The following is a guest contributed post from Tom Farrell, VP of Marketing at Swrve.

Sometimes we have to pinch ourselves in order to remember that the smartphone is little more than 10 years old. From the simple act of meeting up with someone at a specific time and place, to how we perform any multitude of tasks, or simply while away the hours–smartphones have altered almost every aspect of our lives.

It has taken time for some businesses to understand how those changes have transformed the rules for success. Mobile is not just a change in the way in which we interact and communicate; it often changes the nature of products or services themselves. We do everything from book trips to play games to sell clothing totally differently than we used to, so the old ways of measuring what makes a product ‘good’ don’t apply anymore. If you’re still using traditional metrics in the age of mobile, you might be falling behind.

The Games Industry – A Parable

A long time ago in a galaxy far away, computer games used to be sold in a box for $50 or so. Designing games was a craft–an ‘art’ even–and one way to tell that your art was successful was long play sessions, which would be measured in hours, in an ideal world. Fast forward to today, and things are very different.

Games are now primarily delivered via smart devices, and revenue is driven by in-app purchases and advertising. Most importantly, these titles now compete with a range of alternatives (social media, email, traditional media, etc.) for the user’s attention at any moment in time, and those moments may be short: the length of time it takes to wait for a cup of coffee. In this world, long play sessions are a decidedly mixed blessing, and it is certainly true that optimizing solely on that basis would be a mistake. Games need to be meaningfully playable in one or two minutes.

So the very definition of a ‘good’ game has changed, and in turn products have changed to meet that new requirement. And while the gaming industry has largely learned this lesson, that isn’t necessarily the case for many other mobile businesses.

When Too Much ‘Engagement’ Is A Bad Thing

Along the same lines, consider the metric of Engagement, or in plain English, the amount of time each specific user spends in your app. More time is better, right? Well…actually,no. In fact, in many cases it is a very bad thing, and if you unthinkingly prioritize an increase in engagement, the chances are that you may be making a very grave mistake.

To understand why this is the case, consider the fact that the vast majority of mobile businesses fit into one of two categories:

  • The first type depends on attention, and sells advertising on that basis. Think Facebook and other social platforms, traditional and modern media outlets, and the games companies mentioned above.
  • The second type depends on helping individuals get things done. Think Uber for rides, Trivago for booking travel, or Venmo for giving money to a friend. We don’t use these apps to kill time, and in fact we have a reasonable expectation that killing our time is precisely what they won’t do.

If your app is in the second category, ‘better’ engagement is usually a bad thing. You’ll still want to check that too many users do not ‘bounce’ out of the app because it confuses them, but in general you want users to achieve their goals quickly and painlessly.

In most cases, you will want your business to be in the second category. The first, as indicated by the examples given, is dominated by some of the world’s largest and most successful companies. Needless to say, competing with companies like Facebook, EA and CNN is a challenge.

The second option, however, is not so dominated by established players, and only requires that mobile businesses do one job well. The challenge here is to ‘become a verb’ (think Google), and be the go-to brand for a particular task or user requirement.

To succeed at that, you’ll need to design for the native mobile audience. That requires making the process as simple, intuitive and quick as possible. You will need to build native mobile interfaces. And you’ll certainly need to ensure you’re really optimizing for the right metrics.

The post Opinion: Why You Have Your Mobile Metrics Wrong appeared first on Mobile Marketing Watch.

The following is a guest contributed post from Alexander Boykov, CEO and Cofounder of Buzzweb.

More than five years ago, marketers widely believed that influencer marketing was a temporary channel for them and they should sharpen their focus on other channels to reach their target audiences. Instead, the advent of digital and OTT caused mediums such as print and television to fade from marketing spend while influencer marketing became one of the most impactful ways to reach consumers. As data and AI become more advanced, the marketing model is becoming increasingly more accurate and providing larger ROI for brands. So with 2017 coming to an end, how will influencer marketing continue to evolve in 2018?

The Rise of the Micro-Influencer

Next year, we’ll see an increase in brands using micro-influencers to target key audiences. In previous years, advertisers were chasing influencers with large number of followers but now they have come to understand that quality of engagements is more important in determining the most efficient influencers to collaborate with. It is truly the power of engaging content reaching the right folks that impacts the brand’s sale pipeline rather than the reach.

No more one-time brand stands–long-term relationships are key

We’ll also see brands signing more long-term influencer relationships as opposed to single posts. While single posts can be nice, they don’t give marketers the best bang for their buck. Messaging takes time and repetition to sink in. A one-time post from an influencer with a high reach might get you wide exposure in the short term but it won’t necessarily deliver you lasting results. Long-term relationships allow brands to push out messaging consistently. Equally, there will be a greater perception of authenticity when relationships feel like long-term interests.

Quality over Quantity

Social media users will be surprised by the percentage of sponsored content they consume once the new FCC regulations guiding clear labelling and disclaimers comes into effect. This won’t necessarily make influencer marketing less effective, but it will force advertisers to collaborate more closely with their content developers and influencers. By making sponsored posts more authentic and natural to the influencer’s usual posts, they will blend in and stay attractive to the audience even though they are labeled as ads. Thus we’ll begin to see content become increasingly more qualitative. Way to earn your media dollars, influencers!

