Skip to main content

10 Things I Learned from the AdAge Mobile Marketing Panel

On Thursday morning a few of us attended the Digital Bytes Breakfast at the Time-Life building in Manhattan, hosted by AdAge. There's a good recap on the AdAge site, so I won't post it verbatim, but for those of us with ADD there are some key points worth noting, in particularly the comparisons to the early issues with the growth of the internet:

  1. Mobile marketing has huge potential, especially when you consider in the low cost per acquisition. Yes, that's a direct marketing term, because that's the potential for measurement and actual purchase.

  2. It's all about the network. Reminiscent of dial up internet access, it's up to the carriers to up their networks/coverage in order for it to provide a positive brand experience.

  3. Plan ahead. Because the various carriers require It takes a long time for a mobile campaigns to actually play out for various reasons: coding for various platforms, short code approval/lead time, etc.

  4. The need for standards. Designing and programming for various platforms and screen sizes can present obvious challenges.

  5. The slice of the marketing pie just got sliced thinner. Brands are experimenting with mobile and it's coming from someone else's budget.

  6. None of the panelists have iPhones (4 Blackberrys, 1 Nokia). In fact, the iPhone never came up as a target for mobile campaigns, even with an AT&T Mobile rep in the room.

  7. Old school measurement still rules. When asked what was deemed a successful campaign, the response was "reach" and "brand awareness". Forget what I said earlier about direct marketing terminology, no one would disclose that sales went up after their campaigns ran. I guess that's why this was hosted as part of AdWeek and not a DMA-hosted gig.

  8. Resumes from all backgrounds are being accepted. Much like the tech boom, there's a talent shortage (shout out to Colin) in this space.

  9. Give me my money back. No, I'm not talking about the conference fee. :P The aforementioned network issues have started a debate on price per click refunds. In particular, if a potential customer clicks but the network drops the connection, shouldn't the brand receive a refund?

  10. Youth rules. The panel felt that 13-26 year olds will really drive this medium.

I had one major exception to a point that was made. The gentleman from Yahoo said "People love ads". Nope, they don't. They tolerate advertisements to get to what they really want, which is the actual product. Which, consequently, is what people really love - great products.


Popular posts from this blog

Charlottesville, Skinheads, White Supremacists, Trump and Idiocy

I'm having a lot of emotions about what took place in Charlottesville, Virginia this weekend. None of them are good or positive for the direction of the United States. The GOP rode a media whore, a second rate TV "star", and lifelong con artist to the White House to help advance their agenda -- of which they have no idea how to implement.

The biggest problem is, Trump is a well documented racist that tries to help legitimize FOX News and Alex Jones and every racist thing in between. What these media properties all know is that a) division works and b) some people of faith will believe anything. Trump pushed the Obama birther theory, he declined housing to African Americans and he employs employed a racist in former Breitbart employee Steve Bannon. I'm not going to get into his circus of racists on staff including Gorka and Miller, because they aren't worth the words.
I have a lot of conservative friends that voted DRUMPF with hopes he'd bust up Washington. An…

Everything That's Wrong With Social Media in One GIF

I submit to the jury:

How to Rick Roll Someone

I've noticed a lot of traffic to my blog from a post I did on Rick Roll. In particular, people are looking for how to do it. So, without further adieu, here's a quick 1, 2, 3 on "How to Rick Roll Someone."

Pick your target. This should be someone not suspecting a peculiar link, email or heads up. Works great if you're the guy/girl in the office known for sending YouTube links via IM
Grab the URL. The YouTube video is probably the easiest to snag, because the URL isn't a dead giveaway. Sites that truncate URLs like SnipURL and TinyURL are handy if you want to send folks to
Pick your delivery method and send! IM, email, blog (wink!), what-have-you.

Please, feel free to get creative. Our programmers used a "Can someone test this site?" email to the office to Rick Roll the entire staff. Or better yet - send the URL along to unsuspecting family members as "Our newest family pictures!".

Another fun way is via conference or phon…