The following is a guest contributed post by Keith Petri, Chief Strategy Officer, US, at Screen6

Ad tech is struggling to transition to a state of full maturity, and that’s largely due to the continued acceptance of half-truths and inadequate technological shortcuts. As an industry, we need to demand better, and we need to hold vendors accountable to the claims they make. “Cross-device” is not a term that was made up for marketing materials. It’s a legitimate need among marketers today, and the entire supply chain needs to begin treating it as such.

The truth is that cross-device is being inadequately addressed by many players within the marketing industry, and the vast majority of companies that say they’re enabling cross-device are either openly lying or seriously bending the truth. Why are industry players obscuring the truth about cross-device? Quite simply, because they can.

A Culture of Box-Checking

DSPs and SSPs know they need to be able to list “cross-device” among their capabilities. Unfortunately, most platforms right now are only doing the bare minimum to be able to check this box for their clients.

When marketers say “cross-device,” they mean they want to be able to identify an individual across their various devices and tailor their ad experiences based on knowledge of this individual. But this isn’t the idealistic definition that’s being applied to their campaigns.

Most platforms are currently hacking the concept of cross-device. Some of them do this through simple IP matching, where they tie multiple devices to a single profile based on their use of the same IP address. But IP addresses are not identifiers for individuals. Not even close. These addresses can, but rarely, represent a single device, a router or even a cell tower communication channel. Many people and devices—computers, cell phones, streaming video players, etc.—can communicate over a single IP address, even simultaneously. These addresses can’t be used to identify an individual. They can’t even reliably be used to identify a household.

Many platforms also mislead marketers when they claim to have access to certain cross-device audiences. Let’s say a platform claims to have an auto intenders segment across mobile and desktop. That’s cross-device, right? Not necessarily. It’s more likely that this given audience segment includes auto intenders on mobile and auto intenders on desktop—but they’re not the same people. The mobile audience members are entirely distinct from the individuals who are using their desktops.

DSPs and SSPs today don’t have an interest in building out true cross-device capabilities because they’re not being incentivized to do so, nor are they being penalized for not doing so. This brings us to another deficiency in the marketplace: attribution and verification providers that aren’t accurately measuring cross-device activity.

The Attribution Deficiency

Marketers are partnering with any number of attribution and verification providers today in order to understand the effect of their media spends and ensure all of their supply-chain partners are delivering what they say they’re doing. Such third-party monitoring is designed to keep DSPs and SSPs on the straight and narrow, but that’s not happening in the realm of cross-device. That’s because most verification vendors aren’t handling cross-device attribution appropriately – if at all.

Attribution and verification vendors understand that marketers today are looking for multi-touch attribution solutions that account for cross-device activity. But, like the platforms, they’re only taking bare-bones steps to check the right boxes. Most of them do, in fact, measure activity across channels, but they’re not connecting the activity on different channels and devices to an individual. They’re measuring IDs, not people. Unfortunately, every ID represents only a fraction of a given person.

The marketing industry has been talking about the need and the promise of cross-device for a long time, and rightfully so. I think we can all agree that the need to create seamless experiences for customers and prospects across their ever-multiplying devices is a topic worthy of discussion.

But here’s the problem: thanks to the amount of time we’ve spent heralding the importance of cross-device over the past five years, most advertisers have come to believe that we’ve solved for it. And we haven’t. Not by a long shot.

The post Cross-Device Isn’t As Adopted As You Think appeared first on Mobile Marketing Watch.

The following is a guest contributed post from Jay York, senior digital marketing strategist for EMSI Public Relations.

Not so many years ago, many people probably paid little attention to that pound sign on the computer keyboard. You know, the one that looks like this: #.

Then along came Twitter and what we have come to call the “hashtag,” and social media marketing was changed forever.

Yet not everyone takes advantage of hashtags the way they should, and that’s unfortunate because if you are not using hashtags you are missing out on exposure for you and your brand.

When you are on social media sites such as Twitter or Instagram, your goal should be to become part of the conversation. The hashtag allows more people to find your contributions to that conversation. Without them, you miss out on lots of eyes that could be viewing your content.

For example, let’s say 1,000 people follow you on Twitter. Not counting re-tweets, only 1,000 people will see your posts if you don’t use a hashtag.

Add the hashtag, though, and you start picking up momentum because the post has the potential of being seen by, and re-tweeted by, any number of people. A common hashtag, such as #love, can position your post to be seen by potentially millions of people.

But be warned. While there are great benefits to hashtags, there also are pitfalls. Hashtags don’t come with exclusivity. Anyone can use them, so a hashtag can become a weapon that works both for you and against you. Critics of your brand, or just the usual assortment of Internet trolls, may attempt to hijack your hashtag, putting you or your business in a bad light.

