Many of us can quote the usual mobile marketing-related numbers with ease. For example, over 90% of adults keep their smartphones within reach and almost half of millennials check their phones within five minutes of waking. Statistics like these have become such accepted wisdom that they're often quoted and never credited.
A brand new statistic that caught my eye this past week is from Opera Mediaworks’ new report.
Looking at data from the top 100 apps that use Opera’s mobile ad platform to monetise their traffic, it’s clear that mobile users are spending about 30 minutes each in popular apps. That’s really significant and especially good news for mobile marketers as this research seems to indicate that brands have got as long as half an hour to make an impression.
Other highlights from the research includes the fact that Games is the top category for ad impressions and also have long average session times. Ads also convert at a higher rate on Games apps than any other category. Music, Video & Media is number one for engagement (as measured by clickthrough rate), followed by Travel and Lifestyle.
In addition, although the volume of impressions on mobile apps versus the mobile web are comparable, apps generate more than twice the engagement and 13.5x times the revenue. Food for thought indeed and definitely stats to be kept in mind when planning mobile campaigns.
While we are on the topic of revenue, many of us were raised with the view that one doesn't talk about money. Unfortunately, this attitude is preventing some mobile marketers from doing what they should be doing.
That’s cutting to the chase and asking current and potential customers for their orders.
The placement of an actual order for our clients’ goods and services should be the primary goal of every mobile marketing campaign. Now while that seems pretty obvious, sometimes it isn't because many mobile marketers have a long history in traditional media.
This is where huge budgets and a lack of accountability brought on by poor return on investment (ROI) tools mean very often all that's going on is so-called brand building.
Translation: Brand building refers to those over the top TV ads where a voice with an accent you can’t place is reading a never-ending script you can’t stand. Only after the longest 45 seconds does the brand make an appearance, as does the flimsiest of links between the company and whatever life’s lesson was being narrated by the bearded wonder.
Perhaps if there was a short code or a QR code displayed beneath the brand identity, all of the above would have been worth it. Mobile marketers are ‘back to basics’ kind of people and we understand that clients really should be moving product when they're embarking on any kind of marketing campaign.
This is why we tell our clients that there is nothing wrong with inserting a bit of hard selling in mobile campaigns. It has to be that way, or else all of the wonderful reporting tools that are the hallmarks of mobile, simply go to waste.
In a nutshell, ask for the order, focus on delivering value to your customers, ignore the perpetual freebie brigade and the results will be surprising. There will be loads of people who see value in what you do - and are willing to pay for it.
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