The following is an exclusive guest contributed post from Adobe Campaign’s Senior Product Marketing Manager, Patrick Tripp.
The first known email campaign generated more than $13 million in sales as the Digital Equipment Corporation (DEC) established a need for the computer in every office (source ORBTR). We don’t know if DEC, pointed to the outfield like Babe Ruth before cracking the ball farther than anyone had seen, but we do know the game’s never been the same since.
While it may not be readily apparent, the modern email marketing game is very similar to the game of baseball: Both require teams function like well-oiled machines, executing “plays” with pinpoint precision; both require evolving strategies and tactics to stay ahead of the competition; and perhaps most importantly, both require a thorough understanding of the other team (or in this case customers) to achieve victory.
Posted in Announcements, Marketing Strategy, Mobile Advertising, Mobile Devices, Mobile Marketing, News, Opinion, Platforms, Technology
The following is an exclusive guest contributed post from AppsFlyer CEO Oren Kaniel.
With people spending more time online in apps than on the mobile web and mobile advertising expected to grow in excess of 75% to top $31 billion this year, more marketers than ever before are looking for ways to optimize mobile advertising and quantify ROI. They’re also seeking new methods to demonstrate value for marketing spend and justify strategies to their boards.
Today’s data-driven advertising environment is a 180-degree turn from the old-school approach depicted in the famous TV show “Mad Men.” Modern marketers are more goal-focused and numbers-conscious. They don’t simply throw money at sources and hope something pays off in the form of better conversions and audience engagement – they actively seek to optimize their strategies in real time. Here are four tips you can use to get the most out of your mobile ad spend:
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Posted in Marketing Strategy, Mobile Advertising, Opinion, Platforms, Technology
The following is a guest contributed post from Cristian Arno, the founder and managing director of Lingo24, a translation and localization company.
As more and more of us take our internet browsing and shopping onto mobile devices, small screens are becoming increasingly big business. According to a report from RKG, more than a quarter of search traffic in 2013 was mobile rather than static. Google’s Matt Cutts suggested that mobile might overtake static search overall by the end of this year. In some territories the tipping point has already been reached. Smartphones have been the most common way for people to connect to the internet in India and China since 2012, making mobile optimization even more important for businesses looking to expand into emerging markets.
It’s not only the increasing volume of mobile traffic that’s important but also the differing usage habits of mobile users. According to a report by Google nine out of ten smartphone users have taken action as a result of a mobile search. For more than two thirds (68%) this involved visiting a business (either online or in person) and for 52% it involved making a direct purchase.
Posted in Announcements, Marketing Strategy, Mobile Devices, Mobile Marketing, Mobile Search, News, Opinion, Platforms
The following is an exclusive guest contributed post to MMW from Roy DeYoung, Senior Vice President of Creative Services for PM Digital.
Since the advent of ecommerce, competition for consumer attention, sales, and subsequently, loyalty has grown; with increased customer touchpoints and accessibility more brands and products are launching everyday making it more difficult to attain or maintain market share. Regardless of size and history every brand- from startups like Birchbox to brand giants like Nike- have to continuously battle existing, and even upcoming competitors for consumer affinity and dollars.
Resting on brand laurels is no longer an option; consumer satisfaction with an ad campaign or a product launch from yesteryear does not necessarily translate into long-term interest or loyalty. If brands want to have a voice in today’s fluid on and offline markets, they have to be willing to invest in engagement strategies captivating enough to garner attention but nimble enough to adapt to consumers’ ever-changing behaviors and lifestyles.
Posted in Marketing Strategy, Mobile Advertising, Mobile Marketing, Opinion
The following is a guest contributed post from Or Shani, CEO and founder of Adgorithms.
With a recent boom in ad technology, many marketers are lost as to how they can use it to drive mobile campaigns. One of the strongest developments is in programmatic media buying, but the Wall Street Journal found in a recent survey that only 23 percent of Chief Marketing Officers (CMOs) understand programmatic advertising enough to use it in campaigns, and 12 percent of respondents haven’t heard of it at all. When implemented correctly, predictive programmatic media buying can get mobile marketers to their goals faster, with a better response to market dynamics and even a reduction in the incidence of ad fraud – and all without wasting valuable budget dollars on manual trial-and-error schemes.
Posted in Announcements, Marketing Strategy, Mobile Advertising, News, Opinion, Platforms, Technology
The following is a guest contributed post from Rebecca Watson, VP of Business Development at RadiumOne
It is hard to act on what you can’t see, a concept that has lead marketers to largely ignore ‘dark social’ up until now. The term represents all the instances in which consumers share a brand’s digital content with personal contacts through tools such as email, instant messaging, SMS/texting and similar communication apps.
‘Dark social’ is a surprisingly large blind spot for companies. Recent data indicates that over 72% of all shares happen through copy and paste activity compared to 25% of sharing happening to Facebook and Twitter combined. Put another way, the average marketer’s website gets almost three times as many shares from ‘dark social’ than anywhere else, exposing a huge area of opportunity for brands. Being able to identify this hidden sharing activity and the users behind it is key to unlocking another level of engaged current and potential consumers.
Posted in Marketing Strategy, Mobile Advertising, Mobile Marketing, Opinion, Platforms, Resources, Technology