A prime example of a hijacked hashtag happened a few years ago when McDonald’s, apparently hoping for a flattering conversation about the restaurant chain, introduced #McDStories on Twitter.

#McDStories went viral, but not in a good way as the Twitter world had a field day tweeting unflattering tales of their alleged bad experiences with the restaurant.

Don’t let such cautionary tales deter you, though. March boldly into hashtagging, but as you do keep in mind these suggestions for getting the most out of your efforts.

• Use proprietary hashtags. One of the advantages to a proprietary hashtag, such as “Orange is the New Black’s” hashtag #OITNB, is that it is linked directly to your brand. These hashtags typically are not used as widely as a more generic hashtag, but the goal is to brand yourself through the hashtag with the hope it could go viral.

• Don’t overdo it. A post littered with too many hashtags can be difficult to read, so your message might become obscured as your followers see what appears to be gibberish. Perhaps you saw the skit Justin Timberlake and Jimmy Fallon once performed in which they spoofed the device’s overuse by lacing their spoken conversation with seemingly endless hashtags. It was hilarious and annoying all at the same time.

Twitter itself suggests using no more than two hashtags per Tweet. Certainly, three should be the very maximum on Twitter. A different etiquette exists on Instagram, though, and most Instagram followers will tolerate excess hashtags. Meanwhile, although hashtags can be used on Facebook, there’s little reason to include even one. That’s not the way people use that social media site.

• Think geographically. If you are a local company that depends mainly on local clientele, a hashtag that links to your location works well. Hashtags such as #Seattle or #Bangor drop you into numerous conversations about your hometown.

Since social media has become such a vital element of any comprehensive marketing strategy, understanding all of the nuances is critical.

A hashtag may not look like much, but it’s really a powerful tool that is a double-edged sword. If used correctly it can greatly bolster your marketing reach. Used incorrectly, it can have adverse effects or unintended consequences.

With social media, your hashtag is your brand, so use it wisely.

The post Hashtagging Your Way To Social Media Relevance appeared first on Mobile Marketing Watch.

Ahead of the weekend, Fortune reported that Apple and IBM are preparing to the launch the Student Achievement App for classroom educators.

The app in question is supposedly a “dynamic teaching tool that harnesses data analytics to supply educators with actionable intelligence on a per-student basis.”

“The idea here is we want to stimulate adoption,” IBM’s Alex Kaplan says. “We want teachers to want to log on every morning. We want to change their work in such a way that they’re excited to log on and see what’s changed, what’s different … we want that sort of rush of excitement.”

We’re told that a prototype of the platform will be completed this summer.

The post Apple, IBM to Focus on Educations in Next Phase of Their Partnership appeared first on Mobile Marketing Watch.

But only now is Apple finally ready to begin accepting hardware from its leading rivals in the mobile tech space.

“We’ll give you credit for your device,” Apple says, while stopping short of naming Android and Windows devices. “Get credit for your iPhone, iPad, or Mac, and eligible smartphones and PCs from other manufacturers. Depending on the device, take it to an Apple Retail Store or get started online.”

The trade-in program is still too new for us to get a sense of the value Apple is placing on the products, but we will likely know soon enough,

As of this writing, the trade-in program is open to residents of the US, UK, Canada, France, Germany, and Italy.

The post Yes, Apple Will Now Take Your Old Android Device appeared first on Mobile Marketing Watch.

Some of the informational gems that came to light yesterday are receiving no shortage of attention this morning.

Among the most talked predictions from the IDC FutureScape for Utilities include:

• With value pools in more mature markets shifting away from generation, by 2017 utility CEOs will derive at least 40% of their companies’ EBIT from new business models.
• In 2015, unable to invest in legacy systems replacement, utilities will invest 27% of IT budgets on hybrid/composite solutions to patch in capabilities for growth and innovation.
• By 2018, 80% of utilities will still not have a chief digital officer to orchestrate digital transformation and the convergence of operational and consumer technologies with IT.
• By 2017, 45% of utilities’ new investment in analytics will be used in operations and maintenance of plant and network infrastructure.
• By 2018, 45% of new data traffic in utilities’ control systems will originate from networked, non-utility owned DER (distributed energy resources).
• In 2015, 60% of energy retailers will still fall short of implementing omni-channel capabilities, thus missing out on meeting expectations for an effortless customer experience.

