There are different views on why mobile advertising is performing. However, some new studies might spread some light: one form TNS and one from SessionM which did their study in cooperation with Millward Brown. The study SessionM published today shows that consumers react positively twice as often to mobile ads… but only as long as they get some value out of it.
Mobile banners are most used from smartphone owners when they get a gift card, coupon, events tickets or loyalty points. Although this gives some good insight in the ranking of the preferred mobile engagement options, consumers want to know what benefit they get out of the digital experience. It means that marketers need to be clever and having some good approach. The surveyed consumers replied that the way mobile ads are presented was crucial to their feedback.
The study makes clear that the mobile strategies need to be clear to the consumer, said Lars Albright, CEO of SessionM: “The questions are, ‘What value am I bringing to the consumer?’ And, ‘How am I doing it?’” It asked 1,000 consumers in a digital survey, as well as a dozen participants in each four hour interviews. 93% of respondents said they had the opportunity to choose a reward in exchange for their smartphone time was “important”. This comes as no surprise after the latest Adobe study telling us that often digital advertising is found “annoying”.
The difference between rewards-based mobile ads and different types of on-the-go promos was that rewards-based mobile ads performed better for purchase consideration (+65), the brand in brand interaction (+14%), branded website traffic (+13%), web searches (+8%), in-store shopping for the brand (+6%), and approaching the brand’s social media pages (+5%). Obviously, the user can be handled and does not always see banners as “annoying and invasive”.
Finally, while a lot of industry players see location-based services as the key to mobile’s future, Joline McGoldrick, research director at Dynamic Logic, Millward Brown’s digital practice, spoke about how interest-level marketing can be a huge help to the space. “Targeting is getting better in mobile,” Joline McGoldrick, Research Director at Dynamic Logicsaid, “but it is still not perfect.”
Now, although mobile ad revenue is far from reaching big amounts of ad spendings, many marketers see it as a growth area. Whatever the number that is attached to total mobile ad revenue worldwide is, Google is the leader with over half of surveyed people according to eMarketer. And if you see the numbers it seems that Gogle is still not happy with the budget chunk they do get, reaching out for more it seems. But also Facebook investors will see some light at the end of the tunnel with mobile ads on the rise. However, Google might like the competition but all that market dominance simply making way for some more challenging competition.
It will be interesting to see who will come up as the leader in this cmpetition, who can compete with Google in general, and will Google continue to grow their business? You tell us your views….
Sometimes studies bring some flashback to your mind. This time it was some study results that reminded me of two of my four moderations of the dmexco Night Talks.
In a recent country comparison study by Adobe half of the respondents made clear that digital advertising is distracting, invasive and annoying – in the UK less than in Germany and France though. The study which asked 1,750 marketers and 8,750 consumers across the UK, France and Germany, shows that two out of three users find TV campaigns still more important than online ads (US 66%, UK 70% and Germany 67%). Consumers even responded online ads were “annoying” (US 68%, UK and Germany 62%), “invasive” (US 38%, UK 45% and Germany 17%) and “distracting” (US 51%, UK 44% and Germany 31%).
There is still some negative perception of digital advertising that the repondents described in their feedback. However, web ads came in the top three preferred advertising tactics in the UK. In France print magazines (31%), billboards (24%) and TV ads (23%) were the leading three categories. For Germany, print magazines were also the leader with (28%), billboards (23%) and window displays (21%) came in second and third. In the UK 39% favoured print magazines, 23% TV ads, and 12% websites.
Some weeks ago, I have been interviewing Mark Phibbs, VP Marketing EMEA at Adobe on the dmexco hot chair in Cologne. Nice seeing some statements on the study from him:
“Some digital advertising is failing to hit the mark. While digital provides great promise, often it is not being delivered in an emotionally compelling or targeted way.”
The storytelling boom was again also highlighted in this study. Even in the ad world content plays an important role. 68% of UK users responded that ads should tell a unique story which mentioned John Lewis and Guiness as good examples. One of the main ingredients should be the humour factor of the story. Funny is the driver for happiness, and outplaces “sexy” ads (92% thought so).
“We think online advertising can learn from traditional advertising in three ways. Is it beautiful and eye-catching? Is it integrated? Do consumers have control over it? Creative agencies have had decades to get traditional advertising right. It’s not wholly surprising that online and digital isn’t resonating to the same degree – not only is it still relatively in its infancy as an advertising channel, but the digital landscape and the corresponding opportunities for brands are constantly changing,” said Phibbs.