Ballooning of Budgets

Speaking of media dollars, 2017 changes paved the way for even more money to flow from brand to the billion dollar influencer industry pockets. With Instagram recently announcing the expansion of its support to include strictly right-to-left languages, we’ll see budgets for influencer marketing continue to grow to address these newer social audiences. With new audiences to reach and Arabic being the fourth most spoken language in the world, brands should jump at the chance to get to them first.

Looking back just five years, many would be surprised at how far influencer marketing has come. But none of us should be surprised about where it’s going from here. The possibilities are endless for brands, particularly now as more advanced technology works with machine learning to make influencer selection easier and partnered with a stronger ROI. As budgets are being set for 2018, we’re all excited to see what the new year brings!

The post How Will Influencer Marketing Continue to Evolve in 2018 appeared first on Mobile Marketing Watch.

Looks like virtual reality does the Dew.

Immersv — an interactive ad platform for 360° and spatial ad experiences — announced Wednesday that Mountain Dew and its advertising agency, OMD, tapped Immersv’s Mobile 360 and VR marketing platform to drive significant consumer engagement for their ad campaign promoting the VR experience “The Professor Presents: #GotHandles.”

According to provided details, the ad campaign delivered exceptional results for Mountain Dew, driving 63 percent video completion rates and a remarkable 22 percent post-video click-through rates. By comparison, the average click-through rate for mobile video ad campaigns is a mere one percent, according to Innovid’s 2016 Global Video Benchmarks report*. The campaign also performed 32 percent better the Immersv network average of 15 percent click through rates in headsets.

“The #GotHandles Mountain Dew video was an innovative campaign that required an innovative approach to distribution, and Immersv was the right partner to help us get it in front of the right audiences,” said Dario Raciti, Director Zero Code of OMD. “Results, from engagement and completion rates to gaze-through rates for the call-to-action, showed consumers loved Mountain Dew’s VR content and Immersv was the right partner to help us promote it.”

Produced by Mountain Dew, the #GotHandles VR experience features Grayson Boucher, known as “The Professor” for his ability to “school” competitors on the basketball court.

“We commend Mountain Dew and OMD for recognizing the tremendous opportunity for brands to engage with consumers through Virtual Reality,” said Mihir Shah, CEO of Immersv. “The exceptional results from the #GotHandles campaign demonstrates the power of Mobile 360 videos and VR experiences, while proving that digital advertising is shifting away from traditional pre-roll videos to more interactive and immersive advertising experiences.”

To review the campaign’s ad creative, check out Immersv’s YouTube page here.

The post Mountain Dew and OMD Tap Immersv’s Mobile 360 and Virtual Reality Marketing Platform appeared first on Mobile Marketing Watch.

With digital advertising trends constantly changing, today’s marketers are continually facing challenges when it comes to promoting their brands. However, despite the challenges that new technology brings, marketers have a lot to be thankful for this holiday season.

MDG Advertising’s new infographic, “5 Things Marketers Should be Thankful For This Year”, reveals a few of the “gifts” marketers have received this year, while visually explaining:

  • The popularity of purpose-driven content, especially among Millennials
  • Innovative marketing tools that streamline companies’ promotional strategies
  • Why an increase in smartphone ownership helps marketers create more-targeted campaigns
  • How the increased competition between two leading advertising platforms creates powerful tools for marketers
  • How changes in Google’s algorithm positively affect marketers content strategy

5 Things Every Marketer Should Be Thankful for This Year [Infographic]
Infographic
by MDG Advertising

The post 5 Things Every Marketer Should Be Thankful for This Year [Infographic] appeared first on Mobile Marketing Watch.

NinthDecimal, a leading marketing platform powered by location data, has just announced it has expanded its offline attribution platform, Location Conversion Index (LCI), to measure website effectiveness.

As the industry’s first website-to-store attribution offering, the new Website LCI® helps marketers further connect their digital assets to offline sales, and provides retailers with a better understanding of the interplay between their e-commerce and in-store initiatives.

NinthDecimal partnered with Ansira, one of the largest independently owned digital, CRM, and channel marketing agencies in the country, to further test this new website-to-store attribution solution.

Findings from the first implementations, which span Ansira clients across QSR, auto, and retail verticals, revealed:

  • Mobile generated a higher incremental lift in store visits than tablet and desktop
  • Paid search traffic drove the highest website-to-store conversion rates (1.7x greater than direct site traffic)
  • Direct site traffic drove the highest lift in incremental store visits

To access the full results from the study, click here.

“Website LCI’s insights highlight the importance for brands to build a successful plan in order to reach and convert omni-channel shoppers who are visiting their website,” said Jim Badum, Executive Vice President of Client Partnership at Ansira. “It is a prodigious opportunity for brands using their web presence to increase foot traffic to their physical locations.”

The post NinthDecimal Launches Industry’s First Website-to-Store Attribution Solution appeared first on Mobile Marketing Watch.