How can you charge your mobile campaigns?
While mobile is taking an increasingly large chunk of consumers’ time marketers are slow to divert their ad spend. Google’s Lisa Bora looks at how it can be used effectively to make compelling campaigns.
Does size matter? When it comes to screens, Australian advertisers seem to think so, devoting just 8 per cent of total ad spend in Australia to mobile, despite them taking up a third of total daily media consumption.
Will this change in 2015? Many Aussie advertisers say that they recognise the importance of mobile but are uncertain how to proceed.
If you’re in this position, here are three guiding principles that you may find helpful as you look to make your marketing more mobile-ready this year:
Or you could just forget about all this naff crap and remember a phone is first and foremost a device of convenience. And as a marketer or a product manager ask what problem can mobile solve and what do your customers need. It could be an app (we don’t need another alarm clock) or simply a responsive website that displays content relevant to my location / time of day etc etc
You don’t have to set out to reinvent mobile. Just be a mature marketer and stop being a slave to silicon valleys ‘must embrace the latest to be relevant/cool’ attitude.
I wish people would stop rolling out the ‘mobile deserves the same % of ad spend as time spent’. It’s lazy.
As the above piece goes on to prove, the real benefit come from immersive solutions not just more bloomin’ ads.
The average person spends 37 minutes per day on the toilet (*), therefore 2.5% of ad-spend should be on cubicle advertising.
(*) I made the number up, but I think you get my drift.
People use their mobile for a host of reasons including entertainment. The amount of money some are making from such apps because people like them is hardly “naff crap”.
Personally, I think the McDonalds campaign was a very clever, fun idea. If it engaged consumers to learn more about their products, visit stores, share with friends etc, in this light hearted, value add, entertaining way then well done to the marketing team behind it.
I’d love to know who the agencies were that worked on campaign – well done to them all.
If every media took the ‘people spend x amount of time hence x amount of spend should be allocated’ then outdoor would be a monster as 100% of people generally go outside most days, public transport advertising would also be huge … so would a host of things.
Time spent has nothing to do with allocations – Google should know that (it was only 7-8 years ago they dubunked this myth by trumpeting the low page dwell of Google search pages as evidence they were more effective)
“Customisation: mobile is the ultimate personal platform. The more customisation you offer people, the more the will feel they ‘own’ the experience. Virgin Mobile’s Game of Phones allowed users to look for prizes that suited them, and chase them down when it was convenient.”
How exactly does a phone that allows me to pick prizes I want constitute the customisation of my “ultimate personal platform”. Seems like a far fetched effort to name drop Virgin…