“Over the last few years, energy demand has been largely redistributed globally, shifting considerably toward emerging economies,” said Roberta Bigliani, associate vice president and head of EMEA for IDC Energy Insights. “In more mature economies the future outlook for utilities appears challenging and full of uncertainties. However, it will present opportunities for those agile and capable enough to adapt to variable environments to quickly deploy or collaborate with others and implement solutions that may fall outside the traditional scope of a utility. Utilities that succeed in this energy transition will have innovation, speed, and flexibility in their DNA.”

The post IDC Energy Insights Makes Waves at Wednesday's Web Conference appeared first on Mobile Marketing Watch.

According to a just released report from digital commerce firm Purch, 74 percent of tech shoppers said they would shop both online and in-store for tech items this holiday.

The report shows that 19 percent of people expect to shop exclusively online versus 4 percent who say they will shop in-store. Amazon (61 percent) tops the list of online retailers, far outranking both Best Buy (45 percent) and direct from manufacturer (30 percent).

Purch’s “2014 Tech Buying Trends Research” report was compiled after it surveyed its U.S. audience of technology and science consumers and enthusiasts to better understand online and offline buying trends, intent, and behaviors.

“Purch’s 2014 Tech Buying Trends Research monitors key indicators for consumer tech, tracking consumer interest in hot product categories, top brands, and retail venues,” notes a report summary from researchers. “Waves of the research were conducted quarterly, and inquired about tech purchase consideration ‘in the next 6 months’. The most recent wave of the research, conducted in Q3 2014, queries a timeframe that includes the 2014 holiday shopping season.”

What else can purveyors of tech expect?

The top 10 tech brands appear to be Samsung (50 perent), Asus (40 percent), Microsoft (38 percent), Apple (28 percent), LG (28 percent), Sony (28 percent), Dell (25 percent), HP (25 percent), Lenovo (20 percent) and Toshiba (19 percent).

The tech gifts that could keep on giving? Laptops and tablets. Those items ranked number one and two, though smartphones ranked at the top as the holidays grow nearer.

“Interest in emerging categories such as smartwatches and wearable fitness devices is not showing a spike in interest in Q3 with the Holiday Season approaching,” the summary concluded. “Over the full survey period, consideration of smartwatches is at 9 percent and wearable fitness devices is at 8 percent.”

When asked what sources consumers consult to inform purchasing decisions, survey respondents indicated they rely on ‘Product Reviews’ (86 percent) and ‘News or Articles by Experts’ (74 percent) followed by ‘Info Provided by the Brand or Company’ (45 percent). Social media (18 percent) and Advertising (12 percent) were among the last resort sources of information.

The post Tech Under the Tree: New Study Shows 74% of Respondents Plan to Shop Online and In-Store for Tech This Holiday Season appeared first on Mobile Marketing Watch.

The following is a guest contributed post from Cristian Arno, the founder and managing director of Lingo24, a translation and localization company.

It’s been estimated that there are now nearly 7 billion mobile subscriptions worldwide, equivalent to around 95% of the global population. This doesn’t mean there are quite that many mobile users of course. Many people hold multiple subscriptions but it’s still a staggering figure. A new report by GSMA Intelligence predicts that smartphones will account for two out of every three mobile connections globally by 2020. There are already more than two billion smartphone connections today, making the global app market a truly vast one.

The remote nature of app stores and transactions means that international markets should be relatively easy to tap into. While miles don’t matter, cultural and linguistic barriers certainly do. English might be the lingua franca of the business and online world to a certain extent, but the fact remains that the majority of the global population does not speak English. Even those who speak English as a second language are more likely to go for a similar app in their own native tongue, where a comparable one exists.

Take a look at GSMA’s top 10 countries for smartphone connections and you’ll see that the majority are non-English speaking. The top nation China, in fact, has more smartphone subscriptions than the next five combined.

In order to increase the reach of a particular app it’s clear that you need to speak your customers’ language. There are two main ways of doing that.

Localization

Localization is simply the process of adapting an existing app for use in another locale. This essentially means releasing a series of separate products tailored for different markets, but that doesn’t mean they have to be designed separately. The source code will remain largely the same, but you should plan localization and build flexibility into your app from the start of your design and development process. This means you can initially release a single home market version with the option to localize more easily further down the line. Reaching into new markets when circumstances and market research dictate can help extend the life of your app and increase overall return on investment.

Alternatively you can release localized versions simultaneously. The ‘simship’ (simultaneous shipping) model can be more effective as apps often sell best in the initial stages after release, especially with an effective marketing campaign.

Internationalization

Internationalization is a slightly different approach. Instead of releasing individual versions of an app tailored for different market, you release a single core app with multilingual functionality. The usual way to do this is to have a language selection option that is shown the first time the app is used and can also be accessed subsequently. It can be useful to use visual symbols such as flags to represent the languages available.