The study also made clear that targeted banner ads based on programmatic buying in Social Media like i.e. in Facebook could be “creepy” (76%). Even more, 49% would like a dislike button in Social Media for it. Again this reminded me on my last dmexco Night Talk moderation in Munich when I could ask Scott Woods, Commercial Director Facebook DACH, how it can come that I get banners for social networks 60+ years old people. Facial recognition (do I look so old)? Bad programming? Bad automation or bidding process? Maybe the people behind? The answer was “Well, technology can only do what it is capable of!” Fair enough… It seems we will have to live with that weakness for some time.
It is a question many marketers ask themselves on a daily basis: “Where do users browse when they are on the Internet?” A recent study by Experian is spot on here. It reveals that people spend most time browsing social media platforms. Entertainment websites (9%) and shopping (5%) as well as business and checking emails are following with each one achieving 3% are coming in the following places.
The research was checking peoples’ browsing habits in the United Kingdom, United States and Australia. By distilling the overall Internet browsing time from 2012 into one single hour, the study found out that respondents spend 27% of every hour on social networkings. The U.S. was the leading country with 16 minutes per hour, followed by Australia 14 minutes and United Kingdom with 13 minutes. However, the time spend with social sites is overall a bit decreasing compared to 2012.
However, the figures vary depending on what device respondents were using. When respondents were on mobiles, they tend to spend the most time working on email. Again, the U.S. spent about 23% of every hour being busy on email on mobile devices in the first quarter or 2013, then closely followed by browsing social-networking, entertainment, shopping, and travel sites. Still, when using a personal desktop, people will most likely spend over a quarter of their time browsing social sites,
“With smartphones and tablets becoming more powerful, our data clearly indicates the difference between mobile and traditional desktop usage further enabling the ‘always on’ consumer mentality. Marketers need to understand these differences, as well as regionally, to ensure campaigns can be tailored for better and more effective engagement.” Bill Tancer, General Manager Global Research, Experian
The desktop finds it’s end as we all know, and social media is the driver. Mobile emails get read more than emails seen from desktop, states some new benchmark report data from Informz. For this study in 2012, the company analyzed 1 billion emails from 800 associations. In fact, the study made clear that more links, shorter headlines, focussed lists and flexible send-outs are key to drive awareness to the email newsletters. If we bring these two studies together, we will understand the close connection between mobile and social.
Some say, email is a dead media, some know it is not. At least not on smartphones in the U.S… For American adults email is still the most common activity on smartphones. In the second place comes Web browsing, closely followed by using Facebook. This is the result of the “Always Connected” study from IDC. The study is based on feedback from more than 7,400 iPhone and Android users between 18 and 44 years old.
These are the main findings of the study….
- 78% check email on smartphones
- 73% browse websites
- 70% using Facebook in some way
- 131 minutes per day communicating on their smartphones
- about 33 minutes of the above are spend on Facebook.
Now, it has to be mentioned that the study was sponsored by Facebook. The study supports the fact how important Facebook is for the communication via smartphones. It also makes clear how much time users of social networks spend their daily time when they are out on the streets, at work, at shopping or following sports activities. Obviously, most of the time is spend on Facebook – in eight different activities, people responded that they are almost 4-5 times more likely to be on Facebook than using Twitter or LinkedIn.
The value of the study can in some way put into question, although we have seen many studies in the last years that demonstrate the importance of direct one-to-one communication on Facebook and the mobile use of Facebook. Another study by Localeze/15miles/comScore Local Search found that not email but search is the main activity of the mobile users. However, the approach of the study was different. It looked at people not only in the 18-44 years range and it proved the use of smartphones and tablets. there must be a reason why Facebook sponsored this study. I would not be surprised if they will publish some new mobile advertising opportunities soon.
We all experience on a daily business how mobile devices are changing our world. Mobiles become more and more our shopping companion, and with it mobile search becomes more and more popular to satisfy our needs. Google and Nielsen cooperated in a recent report to illustrate where and how people use mobile search, and what purchasing behaviour results from it.
Most mobile search activities happen in the afternoon and evening. However, the activities happen at home (68%) and not from “on-the-go” (17%). The driver for the activity is 81% the need for “speed and convenience”. Funnily enough people believe that doing a mobile search at home is easier than opening the computer (83%).
Concerning the types of mobile search, it varies still. People tend to do food and shopping “in-stores” versus finding travel information which is done from their office or while on-the-go. The interesting finding for marketers is that these searches drive users to do additional activities. 73% trigger additional actions after doing their mobile search.
