Mobile MeetUp NYC
Thanks for joining us at Mobile MeetUp NYC! We’re proud to have gathered a group of leading thought leaders to discuss the challenges, growth and future of the mobile movement.
With speakers from CBS, The IAB, Nielsen Marketing Cloud, Unacast, The Weather Company, and X-Mode, we were able to gain insights from various perspectives within the industry.
If you missed out, here are the top 10 things discussed at Mobile MeetUp:
1. It’s not just about having the data, but truly understanding consumers better through the data.
Successful marketers are increasingly being challenged to provide a comprehensive understanding of their audiences, beyond their demographics.
There will be a need for technology influencers to not just connect every data point on audiences, but also be able to tell stories about behavior.
With full individual profiles of linked data, marketers can understand their consumers’ unique wants, needs and behaviors to improve their customer experiences.
2. Comprehensive data allows for the right context – to serve the right ad to the right person, at the right time.
Gaining a better understanding of your consumers not only allows for a personalized ad experience but more importantly, can prevent waste being spent on the wrong people in the wrong places.
For example, Brett House, VP of Marketing & Communications for Nielsen Marketing Cloud, shared an anecdote about his marketing experience with Amazon to highlight the power and risks of contextual data.
For a month, they were retargeting him with women’s boots ads, all because he bought a pair on Zappos as a last minute holiday gift for his wife.
3. Location data is most powerful when combined with other contextual data.
Mobile location data is important because it informs us of where people have been, where they are and where they are going. High-quality location data is most powerful when applied to drive, predict and analyze ROI metrics.
“At The Weather Company, we receive over one billion location pings a week as a result of our 20 million daily mobile users who check their forecast multiple times a day. Through that set of mobile first-party location data, we are able to get insight into customer journeys and map those journeys back to real-world locations,” says Mark Risis, VP of Partnerships at The Weather Company, an IBM Business.
Josh Anton, CEO and Founder of X-Mode, furthered this point by emphasizing the power of location to understand where someone is going.
For example, Anton’s founded app Drunk Mode utilizes real-time location services to help track your drunk friends, find “Hot Spots” near you, as well as find the way back to your house from your current location.
4. It’s not as easy to influence people’s impulse buying behaviors as most marketers may think.
Many times people wrongly assume that if you have real-time mobile location data, you simply send consumers relevant mobile ads for a nearby retail location to help make the sale.
However, Chris Cunningham, Chief Revenue Officer of Unacast, shed light on the challenge of driving impulse buying behaviors by leveraging geo-fencing. It’s not effective to just send an ad and hope to change someone’s behavior.
5. Location can be tricky without the right context and analysis tools.
The industry needs to learn how to use location data differently. The best application for location data should be for ROI analysis, attribution and audience modeling.
6. Brick and mortar retail is on its way out; your mobile retail experience should understand and enhance the e-commerce revolution.
Ezra Kucharz, Special Advisor to the CEO of CBS, provided insights on the retail evolution that’s driving a lot of companies to reevaluate the way they are connecting with consumers.
While Best Buy, JCPenney, Macy’s, Nordstrom, Target, and many other stores have declined in market value over the last 10 years, Amazon has increased its market value by over 1,000%.
Understanding the rapid changes in retail only further drives the need for a powerful mobile marketing strategy to keep up with today’s consumers.
7. Beacon technology provides a deterministic mobile attribution method.
The true way to measure mobile success at retail stores is through beacon tracking. By implementing beacons at physical retail locations, marketers gain a deterministic attribution method to understand exactly who (and which mobile device) received an offer, came into the store and made a purchase.
Chris of Unacast stated, “Identity matters. A strong identity story creates context and relevancy and ultimately a better experience for the consumer which fuels their incentive to continue opting-in.”
8. Leading mobile marketers need to prioritize substantial sales data in order to determine ROI and campaign success.
Leading marketers shouldn’t rely on external parties to analyze their success metrics. Your sales data and attribution methods should be prioritized from start to end in order to determine the success of your marketing efforts.
9. There’s more than one way to drive the mobile movement.
Our diverse group of speakers and attendees helped us to realize that though we are all striving to stay in the know of today’s mobile trends and technologies, there are various ways in which marketers are uniquely driving the mobile movement in today’s industry.
10. As data is becoming more available, the need for a true standard of data is also rising.
Maggie Zhang, Senior Director of Digital Video Research at the Interactive Advertising Bureau (IAB), discussed the importance of the guidelines set by the IAB and Media Rating Council (MRC) to effectively measure and secure the mobile advertising environment.
As data is increasingly personalized and readily available, the standard for mobile data must be managed and adapted to the ever-changing mobile movement.
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