Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

More documents

Recommendations

Info

Are CMOs slacking in mobile?SUBSCRIBE RSS REPLY TO EDITOR HOMEBy Rimma KatsJuly 5, 2013The role of today‘s chief marketing officer has fundamentally changed. Knowledge of digitaland mobile is more crucial than ever and many CMOs are currently struggling to understandtoday‘s increasingly tech-savvy customers.CMOs need to better understand that reaching today‘s consumer is not about traditionalmarketing. It is increasingly about creating contextual and relevant experiences that engagewith customers and that begins with mobile.―Today‘s consumers live in a mobile first world,‖ said James Citron, chief marketing officerof payvia. ―Unfortunately, many CMOs typically focus most of their spend on analog and2
thus, are struggling to respond to the meteoric rise of mobile.―And for those who have been bombarded by coworkers, peers and media to adopt a plethoraof shiny tools, with the promises of higher company sales and customer loyalty, mobileuptake has been faster, but the ROI may not have caught up to its budget,‖ he said.―The truth is, of the wide range of mobile marketing tools, only a handful of them actuallyproduce high results across the entire marketing funnel – from reaching new customers, todriving sales and loyalty – and they aren‘t usually the shiny ones.‖Understanding the spaceWhile mobile Web, text message marketing and personalized mobile content continue toshow high ROI, CMOs have too often been focused on creating one-off products, and notintegrating mobile well enough across all customer touch points.There are many reasons why chief marketing officers may be slacking in mobile.The first of which is a digital disconnect between digital natives and the CMO who occupiesthe executive suite.CMOs who are not digital natives need to embrace their digital and mobile-savvy colleagues,provide them the platform and freedom to test, prove and launch their digital strategies.Then, there is the fear of big data.The scariest thing for a traditional marketer is to know that every campaign can be tracked,measured and critiqued.The top CMOs embrace this challenge by creating frameworks to distill the volume of datacreated by their programs.―They are creating analytics tools to isolate the key variables of a successful program andutilize them to drive their future marketing strategies and campaigns,‖ Mr. Citron said.―CMOs are vital to the development of a great, customer-focused mobile experience.―They are uniquely positioned to understand their company, their customer, what motivatesthem to align with the brand, while also understanding the business goals needed to crafttruly successful mobile programs,‖ he said.Moving forward, CMOs need to embrace their mobile customers and create experiences akinto how their customers are using mobile today.3
Page 1: Summary1
Page 5 and 6: mobile.‖And, CMOs must understand
Page 7 and 8: The earliest mobile advertising too
Page 9 and 10: The upheaval that the Internet has
Page 11 and 12: But when we ask respondents whether
Page 13 and 14: ―The most significant issue for a
Page 15 and 16: Mobile Internet advertising is the
Page 17 and 18: How? With ads that are native to th
Page 19: There's an onus on publishers to im
Page 23 and 24: Some mobile analysts mistakenly bel
Page 26: He may even catch the tail-end of t
Page 30: In these campaigns, users don‘t s
Page 34: Unaided brand recall was 43% for au
Page 38 and 39: The technical hurdles are formidabl
Page 41 and 42: Privacy IssuesApple has now phased
Page 44: Google has the same complaint in th
Page 47 and 48: Mobile‘s usefulness for shopping
Page 49 and 50: 1) CPG is adopting mobile faster th
Page 51 and 52: Performance-based pricing models ar
Page 53 and 54:
eMarketer expects mobile video adve
Page 55 and 56:
Listen To The Sound Of My VoiceA vo
Page 57 and 58:
A new report investigating consumer
Page 59 and 60:
The next day, Foursquare announced
Page 61 and 62:
Expand context beyond locationLocat
Page 63 and 64:
Using this tool, VocalizeMobile was
Page 65 and 66:
the brands I see in commercials and
Page 67 and 68:
"It's not just about trying to move
Page 69 and 70:
―Mobile is becoming one of the fo
Page 71 and 72:
time on a mobile device) could be r
Page 73 and 74:
―travelers,‖ ―parents‖ and
Page 75:
