The following is a guest contributed post to MMW from Rosa Markarian, VP, Global Business Operations, at Light Reaction.

With mobile predicted to represent a whopping 70 percent of digital ad spend by 2019, advertisers are continually looking for an edge in getting the most out of this smaller screen.  Yet with many digital media buyers’ experience rooted in the world of desktop, getting things right in mobile isn’t necessarily a sure thing.  Following is a short cheat sheet to help advertisers and media buyers get off on the right foot in their mobile campaigns.

Time to conversion – In marketing as in life, we want results quickly.  But when it comes to mobile, ad conversions tend to come more slowly than they do in desktop.  At first this may seem counterintuitive as mobile would seem to be a more “fast-paced” medium.

In fact, this fast pace is what contributes to slower conversion times – quite simply, audiences are more likely to be distracted away from their mobile in mid-stream.  For example, a user may click on an ad for a mobile e-commerce site while in the midst of doing something else like waiting in line or riding the subway.  These situations make it much more likely they’ll have to shift their focus away from completing a transaction due to external forces.  It may be days later when they once again pick up the thread to complete a sale.

What we have found is that the time gap between clicking on a mobile ad and making a purchase is much lengthier compared to the time between a desktop ad click and a purchase.  With this in mind, advertisers should use a longer attribution window compared with desktop.

Incentivized versus non-incentivized traffic – App download campaigns represent a significant chunk of the mobile marketing ecosystem.  Typically measured on a cost-per-install (CPI) basis, advertisers only pay when a consumer installs their app.  But not all installs are equal.  Broadly speaking, we can break installs out into two main categories – incentivized versus non-incentivized traffic.

Incentivized traffic refers to installs that are driven by, well, incentives.  This refers to the practice of providing benefits to users who install an app.  For example, they might get an extra-life in game, or get free credits for an online service if they install the advertiser’s app.  Non-incentivized traffic refers to installs driven simply by ads with no quid pro quo.

Incentivized traffic enables advertisers to generate a lot of installs in a short time at a usually quite low price.  The downside is that these users are mostly installing the app to get a freebie rather than being genuinely interested in using it.  However, incentivized traffic isn’t necessarily bad.  The more installs an app receives regardless of why users are installing it, the higher it ranks in app stores and the more likely it is to be discovered and organically installed by users who actually want to use it.

For advertisers, the best solution is to work with providers that offer the option to use both incentivized traffic and non-incentivized traffic; are transparent about where the installs are coming from; and can provide guidance on the best mix depending on the type of app and campaign.

The campaign doesn’t end once the app is installed – For an app install campaign, driving downloads is really only the first part of the process.  Research shows that the majority of downloaded apps are used only a handful of times with a full 25 percent[1] used only once.  So it’s imperative for app makers to engage these audiences post download.

Doing this means finding the most effective way to reconnect with users.  For a user who has perhaps opened a retailer’s e-commerce app and browsed products, this might mean retargeting them with an ad in another app to offer them a deal on an item they looked at.  Clicking on this sort of ad expands it, allowing the user to make the purchase right inside the ad rather than having to go back to the original app. App makers can also drive back users with ads promoting new features of the app or features that the user hasn’t used yet. A simple reminder ad just making the user aware again that the app is on his phone also works perfectly. A publisher could show users who have downloaded its news app the breaking news of the day.  And a game developer could remind the user of his last score and which level he needs to accomplish next.

The best option for executing post-install campaigns is to work with a mobile advertising provider that offers both app installs and re-engagement as a one-stop solution.  This allows data from all parts of the campaigns to be analyzed and used for optimization in order to get the highest lifetime value for new app users.

Mobile Web versus in-app – While it’s been positioned somewhat as a Coke versus Pepsi battle, mobile web and in-app are better understood as separate ad channels that happen to exist within the same physical space.  One is not necessarily better than the other.

But while mobile web and in-app inventory both live inside users’ smartphones and tablets they remain very different universes.

The big advantage of in-app ads is that they’re usually completely visible meaning the big discussion on visibility that we know from the world of desktop isn’t relevant when it comes to in-app advertising. And high quality app inventory in categories outside of social and games continues to grow.  In fact, shopping and utility apps have been growing much faster in recent years (174% and 121% respectively) than even games with a growth rate of 30%[2].

In general, there is also far more in-app inventory available.

