|By Sunanda Jayanth||
|February 25, 2014 12:00 AM EST||
Probably one of the biggest finding that supports the fact that mobile users are more active comes from a study done by iAcquire and SurveyMonkey. This study resulted in the amazing finding that 70% of mobile searches lead to action on websites within 1 hour. The strength of mobile is reinforced even more by the finding that 40% of the respondents stated that they would choose another result if what they found was not mobile friendly.
Small wonder then that mobile marketers everywhere are looking at doing some extremely innovative stuff to promote themselves. It is rather interesting to note that there is actually a difference between mobile advertising and mobile marketing!
The latter is more about buying some kind of space for your mobile application on an existing platform such as SMS or a mobile site or application. The aim here is to reach new customers. Mobile marketing on the other hand, is about building a database and promoting yourself to this particular database. It could be existing and potential customers.
So what does the future hold when we talk about mobile marketing and mobile advertising? Here is a roundup on the trends and technologies that are going to revolutionize this sector.
Diving Deeper – Deep Linking
Deep linking is going to change mobile marketing in a big way. David Lee of URX defines mobile deep links as the kind of advertisements that will take an individual straight to the product page that lies within an application. It goes a long way in simplifying the route that an individual must take if he is interested in buying a particular product that has been advertised in his mobile game or application.
For instance, let us say an advertisement for sports shoes pops up in your videogame and the maker of these sports shoes has used mobile deep linking. When you click on this advertisement, you will go directly to the ‘buy’ section of the online retailer.
As the above-mentioned study revealed, people are more inclined to take action when they do mobile searches and this is where deep linking can make a huge difference.
Deep linking also allows mobile marketers to exploit various other modes of communication to reach his or her customer. Thus, social media networking, text messages, emails and push notifications can all be a huge part of mobile marketing strategies built on deep links.
There is enough said already about Facebook’s purchase of WhatsApp and Rakuten’s purchase of Viber. In a world where interaction design for mobile, is standardized around cards, mobile messaging will deliver the opportunity to show cards of deep-linked purchase-focused ads that drive commerce.
It therefore, makes sense for mobile advertisers and marketers to structure their messages accordingly.
Perhaps an extension of the visual power of this medium will also drive mobile advertising campaigns.
Thus, the industry is seeing the growth of bite sized mobile video spots. Take Facebook’s in-stream advertisements and you will know what this means. High-quality videos that last 10 or 15 seconds are likely to change the way an individual perceives his mobile experience.
As Victor Milligan, CMO, Nexage states, publishers are looking at video advertisements and other rich media content that can result in a significantly improved experience for the consumer.
The Texture Of The Market
Today, the mobile advertising market is in full acceleration mode. One of the things that characterize this market is increasing use of programmatic marketing. The future belongs to this extremely smart and intelligent way to market your brands.
Successful mobile advertising campaigns will therefore use the necessary algorithms to automatically show up displays of messages and advertisements that are in response to specific behavior from an individual. This leads to extremely focused marketing campaigns.
The adoption of programmatic marketing has benefits to offer for all players in the mobile segment. This is probably the biggest reason why it will take center stage in the future. At the recently concluded CES 2014, Yahoo unveiled a huge stable of advertising and content services. One of them was the Yahoo Ad Exchange, which is based on a programmatic model.
RTB or Real-Time Bidding
As an extension of the programmatic model of marketing, mobile RTB is also going to be a huge game changer. According to AdExchanger, mobile RTB will account for 45% of all mobile ad purchases by the time 2014 comes to an end.
Another indicator of exactly how important mobile real-time bidding is likely to be is the fact that Twitter has recently acquired MoPub, which is one of the earliest names to be established in RTB technology.
One of the biggest reasons why this trend will shape mobile marketing is because it allows advertisement purchasers to reach mobile users in real time. This means that they can take advantage of things like geographical location of the user to push content, which is relevant and useful.
Mobile advertisers will therefore have to sharpen their real-time bidding algorithms in order to enjoy better returns on investment as far as mobile advertising and marketing goes.
Mobile advertising and mobile marketing will also be affected by emerging technologies. At first glance, you may be hard pressed to find a connection between something like thermal imaging or solar power and mobile advertising, but these innovative technologies are coming into play in some form or the other.
Mobile advertisers will need to keep this in mind when they are going about crafting their strategies. For instance, LG has something known as HomeChat, which allows its users to actually converse with their electronics and white goods at home.