Failing to Connect with Users Durin
Page 78 and 79:
Location is a big deal. For the his
Page 80 and 81:
Adfonic, abuying platform for mobil
Page 82 and 83:
media-consuming device. But what th
Page 84 and 85:
Whether or not mobile users will be
Page 86 and 87:
advertisers are coming to us for cu
Page 88 and 89:
and an increased desire among custo
Page 90 and 91:
7. Mobile Puts The “R” in Retai
Page 92 and 93:
SoLoMo: Time to Get Social, Think L
Page 94 and 95:
Companies and marketers who want to
Page 96 and 97:
Making the most of a mobile video p
Page 98 and 99:
―Since mobile rich media ad servi
Page 100 and 101:
Triton Digital Chief Operating Offi
Page 102 and 103:
mobile-centric ad unit? It seems cl
Page 104 and 105:
The study goes on suggesting that t
Page 106 and 107:
An overwhelming majority—92%- of
Page 108 and 109:
―I think progress is being made
Page 110 and 111:
Google also posted better-than-expe
Page 112 and 113:
Mobile has also added another layer
Page 114 and 115:
Facebook.Stock has climbed from und
Page 116 and 117:
IAB: Almost two-third of mobile vid
Page 118 and 119:
Mobile Marketing Analytics Are Diff
Page 120 and 121:
There is gold waiting in every mobi
Page 122 and 123:
Mobile ticketingParamount is runnin
Page 124 and 125:
Digital Dimes to Mobile PenniesNow
Page 126 and 127:
evenues in the third quarter after
Page 128 and 129:
128
Page 130 and 131:
Other research showed that TV ads w
Page 132 and 133:
Lockhorn continued that monetary ch
Page 134 and 135:
Among smartphone owners who havenev
Page 136 and 137:
Display Ads' Dubious In-View Perfor
Page 138 and 139:
We've heard Pandora CEO Joe Kennedy
Page 140 and 141:
Talking Point: At the moment, most
Page 142 and 143:
―Make one Web - ensure content an
Page 144 and 145:
Companies such as Amazon, Starbucks
Page 146 and 147:
4. Mobile advertising performs poor
Page 148 and 149:
Recent developments meant to addres
Page 150 and 151:
150
Page 152 and 153:
152
Page 154 and 155:
demographic reported having made at
Page 156 and 157:
effectiveness, a banner click rate
Page 158 and 159:
Digital Experts Tell Us The 7 Bigge
Page 160 and 161:
The other concern I have with mobil
Page 162 and 163:
This shift has been problematic for
Page 164 and 165:
The 1800-Flowers mobile siteWith th
Page 166 and 167:
Measuring mobile video beyond the c
Page 168 and 169:
entries and then tries to provide r
Page 170 and 171:
“It brings together the best of b
Page 172 and 173:
172
Page 174 and 175:
campaigns conducted between Novembe
Page 176 and 177:
uild big money off of it," said Man
Page 178 and 179:
But an effective way of combating u
Page 180 and 181:
Analog 54% 36%Digitally influenced
Page 182 and 183:
etailers’ recent efforts to scale
Page 184 and 185:
That‘s a lot of consumer data to
Page 186 and 187:
As mobile display advertising matur
Page 188 and 189:
Mobile devices‘ smaller screens a
Page 190 and 191:
The YP study shows that the sweet s
Page 192 and 193:
These limitations depress demand fo
Page 194 and 195:
Like similar studies before it, AdS
Page 196 and 197:
percent. Trademob found that 22 per
Page 198 and 199:
198
Page 200 and 201:
We Took Control Away4-day mobile im
Page 202 and 203:
Statistics for the current year sug
Page 204 and 205:
Key takeaways from the forecast:Spe
Page 206 and 207:
52% of marketers report that they a
Page 208 and 209:
Data from ScanLife’s “Mobile Ba
Page 210 and 211:
vs. 10%); making a purchase on a mo
Page 212 and 213:
Challenge Marketers on MobileAUGUST
Page 214 and 215:
Marketers that push creative bounda
Page 216 and 217:
Implications- If we had used the st
Page 218 and 219:
uying against content or even vast
Page 220 and 221:
action with a brand; however, it‘
Page 222 and 223:
was relevant to them, making this t
Page 224 and 225:
MOBILE INTERNET USE ACCOUNTED FOR 1
Page 226 and 227:
ADVERTISERS, SHE CLAIMS. HOWEVER, A
Page 228 and 229:
Study: More Users Clicking Ads, Ris
Page 230 and 231:
Distrust, Irrelevance Temper Mobile
Page 232 and 233:
About The Data: The 2012 Hipcricket
Page 234 and 235:
topping the list in terms of consum
Page 236 and 237:
Foursquare, about to celebrate its
Page 238 and 239:
Here are the top tasks in terms of
Page 240 and 241:
25.2% Newsstand (12)23.7% Lifestyle
Page 242 and 243:
According to Nielsen the majority o
Page 244:
244
show all

Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?