Worst of 2013:
For mobile marketers, distribution and discovery continue to be a challenge. The distribution and discovery gets harder even though we have more ad networks and attribution sources and more opportunities to optimize campaigns. The issue is that it is still hinged to the fact that mobile advertisers need to shell a lot of money to get found between millions of apps on the Appstores. The real question is what amount of money will it take to stay on top of the charts?
The most pressing challenge is for mobile advertisers is to learn more about their customer. There are device makers, platform developers, ad networks and exchanges and analytics providers that sit between the advertiser and the customer. So, the advertiser needs to rely on all these middle men to build any meaningful relationship with their customer. To me, it is like if I wanted to have a relationship with my husband, find out what he likes and what he does not like, I have to rely on all on the middle-men than going straight to him. This “lack of intimacy factor” makes lives of mobile marketers very challenging. The opportunity here is for mobile service provider to come out with an “initmacy facotr” between one to ten and offer a value proposition that takes marketers closer to customers.
Best of 2013:
Mobile marketing is more like firing in the black hole. There is some level of segmentation especially with Facebook ads. One can segment users based on their age, their likes and preferences, geographies and gender. If you know your target user, then you have a better chance of acquiring a targeted audience.
Also, the quality of the users has improved with video ads – since users gets a sneak peak into the game or app and only if it is appealing they download it. This is very helpful since low quality or incentivized users have there place but mostly can’t be retained to become paying users.
So, here is what I think developers need to keep in mind as they plan for launches in 2014.
– Manage your development budgets and allocate some marketing dollars on the onset.
– Lifetime on mobile is unpredictable. Still a 9 month lifetime is good start.
– Think Cross-platform & not mobile only to engage users across platforms and devices.