The study makes clear that mobile searches are pushing fast online and offline activities. More than half of all mobile users do call a business, make a purchase and visit a store in the short time-period of only one hour. Furthermore, mobile searches becomes more and more impactful for businesses. Mobile searches trigger consumers for additional actions and conversions (73%). The respondents of the study also visited a retailer’s website (25%), shared information (18%) and visited a store (17%).
Although this study might have some Google touch, the reports offers some good insight into the offline and online world and how it gets driven by mobile search. We should not be surprised to get further new mobile products from Google for users (mobile value-add) as well as for marketers (mobile ad products).
Which products would you like to see from Google for mobile search that don’t exist yet?
After yesterdays moderation of the dmexco Night Talks in Hamburg on “Mobile – The new first screen”, a recent study grabbed my attention this morning. It makes clear that users really are more into apps rather than mobile websites. According to the findings of the global study from Compuware Corporation, a technology performance company, 85% of consumers responded that they prefer mobile apps over mobile websites.
Although the latest InMobi study gives insights how people react to mobile advertising and why apps get into the centre of attention of the mobile user, the study from Compuware states that the reason why apps become so popular these days. The respondents said that they are “more convenient, faster and easier to navigate.” Furthermore, it adds some more findings…
“Mobile applications are thought to make life easier by streamlining calendars and grocery lists (…) offering entertainment while in line and making it easy to collaborate with co-workers. Consumers now associate apps with banking, paying bills, shopping, booking hotels and travel, as well as with staying productive and connected with both home and office tasks.”
The 3Rs of the social customer also become apparent in the choice of which apps will be downloaded to their mobiles. 84% of users say app store ratings are important in their decisions to download and install a mobile app. And there are some obvious reasons how apps need to deliver in order to be be benefitial…
- Easy access to product and store information
- Help planning and navigating trips
- The ability to communicate in real time
However, the benefits seem quite clear, there are also some complaints about mobile apps. The mobile users mentioned that they had…
- 62% a crash, freeze or error.
- 47% slow launch times.
- 40% an app which just would not launch.
Still tolerance is high when the app does not work immediately. 79% said, they would retry a mobile app only once or twice if it failed to work the first time. Still, companies and brands should be aware that the competitor is not too far away with their mobile app offering.
“With consumers expecting greater experiences with mobile apps now more than ever, fulfilling those expectations doesn’t just happen — it takes a conscious effort throughout every stage of the design and development process to get it right. Performance is a crucial contributor to providing a dependable mobile app user experience, so performance should be considered a key driver in the design process. Mobile applications need to focus on a core utility, and they need to be fast and reliable in order to be valuable.” Stephen Pierzchala, Technology Strategist, Compuware APM Center of Excellence.
It would be interesting to get your expectation on a good mobile app or website? What is your normal reaction when mobile apps don’t deliver to your expectation?
In prepapration of the first dmexco Night Talks moderation in Hamburg on “Mobile: The new first screen: reach, engage, measure, monetize”, sometimes studies fly into my mailbox which are reaching me just at the right time.
InMobi released their second wave research report on Mobile Media Consumption at Mobile World Congress. It covers some on-going overview on 14 countries on how we consume mobile content these days, and it obviously underlines the rapid growth of mobile media and the benefits of mobile advertising around the globe.
From a global perspective, mobile has reached the sweet spot in media consumption. It will generate its growth in the coming year predominantly via social media, search/download apps and search activities. In the 14 countries, humans spent from 7 hour media consumption (apart from other channels)…
1. Mobile 1,8 hours
2. PC 1,6 hours
3. TV 1,5 hours
The research piece shows that 50% of the average global mobile web users primarily use their mobiles now to go online. The average mobile web person uses 6.5 apps throughout a 30-day period.
But what does this mean for marketers?
The study states that globally, 54% of users discover mobile ads via apps, 40% on a search engine, 27% on a retailer website and 23% on a video website. It also makes clear that mobile is the touchpoint for finding new products and services. 3 out of 4 say mobile advertising has opened doors to something new. Almost every second say mobile ads have influenced them to buy mobile (46%) and almost the same amout (45%) say that mobile has mobile ads have influenced their purchase decision.
When seeing mobile ads, it is not that users don’t take any actions. It is actually the other way round. Mobile ads let users downloaded an app (80%), visit the advertiser’s website (67%), visit the store/retailer/business for additional information (52%), locate an advertiser on map (45%), or even take an immediate phone call (37%).
