Welcome!

Search Authors: Ivan Antsipau, Carmen Gonzalez, Lori MacVittie, Liz McMillan, Shelly Palmer

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
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at Internet of @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, will discuss how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money! Speaker Bio: Esmeralda Swartz, CMO of MetraTech, has spent 16 years as a marketing, product management, and busin...
Samsung VP Jacopo Lenzi, who headed the company's recent SmartThings acquisition under the auspices of Samsung's Open Innovaction Center (OIC), answered a few questions we had about the deal. This interview was in conjunction with our interview with SmartThings CEO Alex Hawkinson. IoT Journal: SmartThings was developed in an open, standards-agnostic platform, and will now be part of Samsung's Open Innovation Center. Can you elaborate on your commitment to keep the platform open? Jacopo Lenzi: Samsung recognizes that true, accelerated innovation cannot be driven from one source, but requires a...
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...
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at Internet of @ThingsExpo, Robin Raymond, Chief Architect at Hookflash Inc., will walk through the shifting landscape of traditional telephone a...
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.
BSQUARE is a global leader of embedded software solutions. We enable smart connected systems at the device level and beyond that millions use every day and provide actionable data solutions for the growing Internet of Things (IoT) market. We empower our world-class customers with our products, services and solutions to achieve innovation and success. For more information, visit www.bsquare.com.
How do APIs and IoT relate? The answer is not as simple as merely adding an API on top of a dumb device, but rather about understanding the architectural patterns for implementing an IoT fabric. There are typically two or three trends: Exposing the device to a management framework Exposing that management framework to a business centric logic • Exposing that business layer and data to end users. This last trend is the IoT stack, which involves a new shift in the separation of what stuff happens, where data lives and where the interface lies. For instance, it’s a mix of architectural style...
SYS-CON Events announced today that SOA Software, an API management leader, will exhibit at SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. SOA Software is a leading provider of API Management and SOA Governance products that equip business to deliver APIs and SOA together to drive their company to meet its business strategy quickly and effectively. SOA Software’s technology helps businesses to accelerate their digital channels with APIs, drive partner adoption, monetize their assets, and achieve a...
From a software development perspective IoT is about programming "things," about connecting them with each other or integrating them with existing applications. In his session at @ThingsExpo, Yakov Fain, co-founder of Farata Systems and SuranceBay, will show you how small IoT-enabled devices from multiple manufacturers can be integrated into the workflow of an enterprise application. This is a practical demo of building a framework and components in HTML/Java/Mobile technologies to serve as a platform that can integrate new devices as they become available on the market.
SYS-CON Events announced today that Utimaco will exhibit at SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Utimaco is a leading manufacturer of hardware based security solutions that provide the root of trust to keep cryptographic keys safe, secure critical digital infrastructures and protect high value data assets. Only Utimaco delivers a general-purpose hardware security module (HSM) as a customizable platform to easily integrate into existing software solutions, embed business logic and build s...
Connected devices are changing the way we go about our everyday life, from wearables to driverless cars, to smart grids and entire industries revolutionizing business opportunities through smart objects, capable of two-way communication. But what happens when objects are given an IP-address, and we rely on that connection, sometimes with our lives? How do we secure those vast data infrastructures and safe-keep the privacy of sensitive information? This session will outline how each and every connected device can uphold a core root of trust via a unique cryptographic signature – a “bir...
Internet of @ThingsExpo Silicon Valley announced on Thursday its first 12 all-star speakers and sessions for its upcoming event, which will take place November 4-6, 2014, at the Santa Clara Convention Center in California. @ThingsExpo, the first and largest IoT event in the world, debuted at the Javits Center in New York City in June 10-12, 2014 with over 6,000 delegates attending the conference. Among the first 12 announced world class speakers, IBM will present two highly popular IoT sessions, which will take place November 4-6, 2014 at the Santa Clara Convention Center in Santa Clara, Calif...
Almost everyone sees the potential of Internet of Things but how can businesses truly unlock that potential. The key will be in the ability to discover business insight in the midst of an ocean of Big Data generated from billions of embedded devices via Systems of Discover. Businesses will also need to ensure that they can sustain that insight by leveraging the cloud for global reach, scale and elasticity.
WebRTC defines no default signaling protocol, causing fragmentation between WebRTC silos. SIP and XMPP provide possibilities, but come with considerable complexity and are not designed for use in a web environment. In his session at Internet of @ThingsExpo, Matthew Hodgson, technical co-founder of the Matrix.org, will discuss how Matrix is a new non-profit Open Source Project that defines both a new HTTP-based standard for VoIP & IM signaling and provides reference implementations.

SUNNYVALE, Calif., Oct. 20, 2014 /PRNewswire/ -- Spansion Inc. (NYSE: CODE), a global leader in embedded systems, today added 96 new products to the Spansion® FM4 Family of flexible microcontrollers (MCUs). Based on the ARM® Cortex®-M4F core, the new MCUs boast a 200 MHz operating frequency and support a diverse set of on-chip peripherals for enhanced human machine interfaces (HMIs) and machine-to-machine (M2M) communications. The rich set of periphera...

SYS-CON Events announced today that Aria Systems, the recurring revenue expert, has been named "Bronze Sponsor" of SYS-CON's 15th International Cloud Expo®, which will take place on November 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Aria Systems helps leading businesses connect their customers with the products and services they love. Industry leaders like Pitney Bowes, Experian, AAA NCNU, VMware, HootSuite and many others choose Aria to power their recurring revenue business and deliver exceptional experiences to their customers.
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.
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...
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.
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...