomes routinely fast and ubiquitous, consumer mobile usage will reach new heights; encouraging the further development of a raft of content rich, interactive and immersive communication platforms that mobile offers and enabling marketers to continue to leverage the mobile channel as a true one-to-one connection with their target consumers. There will come a time when mobile becomes the first screen of interaction with consumers – a time when we all live in a truly mobile Britain.

URL Link to Mad:

http://www.mad.co.uk/Main/News/Articlex/ff03e3577cc044acad39710e0c7e606b/Digital-Britain-Mobile-Britain.html

What does Google’s acquisition of AdMob mean for the industry?

Posted: November 11, 2009 in Industry News, Mobile Internet, Trade Associations
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Google’s acquisition of AdMob makes perfect sense.  The purchase demonstrates the search engine giant’s ambitions extend beyond the desktop and into the mobile space. Adding mobility is a natural extension of what Google does already.

The news sends a clear message to any people who might have doubted that mobile ad networks are able to create a sustainable and profitable model.  Previous attempts by other players in the market may not have been so successful and somewhat premature, the mobile industry is now in a boom state (as we are experiencing first-hand at YOC with our leading European open network). Companies such as Google understand the market dynamics. They understand that even the most expert mobile specialists cannot fully appreciate the full potential mobile offers as it is simply too massive. Google is in the best position to keep driving the industry forward whilst being able to unlock its true potential by developing personal, creative and innovative user experiences.  This is a big wakeup call for the industry.

I think we will start to see a significant increase in the speed of the development of the entire market and this is certain to open up opportunities for other investors looking to take part in such an exciting and lucrative industry.

YOC to increase brands’ visibility on GetJar

Posted: November 11, 2009 in Industry News, Mobile Applications, Trade Associations, YOC news
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Today, we’ve announced a partnership with GetJar, to offer brands placement and visibility on the world’s largest cross platform app store. We will now be able to offer brands the opportunity to increase their presence via applications on the GetJar network, visible to over 15 million unique visitors.  With mobile applications becoming an increasingly important part of any advertising campaign, the new partnership will allows brands to place their application with GetJar, making them accessible to millions of users via more than 1,800 different mobile devices. Take a look here for more information: http://www.mobile-ent.biz/news/35018/YOC-inks-GetJar-branded-app-deal

Mobile Internet Vs Desktop Internet Shrunk on Mobile

Posted: October 24, 2009 in Mobile Internet
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I have been working in mobile for over six years and it is thought by some (which they are entitled to) that web-desktop browsing shrunk down to fit the mobile phone browser is a good experience. I believe they do not understand the basic principles of the medium.

Having a good browser on your phone is great, as the iphone has so greatly shown which we are grateful for as it has helped move the industry on and has acted as a catalyst to other handset manufacturers. However, and a big however, users of the mobile internet want relevant and concise information whilst on the go. Trawling through the web designed for big screens on your mobile phone does not work and never will, even with a great browser. This is an age old attitude of just dumping an old format on to a new format. Mobile is far more creative than that. I have experience in building mobile sites for Automotive, Financial, News Publishers, General Publishing, FMCG, Travel, Technology, Social Media sectors and never would I recommend just dumping their website on to the mobile. Beside the design element previously mentioned, fixed line websites are really heavy and when connecting over GPRS, Edge, 2G,2.5G or even 3G this slows down loads times dramatically. Again, this presents a problem as when users access information whilst on the go, they are time restricted. Therefore, a mobile site delivering the exact content they require, that is rendered for an optimal experience on their chosen handset is the best way to deliver a good user experience. In a way and within the time they expect. Here is one example, I currently work for YOC Group an organization that has built mobile sites for some world leading banks. Within a matter of a few clicks from a site launcher on the top layer of your menu system you are on the site in a completely secure environment, you can access your online statement and make transactions within a perfectly optimized user interface. No need for typing in the URL or finding the bookmark within the menu system; vertical or horizontal scrolling, signing in and slow loading pages. With accessing this service whilst on the go it gives you exactly what you need, check balance, make a transaction, request a call from customer service or click to call customer service and even direct you step by step to the nearest ATM or branch. Why would you want or need to go to the website whilst on the go? It would be a slow experience, there would be rendering problems for multiple reasons, such as flash, weight of the site, device type, screen size and resolution. You would need to find the content you are looking for, find the login and type in your details and by this point you would have given up because your bus just arrived, or your friend turned up, or you just went through a tunnel on the train or you lost 3G connection and have been bumped down to GPRS and your patience and time has run out!

So in summary, my experience tells me that mobile optimized sites that are rendered for the handset of choice is absolutely crucial in fulfilling expectations delivering a unique and enjoyable user experience. Never ever let anyone tell you that the web works on mobile, it doesn’t.