Measuring performance – Another difference when it comes to mobile web versus in-app is the ability to measure campaign performance.  For mobile web campaigns, advertisers can track actions like conversions and registrations as easily as they can on desktop.

In-app is an entirely different story.  To be able to track KPIs beyond clicks, app developers need to build this functionality into the app via a third party SDK (software development kit).  The companies creating apps for advertisers don’t necessarily include this tracking capability as standard, so it’s important to make sure this is something that’s baked in.

If this isn’t included, advertisers can’t track what is happening on their app. Things like which features of an app are used the most (or least).  Or how regular users use the app versus infrequent users.  On top of that, for a campaign with the goal of app downloads or app retargeting, advertisers can’t measure how successful the campaign was beyond the click.  Meaning if someone clicked on a retargeting ad, we won’t know whether that click led to a sale or not.

And there’s much more to come.  Key trends to look for in mobile this year include better capabilities for coordinating mobile web and in-app campaigns (traditionally a very difficult endeavor) and more effective tools to measure how mobile ads drive offline sales and actions.  As advertisers and media agencies flood the mobile channel, staying on top in the small screen will be a key focus for media buyers for the foreseeable future.

[1] Source: Localytics. http://info.localytics.com/blog/app-user-retention-improves-in-the-us

[2] Source: Flurry Analytics. http://flurrymobile.tumblr.com/post/115194992530/shopping-productivity-and-messaging-give-mobile

The post Media Buyers’ Mobile Cheat Sheet appeared first on Mobile Marketing Watch.

A new report on consumer mobility by Bank of America and highlighted by Flurry reveals some staggering stats in this regard.

On a global scale, from Q2 2014 to Q2 2015, “the total population of smart devices measured by Flurry grew from 1.3B to 1.8B, a 38% year over year growth.”

But here’s where things get really interesting — and important.

When it comes to your “Regular Users,” defined as consumers who use apps between once and 16 times every day, this bunch grew from 784 million to 985 million in the same period (that’ a 25% increase).

Then there are so-called “Super Users.” These are folks who access apps between 16 and 60 times a day. This group ballooned even more — 440 million to 590 million (a 34% increase).

Ready for the whopper?

“When we looked at Mobile Addicts,”Flurry reports, “consumers who launch applications 60 times or more per day, we saw this group is growing at the fastest rate, from 176 million in Q2 2014 to a whopping 280 million in Q2 2015, a 59% increase.”

That’s a lot of bulls-eyes, folks.

To learn more or to check out the data in full from Flurry, click here.

The post What Mobile Marketers Must Know: 280 Million Mobile Users Launch Apps 60 Times Daily appeared first on Mobile Marketing Watch.

Rightly so. However, casting seed wildly and without forethought can lead to a lot of it being a waste of time and money. A more focused, customer-specific approach is emerging — one that experts in the field say has enormous potential.

According to Sanjay Govil, founder and chairperson of Infinite Computer Solutions, “Marketers should leverage the ubiquity of mobile to provide value-added services to customers,” he says in a new interview with All Business.

The new opportunities in mobile advertising mean that businesses of all sizes must move away from the old promotional models. For instance, banner ads and email blasts consistently produce poor rates of engagement and conversion. On the other hand, targeted smartphone and tablet messaging is proving much more efficacious.

Govil, whose company helps growing businesses take advantage of rapid technological change, explains it thusly: “Using mobile messaging to reach customers not only allows businesses to increase brand loyalty, but also to use this touchpoint to increase revenue and enhance business strategy.”

Location and preference data offered up by mobile users provide businesses with the means to target customers with exactly the kind of ads and offers they want to receive — and the ads to which they’re most likely to respond.

As Forbes contributor Mikal E. Belicove adds, “By offering advertisements through ad networks that are designed from the ground up to compliment — not disrupt — the user experience, your advertising dollars lead to more conversions, better brand authority, and more repeat customers.”

The facts back it up. A recent report by Mobile Commerce Daily shows that targeted SMS marketing campaigns delivered rates of engagement eight times higher than email equivalents. At 23 percent, conversion rates were also high. And a word to mobile marketers: don’t mess with the weekend “hiatus.” Studies show customers were less likely to unsubscribe when receiving promotional messages on weekdays rather than during the weekend.