While I still have some marketers from media houses and brands in my ears, saying that apps and mobile ads don’t seem to be the right marketing approach, it seems they just did not find the right content approach to their users. The mobile commerce world is growing at speed of light and innovative retailers and brands should be well-prepared for it – and ideally have at least a click-to-call solution on their mobile website. It is not surprising that in these 14 countries 80% retailers say they plan to get the right approach to mobile in 2013.
How about you? Are you prepared for the mobile sales and marketing development? What experiences do you have so far with mobile ads?
PS: If you are interested in attending the dmexco discussion in Hamburg, please book your seat here.
In many meetings, and I had one of those calls today, I understand again and again that managers have limited knowledge of what “Duplicate Content” means when working with multiple sites and/or using similar content on those. Now, what does Google really say about duplicate content? Can your business place similar text blocks or complete texts on different blogs and websites? And how about same content but in different languages?
In a video clip Greg Grothaus, a Google engineer for search quality, explains what “Duplicate Content” stands for and what it means to businesses.
General answer: Is there a Duplicate Content Penalty from Google? No, it’s a myth! Google wants diversity in the results that Google displays on search results. That’s the reason why pages might be omitted from Google which makes sense.
Deep answer: There are typical downsides of “Dupicate Content”.
- Dilution of link popularity: Better have 20 links go to one page, then twice 10 to two pages.
- User-unfriendly URLs in search results: Useless URLs effect branding & decrease usability – so better leave it.
- Inefficient crawling: The less Google has to crawl, the better for the new content to be seen.
Best answer: Google does not like Spam. Spam will find penalty, if it is done with a systematic approach, or when there is the absolute same content on different pages with no changes at all.
Our Advice: Create fresh content! Or do you want to buy the same stuff or gadgets you already have received as a present for Christmas? See…?
Most professors might answer in a diplomatic manner: “There is always two sides of the coin!” Smart bloggers love to look into the future and prefer outlooks to reviews. However, those always rely on findings and insights which bring them to life in the end.
So, I have dared to head for an outlook in 2015, into the future of web strategy. As many managers are not quite familiar with the term “web strategy”, let me define it our way. In 2012, we have often realized that there is quite some misunderstanding what web strategy really means:
“Web Strategy translates the organisational targets and values in roadmaps for the top management and their teams in terms of all generated and doable business processes via the Web. Web Strategy creates a picture of the future of client communication which connects the networking trends of the Internet and the tools of modern web development with the individual business tactics of a cooperation in order to develop a superior company vision. ©The Strategy Web GmbH 2012″
Bearing this in mind, I have written a blog post that defines a futuristic view on some new job titles. It shall illustrate which old job roles might become critical as well as which new challenges arise in companies when changing or restructuring organisational frameworks in companies. So, let me define some new job roles that clever managers should be thinking about. Each top management should be thinking carefully whether or not they will need one of these job roles in their company. I am quite sure that these job roles will become important in the future on web strategy.
And don’t be surprised when I give those job roles kind of a hierarchy. The formula behind it is quite simple…Knowledge x Data x Content x Culture x Clients = Company Success
a.) Corporate Knowledge Officer
The main challenge for any HR department is to tie the pearls of the corporate value chain long-term. These employees are the knowledge of the company, the pillars of productivity. If one of those pillars leaves the company behind, the person takes the knowledge with them, and often all of their knowledge gets lost. But what if employees understand that the feeding hand of a company offers less pension protection by 2025? What if by 2020, Millennials, the generation that will make up almost 50% of the global workforce, will deny the traditional workplace mentality and start making their knowldge available more on a project basis? What if knowledge workers stop working for one company but prefer to share their knowldge in a “buy-my-brain” mode?
Leaders who believe in Social Business, those who want to secure knowledge and make it “always-on” available shall consider the position of a Corporate Knowledge Officer. They are game changers for analysts, market researchers and leading consulting corporations.
b.) Corporate Data Scientist
The world speaks Big Data. Buzzword or biz value? There were not many words you could hear in 2012 at web events, where “web stategy” still often is a foreign word. Why Big Data rules? Well, just look at how much data is being generated in 60-Minuten on the web, or how fast reactions and conversations evolve. That’s why data is becoming a challenge for the whole value chain of the company. However, which business is able to accomplish a job role which is said to become one of the sexiest in the future according to Harvard Business Review? Where is this person located in the excel sheets of businesses that unites the capabilities of a logician, explorer and mathematician in one person? There are not many avalaible yet. Corporate Data Scientists are those brains who know how to turn the process of 0 and 1 upside down in order to draw some conclusions for new content and values.
