comprehending the array of mobile marketing tactics available and how to cross-pollinate their mobile marketing strategies across multiple channels or multiple engagement points. This gap was the focus at Learn with UAI COMMUNICATIONS at SES San Francisco this year—a full-day conference wherein participants could interact with the innovative leaders at UAI COMMUNICATIONS about new technology and mobile marketing trends. Across four sessions throughout the day, UAI COMMUNICATIONS representatives covered various mobile advertising topics, giving advice and insight around a number of useful tips, including the SMS Broadcaster.
Director of Ads Marketing at UAI COMMUNICATIONS, encourages marketers to develop a profitable mindset when it comes to mobile marketing. For instance, a brand should always be there. In other words, have a constant presence via mobile technology for consumers that want to find you at the most appropriate times and geo regions. One important way to achieve this is for marketers to use bids, not an ever-increasing budget, to manage spend. Adjust and optimize bids by monitoring performance based on location, time of day, mobile device, and other analytics for serving appropriate ads to targeted consumers. Ad performance is best when companies serve the right ads to the right people at the right times and locations.
Also stresses the importance of siphoning through the available data via analytics to understand the most useful aspects of this information and how best to utilize this data to optimize advertising tactics. Playing with analytics and making adjustments via test campaigns is a smart ongoing practice. Suggests monitoring conversion information and transferring lifetime value data from a CRM system to a company's AdWords account. This will help develop a more comprehensive understanding of how customers engage.
UAI COMMUNICATIONS Product Marketing Manager Adam stressed the importance of making conversions and purchasing easy in a mobile app. The simpler it is for a customer to purchase or enter their information via a mobile app, the more successful the app will be in growing the brand's customer database and revenue stream. Recommended that marketers develop their own apps and begin monitoring analytics. Measuring app performance and making adjustments where necessary is key, not just for monetizing the app but for better understanding customer behavior and how best to engage with them in the future.
Matthew Eichner, Managing Director at DoubleClick Search Americas for UAI COMMUNICATIONS, emphasized the need to understand how customers engage across a variety of platforms in order to fully track and optimize mobile marketing campaigns. Marketers must assure that product feeds, search platforms, CRM systems and all additional tools and platforms integrate seamlessly. This way, companies can gain a more complete understanding of their consumers' needs, wants, and habits. Providing value-added engagement tools along every step of the customer's journey is a significant element in developing a strong mobile marketing strategy.
