Posts Tagged ‘marketing’
By David Eads
I just returned from two weeks discussing strategy with mobile commerce executives across Southeast Asia. Despite having spent considerable time in North America, Latin America and Europe, this was my first trip to the region. I found the similarities and differences intriguing.
In North America and Europe, executives I meet often mentally write-off Asia as so foreign and different that their experiences are not relevant. Perhaps this is true for South Korea and Japan, which have very specialized market.
However, in Southeast Asia, there continue to be far more similarities than differences.
For example, everyone is struggling with mobile adoption growth.
Mobile is happening – and it is happening fast – but it is still around 2 percent to 4 percent of online.
Everyone wants it to grow faster, while struggling to support what they have. Many companies simply turn mobile on and customers show up with little or no promotion.
Similarly, travel and financial services lead the way.
The Mobile Marketing Association (MMA) is pulling out all the stops ahead of its forthcoming MMA Forum London on October 4th-5th.
On Tuesday, the MMA announced the initial line-up of global brands that will be participating in the forum.
The theme for this year’s event is the consumer’s center stage role in the world of mobile marketing, the MMA says. Consequently, many of the world’s top marketers will turn out for the form and share their thoughts and experiences on how brands need to communicate with their customers in a world dominated by mobile interaction.
Scheduled to take place at Congress Center in London, the program will include speakers from many different vertical sectors including automotive, banking, charities, food and drink, entertainment, FMCG, media, sport and technology, as well as delivering insight into global mobile marketing trends.
The event will also feature an august line up of speakers and presenters from around the industry and representing such top brands as the BBC, Coca-Cola, Google, JetBlue Airways, La Redoute, Madhouse Inc, Mahou-San Miguel, Nokia, Unilever, The Economist Digital, The Weather Channel and Vodafone.
“The mobile channel is pushing the evolution of marketing and we are fortunate to have pioneering brands at the forefront of the mobile marketing industry that are driving the whole industry forward,” says Paul Berney, CMO & managing director of the MMA in EMEA. “Hearing from the marketers and agencies who are implementing and using mobile technologies in evermore new and exciting ways to reach consumers who are constantly connected and continually on the move is critical for the development of the channel and the industry.”
80% of Small and Medium Sized Businesses Will Invest in Mobile Marketing This year | Mobile Marketing Watch
By the end of 2011, approximately eight in ten small and medium-sized businesses in the United States will pony up and invest in some form of mobile marketing.
As the findings of a new survey conducted by Borrell Associates reveals, 83% of respondents either plan to invest or already have invested a portion of their yearly marketing budget into the mobile channel.
A majority of respondents admit that mobile marketing now captures at least 20% of their total marketing budget for the year.
“It’s fascinating the way this is evolving, and that small businesses are getting on board so quickly with mobile,” Kip Cassino, author of the report, tells ClickZ. “Historically the small guys wait until the technology gets cheaper and the roadmap is a little more clear; that’s how it was with online. These guys aren’t waiting. They’re plunging in, and for the most part they’re doing so without many metrics.”
The emergent popularity of “daily deals” is seen as a powerful if not primary source of inspiration behind the small business community’s escalating investment into mobile marketing and its myriad tools.
One-Stop Mobile Marketing is a Strong Investor Story, but Consumer Brands Need to be More Thoughtful
On Thursday, Augme announced that it acquiring Hipcricket two weeks following their acquisition of another mobile marketing company Jagtag. Augme states that they purchased Hipcricket to become the, “preeminent end-to-end mobile marketing solution provider” for consumer brands, agencies, pharmaceutical, health, and media companies. They’ll join the ranks of at least a dozen providers who in the space that state that this as their main objective.
Combined with Hipcricket, Augme claims it will clear about $16 million in fiscal 2012, nearly tripling revenue on a quarterly basis. The company is publicly traded on the OTC Bulletin Board and investors appear to be placing incredible promise on the end-to-end mobile marketing story. The market capitalization of the company is reportedly $235 million, representing a whopping 15 x the go-forward revenue story.
For over a dozen years, the year of “mobile marketing” has been just around the corner. Could Augme investors be right? Will 2012 will be the one and the “end-to-end” solution the answer? They might be as shareholders, but I’m skeptical that brands and agencies, who will ultimately define the success of our industry, should buy into the one-stop shop story.
The first wave of mobile marketing has been centered on third screen advertising, where Google established a stronghold with its acquisition of industry leader Admob. Larger players including Apple and AT&T are taking great interest in the space. Independent networks like Millennial Media and Mojiva have raised significant cash and are experiencing solid revenue upticks. I’ve observed that companies who are trying to be both the “mobile advertising” platform and the “mobile marketing” platform don’t do a very good job of delivering on either.
