week, the Silicon Valley Chapter of the American Marketing Association (SVAMA)
invited me to participate on their panel, Mobile
Marketing: Creating An Effective Mobile Experience for Your User. I
discussed mobile marketing strategy alongside marketing mavens Deborah Kelson,
former Senior Director of Mobile and Multichannel Marketing of Walmart
eCommerce, and Dave Lawson, Director of Mobile and Digital Unification of
Knotice, an IgnitionOne Company. Shannon Ryan, Founder & CEO of
ArchetypeDNA, moderated the panel.
need to account for the differences of mobile from other traditional media
channels, such as TV and online, yet still incorporate similar elements to
create a cohesive multi-channel ad experience. Oftentimes, marketers try to
force their traditional strategies into mobile. Although mobile complements
other channels, it is its own separate channel and should be treated as such.
Marketers most likely wouldn’t air the same exact TV commercial on the radio -
instead, they may emphasize individual media attributes, e.g. sound for radio
or video for television, but still incorporate many of the same elements, e.g.
characters, voice, product slogan, to develop a cohesive multi-channel experience.
The same goes for mobile. Examples of mobile properties to consider are
physical attributes, e.g. screen sizes or touchscreen capabilities; usage context,
e.g. while commuting or while at home; and connectivity.
is highly personalized; customization is essential to designing an engaging
mobile experience. When crafting a
mobile strategy, marketers need to understand how their consumers are using
mobile in every day life and how consumers are using mobile specifically to
help them shop for certain products or services. Marketers should also
understand what consumers expect of their ads. Using this information,
marketers can create specially targeted and relevant ad experiences to their
consumers. For example, we noticed a correlation between car preference and ad
preference, and we also noticed a correlation between car preference and mobile
content consumption. In this instance, marketers can target vehicle-specific ads to the sites most frequented by their consumers
designing creatives, marketers should identify key performance indicators (KPIs)
and optimize their campaigns against these metrics. This will determine how
successfully they view their strategies and how they then optimize their
campaigns. Sample KPIs include (but are not limited to): in-ad behavioral
metrics, e.g. engagement rate, dwell time, and link-out rate;cost metrics, e.g.
cost-per-acquisition (CPA), cost-per-download (CPD), and revenue-per-dollar
spent; and standard brand metrics, e.g. brand lift, purchase intent and message
marketing is evolving. From geo-fencing to native advertising, the possibilities
are limitless. Stay ahead of the curve and up-to-date on emerging technologies
In short: Optimize! Optimize! Optimize! Marketers
should optimize their strategies to mobile devices. Marketers should optimize their ad experiences to their consumers’ preferences. And marketers should optimize
their campaigns to meet and exceed their KPIs. Keeping these points in mind, marketers can maximize their opportunities on mobile.