Insights From A Web Guy Turned Mobile: Three Topics Inside The Noise - Adam Chandler

As an online marketing seller for over a decade I finally made the platform shift to mobile In the past few months I39ve been exposed to what I believe are the most defining trends of our industry mobile39s position within the comprehensive media mix the need for apps amp8211 or lack thereof and mobile39s unique location and timeaware characteristics At the heart of each of these topics is the mobile consumer the factor by which campaigns in 2013 and beyond will be shaped more than ever before Below are my brief thoughts on how brands can leverage these trends while fully mirroring their audience1 Use mobile to make your other media smarterMany Fortune 500 brands have moved out of the 39test item39 phase when considering mobile for a comprehensive campaign Mobile has not only earned its own line item but has proven its worth as an integral player of a larger campaign strategy Mobile has the unique properties to seamlessly integrate into other mediums online TV social media 39out of home39 and print all benefit from a mobile boost In fact brands that mix mediums incorporate more mobile spend than those that do not At the Mobile Media Summit panelist and Digitas VPGroup Director of Media and Mobile Ryan Griffin said quotamp8230don39t divorce mobile from social or content these need to orbit together They make up the tapestry of marketing efforts not a line item on your flow chart It mobile has to connect with so many of the other things you are doingquot When approached as an 39and39 vs an 39or39 mobile will make your other mediums work harder To get the biggest bang for your campaign spend sew mobile into your strategy2 App is not the mobile silver bullet Too often do brands consider mobile engagement as simply the launch of a mobile app Instead of assuming that quotthere39s an app for thatquot let39s ask ourselves whether there really needs to be an app for that Apps make sense for specific objectives however if you build it and no one comes you39re left holding the bag Similar to the online world microsites were once the rage There appeared to be a microsite for every element of a larger brand In time marketers recognized the difficulty in driving visits without real utility and rising above the noise Now we39re seeing less microsites and more building on top of the platforms where consumers already engage eg Facebook Twitter etc Before creating and launching a mobile app ask yourself where your target audience is what benefit utility you39re bringing them how you39re going to drive downloads and whether or not the app truly supports the end goal In short you need a broader strategy than just creating an app An app is not a strategy but rather a component to everyday marketing3 Seize the momentamp8230by momentamp8230by momentMobile39s location and timeaware qualities elevate targeting to a more personal level than we39ve even seen before From block to block city to city mobile helps advertisers create a moment by moment experience that is enhanced not only contextually but by proximity and time of day This location and timeaware medium enables brands to create a story and relevant connection points throughout a consumer39s day I think Chia Chen SVP of Digitas positioned it best at the Mobile Media Summit last month quotHow do you express your brand as software How can you connect with people for a short period of time in the momentquot If your target audience is standing in the middle of Times Square underneath your brand39s billboard you39re losing an opportunity if you don39t connect mobile into that moment39s experience From retail to CPG mobile39s location and timeaware capabilities add distinctive elements beyond any other mediumThese three trends will help continue to define mobile as the goto platform for advertisers and consumers alike Now is the time to weave mobile into your campaign strategy and capitalize on what makes it unique Dive inAdam Chandler is Senior Vice President of Sales at Jumptap Chandler is a media sales and management veteran and has spent the last 14 years working in digital advertising Adam can be reached at adamchandlerjumptapcom Read all Adam39s MediaBizBloggers commentaries at The Chandler Files Check us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries amp160amp160amp160

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Insights From A Web Guy Turned Mobile: Three Topics Inside The Noise - Adam Chandler

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