If you go back just a year or two, companies like Quattro (acquired by Apple), mQube (acquired by Verisign) and Enpocket (acquired by Nokia) were positioned as one-stop shop mobile marketing platforms. In the end, they were purchased by larger companies for pretty big prices (all over $200 million). But, in all cases, they were purchased for just one specific use: mQube for its messaging, and both Quattro and Enpocket were purchased for their ad networks. The result: Verisign sold the messaging business and now both ad networks are struggling under their new non-advertising oriented owners.
Even worse, brand customers who bought into the one-stop shop story were left with unimpressive, and in some cases, unsupported solutions for the other pieces of mobile marketing platform that they had purchased. While we still see a considerable amount of requests for “one-stop mobile marketing platforms” from the market, smarter brands and agencies have begun to segment their mobile marketing strategy across a few key areas and making their mobile vendor selections based on best-in-class performance. These areas are (1) mobile website building; (2) smart phone applications; (3) mobile engagement and messaging; (4) mobile analytics; and (5) mobile advertising.
“Traditional” digital agencies and digital platforms are competing and winning in these “mobile marketing” segments, which is not surprising. Ultimately, a brand typically wants their analytics for online and mobile housed in one platform and interactive agencies are proving that they can build equally compelling iPhone apps as they can traditional websites. While I can see the case for a pure play mobile or “third screen” advertising play, the odds are that the major online players will own that space.
So while the “one-stop-shop” mobile marketing story sounds good on its surface, and a potentially convenient path for marketers, licensing the one-stop platform will ultimately make it more difficult for brands and agencies to meet their larger goals. Brand marketers who understand that mobile now affects all aspects of digital and traditional marketing, recognize the need to slice and dice their mobile tactics across a broader mix of mobile and digital players.
Mobile marketing has to show innovation far beyond the format. The industry is starting to see real momentum and results delivered by best-in-class mobile marketing solutions based on unique areas such as location, interactivity with print, radio, tv and events, and the phone’s role as a personal assistant in the physical world. As the mobile marketing industry continues to mature, you can expect to see even more focus in these areas from providers and less talk about a one-stop shop. Whether investors can continue to reap the rewards of this simpler one-stop story remains to be seen.
About Mozes, Inc.
Mozes is the leader in mobile engagement around passion points like music, sports, entertainment, and causes. Our flagship mobile marketing platform, Mozes Connect, helps marketers to activate audiences at events, and other entertainment experiences, to engage consumers with interactive mobile campaigns, collect data, connect to social networks, and establish long-term relationships. Mozes customers include Ford, Virgin Mobile USA, the Country Music Association, the Portland Trailblazers, and Rock the Vote.” The company was founded in 2005 and is headquartered in Palo Alto, California. Visit us atwww.mozes.com and follow us on Twitter @mozesinc.
Chart: Top data analysis challenges for LPO in 2010
Q. What were the data analysis challenges to LPO in 2010?
In data analysis, expanding insights from simple Web analytics to offline transactions, as well as online transactions that happen on subsequent visits, pose the greatest challenges. Being able to track this data requires not only additional technology investment, but also careful data modeling to make this information meaningful and actionable.
Segmentation is a key to relevance and also an essential consideration for valid design of experiments. From the data analysis point of view, creating meaningful segments requires being able first to collect the appropriate visitor information (demographic data, personal information, behavioral data based on website navigation), keeping track of the visitor to keep all the information attributed correctly, and then performing statistical analyses to reveal the most useful segments.
Merely segmenting by all available data is not always practical. Segments may become too small to be useful, or too broad to be meaningful. Furthermore, some segments may exist in reality, yet be impossible to separate on a website. For instance, some people respond to short copy better than to long copy — but we can only distinguish these groups after they have interacted with a page.
For additional research data and insights about landing page optimization, download and read the free Executive Summary from the MarketingSherpa2011 Landing Page Optimization Benchmark Report.
Useful links related to this chart
Join MECLABS Director Dr. Flint McGlaughlin and Boris Grinkot at theLanding Page Optimization Workshop on July 12th in New York City.
Members Library – Landing Page Optimization: How to serve 2 markets with 1 page
Despite the insistent – but ultimately incorrect – predictions by some, it no longer appears that Google has given up on its social networking ambitions by any stretch of the imagination.
Called the Google+ project, the Internet search giant has raised the curtain on a beta version of a social networking platform that makes it possible for users to be more selective in their social networking.