The key is to engage the customer with offers that have them volunteer their information. With a third of apps already logging location data, and mobile users increasingly eager to find, patronize, and rate businesses through their devices, more and more people are “opting in.” The better the service they receive from personalized campaigns, the more receptive they appear to be.

Govil says mobile messaging “has become a key way for businesses to give their customers what they want: pertinent, real-time information on products and services that add value.”

The post Moving Mobile Users with Messages that Matter appeared first on Mobile Marketing Watch.

It’s very rare to see a gaggle of teenagers, young adults, or even mature professionals (that’s code for “old folks at work”) without at least one smartphone between them.

The prevalence of mobile technology means that marketers need to be tuned in to this trend and prepared to make the most of it.

How can you do that, exactly? Here are five immediate and pressing considerations:

1. Know your audience. Five years ago, the mobile audience might have been a pretty unified strata of society. Today, people from all demographics utilize this technology. Knowing who your audience is and the mobile tech they prefer will help you narrow down your audience here.
2. Know how to reach that audience. Research when the best time of day to reach out to your audience is. Shoving content in someone’s face right when they are at their busiest is never a good plan.
3. Know what kind of content to send. Once you know who will be viewing your content and when, you need to actually create that content. Think about the needs of your audience. What do they want to see? How can you use that to promote your business?
4. Know whether or not to invest in an app. While a mobile optimized website can be great, an app can help push your business as well. Just remember. It needs to be useful, not just an advertisement.
5. Know how to measure return on investment. ROI with mobile marketing is hard to pin down right now. There are some effective trackers out there, so find that one that works the best for your needs and keep tabs on your marketing.

The post Five Things You Should Know About Mobile Marketing appeared first on Mobile Marketing Watch.

The entire millennial generation has been pegged as target demographic for QR codes if you’re a marketer looking to get the most bang for your buck.

Although some industry analysts have become concerned that QR codes are not the novelty they once were, the study reveals that a good portion of the population is still enamored of QR codes and willing to scan and use them when appropriate.

Among the three million British mobile users who have scanned QR codes, almost two thirds (63%) were men, with women making up the other 37%.

25 to 34-year-olds claimed the number one spot among most likely QR code scanners with 18 to 24-year-olds coming in second. Those deemed least likely to scan a QR code are 45 to 54-year-olds.

Promisingly, the study also found that among consumers, there seems to be a good working knowledge of QR codes, how they work, and what value they provide.

The post Who is Most Likely to Scan a QR Code? appeared first on Mobile Marketing Watch.

Recently, the team at WebDam compiled a comprehensive list of mobile marketing’s most influential and interesting statistics and trends, all of which paint a telling portrait of what is making this market move early in this new year.

So what’s helping mobile marketing to move mountains these days for the businesses and entrepreneurs who are using this channel effectively and efficiently? Check out the visual below to find out for yourself.

The post Infographic: What's Driving Mobile Marketing in 2014? appeared first on Mobile Marketing Watch.

Is it any wonder then that, with the developing world projected to account for the majority of new mobile connections by 2017, investment in mobile advertising in emerging markets is increasing geometrically? The fact is, a middle class is emerging in nearly all of the developing markets, creating something all marketers want: disposable income that can increase their revenue streams. Since mobile phones are more commonly used in developing regions than PCs, laptops or even tablets, it’s not surprising that one of the most effective ways to engage these emerging markets is mobile marketing.

With this in mind however, it would be a mistake to assume that the same mobile tactics that are now working in the West can or even should be duplicated in these emerging markets. While it’s tempting for marketers to take a successful campaign and try to expand it, some of the most important component of quality mobile marketing, like words and timing, things that drive engagement, can vary greatly in meaning from one country to another and are not always predictable. The fact is, recent data that analyzed billions of consumer interactions in more than 40 countries found that a one-size-fits-all approach simply will not work when it comes to mobile marketing and mobile advertising.

In order for any advertising campaign, mobile or not, to be successful, knowledge of local trends and nuances is vital. Things like local preferences and even the best time of day to advertise play a big part in whether an advertising campaign will be successful. While it’s true that the basic rules of marketing should always be followed, emerging markets tell us that some of these rules will need to be broken.

A brief example of this is with the words that are used to start mobile marketing messages, and which ones are popular in which countries. “Dear loyal customer” was extremely popular in Nigeria but in Brazil the words “lucky” and “selected” worked much better. In Cameroon, the word “exclusivity” was very successful.

