Utilizing mobile banners ads? Do you have a mobile ready destination?

As having a line item for mobile in the media plan is becoming more and more common/required by the management, it is very important to have an end to end mobile experience. It is a very bad user experience if the banners appearing on mobile phones are being used to drive users to a desktop website.

One thing that is for sure is that your site will experience a very high bounce rate (users will leave the site as soon as they land). OR if you still notice that the users are taking actions, be assured that if you update your destination website to a mobile based website, you will see a huge jump in performance.

Driving users to a desktop based application will also take a long time to load the website, which can be frustrating as well.

All the issues mentioned above, will not only lead to bad user experience but can also lead to a negative impact on your brand. Essentially, users click on banners to get more information about your brand but due the website not optimized for the mobile they will not be able to get any information that they are seeking.

Mobile Applications vs. the Mobile Web

The question of using mobile applications vs. the mobile web is getting a lot of attention recently. One of the key questions that need to be answered is – “Is there a fundamental difference in how the users make use of these two sub-channels within mobile devices?”
Based on my knowledge from industry trends, newsletters, talking with experts – the mobile applications are utilized by users who know exactly what they need to do. Example: Paying bills, making a purchase from Amazon, ordering tacos from Chipotle, connecting with a friend on Facebook, looking for recipes, playing music for your toddler etc. On the other end, users utilize the mobile web to search for new things. Example: finding a FAO Schwarz store in NYC, trying to learn more about a new product, trying to find a customer service number.
Thus, net net – Mobile web is more useful for searching the web vs. the Mobile Applications are used by used when they know exactly what they need to do.

Launching an Mobile App and Keeping it alive

Most of the major marketers already have a mobile device app or are working on getting one live soon. The marketers should think very seriously on why they want to launch an application on the mobile devices. Does it fit the overall strategy of the campaign, brand. How will they be able to maintain it?

Most of the successful applications like Fandango, Facebook, Chipotle, and Amazon have provided a medium for users to utilize the mobile web in their day to day life. For example: Fandango, Chipotle and Amazon have made e-commerce easy. They have literally provided transactions on users fingertips. This shows how mobile devices are helping drive mobile commerce or mobile retailing. Facebook, as most of you know has exploded in terms of the user base with the mobile technology – revolution in social networking.

One more important point to think about before launching an application is how the application will survive in this world of new applications launching every day. Like any other marketing program – the mobile application also needs to be kept upto date, refreshed with new features, content etc. If the user is going to go through the exact same experience multiple times, the chances of the user re-visiting the application are slim. Even if it is a mobile commerce application, the user feedback needs to be addressed in a very pro-active fashion.

Use of bloggers for social media: Social Influencers

Many advertisers are starting to use bloggers to write specific articles about their company to help increase the awareness or product advocacy. But the key question is how to find these bloggers.

There are a few key common rules that should be followed to find relevant social influencers for your brand:

1. Read what he/she writes about – A blogger will typically not change his/her topic, if he/she doesn't write regarding your brand or industry, move on.
   
2. Make initial contacts: Post comments/links of their blog to catch their attention
   
3. Reach out to the person for advice or questions on how you can improve your business
   
4. Provide incentives example: Free visit to your plant, samples of your new product etc
   

Also, please don't feel that a marketer needs to connect with each and every blogger who writes relevant posts. A blogger with a very small following and who doesn't update often is not that important vs. a blogger who has a huge following and provides update every often. These bloggers are similar to the media companies. Consider being close, connected to the bigger companies or bloggers who have the biggest impact.

Measuring Reach of Paid Advertising on Facebook

As social media programs are getting more and more popular, it is important to understand how to measure the effect of the paid advertising. In this post, I will like to talk about the basic concept of reach, as ad exposure or reach is the first step in the game of placing ads.

Typical, Facebook campaigns are done to increase the fan base of a particular page or brand. In these campaigns, there are three types of ad impressions placed on Facebook:

1. Paid Media – Paid ads with the message of "Become a Fan" of the particular brand
   
2. Earned/Paid Media – Paid ads with the message of "Become a Fan" but with the social element showing a blurb with the name of a few of your friends who are fans of the particular brand. Since, these ads have the social component these are classified within the earned media category as well.
   
3. Earned Media – These are the instances of ads which show the list of friends who are fans of the brand and have a link below "Become a Fan". Since, the advertiser didn't pay for these impressions, these types of ads or impressions are termed as Earned Media.
   

Thus, measuring reach from all these impressions is not an easy task. It is impossible to measure it using third party ad servers like DoubleClick as the Earned Media is not served via any ad servers. It will be interesting to find out if Facebook can provide information on the number "Earned Media" impressions served for a particular brand. The next step will be to provide the number of unique impressions seen by each user; this will be the reach from the earned media impressions.

Another way of estimating this reach is based on the number of users who become fans from the paid media. On an average, each user might have 50 friends (this is not an accurate number, just for calculation purposes) thus, if a campaign generated 200 fans, the additional impressions generated will be 200*50 = 10,000. However, then some of the users who are exposed to these 10,000 impressions will become fans, thus generating more earned media. Thus, it is a cycle which goes on – beauty of social media. A good estimate will be to use 3 iterations in social environment like Facebook.

A recent study by Facebook and Nielsen shows that the Earned media impressions are the most impactful in driving awareness, ad recall and also purchase intent. Thus, it is very critical to drive these impressions. Though less in volume, these are the ones which have the biggest bang for the buck.

Social Media

The key objectives of Social Media are to listen, answer consumer's questions, embrace the thoughts and respond.

Respond to convert the negative sentiment into positive. React fast enough to negate any crisis like the McAfee anti-virus situation, a few days ago. McAfee reacted really fast by apologizing for the issue that helped control a negative impact on their brand. Do not wait like Dell, a few years ago when the battery explosion issue was out in social networks. Dell responded by saying it is a single isolated incident but then in a few days, the entire internet was full of complaints.

Embrace your user's opinions and then present it to the world, like Microsoft. Microsoft is utilizing this strategy in the "Windows 7 was my idea" campaign.

Each of the above mentioned tactic probably needs to use a different platform – Facebook, Twitter, Consumer forums, Review sites etc.

How to measure the impact of social media activities?

Some of the key metrics (monitored over time) that can be used to measure the impact of social media are:

1. Brand mentions vs. competitors
   
2. Brand attribute mentions with the brand
   
3. Sentiment
   
4. Correlate the changes in mentions or brand attributes to media/PR efforts
   

There are a few tools in the industry which can help gather the above metrics like Radian6, Nielsen Buzz. These tools might have additional widgets, reports which can provide additional insights about your brand.

How to prevent ads from appearing at places where you don’t want

In the previous post, I mentioned how verification companies can help monitor where your ads are appearing. But that is a cure to the problem after the fact; your ad already appeared on inappropriate section of the internet.

There are services available which prevent your ad from appearing at pre-determined section of the internet.

Companies have the technology to monitor the section of the internet where the ad is about to be served and stop it if it is not appropriate. These companies have very extensive algorithm which rates almost all the pages on the internet and then use this rating to make the decision of preventing the ad to be served.

Essentially, they create a firewall in between the publisher and the consumer before the ad is served.

I haven't used these technologies but feel that using them will really make the publishers accountable in terms of content and geographical location. It gives more and more control in markets/agencies hands.