Leaders that don’t want to stop at data mining or business intelligence processes should figure out the value of the Corporate Data Scientist. They are challengers for PR and marketing decision makers who need to prove their credibility by showing facts to their CEOs.
c.) Corporate Content Officer
Content forms data. The problem? Content is the weakest production department of companies. In most cases PR experts or publishing houses have taken over the content production. Although most media companies are struggling themselves with unique content generation. But who is meant to do the content research? Who is able to write and schedule stories? Who can prioritize, aggregate and curate content? And where will companies find the publishing expertise to become a media company? If content marketing is the future, who will pioneer on the path from PR and marketing to the journalistic hybrid of corporate publishing and community management in the company?
Leaders who see conversations as an opportunity and understand the sense of integrated communities in websites will evaluate the position of Corporate Content Officers. They are the media coaches and editors-in-chief of businesses who bring all company departments to produce content for their special business area.
d.) Chief Culture Officer
The modern development in content and data generation as well as a new understatement for knowledge management is walking on the stage of change management. A stage that Grant McCracken featured in his book. Employees need to find the deeper sense in the evolution of new platforms in business processes. Employees need to understand the complete benefit of tools and tactics before they will be forced to make use of them. Especially, for those employees who do not like email communication but shall start working with communication streams and updates all of a sudden. Stream-Working is a culture of openness and transparency which is not everybody’s friend. And sometimes the best lighthouses might not embrace those changes.
Leaders who know about the challenges of working with multiple project platforms will appreciate the additional benefit of a Chief Culture Officer. This job role will be the prolonged arm of the management team, the “personified culture geek” and at the same time working very close with the HR team.
e.) Chief Customer Officer
Customer change the rules of the game via open communication, praise and critic. What was top-down is now bottom-up. Customers are kings. A sentence that made people cry some years ago. Today, the 3R’s of the social customer -Rating, Review, Recommendation- make managers and leaders start crying. They let whole revenue streams start shaking at times. Those managers who get their experience from digital conversations with customers, who appreciate when data becomes content, and who create a culture of cooperation and collaboration, then you live and breathe the values of empathy that customers are longing for. Then companies create the right fascination for brands, products and their own company.
Leaders who accept the community of customers as the ecosystem of perception, and who believe in brand advocates, critics and moaners as equal process partners will think about integrating a Chief Customer Officer as an institution that is meant to drive business growth. They will be game changers for sales people and customer service employees.
Never before have I spoken about and discussed so much about new job definitions and job roles in my life like in 2012. On congresses as a moderator, on B2B events as speaker, or as a rebellious start-up panelist.
Will one or some of these job roles become reality? You decide…
Unfortunately, most business owners don’t consider establishing a reputation management campaign until disaster has already struck. While taking measures to control your company reputation after slanderous or other undesirable information is plastered on the Internet is an important step, sometimes this post-situation management isn’t effective at clearing your business name.
In the fast-paced world of social media and digital information you must take preemptive measures to keep your business name and brand unwavering in the eyes of your customers, both current and potential.
Steps of Reputation Management
Reputation management isn’t a new concept within the business world, but since the introduction of social media platforms and its various spin-off websites, this mode of safeguarding your company’s good name has altered from print-only mediums. Although the specifics of a reputation management campaign can vary, the three most common principles include:
Establishing a Reputation
While this may be the most complicated and time-consuming process, establishing a good reputation within your industry is paramount to long-term success.Reputation Maintenance – Now that you’ve built a solid reputation within your industry for quality service, products and customer care , you must maintain this reputation. Reputation maintenance involves a myriad of steps, which may include continual monitoring customer reviews on social media sites and updating a business blog with vital and free information. Reputation Recovery – Even by following the aforementioned steps, it’s still possible to receive bad marketing from competitors or jilted customers. This is the most important step out of the aforementioned as it involves rescuing your reputation through a series of marketing techniques and positive business promotions.
Although securing your reputation is a continual process, professional reputation management consultants demystify the abundance of information about reputation management. Due to unique circumstances that can tarnish your business reputation, it’s important to place your business focus not on covering up negative remarks, but replacing these remarks with positive truths.
While certain forms of reputation management are considered manipulative as they attempt to alter search results, other forms don’t necessarily alter results but rather place the focus on the positive qualities of a particular business or person. The most effective way to accomplish this goal includes:
Publishing several websites that spin your business in a positive light. Soliciting mentions in highly respected third party directory listings.Proactively respond to criticism found in public spaces with an explanation and solution.Offering a level of transparency within the company so current and potential customers are aware of your business practices and procedures.