On November 14-15, The ARF led the “Mastering Mobile Marketing” Conference at Facebook Headquarters. Here are some of the key takeaways from the event:
Keynoter Eric Zuncic, Crispin Porter + Bogusky, asked,
How is mobile transforming your marketing?:
- New tools in geo-location, hyper-targeting, and validating consumer IDs make it easier for marketers to get the right message to the right consumer at the right time
- Given the positive ROI of investing across platforms and the power of great mobile creative to build brands in the brain, the mobile marketing transformation has only just begun
- But more and more consumers are raising a middle finger to block digital ads. Consumers want more control and more respect from advertisers
- How can you orient your message so it inspires consumers to talk to each other; not just us talking to them?
- Be customer-centric. Help explain how the purchase makes the consumer a better self
Drew Lipner, Millward Brown, discussed insights from winning mobile marketing campaigns:
- Be emotional. You don’t have as innately captive an audience on mobile vs linear TV
- Link to social responsibility and impact. Users are not on mobile for entertainment alone and heavy mobile user psychographics tilt toward more socially responsible attitudes and values
- Leverage mobile innovation. What are the animations, experiences, personal engagements that are unique to mobile that cannot be replicated on mass TV?
Leslie Wood, Nielsen Catalina, discussed attribution:
- Nielsen evaluated 1,400 campaigns for 450 CPG products that employed linear TV, magazine, mobile, display and digital video
- Mobile was most effective on a gross impression basis. Incremental sales per impression (000) was $26.52 for mobile vs. $23.48 for digital video and $20.56 for linear TV
Lindsay Rutter, NBC Universal, and Rolfe Swinton, Reality Mine, discussed using viewing data from Olympics enthusiasts:
- Mobile was more often a companion device than a “when TV was not available” device and its role in the mix was enhancing viewing, adding context, and filling the gap when attention span fails or falls
- A note of caution. If the TV switches to a commercial break, the focus can shift to mobile. That shift may not necessarily be to advertisers-supported content