Michael Baer's Stratecution Stories

"Strategy is overrated. We have a strategic plan. It's called doing things". – Herb Kelleher

Monthly Archives: April 2015

5 Ways You’re Doing Mobile Wrong*

bad mobilestreetfight mag 2danger toxic There’s no denying we’re deep into the age of Mobility. Mobile phones are universal, and smart phone penetration has neared 70% of all mobile devices. More smart phones have been sold than desktops for years now. Online time on phones passed that of desktop over a year ago. And mobility has spawned tablets, phablets, and, now, “wearables”. It’s a constantly evolving and growing space for consumers and brands. And, finally, marketers have dove into mobile in a big way.

But here’s the thing: mobile marketing requires new ideas, new approaches and new use cases. What worked before with other media types won’t necessarily work on this completely different, more personal platform. So, if you’re like most marketers, you’re likely getting mobile wrong. Here are 5 reasons.

1) You’re treating the mobile screen as just another screen.
Yes, the phone has a screen. And people are viewing lots of the same things that they view on other screens, like email, search and video. But that doesn’t mean your brand can act exactly as it has on the TV or PC screen. Because consumer behavior, and their expectations, are fundamentally different on the mobile screen. The phone is a highly personal and unique device, and not simply an extension of the desktop that you happen to carry with you.

But so many marketers are simply using the approaches, images, and videos they are using in other channels and just applying across all mobile placements. That’s a recipe for failure (or at least weak performance). For best results, you have to design and optimize for the mobile screen and the mobile user experience, taking into account context, environment and user location.

2) You’re impeding people from doing what they want.
Interrupting consumers with advertising in exchange for free content in “lean-back” media became quid pro quo long ago. Plus, irrelevance and annoyance in these media can be easily ignored. But the interruption-based ad model is DOA on mobile. Interrupting someone from accessing the information or activities they want on the phone – e.g., interrupting access to the weather report; stopping someone before they can check the game score; disrupting an entertaining video from playing – is not ignorable. It’s deplorable. Instead, your brand needs to figure out how it can add to those experiences, not simply take advantage of them.

3) You’re selling, not adding value.
I’ve heard the smartphone called a “companion”, because it’s always by your side, constantly helping you. But for some reason, brands don’t feel like they need to follow suit. Marketers seem to view mobile just as a handset to “ping”, and forget there is a person holding it. But Brands do have an opportunity to participate in the “companion” model. When they go beyond simply selling, and provide value beyond their own products and services, they can gain trust and long-term loyalty.

4) You are focused on awareness and acquisition, but not on loyalty.
Marketers see the enormous scale of mobile and think about the top of the funnel. It’s easy now to buy hundreds of millions of aggregated impressions. But where mobile is most effective is in driving deeper engagement, conversions and loyalty of existing leads and customers. The ability to reach those who already have your app, those you have data on, and customers who can take an immediate action on your brand’s site or app allows marketers to grow their relationship with existing customers and to make them feel more personally connected to the brand. Two approaches that successfully do this are push notifications and location-aware/geo-fenced notifications, which have proven to be extremely good at driving leads down the funnel and increase usage, sales and loyalty of existing customers.

5) You’ve gone gaga over in-store beacons, but not about driving consumers to the store.
It’s been said that marketing loves it buzzwords and fads, and iBeacons are among the newest and buzziest. And there’s nothing wrong with that – iBeacon and BLE are great new ways to engage with and gain data on your customers in store. But don’t disregard technology and approaches that help drive your customers into your store in the first place, like geo-fenced notifications. These can be particularly valuable in targeting your customers, even at your competitor’s locations, and giving them reasons to come visit your location.

Mobile usage and mobile marketing have matured and grown over the past few years. For Consumers, it’s basically a mobile-first world, with mobile phone no longer the “third-screen”. So it’s time for marketers to shed the old approach, as well. As more and more money and activity moves into the mobile advertising ecosystem, marketers must move beyond the old status quo TV and digital models and start to think like consumers – mobile-first.

* Originally published in Street Fight e-magazine on April 14, 2015

An Impression is Anything But…*

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What is an “impression”? If you’re speaking English, an impression is an indelible mark left on someone. It’s pressed into something, leaving behind a visible trace or effect. An impression is not miss-able or forget-able – when something leaves an impression, it means it was remarkable, memorable, compelling.

But when people are speaking media, an impression is anything but. A media impression is rarely seen or noticed or remembered. It is overwhelmingly likely to be ignored, or perhaps not even there in the first place. When you consider that 1) most ad impressions are avoided and ignored; 2) display ad/banner impressions are clicked by 1 in 10,000 people; and 3) there are estimates that up to 75% of all digital “impressions” are fraudulent or unviewable, you wonder how the hell this term became the currency for media planning and buying in the first place.

Why has this happened? I think there are a few reasons:

  • The media world is resistant to change. Impressions have been the buying scale for a long time, so change is difficult. And changing would require re-setting all pricing and value benchmarks. And demand new thinking and ideas about the role of media.
  • Using the mis-named “impressions” as currency allows for the illusion of scale. This helps make media folks and clients feel comfortable they are “reaching” lots of people – despite the fact that most people won’t be very “impressed”.
  • Using this definition of impressions as the currency allows CPMs to continue to seem low and affordable. Because inventory is loaded with cheap stuff, overall pricing seems cheap. But it’s like filling your Sumatran coffee order with wood shavings to keep prices low.

But why does no one call bullsh*t? Why do agencies and clients buy millions of impressions when we know most of them won’t make one? Why do they purchase huge quantities of something they know is filled up with crap? Why do they not seem to be bothered by the reportedly huge percentage of fraudulent and non-viewable inventory?

And, importantly, why do most people balk at higher prices for higher quality? For paying a higher CPM for inventory that delivers higher engagement, actions and true “impressions”? Why can’t people start seeing media just as they see their micro-brews, their mixed greens, their grass-fed beef – i.e., that non-watered down quality does leave an impression. And is worth the premium.

I’m dying for someone to illuminate me. And for someone to help me come up with the right new media label for this new kind of approach. Where true engagement is pursued. Where actual, relevant content is delivered to real people. And real impressions are created. I’m thinking maybe “True Impressions”. What do you think?

* Originally published in MediaPost’s Marketing Daily 4/9/15

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