The US isn’t that Mature

We never lose an opportunity to show the data supporting the notion that mobile usage growth hasn’t slowed even a little.  It’s still charging ahead, especially in the US.  Now that’s counter-intuitive because one might think that the emerging markets are adapting at higher rates and that the US, a more mature mobile market, would be slowing.  But 170% increase in ad requests tells a different story – the US isn’t that mature. Source: MarTechAdvisor.com

Retail Ad Spending Grew 40% in the Second Half of 2018

A breakout from Smaato of ad spending by category for the second half of 2018 shows that 72% of all spending came from two categories: retail and media.  All other categories combined to deliver the final 28% of dollars. 

The big story was the 40% growth in retail spending in the second half of the year compared to the frist half. Total retail went from 35% to 49% fueled by online marketplaces Amazon and Walmart, which together accounted for 28% of all ad spending. A lot of that second half spending in retail was likely related to the holidays.  Source: MarketingLand

High-Tier Consumers Pull Back in China

Chinese consumers appear to be pulling back according to a new survey sponsored by Credit Suisse and conducted by Nielsen.  Expectations were 14.3% lower in the 2018 survey as compared to 2017.  Tony Wang, one of the authors commented, “… Chinese consumers [are] less willing to spend across all categories, especially on large-ticket items such as cars and property.”

Interestingly, consumer sentiment in China’s lower-tier cities remains strong.  Even luxury products continue to see high purchase intentions.  These are the cities that have only recently begun to feel the advantages of China’s new economy – in part a result of the Alibaba and JD.com expansion into the hinterland over the last couple years.  Source: South China Morning Post

Compliant Inventory Wins in Europe; Coming a State Near You

Analysis of ad requests, bids, and impressions from the GDPR months of 2018 (July thru December) by Smaato tells the story about tough verification rules.  Advertisers have bought into the scheme.  They have shifted their ad spending to GDPR compliant inventory and they are paying more for the privilege.

We can expect the same response in the US as states such as California establish their own requirements.  Expect ad dollars to move with force toward the clean inventory.  Know it, prepare for it, embrace it.  Source: MarTechAdvisor.com

Smart Subscribers Pass 1.3 Billion in China

February saw a 38% drop in the number of new mobilesubscriptions compared to January.  One explanation might be the widely reported drop in China’s iPhone sales, though it was also reported that local brands have taken up much of the slack.  Apple may not have merely lost a month, it could be a long term loss of market position.  Meanwhile, the number of smart subscriptions moved passed the 1.3 billion mark, emphatically emphasizing China’s status as the largest mobile market in the world.  Sources: China Mobile, China Unicom, China Telecom

Three Rules for Social Media Content

Blasting social media content without regard for how its being delivered and where its going is not a marketing approach.  Here are three guard rails designed to keep your social media marketing on track.

  1. Assume that all social media posts are a sales pitch though the content may not be very aggressive in tone and make sure that your story supports the interests and concerns of the kind of people who buy your product(s).
  • Sixty years ago Marshall McLuhan wrote, “The medium is the message.” The adage still applies. Understand each social medium for what is.  The long form content that works on Facebook is not suited to Twitter’s limitations.  Instragram demands pictures over copy and You Tube prefers video over copy.  Lesson: Just as the content has to fit the audience (rule 1), it must fit the delivery medium.  Both have to be in sync.
  • Finally, your social media content needs to reflect your business.  Keeping it close, keeping it in-house will assure it’s written from a personal point of view.  That will keep it original and most likely interesting to your customers.  Source: Forbes