While the mobile revolution has changed the lives of millions of people worldwide for the better, some find it alarming and would love to go back in time. Just as the rise of blogs and social media networks proved to be old media’s worst nightmares, the move to mobile has devastated a number of industries. One thing that stands out in particular is the field of marketing, where advertising agencies see clients and budgets slip through their fingers on a daily basis. Here are three good reasons why traditional marketers should fear the small screen and its huge impact:
It presents clear results
Thanks to the mobile revolution, vague terms like “brand awareness” and “image” have been replaced by data analytics and conversion rates. Mobile data lets customers know exactly what their marketing team is up to, and if the answer to that question is “not much” – it’s no wonder the team is worried. The ability to track user behavior in real time lets customers know which parts of a campaign are simply not working, and gives them the ability to request specific changes quickly and effective. Of course, data collection is just the beginning. Brands must know which stats to track as well as understand what the results really mean. On the other hand, devious marketers can easily convince them that the results are extraordinary even when there’s nothing to celebrate. For example, companies are being faked by mobile marketers saying their apps are doing great by claiming a significant increase in installs. However, the mobile-savvy marketer will keep the CPI (cost per install) proportional and look for users who are truly engaged and loyal. As time goes on, brands become more complex and require detailed standards that can only be provided by a mobile marketing company, leaving traditional marketers with no choice but to rethink their entire approach. In other words, thanks to mobile phones, customers are now more knowledgeable and demanding.
It’s all about the product
If you don’t understand mobile products, your mobile strategy may have taken a hit, and unfortunately, it’s about to get worse. Yes, mobile is an exciting new playground, but you have to be an expert to play. Product-driven marketers have a new set of tools – from hypertargeting to tactile marketing – but to use these tools right, advertisers must demonstrate more than creativity. . While this change means trouble for those who rely solely on their abilities to craft a killer tagline, it’s good news for everyone else. Since it’s much harder to build an in-house team these days, companies are turning to external services more often, and brands are allocating their resources to mobile-first campaigns. . This opportunity stems from the understanding that even the most professional marketing teams are somewhat helpless when formulating a mobile strategy for the first time. The sad news is that marketers who don’t know what the right PRD material looks like will fail to provide customers with the best mobile campaign insights possible. Today’s marketplace requires mobile advertising professionals to understand the actual product, the creative process, and the synergy between the two.
It’s an ad on steroids
In the past, advertising agencies were given brief and detailed time to develop a marketing strategy for each campaign. Today, with customers being able to track changes in performance and demand in real time, marketers can no longer stick to a predefined strategy and must be ready to adapt in an instant. very short notice. The need for mobile speed has profoundly changed the marketing process, and mobile advertising professionals now prep a bunch of different versions and perform thorough A/B testing. step by step. In fact, the ability to hyper-target leads forces marketers to build multiple campaigns from the ground up, each targeting a different audience. These mobile campaigns will then run on multiple networks simultaneously and change continuously based on the results.
Advertising agencies find themselves having to collaborate not only with product experts but also with media buying teams, which adds a whole new territory for them to catch up on. With changes happening every minute, marketing agencies cannot communicate with random external service providers and must collaborate frequently with trusted communication teams. Add to the list the fact that new platforms (such as wearables) and technology (Apple Analytics and deep linking, anyone?) come out every day and you have yourself the perfect recipe. for the traditional marketer’s nervous breakdown.
With more and more consumer channels moving to mobile, the challenges mentioned above have separated experts from ignorance pretty quickly. FDR’s famous saying, “We have nothing to fear but fear itself” may have been true in the pre-mobile era, but if your mobile marketing agency decides to cut back on its mobile strategy, your actions – be afraid. Be very scared.