Get Ready for the Loyalty Marketing Renaissance of 2013 | DigitalNext: A Blog on Emerging Media and Technology - Advertising Age

​For those of you that have seen some things I have written lately, you probably have noticed that I have been fixated on loyalty. With the cost of acquisition being so high, it seems the place to focus. Take a look at my new piece on Adage. 

Ringleader Broitman Gets Bloody at Ad:Tech SF

 On Wednesday April 21st, from 11-1pm, I will be chairing the Marketing Masters track at Ad:Tech San Francisco entitled, “The Bleeding Edge of Advertising Innovation”. As you can see, I am pretty excited about it:
  

 
 
  







Afraid of Mobile Marketing? Get Over it!

Mobile marketing is not new by any means, however in light of the current mobile application gold rush (iPhone, Android etc.), mobile marketing seems to have taken center stage. In celebration of the coming of age of mobile marketing, allow me to share the story of my first experience in mobile marketing;

It was about four years ago. I was an eager interactive agency guy testing various new platforms; some...well, let's say, not as successfully.  Okay, I will be honest (it is, after all, the best policy) the firs mobile campaign I ran was an abysmal failure. Like any good marketer, I noted why it failed, then vowed never to make that type of mistake again (I have since made other marketing mistakes; but all of them were unique :) )

What did I learn?

  • Tactics driving strategy usually does not work

    • The demographic I was trying to reach was simply not ready to behave in the manner needed to make this campaign a success.

      • A click to call mobile campaign did not serve our strategic objectives





  • Pre-planning can make successes out of failures

    • The adoption rate, and awareness of many mobile technologies that are popular today, were not as popular at that time.  What we failed to do was create a model whereby; the long term learnings were just as important as short term ROI. All we learned was not to run any other mobile campaigns for that brand for a while.

    • Had created a framework for failure, the fact that my target demo was not a savvy mobile crowd could have diminished the degree to which this campaign failed



  • Communications should be consistent across platforms

    • There are certainly exceptions to this rule, but when testing emerging platforms, the look and feel you present to consumers should remind them of other campaigns in the market. It makes activation in new media environments more palatable; and can diminish any skepticism someone may have




I have taken these lessons and applied them to everything I do. As someone who is both a marketer and a lover of shiny new tech toys, these were very important lessons.

fear-of-phones1Fast forward a few shorts years.

The world of mobile has changed (hell, the entire world of media has changed drastically in these few years, and so has my thinking about mobile marketing). I know some of you out there are still afraid of testing mobile marketing; it is time you get over your fears! I am not advocating you go out and start buying mobile media for it's own sake. I am saying that you should begin to seriously consider how to integrate mobile into your communications strategy.

I have been thinking about mobile marketing a lot lately, and began to construct a framework that reflects my thinking. It is still pretty rough, but I figured I would throw it out to the community and collect some thoughts. I don't plan on explaining the meaning of these diagrams for two reason;

  1. I want to see if they resonate with you, and if so, how

  2. I am just too darn busy (but I promise to revisit them; so stay tuned)


Let me know what you think. or better still; take these ideas and make your owns slides and send them over. I will be sure to post.

(note: since posting this,  I have already begun to see holes in this model re:Search. Help me out here; I constructed this model quickly; knowing that the wisdom of crowds is greater than the wisdom of one)
Mobility

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Unsponsor_042009: ChaCha

chacha-mobile-search-text-search-questions-and-answers_1240171165290

Company: ChaCha

Founded: 2008

Twitpitch: ChaCha provides advertisers the opportunity to target young, active mobile users with highly effective messaging and engaging them via text conversations.

Why ChaCha should "make the plan": ChaCha is available ANYTIME & ANYWHERE - all you need is a cell phone.

Media Kit can be found at: http://partners.chacha.com/

Sales contact info: Mark Tarnuzzer, 860-690-6371
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Tapping Into The Future of Targeting

What is the promise of the future of advertising?

If you ask many people currently working in the digital space, they will tell you--localization and personalization are the keys to the future of advertising (and in many ways, I would agree).

Along with hyper targeting, comes the ability to charge using an acquisition model. We have seen CPA models work, to some degree, with larger ad networks such as Advertising.com (i.e. Platform A).  CPA deals tend to only work for some advertisers.  At the current time, buys may not even be accepted if you cannot meet a minimum budget (try doing a 5k CPA buy, I dare you!)

jumptaplogo-2It is my belief that the future of advertising is also about the democratization of media buying. Google started the trend with Adwords, lowering the barriers to entry for small businesses; we certainly have seen how well that has gone. Then came the ad exchanges, which may not make it easy for anyone to place media buys (they are a little more complex) but the idea that ad inventory can sell for market value, in an open market, makes the price of entry more palatable for the little guys.

