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.
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 Ori Carmel | VP of Performance Strategy
To understand the impact of mobile on the lead-gen industry, and online marketing as a whole, one should head to Ghana. That’s right, Ghana.
Say bye-bye to your Madison Avenue office. Hail a taxi JFK bound and ask Siri to book a flight to the villages around Accra, where you will find some of the most advanced, sophisticated and interesting examples of how mobile can and will impact the lives of consumers and the advertising and marketing agencies who aim to influence their purchasing decisions.
Lacking infrastructure, entire regions in the developing world have leapfrogged the PC era. People in these regions rely on mobile technology to operate and streamline many aspects of everyday life, including business interactions, regardless of how large or small those businesses are. At the click of a button individuals can conduct their entire business cycle, including acquiring new customers and solidifying existing ones through mobile-optimized e-commerce and lead-gen platforms. (more…)
By Peter Klein | SVP, Media Services
Editor’s note: The following post was originally published in MediaPost.
Mobile marketing is all the rage at the moment. It seems that every day another startup emerges with the word “mob” or “mobi” in its name.
While I firmly believe that mobile marketing is the immediate future of digital media, the landscape for marketers and brands is exceptionally challenging. Recent data from eMarketer indicate that 115 million people in the United States — 43% of the total population — own a smartphone. That number is projected to reach 200 million users, or 60% penetration, by 2016.
Marketers who aren’t building mobile-friendly website or landing pages will soon find themselves missing out on revenue opportunities from almost two-thirds of American Internet users.
The explosive growth of smartphones has presented a number of perplexing challenges for performance marketers. There is a lack of scalable mobile lead-gen programs. Few brands have a clear definition of their mobile user or a coherent mobile strategy. Advertisers aren’t always equipped to manage the mobile traffic channel. And quality is often no better than co-reg.
These issues are leading to inefficient mobile lead-gen traffic that further complicates an already messy formula for consistent return on investment in mobile marketing campaigns. (more…)