Design considerations

If you are targeting specific markets it’s worth researching the most popular mobile platforms, versions and operating systems within those markets. Android continues to be the market leader worldwide. Apple’s iOS continues to have its adherents of course, but Microsoft recently released a list of 24 countries where the Windows Phone is specifically outselling the iPhone. Many commentators have viewed Blackberry’s reversal in fortunes as a terminal decline, but it still remains strong in some territories such as South Africa.

When building in flexibility for localization or content translation, make sure you allow for text expansion. This is particularly important for mobile localization due to the limited screen space. Non-Latin scripts such as Arabic and written Chinese can take differing amounts of space to express the same information but so can some languages that use the Latin alphabet. German, for example, tends to have a higher incidence of long words than English. Translating to right-to-left languages such as Hebrew and Arabic can also be problematic if not allowed for at the design stage.

It’s important to keep your translatable content separate from your executable code, as this eliminates the need to change the code for the entire application for each translation.

Translation and cultural issues

A straight ‘dictionary’ translation rarely makes for engaging content. A localized or internationalized app should take into account cultural subtleties, idioms, images and layouts of mobile pages that are appropriate for your target market. Before finalization, perform a linguistic review of the translated content in its operating environment, using a native language speaker. You should also test apps on each platform for which you have localized and for major mobile browsers.

There’s a lot to consider when it comes to developing localized and multilingual mobile applications. But doing so can be a great way to boost sales and extend an app’s life, and it can be worth all the time and effort you invest.

The post MMW Op-Ed: Tips for Developing Multilingual Applications for Mobile Devices appeared first on Mobile Marketing Watch.

Not now.

“Marketers only using clickthrough rates (CTRs) to measure mobile ad performance may need to take a step back and re-evaluate, based on a September 2014 report by xAd, Nielsen, and Placed,” explains a recent eMarketer report. “According to the research, while CTR has been the standard metric for online banner ad engagement, it doesn’t completely cut it when looking at mobile ads.”

There’s more than one reason why. Between the bevy of accidental clicks on small mobile screens and the inability to measure post-click engagement, there’s a lot that’s left out of the analytics.

“The research suggested secondary action rates (SARs)—those measuring actions such as calls, directions and more information—were better indicators of mobile ad awareness, engagement or purchase intent,” according to eMarketer. “Even more so, CTR tended to be completely unrelated, or even negatively correlated, to SAR metrics.”

Examining CTR-optimized campaigns—those where clicks were the highest, whether unintentional or intentional—CTRs improved across industries studied in the first quarter of 2014. Optimizing for CTR raised CTRs for U.S. retail mobile ads by 40 percent; restaurant and auto ads were up 33 percent and 16 percent, respectively.

Also discovered was that SARs fell across the board.

“SAR-optimized mobile ad campaigns didn’t have nearly as much of an effect on CTRs. Here, the retail space saw a huge leap of 219 percent in SARs,” revealed eMarketer. SARs for restaurant mobile ads also jumped by triple digits, and those for auto campaigns nearly doubled. Meanwhile, decreases in CTRs averaged around 25 percent.”

The post Goodbye CTR: That Metric Doesn't Cut It for Mobile Ad Measurement appeared first on Mobile Marketing Watch.

The visual in question addresses what it will take to bridge the gap between ecommerce/mcommerce and in-store shopping.

This holiday shopping season, the data shows, represents a major opportunity for online shopping. So if smartphones aren’t yet your marketing BFFs, the visual shared below might help change your mind and that reality.

The post Infographic: Mobile's Role in the Retail Revolution appeared first on Mobile Marketing Watch.

U.S. consumer retail PC sales grew almost 3 percent during the 10 week Back-to-School period (week of July 4th through Labor Day week) after declining by 2.5 percent in the previous year, according to The NPD Group Weekly Tracking Service.

Apple and Chrome OS were tops in the sales drive with Chrome OS unit sales jumping 37 percent over 2013. Mac OS-based products climbed 14 percent.

Windows devices, however, fell 3 percent. Overall, notebooks were up 3.4 percent in units and desktops were flat, year-over-year, the report summary explains.

“After a slow start, aggressive pricing and robust selection drove significant volumes towards the end of the Back-to-School season, making it a very strong year,” said Stephen Baker vice president of Industry Analysis at NPD. “Due to the success of the aggressive Windows notebook pricing during Back-to-School we could see a much more aggressive pricing strategy this holiday season as the seemingly stable PC volume environment emboldens the PC OEMs and the OS and chip suppliers to make a grab for market share while the industry remains relatively steady.”

The post More Than a Mobile Giant: NPD Points to Impressive Back to School Mac Sales for Apple appeared first on Mobile Marketing Watch.