Today, as mobile platforms become more prevalent, and more people carry smarter devices with them in their pockets, the question becomes; how receptive will people be to advertising so close to home?

I feel that the more targeted the ad, the more consumers receptive a consumers will be when an advertiser attempts to divert their intended course of action. The problem is, mass market brands may not be able hit the type of scale that they need to hit their numbers, while targeting at such granular levels.

The solution is two-fold:

  • More niche brands will begin to dominate the mobile space, messaging consumers in a very personal way

  • Mass market brands will need better strategies to tell different stories to different people; stories that are incredibly relevant to that consumer


In order to achieve these two solutions, you need:

  • a platform that can target consumers by location, device and many other factors

  • a platform that can facilitate media buys with ease

  • lowered barriers to entry (from a cost perspective), or ways that advertisers can buy on a cost per action model; taking some of the risk out of their buy


These solutions are what Jumptap is promising with their new platform, TapMatch. Admittedly, I am friendly with the folks over at Jumptap, and want to see the platform succeed; but that is not why I am writing this post. I had no prior knowledge of this platform, and when I saw it I said, "now that really makes sense".

Have a look for yourself.


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Is Mobile a Medium?

mobile_bootcamp_imedia

As I got on the plane heading to the iMedia Breakthrough Summit, I was greeted by none other The David Berkowitz himself! Of course the first thing I did when I got to my seat was Tweet about it (what else would I do?).

The night's dinner was sponsored by my friends over at Jumptap (sorry you could not make it, Julie) and after the formal presentation was given, Paran Johar graced the stage and proposed a "mobile economic bailout plan" (aka a sweepstakes, where the winner gets an entire mobile campaign. Not a bad idea!)

At the risk of being overly pedantic, and potentially forcing people to mince words in my presence, I want to underscore something that Paran said as he was presenting. He referred to mobile as a medium. Now, I don't know what Paran's philosophical views are on mobility, but this phrase struck me as something juicy that I could explore. Let's first define out terms.

Medium

  1. an intervening agency, means, or instrument by which something is conveyed or accomplished: Words are a medium of expression.

  2. one of the means or channels of general communication, information, or entertainment in society, as newspapers, radio, or television


It would be silly for me to add a definition of mobile; as I think we all know what I am referring to (in common parlance). The question remains,
Is the mobile phone a medium unto itself, and will it be treated as such in the marketing world in 5 five years?

I recognize the need for specialists in the mobile world today, and I love that iMedia is taking an entire day to focus on "mobile" (I would not have agreed to sit on the advisory board if I did not think this was a great initiative). Anyone who knows me, knows what my answers are to the following questions. I am not going to give my opinions at this time, rather I am looking to everyone at the iMedia summit to jump in and help out. Of course, I expect all the AMediaCirc.us/iMedia readers to jump in as well!

  1. What is the mobile web?

  2. Are there clear lines between the mobile web and what we commonly refer to as the web, necessitating dedicated, mobile web marketing teams?

  3. Where does the laptop fit into the mix, it is mobile?

    1. Along these lines, where does the netbook fit in (this is for my hardcore geeks)?






Help me turn this post into something of value by giving your answers and generating convesation. If you are not with us at the iMedia Summit and have some additional questions, please enter them in the comments. I will try to bring them up.
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Are You Experienced?

The past 10 years have been challenging for many marketers. A whirlwind of new channels have blown into the world of marketing; creating confusion for some, opportunity for others and peril for even more.Those who have braved the new media storm and have successfully been able to bring winning strategies to their clients are marketers that remember the following adage; winning strategies are timeless at the core.

Tactics that employ new channels should merely feed the core strategic foundations of marketing--foundations that are tried and true:

  • Value Proposition

  • Surprise and Delight

  • Positive Experience


The third foundation that I have listed is something that is near and dear to my heart. I have been a champion of the notion that media planners are, in essence, experience planners (or at least this is what they should strive to be). I believe that the ability to create positive, holistic brand experiences is one of the most compelling benefits that new media vehicles have provided for marketers:

Social Media has provided brand marketers with news ways to listen and interact with consumers, creating the potential for an overall better consumer experience. Mobile Marketing has provided brands with the ability to extend their reach to wherever a consumer is, providing a consistent experience from store to online to in hand. Search Marketing has enhanced the experience of shopping, providing consumers with alternatives at each step of the buying process.

