Mobile is on the move

20 04 2012

At the Digital Marketing Institute members event, held in Google’s European HQ in Dublin, the rapid growth of mobile was highlighted. If fact, for the first time ever, the number of daily searches from a mobile device exceeded those from a desktop device. This happened on one particular day but is likely to be repeated. The good people from Google highlighted a few things that everyone should be aware of.

Targeting options

You have four specific targeting options. These are

  1. Device (e.g. iPhone or Android) and operator (e.g. Vodafone, O2, etc.)
  2. Location
  3. Keyword bundles
  4. Time of day/Context (WiFi or 3G)

The practical use of this, for example, is if you have an app for an iPhone for a sporting event you can set up your campaign so that the ads only appear when someone with an iPhone searches for that particular event while on WiFi. This means your ads are reaching the most relevant audience when they are most likely to download your app. You can also set up a ‘click to download’ link so that the visitor can go directly to the App Store or Google Play Store.

Hyper local ads

One in every three searches is local so targeting by local area is a strong tool for some companies. A good example of this would be a florist. In general, flowers are an impulse purchase and tend to be done locally. A florist can set up their ads so that they appear only on devices that are, say, within 750 meters of the location of the shop.

How does your site look on mobile?

This is vital. If your site does not render properly on every device out there then you could be in trouble. Driving visitors to a mobile site that looks bad will cost you business and is a waste of your ad spend with Google. Test your website using the How To Get Mo website.

New strategies for recovery

19 04 2012

The current series of the Marketing Breakfast came to an end this week. In looking back at the speakers we had this year there was one speaker that really stood out. David McRedmond, CEO of TV3, challenged the audience to think again and set out four key areas where we can help Ireland recover.

1. Worry about who you are not involving.
If your CEO or CFO does not understand what marketing is doing then it should come as no shock when the budget for marketing is cut. Bring your CEO or CFO to agency pitches so they can see what is happening and why.

2. Brands need reach to grow.
Brands grow through having a lot of light users rather than a small number of heavy users. Scale is important. Mass media is still important and possibly even more important than ever. Social media is excellent for research, feedback and getting a deeper relationship with your customers. It is not as effective for driving high levels of growth.

3. Buy Irish and sell Ireland.
It is important that we support local business to keep the distinctiveness of Irish marketing. It is equally important tell the world that we are open for business and worth investing in.

4. Take a deep view of your market.
Look beyond the obvious measures such as brand value. Look at the really deep issues in the market and identify the key blockages that are preventing growth. These are likely to be regulatory or government issues and you may need a specific strategy to remove the blockage.

The entire presentation was recorded live and is well worth viewing. If you are short on time you can watch my interview with him instead.

The ghost of Ireland past

11 04 2012

While visiting a hotel, which shall remain nameless, over the weekend I saw this sign and thought it really captured where we were as a country and where we are today.

Oh the problems of owning a helicopter

The future of mobile

11 04 2012

Business Insider, through their BI Intelligence service, recently prepared a presentation on future trends in mobile. The slide deck has trended on LinkedIn so you may have seen it already but if not then you can read it here. It contains some really good numbers on where mobile activity is currently at.

In their view the critical question is who is going to win the platform war, iOS or Android. They seem to lean towards a victory for iOS mainly on the grounds that developers prefer the Apple system. It seems to me that the more important question is what do consumers prefer. If the consumer chooses Android then developers will have to follow. For all the success of iOS the Android platform is right up there too and with manufacturers such as Samsung and HTC producing really good handsets all the time it seems a bit presumptuous to base analysis on developers preferences.