Waarom valt jouw mobile advertising voorstel af?

Vele jaren lang waren mobile advertising voorstellen vaak 'the cherry on the pie' van mediaplannen. Als er dan echt te veel budget was, wilden mediabureaus of adverteerders als experiment mobiel wel inzetten, maar vaak was het ook een van de eerste onderdelen die bij een pitch afvielen. Gelukkig wordt mobile marketing en mobile advertising steeds belangrijker en wordt het door velen een vast onderdeel in de mediastrategie. Op mijn Linkedin Group: Mobile Marketing & -Advertising heb ik de discussie gestart om ns te zien om welke reden een mobile advertising voorstel niet wordt meegenomen in het mediaplan. In het verleden kreeg ik soms reacties van mediaplanners zoals: 'Te duur', 'Te klein bereik tov traditionele media', 'Er nog niet klaar voor' of 'Mediabudget is kleiner geworden'. uit mijn linkedin poll kreeg ik de volgende reacties:

Jim Robinson ITR• From my experience it is all about the reach!

Rolando Bejarano Naranya • Desconocimiento del medio creo que sigue siendo el gran tema, por lo menos en una gran parte de LATAM
Vertaald: “onbekend maakt onbemind”

Boris Perez Monstersounddj• @jim reach ? you mean the service is not available in your area?
@rolando hola, que es latam?

Mehmet Çörtük Technoface Bilişim Sistemleri • For my country Turkiye i can say;
1. marketing departments are not aware of the potential of mobile platform
2. mobile devices are not seen as a marketing channel yet
3. communication and mobile internet (like 3g, gprs) costs are high, if you wanna a mobile advertising project that use internet, must deal with mobile operators to reduce these costs.that means SMS is cheapest way for mobile advertising.

Kevin Brady Los Angeles Newspaper Group• Many advertisers believe that mobile marketing/advertising can be somewhat intrusive, but i have seen that mobile marketing/advertising is accepted when a potential customer has the opportunity to "opt in or out."

I have noticed that most of them, especially small biz, are too enchanted with facebook and twitter..
Apart from that, with small and medium size biz, our biggest obstacles have been budget, lack of understanding and even lack of interest in new marketing strategies.. some of them are just not ready yet.. and others will never be..
A good sales strategy and targeting the right businesses are essential if you want your mobile mkt company to survive.. ;)

Rick Good Media3 Interactive • I would think that then utilizing an sms platform that integrates with twitter and facebook would be a great benefit. I am doing that with a couple of clients and they seem to be pleased at the concept.

President - Social Marketing Wizard• Rick, that is an excellent idea. From what feed back I'm getting is people just don't see the potential of Mobile advertising yet and maybe never will. That's Ok because it is here to stay.
As marketer's in this arena we need to go back to the basics of what we did with a traditional web page with an opt in box and drive traffic to our site & blogs. It is a relationship we are wanting with those visitors and the more content we give them the better that relationship gets.
I believe that with our web sites we can school those visitors up to the Mobile market in a non-obtrusive manner so they get more & more use to seeing it. Then acceptance will happen.

Marnie Sablan iZigg Mobile Media• From recent experience it seems as if most of the smaller and mid-sized businesses are afraid that it's going to take too much time to implement or they don't consider themselves very technologically "up-to-speed". Usually when they see a demo and the back office dashboard of our system they light up and they see how they can implement it easily.
Like anything else, adoption may be a little slow in the beginning but it will pick up steam and skyrocket very quickly.

Patrick Dixon SuperSaver.com• I am finding that it is understanding and timing. Many companies think it is a great idea BUT want to see how other companies do on it first before they pull the trigger. I agree with Kessia that targeting is essential. Additionally, I am finding that small businesses can be a waste of time.........many are struggling to get a web presence and it is 2010!!!!

Tom Runnels T.Comm Marketing• Good comments all. I would add that unfortunately I have seen Ad Agencies (middle market mainly) screw up great mobile opportunities because they don't understand it and confuse the client into a "no decision". It reminds me of initial web development years ago when every Agency said "I can do that!" and then had to figure it out to keep the client.

Christine Neuteboom ATreeM• What I have been asked many times during my meetings with potential customers on mobile advertising campaigns are questions like: "What is the conversion ratio? And how does it relate to more traditional advertising campaigns?. Can you show me some experience figures? Tell me about the best practices.What is the reach of the campaign, etc.?" But all in all, isn't it all about: Show me the money..."

Christine Neuteboom ATreeM• In addition, I would like to stress that in Holland, one is aware of the huge marketing potential. However, they stress the need for successful show cases, since they are facing small(er) marketing budgets, and at the same time they need to show positive ROI figures of their specific mobile advertising campaign to their management team.

Kirk Adcock Top Floor Studio and G Social Media• Christine,
Could you answer the questions you posed in the first comment or at least expand. For ex. "how does it relate to traditional, show experienced figures, best practices, reach etc.These are basically objections to the sell. How do you overcome these objections

Christine Neuteboom ATreeM• Hi Kirk,
All good questions and I disagree with your statement that these are objections to sell. To me these kind of customer questions show that the potential customer is interested in finding out more about mobile advertising and its huge potential.
It is a fact that because of its novelty little experience figures are available, but success stories do exist. Just surf the internet in combination with mobile advertising, and you will find good examples of H3G (pimp your car event), Coldplay, Pepsi, or for instance the Dutch TNT (interactive) campaign combining abris with SMS. Moreover, doing a mobile campaign contributes to innovative brand building, image and enhanced brand awareness. For instance, in the Netherlands, I worked with Coca Cola on the topic of sustainability, using bluetooth and the mobile phone as a means of (environmental friendly) communication.

