By Hakan Lindskog | CEO
In the online advertising ecosystem, mobile has become the star. Developed nations are becoming mobile-first societies. Some people consider their smartphones as vital as the air they breathe. And brands are tripping over themselves to prove they have the coolest mobile-optimized site.
But one thing is conspicuously missing from this scenario: a mobile customer acquisition strategy.
For many companies, mobile marketing often stops at branding. They build a slick mobile site, position their brand in front of a wide swathe of consumers, and call it a day.
Mobile marketing campaigns that don’t produce a consumer action—leads, sales, downloads, etc.—are a pointless endeavor. In an era of fleeting consumer attention, companies need to focus on what really matters in online advertising: customer acquisition.
Today we took another step forward in the continuing evolution and expansion of MediaWhiz. Our parent company, Matomy Media Group, has acquired MobAff, a leading mobile affiliate network, and will integrate it within MediaWhiz to form the nucleus of our new mobile division.
There is no doubt that mobile is the biggest growth driver in all of marketing. And mobile lead generation is an area that we at MediaWhiz believe has huge potential but is currently underutilized. We are proud to be on the leading edge of mobile performance and affiliate marketing through our integration of MobAff.
We will integrate MobAff’s mobile marketing technology solutions into MediaWhiz’s affiliate network. This includes MobAff Tracker™, which will become MediaWhiz’s new proprietary mobile tracking tool and post-click optimization technology. MobAff Tracker will allow our partners to manage cross-channel mobile marketing campaigns from a single dashboard, utilize rule-based click optimization and increase their return on investment through data segmentation. (more…)
By Ori Carmel | Vice President, Performance Strategy
In an era of sensational declarations marketers have become immune to rampant hype and passing fads. In a sense, knowing that every year is declared “The Year of Mobile” doesn’t bode well for those pushing the mobile direct response envelope. Understandably, there are only so many times one can cry wolf and expect someone to touch their glassy screen on the other end.
Alas, something seems different this time around. 2012 seems to have been a turning point, both in the numbers themselves and in the understanding of the mobile market potential for direct response. Maybe it’s the growth of mobile as spend. Maybe it’s Google finally taking mobile ad measurements more seriously. As marketers continue their march forward toward meeting society’s mobile-first demands, let’s take a moment to examine the ways in which this channel can impact your company.
First, the scale:
- Seventy-seven percent of the global population has a mobile device. That’s 5.3 billion people. (ITC, 2010)
- Of those 5.3 billion mobile device users, 18% use a device with 3G technology. That’s 940 million, mostly in developed and mature economies. (ITC, 2010)
- There are five times as many cell phones in the world as there are PC’s. Yes, that includes Macs (Impiger, 2012)
- Americans spend 2.7 hours a day on their mobile phone. That is twice the time they spend eating. (Unisys, 2011)
- Mobile ad spend is rising. Well, rising is an understatement. It’s exploding. Here are some stats from eMarketer. (more…)
By Sultan Riaz | Marketing Coordinator
If you are having trouble with your conversion rates or generating leads from your mobile site, then Conversion Conference in Chicago this month is a must-attend event. And our Giles McGrath, creative director, has all of the insight you’ll need for designing your mobile site with lead generation in mind.
In his presentation, “Don’t Just Replicate: Designing for Mobile Lead Gen,” Giles will distill our top-10 best practices for mobile lead-gen design. As he writes in the introduction for his presentation:
Mobile websites shouldn’t be a simple reproduction of your brand’s desktop site. Effective lead generation with mobile requires thoughtful consideration about how consumers interact with brands on Donttheir mobile devices, how they share content and the type of content and features that grabs their attention. In this session, you’ll see how you can unclutter your mobile website or app to improve conversion and generate more qualified leads.
Conversion Conference brings together expert speakers from all walks of digital marketing to help you increase your conversion rate and lead generation. With Digital marketers ranking conversion rate optimization as one of their top priorities of the year, it makes Conversion Conference an important event to attend.
We hope to see you at Conversion Conference Chicago, where we’d be happy to answer your mobile creative and lead generation questions. If you’re planning to attend Conversion Conference Chicago, please contact us so we can meet you.
By Keith Trivitt | Director, Marketing and Communications
Ahh, summer. That most glorious time of year. The sun is shining, the beaches are beckoning and everywhere you look, people are on their smartphones — shopping and watching entertainment.
At least, that appears to be the trend for summer 2013. According to Adweek, “brands are preparing for what could be a break-through quarter in mobile advertising as consumers spend more time outdoors while constantly checking their iPhone or Samsung.” Summer, according to Brian Ng, marketing director and lead for brand strategy and trademark development at Del Monte Foods, presents an “unstructured environment” in which mobile is key to bridging the “planning-to-purchase divide.”
Mobile marketing and the summer go together like peas and carrots, to quote Forrest Gump. And to that combination a mobile performance marketing functionality, such as mobile lead gen, and marketers could see a big growth opportunity for their brands over the next three months. (more…)
By Marc Purtell | Director, SEO
The continuing rise in worldwide mobile device usage has pushed mobile SEO to the forefront of marketers’ attention. This is especially true for local businesses, which benefit greatly from search results on smartphones due to the location influence of local search results. Nearly half of mobile phone owners use their device to look for local information,according to a new report from the Local Search Association.
Traditional and mobile SEO can’t continue to work as separate marketing initiatives. They must become synonymous.