So you can actually switch on your vacuum cleaner when you are away from home with a text message or voice command. Now, would that not be something that is totally interesting and relevant to a mobile marketer? Think of how physical stored would engage when every iPhone has the iBeacon turned on. The future where Google Now talks to your Nest thermostat that you are minutes away from home and hence turn on heating, isn’t actually the future. It’s the present that’s just months away!
One of the biggest challenges for advertisers everywhere is not just to acquire a new customer but to keep him! According to Fiksu, a mobile app analytics firm, there is ferocious competition when it comes to the availability and downloads of mobile applications.
The question is to get a loyal user, which simply means that an application user opens a particular application at least a few times every day. According to statistics from Flurry, the average app retention period is 3 weeks and this has seen a year on year increase of around 20% and the focus in the new mobile application marketplace will be all about retention.
According to Simon Khalaf, CEO of Flurry, the company sees more than 90% of the demand falling on app install advertisements and 10% on app engagement advertisements. However, companies and businesses are also focusing on bringing out more application engagement advertisements in the near future.
This sentiment is echoed by Michael Oiknine, who is the CEO of Apsalar. Oiknine states that many other verticals such as travel, leisure and retail are also looking at retargeting trends. As an extension of mobile application re-targeting and re-engagement, measuring returns on investment and analyzing trends is also going to become rather important.
Cookies And Will They Crumble?
Even though the future seems to be a little ambiguous on this, there is no doubt that cookies are going to shape the future of mobile advertising campaigns. Persistent third-party cookies may give way to other identifiers.
Lots of people are certainly embracing the fact that there needs to be a non-cookie data model to drive mobile advertising and user interaction. How soon will such a world take shape? That perhaps is a difficult question to answer but there are lots of people moving towards such a format.
The need to find more effective and better ways of not only tracking advertisements but also culling data from the same may lead to the cookie crumbling. The IAB or Interactive Advertising Bureau, interestingly, has already formed a working group to delve into the future of the cookie.
Even as digital advertising relies heavily on cookies, they are also a rather popular topic of debate in the mobile advertising world.
Where Is The User?
The question of geographical location has driven meaningful and relevant content everywhere. Location-based data, whether it is shared by the individual willingly or collected because of the GPS technology in smart phones, has allowed sites such as Foursquare and Instagram to become rather popular.
Advertising accuracy can be shaped and honed in a massive manner when location aware platforms come into play. This focus on geographical location is in fact harnessed with great success by companies such as JiWire, which are able to offer their clients focused and correct demographic categorization of individuals.
The rising importance of geographic data, demographic and even psychographic data allows advertisers to work with a rich matrix of all kinds of information and come up with campaigns and advertisements that the user finds extremely relevant.
Growth of Mobile Commerce
Mobile shopping has been growing steadily in the recent past and mobile commerce has become rather popular way of online shopping. According to Mobify, 63% of people are expected to do more shopping on their mobile devices in the near future. (Source – http://www.mobify.com/go/50-mobile-commerce-stats/) This is going to have a huge bearing on how mobile advertisers will craft and transmitted communications.
Retailers will also need to be aware of the fact that mobile users demand 24 x 7 accessibility to their services. Therefore, using social media and promotional advertisements will go a long way in improving customer engagement and translating to higher revenues as well.
Once again, mobile commerce also means that retailers and mobile marketers will need to pay attention to the geographical location of the customers. Thus, when a customer is looking for a particular store or availability of a product, the mobile application must be capable of giving him or her addresses close to their current location.
The Growth Of The Market Itself
Finally, the future of mobile marketing and mobile advertising 2014 will be a world pushed by the overall growth in mobile advertising market itself. According to research from Gartner, the market for global mobile advertising will touch $13.5 billion in the year 2015. There is also going to be concomitant growth in markets in Asian countries.
More and more people are going to purchase mobile devices. An increasingly large number of people are also going to download applications. Gartner predicts that the total number of mobile app downloads will touch and go beyond the 108 billion mark in the year 2015.
As a result of this kind of explosive growth, integration between major players may also pave the way for a more dynamic mobile advertising space. For instance, the alliance between Verizon, AT&T and T-Mobile made Isis possible and has made direct advertising integration and mobile payments that much easier.
Thus, there is absolutely no denying the fact that technological innovations, creative thought processes and sharper attention to the user are going to change the way mobile marketing and mobile advertising works in the future.
For marketers who want to make a huge difference with their brands, it would certainly pay rich dividends to look for rich media content, social media networking, location-based services, deep linking and real-time bidding to make their campaigns successful.
