We’ve come to a point where the attention span of consumers is extremely limited. Marketers are basing successful ad campaigns off impressions, rather than the amount of time a consumer spends on their brand or whether they even interact with the brand at all. This assumption that getting eyeballs on brands is enough to engage consumers would explain most of the current buzz around programmatic advertising.
Let’s leave health and wellness issues at the door for a minute. As of late, McDonalds has been really killing it in the mobile market. We’re all well aware of the very public battle for breakfast between McDonalds and newcomer Taco Bell, but McDonalds seems to really have their mobile reach in tune right now and doesn’t show any signs of slowing down.
While there are some mobile apps and fads that the human population use excessively for a short time and then disappear, one use of the mobile phone remains consistent with its users. SMS, or simply put, text messaging. Ah yes, one of the first ways that the mobile device had us hooked to our screens. Before there were all these apps, gadgets and other goodies the rise of smartphones has given to us, mobile marketing relied heavily on text messaging.
Often times when I’m speaking to new clients, and talking about the true power of SMS marketing they reference their e-mail list. Perhaps I’m just too close to these forms of marketing but is it not common knowledge that most reports say that the open ratio on e-mail marketing is below 15 or 5 percent? Listen, I know it was hard work to build that e-mail database, and chances are you did it yourself so there is also a bit of pride that goes along with it. Please just understand that it’s not the best way for you to put butts in the seat, or hands on the counter. It’s just one tool, that peaked a long time ago. Continue reading →