It's no secret that mobile devices rule our daily lives. Consumers use their phones and tablets to do everything from calling family to finding products to watching content on YouTube. As a result of this deeply personal reliance, consumers are hyper-sensitive to advertising on mobile because it can feel much more intrusive or annoying than in other avenues. This comes with a unique set of challenges for marketers.
During a Spotlight presentation at the iMedia Breakthrough Summit in Austin, Texas, James Green, the CEO of Magnetic, spoke to several panelists on the topic: Paul Pellman, the head of Adometry at Google; Jeff Huter, the VP of client and platform services at PlaceIQ; and Steve DeAngelis, the VP of North America at M&C Saatchi Mobile.
According to DeAngelis, one of the major challenges is the difficulty inherent in tracking. With the increased irrelevance of cookies, and the difficulty of following along multiple consumer avenues, conversions aren't always cut and dry. While we can track direct conversions that happen on a device, it's important to note that the conversions don't always happen on the device where they originated. Often, consumers will use a mobile phone to research and find the right product or service, and then complete the transaction on a desktop or tablet. Mobile is crucial to this customer journey, but it's hard to follow the cross-device consumer path for data purposes.
Should you run mobile campaigns if you don't have proper attribution? Pellman said that the biggest challenge is tying the online to offline conversions. Currently, marketers haven't changed the foundation of how they measure performance, silos continue to exist between channels, and this lack of adaptability is hurting brands and agencies. As a marketer, if you don't invest in a better measuring platform, you're fighting an uphill battle that's giving you inaccurate and irrelevant results. The takeaway: Targeting and measurement need to be planned and aligned, otherwise it's a waste of everybody's time.
Why does location matter? Huter emphasized that 94 percent of conversions are still at brick and mortar stores, which means digital conversions account for only 6 percent of conversions. At PlaceIQ, Huter and his team calculate a place visit rate (PVR) by serving targeted ads and then measuring the amount of users that later visit a predetermined location after seeing the ads. This PVR can determine the effectiveness of the ads and follow the consumer along different parts of their purchase journey.
DeAngelis stressed that you can use mobile to target specific audiences and then use location to customize the experience for consumers -- including giving relevant coupons or mapping a store. Use the location access to provide more value to the consumer, and they will take advantage and engage more with your brand.