More articles by James Lamberti
It’s (Past) Time to Solve the Mobile Dilemma
Marketers are in a race to the top – or the bottom. The choice is theirs. To make it they’re going to need to pull their heads out of the sand and wrap them around the reality of mobile marketing. They need to face the facts of what is happening and take action now to succeed. Timid measures, half steps and uncertainty have the industry at a crossroads: One path leads to a vicious cycle that will drive mobile into a wasteland of limited value, the other to a virtuous cycle that can create the potential for a multitrillion dollar global mobile marketing ecosystem.
What’s behind this decision point? It’s everything from new mobile devices to a proliferation of ad tech. As is often the case, emerging technology has offered marketers new ways to practice their craft. Unfortunately, they still lack a universal approach to one of the most fundamental requirements of marketing: ensuring that communication reaches the intended audience. This is a huge problem.
A recent poll of participants in an MMA webinar on the economics of mobile found that tracking and measurement is the biggest frustration marketers have with the mobile ecosystem. Forty eight percent of respondents cited tracking and performance as their greatest concern, far outpacing cost and complexity (21 percent), privacy (15 percent), the ability to scale (13 percent) or protecting their brand (3 percent). Addressing the tracking challenge is the first step to creating the virtuous cycle.
Beyond the poll I’ve also had the opportunity to spend time with industry executives from around the world – people from 30 companies – to hear what issues are on their minds and discuss potential solutions. These are really smart people. It’s obvious from talking to them that they need an accurate way to identify and reach their target audiences, as well as to determine how well the mobile campaigns they’ve designed are performing. Without these things, marketing is a crapshoot – and that’s not a model for success.
Reading about doubts and concerns around the potential of mobile marketing makes me crazy. This could be the biggest opportunity marketers have ever had. Think about it: We’re talking about some of the most exciting devices ever created. They’re within arms-length of hundreds of millions – if not billions – of people 24/7. They can deliver incredible content and experiences. But for some reason the industry is scratching its collective head saying, “Gee, sure wish we knew who we’re talking to on these things.”
Those who can solve that problem are going to make it possible for smart marketers to do incredible things. Marketers who fail to evolve with the times will wake up one day and wonder when the world passed them by. Hint: It’s happening to them right now, but they don’t realize it yet.
No comments yet
Leave a Comment
- Video from the Westchester Digital Summit
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way
- Who’s Sharing My Brand Images? Why Text-Based Social Media Monitoring Falls Short
- Ads That Look at You: How Eye-Tracking Technologies Will Change the Advertising Game
Take the Display Advertising Survey for the Chance to Win a Jawbone Jambox!ADOTAS – Industry discussions about cookies, privacy and the impact on display advertising have been frequent — and, in some [...] more...
- It’s Not Digital – It’s Mobile May 17th 2013 ADOTAS — One of the biggest mistakes advertisers can [...] more »
- Video from the Westchester Digital Summit May 17th 2013 ADOTAS – The first-ever Westchester Digital Summit was held on May [...] more »
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships May 17th 2013 ADOTAS — Strong marketing strategies attract attention and build the [...] more »
- Adotas Poll: Tremor Video IPO Would Be A Success May 17th 2013 ADOTAS – In this week’s poll, we asked our readers: [...] more »
- Today’s Burning Question: Impact of Google I/O Announcements? May 16th 2013 ADOTAS – We’ve asked our esteemed panel of industry thought [...] more »
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way May 16th 2013 ADOTAS – Tony Stark aka Iron Man is restless. The [...] more »
- Pandora is First Digital Publisher to Offer e-Business Advertising Integration into Media Buying Platforms May 16th 2013 OAKLAND, CALIF., May 15, 2013 (ADOTAS) — Pandora (NYSE: P), [...] more »
- Video from the Westchester Digital Summit May 17th 2013
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships May 17th 2013
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way May 16th 2013
- Who’s Sharing My Brand Images? Why Text-Based Social Media Monitoring Falls Short May 16th 2013
- Ads That Look at You: How Eye-Tracking Technologies Will Change the Advertising Game May 15th 2013
- Print and Web Manager
- SEO Marketing PPC Specialist
- Marketing Summer Internship at Clean-Tech Educatio
- Service Line Manager - Digital Media
- SEO / SEM Specialist
- Backlinks uk: Within search engine optimisation (SEO), one way links reference hyper-links aiming to a distinct Website
- energy-physics: Media.net is a fantastic ad program. But now a days I cant customize their ads.
- Today’s Burning Question: Impact of Google I/O Announcements? – Adotas | Social Media Strategy Plan: [...] Permalink [...]
- Today’s Burning Question: Impact of Google I/O Announcements?: [...] “What will be the impact of the big announcements coming out of this week’s