About the Author:
Vishal is the founder of Appsquare and is based in Sydney, Australia. Vishal’s app studio has over 400 bestselling mobile games and apps. Vishal has a keen interest in the future of mobile monetization.
SYS-CON Events announced today that Red Hat, the world's leading provider of open source solutions, will exhibit at Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Red Hat is the world's leading provider of open source software solutions, using a community-powered approach to reliable and high-performing cloud, Linux, middleware, storage and virtualization technologies. Red Hat also offers award-winning support, training, and consulting services. As the connective hub in a global network of enterprises, partners, a...
Oct. 20, 2014 04:45 PM EDT Reads: 735
Predicted by Gartner to add $1.9 trillion to the global economy by 2020, the Internet of Everything (IoE) is based on the idea that devices, systems and services will connect in simple, transparent ways, enabling seamless interactions among devices across brands and sectors. As this vision unfolds, it is clear that no single company can accomplish the level of interoperability required to support the horizontal aspects of the IoE. The AllSeen Alliance, announced in December 2013, was formed with the goal to advance IoE adoption and innovation in the connected home, healthcare, education, aut...
Oct. 20, 2014 04:30 PM EDT Reads: 1,297
SYS-CON Events announced today that Matrix.org has been named “Silver Sponsor” of Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Matrix is an ambitious new open standard for open, distributed, real-time communication over IP. It defines a new approach for interoperable Instant Messaging and VoIP based on pragmatic HTTP APIs and WebRTC, and provides open source reference implementations to showcase and bootstrap the new standard. Our focus is on simplicity, security, and supporting the fullest feature set.
Oct. 20, 2014 04:30 PM EDT Reads: 429
The Internet of Things (IoT) is making everything it touches smarter – smart devices, smart cars and smart cities. And lucky us, we’re just beginning to reap the benefits as we work toward a networked society. However, this technology-driven innovation is impacting more than just individuals. The IoT has an environmental impact as well, which brings us to the theme of this month’s #IoTuesday Twitter chat. The ability to remove inefficiencies through connected objects is driving change throughout every sector, including waste management. BigBelly Solar, located just outside of Boston, is trans...
Oct. 20, 2014 04:00 PM EDT Reads: 795
Software AG helps organizations transform into Digital Enterprises, so they can differentiate from competitors and better engage customers, partners and employees. Using the Software AG Suite, companies can close the gap between business and IT to create digital systems of differentiation that drive front-line agility. We offer four on-ramps to the Digital Enterprise: alignment through collaborative process analysis; transformation through portfolio management; agility through process automation and integration; and visibility through intelligent business operations and big data.
Oct. 20, 2014 03:45 PM EDT Reads: 1,446
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
Oct. 20, 2014 02:00 PM EDT Reads: 1,460
Be Among the First 100 to Attend & Receive a Smart Beacon. The Physical Web is an open web project within the Chrome team at Google. Scott Jenson leads a team that is working to leverage the scalability and openness of the web to talk to smart devices. The Physical Web uses bluetooth low energy beacons to broadcast an URL wirelessly using an open protocol. Nearby devices can find all URLs in the room, rank them and let the user pick one from a list. Each device is, in effect, a gateway to a web page. This unlocks entirely new use cases so devices can offer tiny bits of information or simple i...
Oct. 20, 2014 02:00 PM EDT Reads: 1,689
The Internet of Things (IoT) is going to require a new way of thinking and of developing software for speed, security and innovation. This requires IT leaders to balance business as usual while anticipating for the next market and technology trends. Cloud provides the right IT asset portfolio to help today’s IT leaders manage the old and prepare for the new. Today the cloud conversation is evolving from private and public to hybrid. This session will provide use cases and insights to reinforce the value of the network in helping organizations to maximize their company’s cloud experience.
Oct. 20, 2014 12:00 PM EDT Reads: 1,781
Things are being built upon cloud foundations to transform organizations. This CEO Power Panel at 15th Cloud Expo, moderated by Roger Strukhoff, Cloud Expo and @ThingsExpo conference chair, will address the big issues involving these technologies and, more important, the results they will achieve. How important are public, private, and hybrid cloud to the enterprise? How does one define Big Data? And how is the IoT tying all this together?
Oct. 20, 2014 12:00 PM EDT Reads: 1,513
TechCrunch reported that "Berlin-based relayr, maker of the WunderBar, an Internet of Things (IoT) hardware dev kit which resembles a chunky chocolate bar, has closed a $2.3 million seed round, from unnamed U.S. and Switzerland-based investors. The startup had previously raised a €250,000 friend and family round, and had been on track to close a €500,000 seed earlier this year — but received a higher funding offer from a different set of investors, which is the $2.3M round it’s reporting."
