INSIGHT
into the store and addressing a specific
need, or collection of needs, at an optimal
price point. The last step in the equation
is using the results to strengthen the
product or brand strategy. Fortunately,
transferring these practices over to the
domain of mobile marketing requires
little imagination.
The number of metrics generated
through mobile activity could be equally
viewed as bountiful or daunting – it’s
about perspective. But regardless of
perspective, what we do know is that
the collection of customer-specific data
is easier and occurs much faster across
a digital landscape. Those equipped to
adequately evaluate this information will
be able to apply more intelligent and
strategic optimisation to mobile site and
app offerings. Combining demographic
information alongside hard figures (i.e.
visitors, conversion rates, downloads
and sign-ups) allows mobile marketers
to know not just who is visiting but also
what content and products elicit quality
engagement. This also links back to our
earlier mention of community, as there is
arguably no better resource for qualitative
feedback and review.
Understanding the
customer journey
This is where all the creativity, strategy,
feedback and accumulated customer
appreciation is funnelled, refined and
improved upon. There would have been
a time where the conversion pathway
might have started with a ‘lemon’ of
a car and ended with the most loyal
of customers. Although the start and
finish lines have remained similar over
time, the space between them has seen
extensive roadwork. The most significant
differences between old-school marketing
and new-school mobile marketing
include data collection, platform
diversity and customer attention span.
Understanding how these impact a given
target market, whether it is for online
gaming products, automobiles or digital
magazines, is an important step in building
a profitable business.
The good news for mobile marketers
and digital marketing experts in general is
that reporting tools are ever-evolving, as are
those for comparative A/B testing.
Solutions are now available that will
allow marketers to segment data and
examine key metrics, including what
browsers are most frequently used, what
role tablets and Smartphones play in
customer engagement, whether Android
or iPhone users are of greater value and
which are more responsive to marketing
efforts. The significance of A/B testing,
particularly with regards to the deployment
of mobile apps, can be seen through a
start-up like Leanplum. Founded by two
former Google employees, Leanplum is
focused exclusively on providing solutions
for mobile A/B testing.
Another solution that has been
adapted from desktop and will be applied
with increasing frequency to mobile is
heat mapping. Helping to determine
what areas of a site or app are generating
the greatest and least customer
engagement, companies like HeatData
and Heatmaps are among those who
have developed offerings to enhance
optimisation efforts.
reliant on ongoing product development,
supported by technological sustainability
and favourable market perception. The
greatest product advancements are at risk
of falling by the wayside if they fail to be
marketed properly.
Even with those similarities in mind,
there still exists at least one crucial
difference: mobile marketing is far from a
mature industry. It has not been enough
of a focus for enough time to have an old
guard of established leaders and pacesetters.
Perhaps the nature of mobile is that it never
will mature in a traditional sense.
Innovation and stewardship in mobile
is likely to remain in a state of flux for the
foreseeable future, proving it to be more of
an expedition than a race. Should this prove
to be the case, we may be wiser to borrow
from another Mercedes promo that ran in
2011, a few years after The Race. The tagline
for that campaign: “Racing is a state of
mind”. That’s a philosophy that could give
mobile marketers the room they need to
innovate and stimulate continued growth.
Mobile still maturing
The comparison between the luxury car
industry and that of mobile marketing is
more than just an aesthetic one, especially
when considering the influence of mobile
on online gaming. Each industry is
mGAMING
As Manager of Client Relations,
Deanna Dobson oversees
strategy for marketing clients
across digital acquisition channels,
working with online, mobile, land-based
and social gaming operators in both the
US and European markets. Previously
working as a Senior Affiliate Manager
with a degree in Marketing, Deanna
understands the importance of datadriven insight in optimising multi-channel
marketing campaigns.
iGB Affiliate FEBRUARY/MARCH 2014
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