According to the venture capital firm KPCB, there are more than 244 million Internet users in the United States and 358 million mobile device subscribers, 48% of which have smartphones.ComScore reports that 52.1% of U.S. mobile phone users access a browser on their device. This equates to 187 million U.S. mobile browser users.
Does this mean marketers need to shift all of their attention to mobile search? Not yet. But the trend indicates a definite shift in the devices people use for search. And that will have a significant impact on how digital marketers engage, acquire, and retain customers for years to come.
The rate of increase of mobile Internet users illustrates the need for marketers to stop thinking about traditional and mobile SEO as two distinct programs. Marketers need to start developing strategies to merge traditional and mobile SEO into a single multichannel marketing process that is device and platform agnostic. (more…)
By Keith Trivitt | Director, Marketing and Communications
There’s no question that mobile marketing and advertising is the hottest area of digital marketing at the moment. Big consumer brands are seemingly tripping over themselves to launch the fanciest mobile app.
We’ve written a lot recently about the foibles of mobile marketing campaigns that don’t have a direct lead generation or sales component tied into them. Heck, it’s for this reason that we launched MediaWhiz Mobile, our new mobile performance marketing service. Advertisers and publishers consistently tell us there is a big need to help them more profitably engage, acquire and retain customers and generate mobile-specific traffic.
And yet a number of leading advertisers complain that all of their mobile spending doesn’t improve their most important marketing metric: sales.
Mobile certainly captures a lot of eyeballs but its ability to produce a consumer action — leads, sales, downloads, etc. — is often lacking.
That may be starting to change, though. A recent eMarketer report shined some light on how mobile branding and marketing campaigns are starting to translate to sales and brand lift. And, most crucially for advertising, mobile marketing spending is beginning to make a serious dent in consumers’ purchase intent. (more…)
By Sultan Riaz | Marketing Coordinator
With the world becoming more mobile friendly, the number of mobile users continues to rise. Instead of searching for a brand on their desktop and purchasing through a traditional website, many consumers are making quick searches via their smartphones and making instant purchase decisions on mobile sites and apps.
Smartphones, however, are no longer the top source of mobile traffic. In February tablet traffic in the U.S. surpassed mobile smartphone traffic for the first time.
The era of t-commerce has officially arrived. And it brings with it massive opportunities – and challenges – for digital marketers.
The Growth of the Tablet Market
Tablet traffic has played a strong role in the growth of mobile commerce and it is consistently growing. In one report tablet click-through rates were 65% higher when compared to desktops. In another report click-through rates on tablets outperformed smartphones by 250%.
Although smartphones currently generate approximately double the revenue ($16.4 billion) with mobile apps when compared to tablets ($8.8 billion), if tablet usage continues to increase it is likely that tablets will generate more revenue in mobile apps in the near future. (more…)
By Hakan Lindskog | CEO
Last week, we announced the launch of our new mobile performance marketing practice, MediaWhiz Mobile. While it doesn’t mark our first foray into mobile marketing, it does represent our most significant and dedicated focus on the immense online marketing and advertising opportunities of mobile.
What this launch means for MediaWhiz, however, is insignificant compared to the value we believe it offers our clients. MediaWhiz Mobile will help advertisers more profitably engage, acquire and retain customers across what has rapidly become the most relevant and important digital marketing channel: mobile.
Why the launch now? As I told A4U in announcing the new service, we absolutely believe that mobile lead generation is the future of online marketing.
Consumers are projected to spend $119 billion worldwide on goods and services from the mobile and tablet devices by 2015, according to ABI Research. And with upwards of 70% of online advertising spend in the United States going toward performance-based advertising, it’s clear that advertisers are hungry for performance-based mobile marketing services that do far more than branding. They want mobile marketing services that help their brands profitably engage, acquire and retain customers in the mobile space.
Increasingly, consumers are ditching their desktop computers in favor of their smartphones and tablets. The opportunities these devices offer brands and marketers to reach, connect with and influence the purchasing habits of consumers is beyond what many of us considered possible just five years ago. More importantly, mobile and tablet devices offer advertisers an immense opportunity to acquire customers instantly and to generate leads at the click of a button.
MediaWhiz Mobile is here to service those opportunities across a variety of online marketing channels, including affiliate marketing, display advertising, search, SEO, lead generation and email. (more…)
By Ori Carmel | VP, Strategy & Performance
Google announced major changes yesterday to AdWords, rolling out what it is calling “enhanced campaigns.” The changes are designed to help marketers “more simply and smartly manager [their] ad campaigns in today’s multi-device world.”
There are two main parts marketers should consider regarding the impact the AdWords changes will have on their work and client campaigns.
First, the changes open up (or rather brings Google up to speed) with a new and improved revenue and ad distribution model, mostly focused around mobile.
Second, the changes bring the advertising and marketing industry one step closer to a comprehensive inter-connected attribution model of consumption. That’s the Holy Grail that marketers have been searching for since the dawn of modems.
Google AdWords Enhanced should help marketers by providing new bid adjustments, customizable ad formatting and simplified reporting. If you have been hesitant to push towards mobile ad distribution, fear no more. Google will help you adjust ads to fit almost all devices, and report back on performance. All of this, of course, should translate to more distribution, more bids, higher budgets and higher revenues (at higher margins) for both marketers and Google. (more…)