Chapter 6 & 7- Engagement Strategies

This week I am going to talk about the main points from both chapters and explain my opinions of the chapters.

Chapter 6

Mobile Advertising Players

  • People– Customers or the future customers that represent individuals like you or me who are consuming online content like news articles, search results and videos and games.
  • Buyers– There are two types of companies that do buy marketing services.
    • Marketers are advertisers and brands and retailers that want to expose people to their company. Marketers are people that write the checks that pay for advertising.
    • Agencies are companies that represent marketers and can help them with all parts of mobile advertising. Like strategy, planning, creative development, ad placement, execution measurement and analytics.
  • Sellers– Companies that represent media and the digital channels in advertising. They are divided into 3 sections publishers, networks and exchanges.
    • Publishers- Publishers are companies that do own media properties like websites, games, apps, and media sites. These are things that attract audiences. There are so many different publishers out there.
    • Networks- These connect advertisers to all the publishers out there in the world.
    • Exchanges- This is companies the aggregate networks. Networks come in different sizes and types.
  • Enablers– This is technology that helps power different mobile experiences like messaging, websites and apps
  • Associates– These are organizations that help stimulate different market growth by developing standards, consulting and policies.

This explains the process of mobile advertising players in general and what they all do for one another.

Mobile Experiences

  • Text- areas you can put letters or words
  • Display- what you see
  • Rich media- interactive advertising like text, image, audio and video
  • Audio- the sounds you hear
  • Video- video clips designed to promote something
  • Incentivized media- a form of rich media or video that offers incentives, free credit or coupons.

The areas that ads are placed is important so that people do see that and that they do affect people. If ads are placed randomly then it would just not make sense at times when you see a random ad that is placed.

Some different locations that ads are placed are headers or footers or sidebars, home screen.

Mobile advertising metrics:

  1. Number of impressions- how many people viewed an ad
  2. Location- general location
  3. Publisher- content publisher who is generating ad traffic
  4. Number of engagements- amount if people who interacted with the ad
  5. Dwell time- home much time is spent with the ad
  6. Completion rates- amount of users who completed the entire experience
  7. Spending- total cost-per-clicks

These are all different analytics that companies should keep track of just to make sure your business is growing and more and more people are interacting with your ad.

Chapter 7

There are 4 different influencers for mobile experience and they are government laws & regulations, corporate policies, industry guidelines and standards and lastly people and their expectations.

People and their expectations– consumers influence marketing directly through their expectations and reactions to what marketers do and the products they offer

Government- the people that have been elected who establish and execute laws and regulations that relate to mobile.

Corporations– commercial companies like Google that provide goods and services.

Industry- non-governmental organizations that help organize industry dialog with best practices market development and regulatory standards.

Each one of these groups influence how the mobile industry runs and acts in their own way.

“Mobile is not the future, it is the NOW. Meet your customers in the environment of their choice, not where it’s convenient for you.”

Cyndie Shaffstall

Overall, both chapters had so much great information in them and while reading I learned a lot and I think you probably did as well!

Chapter 6 & 7- Engagement Strategies

So Many Screens, So Little Time

How many digital screen are you looking at through out the day? Do you wake up and immediately grab your phone, or tablet to check Facebook, Instagram or Twitter? Then spend the rest of your day looking down at your phone. We have all become ultra dependent of our digital devices, is it too much?

So How Was Your Day?

In Chapter 6 it was mentioned that it is not unusual for the consumer to be one upwards of four or more screens at a time. It also gave the scenario of a typical family watching TV and everyone is on a different device. The same is for the dinner table. People are not engaging with each other anymore. Some families are banning digital devices from the dinner table as a way to connect with one another. To ask about everyone’s day, what they did at school, and to listen to one another. On the other hand, how many parents to you see in restaurants immediately give their child(ren) a tablet or phone to occupy them? It seems as if we are raising children with out the necessary social and communication skills that they will need in life. I suppose that in the future when all of these children are older adults it won’t matter since they will all communicate remotely anyway. Is that too cynical? Perhaps, I was raised in the 70’s & 80’s, we only had 3 channels until 1984. PsycologyToday.com called “How Technology Is Changing the Way Children Think and Focus”
https://www.psychologytoday.com/us/blog/the-power-prime/201212/how-technology-is-changing-the-way-children-think-and-focus It states ”
The bottom line is that too much screen time and not enough other activities, such as reading, playing games, and good old unstructured and imaginative play, will result in your children having their brains wired in ways that may make them less, not more, prepared to thrive in this crazy new world of technology. “