Paul S. Smith DI Marketing• These are all great insights! I must agree with Tom, this is the same story we have with any new message delivery platform, the biggest challenge to acceptance isn't the client it is usually poor execution and incomplete knowledge on the part of the industry influencers (ad firms, marketing firms and vendors) as they try to be first. Education has to come first by us and then they flock will turn they always have. I think mobile marketing is probably the easiest to quantify because you can track it best and so easily change messages. I think it may be the best opportunity in loyalty marketing and demand generation I have seen because the platform is so pervasive and immediate.

Russel Stromin Strike Media For me the biggest obstacle is that the clients still see mobile as a latch on or after thought to their advertising campaigns and this is mainly due to the fact that mobile is not included in the original marketing strategy. The main reason it is omitted from the strategy is either because they are using a traditional marketing/advertising agency that has no idea of what mobile brings; or; because they are still following strategies that were developed in 2005 or earlier.

Mobile should really be the centre of any marketing strategy or campaign because it is the single medium where one can really interact and engage with the customer on a 1-to-1 basis. Another thing is that many companies do not have a mobile marketing database of their customers and because of regulation they cannot send to anyone who is not opted in.Just 2cents from me on a Wednesday afternoon...

Kirk Adcock Top Floor Studio and G Social Media• Thanks everyone these are great comments. I'm at the beginning of a national sales push to promote my company as an inhouse, white paper app developer and mobile campaign marketer to ad agencies. I especially appreciate the comments involving agencies. I think if I can educate them at this early juncture then when things start to catch on then we'll be in good shape.

Tom Runnels • Kirk: I've had alot of experience with Agencies, and I would encourage you to position your offering as a tool that they can "white label" in order to call it their own. Agencies want to "own" their clients and are very reluctant to work with an identified third party. If you would like to discuss further please contact me privately. Good luck!!

Alexandre Olivieri PMP Very interesting discussion. I would add, on top of what have been said, an existing conflict of interest between the advertisers, publishers and consumers. Think about that and how this affect the real benefits of mobile advertising to create the differentiation. A very simplistic description: 1st group: the ones looking for what is being called "reach": send my new Nike running shows ad to all iPhone users you can ; 2nd group: I don't like Nike neither running and you know that. Where are the Adidas soccer shoes ads instead of this Nike stuff? Which hat do are you wear when negotiating the best solution for a mobile marketing campaign? I could say that, as professionals, many of you would be in the first group most of the times. On the other hand, as consumers, you would like to be in the second one. What is the balance for the optimal strategy?

John Ziegler Vectra• Our product delivers rich content to the phone based on the customer's interaction with POS signage. Our rejections come from lack of experience with the concept. It needs to be a show to sell for us, but most only think pushed coupons.

Keith M. Disbro Orbsid LLC• Tom is spot on, education, clients must understand how it can and will help them first. We also find it true that people look for an escape when they don't understand mobile. They don't know anything about mobile or what they do know is one dimensional and seek a reason to dismiss it quickly. The platform or content really is not the issue, I can think of at least 25 very robust platforms that can get any mobile job done well, 26 if I include us in the mix. Which also adds to the confusion or lack of initial interest due to so many options, approaches and different levels of advice being projected their way.

Marta Pichlak-Miarka Moved • Agree with Tom. I'd encourage to develop partnerships with media/digital agencies just as other media vendors do so that your services are not turned down by media folks.The truth is that clients want to have media budgets in one hands and trusted people in one place that recommend media mix and that won't change. above other reasons mentioned before,Mobile advertising still hasen't found the right place in the media mix because:
1) the account managers don't see the potential in mobile advertising because they don't feel confident to sell it to clients as they don't have the knowledge and competences. There's a saying if your only tool is a hammer every problem looks like a nail...so if the only tool you know is 30" TVC every media plan looks like a TV campaign:-)
2) as there are no partnerships between mobile comapnies and media agenscies media buying departments want to keep budgets with the established vendors where they can earn a premium for the agency ( agency volume bonus)

Manu Menon Mobile Advertising Solution• From my experience in APAC, many advertisers are still associating mobile advertising with intrusive spam SMS'. And their comparison with traditional media from a reach and metrics standpoint puts mobile ads at a disadvantage. But I believe advertisers will be more receptive once they see the growing number of success stories and case studies coming out of the different regions, especially outside the US. Also no medium can potentially provide this level of engagement and interactivity. Cheers...

Corrado De Sanctis •Innovation Designer• Customers, in Italy, have a rough idea of the potential benefits for bi-directional contact; they are still thinking about how to manage usual advertising on new media importing strategies from traditional media.

Byron Banger Acceleration • Great insights here.
The biggest hurdle I see at this time, even with available 3rd party Mobile offerings (we use Google's DFA), is the limit of track-ability - both click-based and (shock horror) view-based. It shouldn't be complicated to incorporate a Mobile viral or social strategy with a new/existing digital campaign.
Lack of JavaScript and Cookie's across the majority of mobile users world-wide makes it very difficult to tie in a mobile campaign to a larger digital buy - Accurately. Establishing site activity/subscriptions/ROI/any goal, for a mobile campaign is still a sore point I hear often, with many marketers/agencies relying on analytics to pull in those referring URL's - unless thats a well integrated tool, most of us know that referrer-based tracking is not a reliable as say cookie based tracking could be. Most 3rd Party ad-serving systems available in market use cookies for normal tracking.
In my eyes, an integrated campaign, (with latest generation handsets that do offer some kind of cookie/JS) would need to be targeted quite strictly with your mobile content providers in order to utilize existing cookie-based tracking. Marketers and Agencies don't like throwing money into a black hole - thats why most of them are shifting focus from traditional media types :)

Onderzoek: Wat zoeken adverteerders (en waar moet een mobile advertising voorstel aan voldoen?)