What it boils down to is simply that when building a mobile marketing strategy in an emerging market a marketer must always remember that the usual “cookie-cutter” approach will often fail. While campaigns may be similar, it takes time, effort and in-depth analysis to come up with a marketing strategy that will effectively engage consumers in a new market. The differences might be subtle, but the results, or lack of them, can be colossal.

The post In Emerging Markets, One-Size-Fits-All Mobile Marketing Always Fails appeared first on Mobile Marketing Watch.

With millions of Americans connected while shopping in brick-and-mortar outlets, the impact on mobile marketing could be extensive. From added emphasis on geotargeting to a more concentrated focus on SMS, marketers have much to consider as they devise marketing strategies for 2014 and beyond.

Jon Stine, director of retail and consumer products of Cisco Consulting, is presenting findings from the study this week at the National Retail Federation show in New York, in addition to sharing recommendations on how retailers can use digital and mobile technology to influence shopping behavior and maximize revenue.

Among the report’s key highlights are:

• 18% of consumers are connected via smart phones or other devices when shopping in-store – a 7% increase over last year’s survey.
• 80% of U.S. consumers use the Internet to guide purchasing decisions and 51% of consumers prefer to use a store app when shopping in store. Shoppers are particularly interested in the following types of apps:
•  34% of consumers are interested in retailers that offer special promotions or discounts if they scan/collect QBR codes throughout a store or network of stores; 35% of consumers are interested in promotions that pop up when shopping online or appear on mobile devices when they enter a store.
• 42% of shoppers were interested in mobile apps that greet them as they enter a store and guide them to products based on their location in store.

Not surprisingly, automated shopping lists are also in vogue today. In fact, 29% of shoppers were interested in retailers online or in-store digital signs offering suggested shopping lists for home improvement projects, recipes, or accessories for outfits.

The post In-Store Connections Dictating More Mobile Marketing Tactics appeared first on Mobile Marketing Watch.

At 11:00 a.m. PST tomorrow, Locaid will lead a thought-provoking discussion about the strategies and best practices associated with optimizing location-based mobile marketing to earn more and accelerate business growth.

The anticipated topics for discussion include the evolution of location-based marketing, the importance of an integrated mobile strategy, why leveraging location should be a primary targeting strategy, the best practices to optimize location-based marketing, how and when to leverage geofences to deliver results, and the importance of location + analytics.

For those interested in this free webinar, registration is still open. Click here to sign up.

In case you missed it, earlier this month Mobile Marketing Watch, along with our sister sites mHealthWatch and mGamingWatch, hosted an emergency webinar for marketers and related professionals across numerous industries who must urgently educate themselves on a variety of emerging issues related to consumer privacy, location based services, and the Telephone Consumer Protection Act (TCPA).

To check out MMW’s webinar, click here.

The post Registration Still Open for Tuesday’s Webinar on Location-Based Mobile Marketing appeared first on Mobile Marketing Watch.

“We are investing in their and Hipcricket’s future,” said Doug Stovall, COO of Hipcricket. “These students are the next generation of marketing and advertising leaders. With the knowledge they learn from us, these students are ready to hit the ground running upon graduation. This in turn improves the caliber of candidates who can help Hipcricket grow, innovate, and maintain a market leadership position.”

Hipcricket employees are teaching students at University of Washington, New York University, and Fordham University the skills needed to develop and execute mobile and digital marketing and advertising campaigns.
Philippe Poutonnet, vice president of marketing, is on the advisory board and a guest speaker for the Certificate of Mobile Business Strategy at the University of Washington.

Guy Borgford, senior director of brand innovation, is also an instructor for the University of Washington certificate program.

Derek Wiggins, vice president of sales, teaches mobile advertising and marketing at both New York University and Fordham University.

“It’s a testament to Hipcricket’s talent pool that such prestigious universities selected our employees to teach their students,” Stovall adds. “To teach a discipline that is changing daily takes great knowledge and creativity. Philippe, Guy, and Derek are all dedicated to improving our industry with the highest level of service to their clients and students. I wish I had instructors with their level of expertise.”

The post Hipcricket Training Next Generation of Mobile Advertising, Marketing Pros appeared first on Mobile Marketing Watch.