Welcome!

Cognitive Computing Authors: Yeshim Deniz, Bob Gourley, Liz McMillan, Carmen Gonzalez, Pat Romanski

Blog Feed Post

Future Of Mobile Marketing and Mobile Advertising 2014

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.

 

Messaging Services

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.

 

Emerging Technologies

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!

 

Application Re-engagement

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.

 

 

 

Read the original blog entry...

More Stories By Sunanda Jayanth

Originally a techie, for over 3 years, Sunanda has honed her skills in industry research and strategic consulting by tracking and analyzing technical trends and competitive landscapes in microelectronics, semiconductors and industrial automation. Having worked in the US and invited as a speaker at international conferences, Sunanda has a very diverse skillset. Amidst the high profile consulting assignments, she discovered a penchant for neat data visualization and can be seen poring over infographics trying to get her head around depicting data graphically with the least amount of fuss.

@ThingsExpo Stories
“We're a global managed hosting provider. Our core customer set is a U.S.-based customer that is looking to go global,” explained Adam Rogers, Managing Director at ANEXIA, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
In today's uber-connected, consumer-centric, cloud-enabled, insights-driven, multi-device, global world, the focus of solutions has shifted from the product that is sold to the person who is buying the product or service. Enterprises have rebranded their business around the consumers of their products. The buyer is the person and the focus is not on the offering. The person is connected through multiple devices, wearables, at home, on the road, and in multiple locations, sometimes simultaneously...
China Unicom exhibit at the 19th International Cloud Expo, which took place at the Santa Clara Convention Center in Santa Clara, CA, in November 2016. China United Network Communications Group Co. Ltd ("China Unicom") was officially established in 2009 on the basis of the merger of former China Netcom and former China Unicom. China Unicom mainly operates a full range of telecommunications services including mobile broadband (GSM, WCDMA, LTE FDD, TD-LTE), fixed-line broadband, ICT, data communica...
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, will present an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He will expound on the industry issues he frequently came up against as an analyst, and...
WebRTC is about the data channel as much as about video and audio conferencing. However, basically all commercial WebRTC applications have been built with a focus on audio and video. The handling of “data” has been limited to text chat and file download – all other data sharing seems to end with screensharing. What is holding back a more intensive use of peer-to-peer data? In her session at @ThingsExpo, Dr Silvia Pfeiffer, WebRTC Applications Team Lead at National ICT Australia, looked at differ...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
IoT offers a value of almost $4 trillion to the manufacturing industry through platforms that can improve margins, optimize operations & drive high performance work teams. By using IoT technologies as a foundation, manufacturing customers are integrating worker safety with manufacturing systems, driving deep collaboration and utilizing analytics to exponentially increased per-unit margins. However, as Benoit Lheureux, the VP for Research at Gartner points out, “IoT project implementers often un...
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
SYS-CON Events announced today that IoT Now has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. IoT Now explores the evolving opportunities and challenges facing CSPs, and it passes on some lessons learned from those who have taken the first steps in next-gen IoT services.
SYS-CON Events announced today that WineSOFT will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Based in Seoul and Irvine, WineSOFT is an innovative software house focusing on internet infrastructure solutions. The venture started as a bootstrap start-up in 2010 by focusing on making the internet faster and more powerful. WineSOFT’s knowledge is based on the expertise of TCP/IP, VPN, SSL, peer-to-peer, mob...
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
The security needs of IoT environments require a strong, proven approach to maintain security, trust and privacy in their ecosystem. Assurance and protection of device identity, secure data encryption and authentication are the key security challenges organizations are trying to address when integrating IoT devices. This holds true for IoT applications in a wide range of industries, for example, healthcare, consumer devices, and manufacturing. In his session at @ThingsExpo, Lancen LaChance, vic...
With billions of sensors deployed worldwide, the amount of machine-generated data will soon exceed what our networks can handle. But consumers and businesses will expect seamless experiences and real-time responsiveness. What does this mean for IoT devices and the infrastructure that supports them? More of the data will need to be handled at - or closer to - the devices themselves.
The Internet of Things can drive efficiency for airlines and airports. In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect with GE, and Sudip Majumder, senior director of development at Oracle, discussed the technical details of the connected airline baggage and related social media solutions. These IoT applications will enhance travelers' journey experience and drive efficiency for the airlines and the airports.
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
SYS-CON Events announced today that Dataloop.IO, an innovator in cloud IT-monitoring whose products help organizations save time and money, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Dataloop.IO is an emerging software company on the cutting edge of major IT-infrastructure trends including cloud computing and microservices. The company, founded in the UK but now based in San Fran...
In his session at @ThingsExpo, Sudarshan Krishnamurthi, a Senior Manager, Business Strategy, at Cisco Systems, will discuss how IT and operational technology (OT) work together, as opposed to being in separate siloes as once was traditional. Attendees will learn how to fully leverage the power of IoT in their organization by bringing the two sides together and bridging the communication gap. He will also look at what good leadership must entail in order to accomplish this, and how IT managers ca...
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
SYS-CON Events announced today that Cloud Academy will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloud Academy is the industry’s most innovative, vendor-neutral cloud technology training platform. Cloud Academy provides continuous learning solutions for individuals and enterprise teams for Amazon Web Services, Microsoft Azure, Google Cloud Platform, and the most popular cloud computing technologies. Ge...
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.