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Keep Mobile Weird: 4 Mobile Marketing Lessons from SXSW

This post was originally published on VentureBeat. SXSW SXSW is where innovation meets art and madness. It’s more of a festival than a convention and more of a mood than anything else. And while film and music festivals are certainly entertaining, interactive is where it all happens. One pleasant surprise in this year’s grand interactive event was the massive interest in mobile. The focus on mobile this year seems to be greater than ever, both in terms of number of participants and content. In the mobile arena, mobile marketing and advertising take center stage, and marketing-related sessions have been a big hit. Here are the key mobile marketing conclusions we reached during this chaotic experience: 1. Reaching customers is no longer a challenge Influencing them is. Mobile allows us to reach our customers like never before; we all know that. Smart media buying will get you anywhere, but then what? The SXSW crowd learned to shift focus and started to treat users as people instead of bits of data. Mobile marketing done right should focus on forming relationships with users by mastering what they need in the real world. An example is a hotel chain that wants to provide customers with a better experience through mobile devices. After conducting a brief survey among customers, the hotel’s marketing team learned that customers were annoyed by the lengthy check-in and check-out process. The hotel then allows them to complete the process using their mobile device and even turns their wearable device into a room key. Providing a smart solution to a real problem and adding a magic ingredient, created a powerful impact and increased user loyalty. With Apple Pay, wearables and beacons taking over the industry, mobile is the biggest playing field for marketers to start working on their own mobile success stories. moburst group at SXSW

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2. Too many brands are still hanging on the CPI. When searching for a mobile marketing company, brands often encounter “experts” who prefer the ambiguous atmosphere surrounding the field. Everyone knows they should be looking for mobile success – they’re just not sure what mobile success looks like. This makes it easy for so-called marketing experts to stuff their heads with nonsense and sell hot numbers that make absolutely no sense. In a nutshell, it’s a CPI (cost per install) story. It’s amazing to see that, even at SXSW, complex brands that perform so well anywhere else can sometimes be clueless when it comes to mobile marketing and agency marketing. was quick to take advantage of that. The same problem arises in companies that build internal marketing teams but fail to set appropriate standards or measure performance effectively. Invest a little more and get more is what brands should do. In other words, when it comes to user acquisition, brands need to stop aiming for low cost and start aiming for high quality.

3. App store optimization gets mixed up in the crowd. The magic phrase in the mobile world is “organic traffic”. Everyone wants it, but few know how to get it. That’s why we regret to see that the essential process of ASO (app store optimization) is barely seen in mobile discussions on SXSW. Marketers and app developers must realize that mobile marketing is more than just coming up with good, creative ideas (though that’s certainly part of the job) and often a Technical processes take place out of sight. We can expect ASO to become even more prominent with the rise of wearables, so be prepared. Sure, it’s much more interesting to discuss crazy concepts and anything based on location – but you have to get the basics down first, as most marketers don’t. . 4. Products, products, products. You may have the best product, but it won’t do you any good if your marketing efforts aren’t working. And you may have the best marketing strategy, but it won’t help if your product fails. Marketing should always be about the product itself. The problem with brands these days is that they hire marketing professionals with no product knowledge, which can only get them half way. Your marketing team should be product oriented, and vice versa, to strike the perfect balance between conversion searchers and data searchers. The less you divide these departments, the better. At SXSW, we’ve realized how scared brands are about the actual product tampering process. However, refining your app based on changes made to your marketing strategy and providing users with a better flow based on the data you’ve collected is not the future of marketing. on mobile, which is present. SXSW has proven that there’s still a lot to go on about brands’ mobile marketing efforts. However, knowing what they lacked, the brands made up for it with enthusiasm that made us mostly excited for this journey.

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