Loads of innovative mobile applications that demonstrate business value in a language that LOBs understand. Today, about the 36% of U.S. adults owning smartphones and 5% owning tablet computers, we are essentially growing towards the mobile market that is set to explode.
Marketer projected in 2013 that 10.8% of the U.S. population (all ages) now use a tablet computer at least once a month, and tablet penetration is projected to reach 27.7% of the U.S. population by 2014. An online survey of 501 U.S. marketers conducted by AT&T Inc. in September found that 88% plan to increase their mobile marketing programs this year.
The number of mobile phone users in the world is expected to pass the five billion mark by 2019. In 2014, nearly 60 percent of the population worldwide already owned a mobile phone.The top mobile programs this year will be mobile apps (43%), followed by mobile barcodes (41%) and banner ads (40%), according to a survey.
THE NEW MEDIA MODEL
We are moving away from a media environment in which they consider traditional, online and other forms of media to model which will have a mixture of all of the traditional:
Ø Purchased media
Ø Owned Media (which is for original content)
Ø And earned i.e. Social media.
There is much more need towards a holistic approach across content and the marketing investment for clients. As I talked above, the decision makers now need a better model that would combine all and give them the See Thru view of their business and a platform to compare those with the market On the go.
What enterprises spending a significant proportion of their budgets on marketing campaign activities, the stakeholder got to see consistent measurement of campaign performance. This enables them for incremental improvement in performance over time and enables more effective prioritization of resources. The ultimate goal of Campaign Analysis is to measure the profitability of marketing and sales tactics. Tracking costs and revenues by activity enables measurement of Campaign ROI or “Return on Marketing Dollar.” Expenditure can be optimized for efforts that more efficiently generate better leads should you measure if your organization is not able to measure Campaign ROI today? Many KPIs, which measure the performance of campaigns, are readily available. Tactical KPIs such as Number of Contacts, Response Rates, Leads Generated, Conversion Rate and Average Days for Follow-up allow one to quantify performance at the tactical level. Breakdowns by campaign, customer segment, geography, industry, age group and income level provides visibility into which campaigns are successful among different customer groups.
Once again, this information can be served to all levels of the organization through scorecards, dashboards and ad-hoc analytical tools to enable better campaign decision-making. Some standard KPIs that the Marketing organization focuses on are:
Lead conversion rates
Revenue generated by Campaign
Campaign revenue by Account Verticals
Campaign revenues across Product Lines
All about Content & VOICE OF THE CUSTOMER
The most popular content marketing tactics used by marketers, according to the study, include articles (79%), non-blogging social media (74%), blogs (65%) and e-newsletters (63%).
To develop all this content, marketers are relying on their own marketing departments, as well as agency partners and freelancers. When I started my career with typical web marketing technical writer, all I knew was to promote the brand I was working for.
Now the definition of blogging has changed. An effective blog can promote you only when you are providing some realistic solution/ content in it. People are subscribed to mobile updates; they don’t want to read any bulky article without having a value add to their reading.
With their ability to tweet about brands, blog about companies, post product reviews on websites and engage in real time with marketing organizations and each other, customers are becoming even more central.
So your content has to be strategic enough to listen, Plan, Engage, Measure and Act back!!
Now the question is “How you can achieve it”. Trust me I am seeking the same answer!!
However, if I put together all what I have learnt so far is: “gather knowledge” & “Reflect meaningful Information”. As technology becomes a more critical tool for marketing, relationships between them are moving closer J
Precisely, a recent popular case study for this Mobile Media Leads would not be a wrong one to be talked here:
Around 28% said that mobile media strategies have helped Forrester to grow their business in tangible way. Take a look at this:
What we can call the "techno – marketer” bridge' is one of the most important foundational items for today's strategic business needs. As I learnt just couple of weeks back Microsoft has a dedicated IT unit within the marketing organization that reports to the CIO. By sitting inside the organization, right beside the techies, the CIO should be able to talk about next turn and to do’s!!
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