Mobile Ads Need to Conquer Two Levels of Distraction

Have you ever thought about what you did before your mobile phone placed the world at your finger tips?  What you did while watching TV or before you go to sleep?

In today’s world you pick up your mobile phone because watching TV or falling asleep is not enough to keep your fragmented mind occupied. 

Turns out that those times when you’re doing something else, when you used to just do that something, whatever it was, is now good time for advertisers to reach you with their mobile message – this according to a survey of 1,000 adults who apparently had nothing else to do. 

Note to advertisers: Your message has got to be compelling because you’re hoping to pull a user’s attention away from the content on his/her mobile devise and the other thing he or she is doing at the same time. Source: MediaPost

AI-Infused Marketing

A panel at CES threw some light on the advantages of AI-infused data analysis in marketing.

In spite of all the talk, AI’s role in audience targeting has just begun.  Matthew Patrick, host and creator of the YouTube channels The Game Theorists, made the point that “a lot of content creators and brands are still planning campaigns off gut feelings” rather than using the dozens of data points that are available for guidance.

One of the areas in which data can be better used is geo-location.  A deeper view allows advertisers to reach into neighborhoods rather than whole cities – the messaging to an affluent neighborhood verses a working class neighborhood might be different.

And with testing, AI can help you better reach your intended audience by indicating where your message is connecting and where it’s not. 

Testing can look back toward the creator him/herself.  If you know your audience from data, you can sift through the thousands of content creators/influencers to find the right person for your project.  That sifting process will reveal the phonies and the robotic content producers you want to avoid.  Source: CampaignUS

AI-Infused Marketing

We often detach elements of the marketing process to our disadvantage.  Here’s an example of AI integration through the whole marketing process.

Regardless of the product or service being offered, you should start with an AI software search of the web for competitive products/services.  Gather data about competitive features and benefits and pricing.  With that information you can fit your product/service into a  marketing mix and determine who your customer is likely to be.

Now you’re ready to employ AI content creation tools to align your messages to reach the defined audience through your website, social media and advertising.  AI informed messaging fine tunes the communication and will yield a better result both for brand building and advertsing results.

Typical Newbie Content Marketing Mistakes

Basic to all good communication is knowing your intended audience.  That’s where it all starts. Yet, too much of what we produce is driven by what we want potential customers to hear rather than customer needs.  Once created, we often make our content difficult to access where customers are.

But the greatest sin may be to create content without a solid, data-oriented strategy and performance metrics for measuring results.  This leads to content that’s disconnected from business strategies, content that’s doomed to fail in its communication and doomed to waste money as well.

Another mistake is to flood the zone with content rather than delivering a more focused, deliberate message.  Randy Frisch: Co-Founder, CMO, and President of Uberflip observes, “Many organizations believed if they simply created content, people would come. You know like Kevin Costner in ‘Field of Dreams’”.  All of which goes back to the first point: know your audience and then target them with your message.  Source: MarTech Advisor

Content Marketing’s Internal Conflict

There’s a conflict between the needs of search optimization and the needs of other content marketing.  One of the principles of search engine optimization comes from Google’s algorithm, which favors long articles.  The rule of thumb is that 1,200 word articles tend to land on the first page of results more than shorter articles.

Therefore, building content for the best search result is in conflict with the content needed for most other written content marketing: blogs, social media and influencer content.  They need short heat, short attention span stuff, to be most effective.  Source: Bidwin analysis

Adding Sophistication to Content Marketing

It’s time for content marketing to add a level of sophistication that the initial stages have lacked. Just doing a blog or social media is a good start, but only a start.  The next level requires a plan, a content marketing strategy that aligns with your businesses goals, one that applies audience data to the content’s creation.  Both of these strategies lead to better targeting and better results.

To broaden your audience you’ll need to create content both horizontally and vertically.   Creating a blog that’s then used on social media is the horizontal approach, the one most used     A more dynamic content marketing scheme can be created by adding a vertical dimension to the written: video content, podcast content, influencer content and interactive content add the needed verticality.  Working both the horizontal and vertical planes generates modern marketing dynamism.

Then there’s the need to optimize for the growing voice search category.  Google Home, Amazon Alexa and Apple Siri are becoming a real factor.  Projections forecast that half of all searches will be entered vocally by next year.  The key to optimizing for voice is the “featured snippet,” a short blurb that summarizes the searched content.  It’s tough, it’s like writing a good headline.   Source: Forbes

2019 Predictions for Mobile Advertising

  1. More often people at home have their heads down gazing into their phones as opposed to other activities i.e. watching TV. And the more marketers translate that into their buying patterns, the more they will be shifting budgets from e-mail, out-of-home advertising and direct mail to mobile.
  2. Many marketers have gotten buried and distracted by the sheer volume of available data.  2019 will see automation applied to the data, which will release marketers to apply themselves to clearer marketing messages.
  3. The trend that has seen technology brought in-house will abate.  The emphasis for 2019 will be on developing internal know-how.
  4. Fraud will continue to be an issue.  As we develop technologies and approaches to limit fraud, we are always working on last month’s problem. Fraudsters will find a new way to take advantage of the evolving system.  There will be a never-ending struggle between good and evil in the digital wars.
  5. Retargeting existing audiences will continue its expansion given that new audiences are harder to find.  Known, reachable audiences are an easier mark.


AI Marketing is all about Audience Expansion

One hears much about the use of AI as a tool for more precise audience targeting, as a tool for parsing data down to its narrowest sliver.  But marketers told Blushift in a recent survey that the more dominant use of AI is for audience expansion.  Key to broadening an audience is appealing content, which provides a reason for new people to engage.   And it appears that AI is becoming central to content development as more marketers are finding ways to use it for that purpose.

In the Wee Small Hours of the Morning

  • A clue for marketers using mobile advertising in their mix comes from a recent survey that examined bedtime receptivity to mobile ads by demographic.  The simple take away is that older folks are significantly less likely to engage prior to sleep than younger folks.  Rarely, is such a swing seenfrom one generation to another – like the 33% swing from Gen Zers to Boomers.  This insight gives marketers clear audience targeting guidance.  Source: MarketLand

Five Marketing Strategies for Today

Staying relevant to customers is a marketer’s responsibility. It requires staying on a ball that’s always rolling.  Here are five areas that require attention.

  • Voice search is more and more part of standard practice in households with voice assistants like Alexa and for all of us with mobile phones.  It requires your website to be structured with easy-to-read content that a voice assistant or voice searches can easily pick up.
  • Many users lean on customer reviews when considering a purchase, make sure you are mindful of what consumers are saying and fix any issues they are identifying.                                                                                                   
  • Remember the influence of mobile phones when using video in content or marketing.  They tend to be used vertically making landscape videos less appealing.  Since we tend to develop content on our landscape oriented desktop an adjustment to the increasingly mobile world of portrait video is required.
  • Keep your social media activity fresh.  Both content and advertising need to go beyond repetitive if they are to retain consumer interest.
  • Chatbots are being successfully used in the sales cycle to walk people through a buying process, as a consumer service platform to get standard questions answered quickly and, in the process, as a means to gather customer information. 

Source: Entrepreneur