Oct. 20, 2014 09:00 AM EDT Reads: 1,431
The Industrial Internet revolution is now underway, enabled by connected machines and billions of devices that communicate and collaborate. The massive amounts of Big Data requiring real-time analysis is flooding legacy IT systems and giving way to cloud environments that can handle the unpredictable workloads. Yet many barriers remain until we can fully realize the opportunities and benefits from the convergence of machines and devices with Big Data and the cloud, including interoperability, data security and privacy.
Oct. 19, 2014 10:00 PM EDT Reads: 1,398
All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. Over the summer Gartner released its much anticipated annual Hype Cycle report and the big news is that Internet of Things has now replaced Big Data as the most hyped technology. Indeed, we're hearing more and more about this fascinating new technological paradigm. Every other IT news item seems to be about IoT and its implications on the future of digital busines...
Oct. 19, 2014 09:00 PM EDT Reads: 1,621
Cultural, regulatory, environmental, political and economic (CREPE) conditions over the past decade are creating cross-industry solution spaces that require processes and technologies from both the Internet of Things (IoT), and Data Management and Analytics (DMA). These solution spaces are evolving into Sensor Analytics Ecosystems (SAE) that represent significant new opportunities for organizations of all types. Public Utilities throughout the world, providing electricity, natural gas and water, are pursuing SmartGrid initiatives that represent one of the more mature examples of SAE. We have s...
Oct. 19, 2014 07:30 PM EDT Reads: 1,333
The Internet of Things needs an entirely new security model, or does it? Can we save some old and tested controls for the latest emerging and different technology environments? In his session at Internet of @ThingsExpo, Davi Ottenheimer, EMC Senior Director of Trust, will review hands-on lessons with IoT devices and reveal privacy options and a new risk balance you might not expect.
Oct. 19, 2014 11:00 AM EDT Reads: 1,842
IoT is still a vague buzzword for many people. In his session at Internet of @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, will discuss the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. The presentation will also discuss how IoT is perceived by investors and how venture capitalist access this space. Other topics to discuss are barriers to success, what is new, what is old, and what the future may hold.
Oct. 19, 2014 11:00 AM EDT Reads: 1,644
Swiss innovators dizmo Inc. launches its ground-breaking software, which turns any digital surface into an immersive platform. The dizmo platform seamlessly connects digital and physical objects in the home and at the workplace. Dizmo breaks down traditional boundaries between device, operating systems, apps and software, transforming the way users work, play and live. It supports orchestration and collaboration in an unparalleled way enabling any data to instantaneously be accessed on any surface, anywhere and made interactive. Dizmo brings fantasies as seen in Sci-fi movies such as Iro...
Oct. 18, 2014 10:00 PM EDT Reads: 1,796
There’s Big Data, then there’s really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at 6th Big Data Expo®, Hannah Smalltree, Director at Treasure Data, to discuss how IoT, Big Data and deployments are processing massive data volumes from wearables, utilities and other mach...
Oct. 18, 2014 05:00 PM EDT Reads: 1,863
This Internet of Nouns trend is still in the early stages and many of our already connected gadgets do provide human benefits over the typical infotainment. Internet of Things or IoT. You know, where everyday objects have software, chips, and sensors to capture data and report back. Household items like refrigerators, toilets and thermostats along with clothing, cars and soon, the entire home will be connected. Many of these devices provide actionable data - or just fun entertainment - so people can make decisions about whatever is being monitored. It can also help save lives.
Oct. 18, 2014 03:30 PM EDT Reads: 1,591
All major researchers estimate there will be tens of billions devices – computers, smartphones, tablets, and sensors – connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades. With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be!
Oct. 18, 2014 08:00 AM EDT Reads: 2,630
Whether you're a startup or a 100 year old enterprise, the Internet of Things offers a variety of new capabilities for your business. IoT style solutions can help you get closer your customers, launch new product lines and take over an industry. Some companies are dipping their toes in, but many have already taken the plunge, all while dramatic new capabilities continue to emerge. In his session at Internet of @ThingsExpo, Reid Carlberg, Senior Director, Developer Evangelism at salesforce.com, to discuss real-world use cases, patterns and opportunities you can harness today.
Oct. 18, 2014 08:00 AM EDT Reads: 1,782