Roundtable Roundup: One-to-One Marketing and Mobile Retargeting, Device ID, Influencer Marketing and Social Media Tech, and Location Intelligence and Geofencing
‘Tis the season when Mobile Marketing revs into overdrive, almost as elegantly as Bing Crosby tap-danced with Danny Kaye.
At our recent Roundtable – in partnership with the Data & Marketing Association – Industry Index called on MadTech experts to explore One-to-One Marketing and Mobile Retargeting, Device ID, Influencer Marketing and Social Media Tech, and Location Intelligence and Geofencing. Here are the big ideas that will have them in rapt attention at the office holiday party.
The Brick & Mortar Ruins
“35% of the U.S. population will essentially lean in and depend on their mobile device through the holiday season to travel, purchase, make decisions… Which feels like a pretty big number,” Chris Cunningham CRO of Unacast said. There’s no way to deny the dependency we, as consumers, have with our smartphones this time of year (and, in reality the other 353 days) from comparison shopping, to making purchases, to then schlepping perfectly wrapped packages across the country (or down the block).
Implicit in this idea is the massive change in traditional retail – stores are downsizing, and Amazon has become nearly ubiquitous. Sean Lynch, Marketing Manager for Influencers and Athletes at Fila stated, “Retail itself is changing quicker than even how we understand digital. It’s something we are trying to get ahead of.”
As mobile shopping explodes and the retail space gets, as Cunningham [video] put it, “decimated,” customer experience has to be analyzed. In some cases, Lynch noted, “Data can only tell you certain things, and sometimes consumer shopping behavior tells a whole different side of the story.” Brand awareness, affinity and loyalty are all in flux. Assuming a sale email will cut it is missing the mark by ever widening margins.
When we look to struggling retailers, we see that e-commerce is forcing them to re-examine what it means to shop brick-and-mortar.
Tasty Anecdote™: The Dude Seat, brought to you by Chris Cunningham. “My wife brought me into Rag and Bone, down in SoHo. And, there’s that classic “dude seat” that’s off to the side that keeps you happy… there’s a bunch of dudes on the dude seats and they literally come up and say, ‘Do you want a Heineken?’ I’m like, ‘Of course I want a Heineken.’ I went from… ‘I want to get out of here’ to like ‘All good… go ahead.’ You know that cost them like $1.50 and I know we spent more than that there.”
Perhaps “decimated” is too strong a word. Pass us a cold one.
Bridging the Gap from the App
The first interaction brands have with a consumer must be powerful, cohesive – spanning every aspect of mobile, using apps that the users already have on their phones. “Mobile is critical. We think of it as the bridge from digital to physical,” Chris McDonald [video] CEO of Registria stated.
Mobile is mobile, “It’s the only thing that will unlock offline behavior, which is what the industry is trending towards.” Cunningham explained. “If you think about mobile in regards to understanding real-world behavior, it’s the only component or tool that allows us to capture some understanding of foot traffic, behavior, time spent, etc. We have the other ingredients, but without having offline behavior – which is captured by mobile through things like Device ID – you don’t have the full picture.”
No Cleanup on Aisle 5?
This mobile/retail shift has left CPGs worried. David Shim, Founder and CEO of Placed stated, “There is grocery pickup now. You go online, order, and then pick it up curbside. CPGs are worried about this because you are missing the checkout… the gum, the sodas, the candy, magazines… these are all in danger now.”
Grocery retail terrors aside — who has the Starbucks App? According to Marc Parrish CMO of ActionIQ, “About a third of all orders come from the mobile app – often before they get to the store.” Goodbye, dwell-time-marketing and impulse buys. Shim added, “Sure it’s great that you are getting coffee fast, and it’s great for the consumer, but there is a missed upsell opportunity.”
Sure, shelf space still controls the epic Crest vs. Colgate, Coke vs. Pepsi, duels. However once a consumer is in-app, shelf-space evaporates – every brand may have an equal stake. Kyle Csik, Managing Partner of GroupM explained, “Start with the brand, start with the data, understand the emotion of consumers to your brand, then understand the metrics, and then let the media plan naturally fall out based on that.”
Josh Ong Director of Global Marketing & Communication at Cheetah Mobile pointed out that, “It really speaks to the fact that a lot of grocery stores aren’t selling goods. They are actually the ad network for CPG brands. By switching to mobile purchasing you are eliminating those ad placements, or you have to move them onto mobile, which is an adaptation.”
The convenience… oh, the convenience! But, what does it all really look like, say, in 2022?
The FTC Is Coming for Your Tweets
That emotional connection consumers have with a product goes beyond the shelf with the massive Influencer Marketing movement. “Right now, the top 50 influencers in Social Media make up for about 2 billion followers between them,” Lynch explained. The catch? While shelf space dominance doesn’t play, top influencers have to (read: should) worry about regulations and guidelines. Lynch continued, “The top influencers post about 44 times a month but only 7% of their posts [adhere to] FTC guidelines.”
Evolution... adaptation... impact... convenience… There is no denying that mobile has laid its foundation. “Mobile marketing has merged into ‘marketing,’ I would argue,” stated Csik [video]. “If you are still using the term ‘mobile’ to differentiate your strategy, you’re probably a couple of years behind the marketplace. It’s time to get onboard and call it marketing.”
Mary Rodgers, Director of Marketing Communications at Cuisinart explained, “I think it depends on how your company is structured. For example, in our business, it all resides under ‘digital,’ so whenever we are putting anything together [mobile] is always thought of as being a part of the mix. And another thing, because we know how our consumers are coming to us, we know that 60% of them come through mobile, so we have to be very cognisant of what we are doing in that space.”
“As a data oriented person, if you start to isolate mobile from the rest of the components of your buy – social, digital, desktop, tablet, and whatever – you start to have a bias of the different mediums you’re advertising on. That comes off when you execute your strategy,” Csik countered.
Ong stated there will always be a mobile bias. “I think what we’re seeing, instead of transition to mobile first, where people are learning to prioritize it, we view things almost like a ‘mobile everything.’ These are devices that people carry everywhere they go… Watching TV, you may be dual-screening, when you’re in retail, you have your phone with you, possibly checking prices. Because mobile is the primary computing context for most consumers, it really needs to be underpinning everything.”
Numbers of Note
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