I recently provided insight for an article that Matt Kapko wrote for iMediaconnection on Digital In-Store Technology. I was able to get on the phone with Matt and a few of the technology providers mentioned in his article, and I have to say that the space is quite compelling. What I find most intriguing about the digital in-store space is that it is yet another way that brands can take advantage of technology in order to create a holistic experience for consumers. Do I think digital in-store is strategic in a standalone capacity; no. Does it have the ability to bring integrated marketing strategies to the next level; definitely!

We are at a time when all of us should be looking at how to use the platforms that have surfaced over the last ten years, as opposed to fixating on the platforms themselves. This notion has been forced upon us (to some degree) by the current economic climate, but in the end I feel that the interactive industry needed another period of self reflection and correction. If we are able to get back to the core strategic fundamentals that make for great marketing, while leveraging new channels when they make the most sense, we will come out of the current economic state as better marketers.
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Mobility for the Masses



Feedburner ""


I still remember how excited I was when I created this blog a few years back and burned my first RSS feed through Feedburner. Having already been an avid RSS consumer for years--the feeling of producing my own RSS feed was incredible.

Fast forward to October 2008 and burning and RSS feed or creating a blog is very simple. The blogosphere has grown exponentially and it is fairly common place to have a blog.

The question is, how common is it to have a mobile app? It is my belief that publishing applications for mobile devices will, in a few years be as easy as publishing a blog is.

Take a look at AppLoop. I saw this on Techcrunch today and had to write a little something about it (how could I not).


iPhone Application Generator Demo from AppLoop on Vimeo.
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How Social Media Is Like Religion



This Gutenberg Bible is displayed by the United States Library of Congress. Image via Wikipedia


Okay--I don't really have any bullet points on how social media is like religion, but I just recorded a podcast with the great Lon Safko who is working on a book called, The Social Media Bible.

I don't have a lot of time at the moment to explain all of the reasons that this project is awesome (you can trust I will do so in the coming weeks) but I wanted to share our conversation with all of you and get some feedback.

Enjoy!

[display_podcast]
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Mobile Marketing Forum Day Two- Buying and Selling Mobile Ads

Buying and Selling Mobile Ads
Buyers and sellers will learn the differences between using a mobile ad network versus transacting directly with one another. We'll showcase how advertisers today are working with mobile ad networks including AdSense for mobile content. We'll also take a look at how premium publishers sell and manage mobile display ad campaigns.
Rob Victor, Product Manager, Emerging Media, Google/DoubleClick

  • There is a lot of friction in this marketplace

  • 2001 Doubleclick first started building a mobile platform

  • Mobile display advertising has been one of the fastest growing channels

    • (hmmmm. I need data on this one)



  • many advertisers still don't have mobile web presence

  • advertising need a single dashboard where they can control their own media

  • there is still no advertiser third party in mobile (single centralized server)

    • creating the same type of dashboard for the mobile as what we have for the web



  • Mobile is still a premium type of ad unit

  • Targeting as differentiation and value add

  • counting standards still need to be established

  • Content management and ad serving should be interoperable

  • Multiple sales channels should be available with a centralized place for reporting etc.

  • transparency is best for the industry

Mobile Marketing Forum Day Two- Location Based Mobile Advertising

Location Based Mobile Advertising
Opportunities to be discussed include proximity marketing and location based services - and the options available for mobile advertising.

Moderator: Jim Manis, CEO, 1024 Wireless Services & CEO, Mobile Giving Foundation
Brian Levin, CEO, Useful Networks
David Klein, Vice President, Advertising Sales, Navteq

Lisa Uhrmacher General Manager, Mobile Advertising Sprint

  • What type of threat does Google pose to carriers with their location based services?

  • "the road to hell is littered with location based services" Levin

    • privacy stigma

    • carriers go overboard with privacy measures

    • google has brought these services to the forefront by making them free



  • It was either to make text interoperable than it is location/mapping

  • Navigation Media

    • relevant location based advertising

    • scale will be key



Mobile Marketing Forum Day Two- Case Study: Perspectives from Brazil

Case Study: Perspectives from Brazil
LATAM (Latin America) is one of the hottest growing markets for mobile marketsng. Join this engaging session to learn about the state of mobile marketing in Brazil. Two of Brazil's leading providers will share some recent successes and case studies.
Daniel Costa, Co-founder, MobX - Mobile Marketing
Federico Pisani Massamormile, CEO, HANZO

  • Population of Brazil 189 MM

  • Stocks are booming, economy is strong

  • GDP growth 1,551 USD trillion

  • Consumer spending boom 6.5% over 2006

  • 127MM phones

  • mobile penetration 67%

  • 4 major carriers

    • Vivo largest mobile carrier