Archive for May, 2019
It looked like the week for mobile marketing was starting off on a bit of a sour note a few days ago with news that millions of mobile Instagram users and others had their details hacked, but then out came the excellent news that malicious and disruptive mobile ads have decreased globally year-on-year.
Awesome. In more detail, advertising security company Confiant says in about 1 out of 100 cases, mobile user sessions might be adversely impacted by a disruptive and unwelcome advert.
The firm studied the most common issues for publishers and their platforms before concluding that malicious ads are more common during weekends and holidays. Apparently, the worst performing platforms are about 67 times more likely to deliver a nasty ad which to us says advertisers need to put the proper research and planning into the platforms and publishers with which they do business. Do not be tempted to contract with the unknown and unproven.
So what do mobile users find amongst the most disruptive ads? One of the worst categories of offender is the malicious ad that players within a banner. With smartphone users getting used to super-high resolutions and generally great quality mobile campaign executions, even low-quality ads are now perceived as malicious and disruptive to the general mobile experience.
Thankfully, malware and other ad quality issues are not intractable problems for the overall mobile industry, both locally and abroad. With the right systems in place and commitment from the industry, we can all tackle these issues.
Marketers have gotten used to collaborating with all sorts over the years. First, the ad ‘men’ were asked to work with the PR ‘guy’ and now mobile marketers are being asked by clients to secure collaborations with so-called ‘Influencers’…
The rise of the social media influencer has been one of the biggest advertising and marketing stories in recent years. It has given huge numbers of people who excel on social media an opportunity for a decent income that is increasingly becoming their only income.
However, showcasing products and services for money or freebies is not without its charlatans. Mobile marketers need to safeguard their budgets and protect client reputations when they engage with Influencers, or otherwise. Here are the first three questions every mobile marketer needs to ask of a potential social media partner:
Content is king and numbers matter – In the world of mobile, content is king and in the realm of the Influencer, Follower count is really all we want to see. The mobile marketing must decide what numbers matter in their clients’ industries, but really, don’t send us emails angling for freebies with three, four or even five-figure Follower counts. Six figures is where it’s at. Also, take a good scroll through those Followers – we don’t want to be seeing plenty oddball accounts with lots of retweets and no actual bespoke posts.
Pay attention to the details – With the awesome degree of measurability that social offers today, it’s easy to get blindsided by a flashy Influencer presentation that would make an old-style pie graph look like it was carved with a chisel. Ask your brand’s would-be Influencer to pack away the iPad and show you, in real-time, their Analytics page. Most social platforms have them now. Twitter, Facebook and Instagram all boast super simply numbers pages that will enable the mobile marketer to see in a flash if a particular Influencer is worth the trouble. Look for the ‘engagement’ and ‘impressions’ tabs.
Spread it out – Ensure potential Influencer partners understand that you want to see regular engagement over the whole month. If they have tens of thousands, or hundreds of thousands, of Followers, ask them if they have the capacity to regularly punt your client’s product over the whole month, not just during the start of the relationship, and near invoicing time!
Next week we will be entering the official halfway month of yet another year. June is a scary month. It represents that time of year where we should have achieved quite a number of those personal and business goals we set for ourselves at the beginning of the year. It does also, however, offer a glimmer of hope in that the coming of June means we still have six months to achieve the lion’s share of our earlier goals. Plus we can set some new ones to reflect changed circumstances.
When we speak about changed circumstances in mobile marketing, we could easily be speaking of GDPR, that European privacy regulation that threatened to change the way mobile marketers, our clients, employers and others do business.
Similar in some respects to SA’s own POPI, GDPR seems to have little impact around the world. To illustrate, mobile markers worldwide cleaned up their databases and implemented all sorts of opt-in measures and the results – a year later – has been an almost 17 percent INCREASE in app permissions granted by mobile users.
A worldwide study of mobile app permissions granted by about 700 million people around the globe found that there are now about 36 permissions granted per user per month. Opt-in rates, on average, are also still as high as 67 percent. So this says to us as mobile marketers that the consumer’s love affair with mobile continues and while it is good to tighten up privacy rules, regulations seem to do little on the ground.
Recent research has also shown that consumers are becoming more selective about sharing their data. The average opt-in rate for the use of location-specific data fell from 9.3 per cent to 7.7 per cent.
In conclusion, it seems that while consumers are becoming more selective about the channels they opt-into and the data they share; push notifications continue to prove their value by providing customers valuable information at the precise time and place they need it.