But You Are A Marketer…

I don’t hate technology, I love it. I love that I am able to reach so many of our customers at work instantly. That I can create a promotion on Facebook that our customers go crazy for. I am guilty of being the person that immediately grabs my phone upon waking, that has to be a lurker on Facebook and get in 10 minutes of what ever my favorite game of the moment is. I will also admit to checking my phone more than hourly. I did not mean to come off harsh. I do not have children at home. I didn’t have to worry about smart phones when my kids were young. They didn’t really exist until they were in their late teens. But, I was guilty of letting them play video games that people said I shouldn’t, I played with them. GTA, Diablo II. Resident Evil. We spent a lot of time playing ‘bad’ video games and they are quite lovely, responsible adults. I just hope that families don’t lose the communication between parent and child. In the end parents are the greatest teachers, friends and confidant a child can have.

So Many Screens, So Little Time

Chapter 12 & 13 Vocab- Marketing Analytics

Welcome Back! Today I am going to talk about some of the main keywords from chapters 12 & 13 that I did not know or words that i would like to dig deeper and explain a little more! So here we go!

Brand Recognition

Brand Recognition is also known as brand awareness. This is when customers are able to recall or recognize a brand. Brand awareness is key consideration in consumer behavior, advertising management, brand management and strategy development. If brand recognition is done correctly, your product should be recognized even without using the name. The goal is to get potential customers to recognize the product instantly without much effort. This makes me think about that game that you could download that you had to figure out different logos. An example of one most people know is the golden arches which is McDonalds.

https://www.kashflow.com/blog/the-importance-of-brand-awareness/

Campaign Life Cycle

Life cycle marketing campaign has 6 steps

  1. Grow your opt-in list: This should be a constant effort managed by marketing, sales and client success teams.
  2. Determine your campaign goal: Looking to up sell or cross sell current clients? This goal should/ will impact content and audience. Set a clear goal and timeline.
  3. Define the audience and create the segment: The campaign content should be dependent on who you are trying to reach. Customers should receive a completely different type of communication than prospects.
  4. Create a strong campaign: Campaigns are created with the intention of building engagement and moving contacts into the next stage level. In order to do this you will need to nurture and build engagement with contacts throughout the campaign.
  5. Automate campaign tactics: Marketing automation is extremely helpful in helping marketers to reach the right people at the right time with the right message. Through automation, campaigns can run on their own and even provide daily or weekly reports to marketing and sales teams to show them their value.
  6. Track campaign effectiveness: Constant monitoring is very critical.
https://www.slideshare.net/Datarati/success-campaign-strategies-for-all-stages-of-the-customer-lifecycle

Margin

Margin is the money borrowed from a brokerage firm to purchase an investment. It is the difference between the total value of securities held in the investors account and the loan amount from the broker. Buying on margin is borrowing money to buy securities. This involves buying an asset where the buyer pays only a percentage of the asset’s value and borrow the rest from the bank or the broker. The broker acts as a lender and the securities in the investors account act as collateral.

Key takeaways:

  1. A margin refers to the money borrowed from a brokerage to buy securities.
  2. A margin account is a standard brokerage account in which an investor is allowed to use the current cash or securities in their account as collateral for a loan.
  3. The collateralized loan comes with an interest rate that the investor must repay the broker.
  4. Because they are using borrowed money the investors profits or losses are likely to be magnified.

Bayesian Statistics

Bayesian Statistics is a theory in the field of statistics based on the Bayesian interpretation of probability where probability expresses a degree of belief in an event, which can change as new information is gathered, rather than a fixed value. Bayesian statistics provides us with mathematical tools to rationally update our subjective beliefs in data.

T-Test

A T-test is any statistical hypothesis test. A T-test is most commonly applied when the test statistic would follow a normal distribution if the value of a scaling term were known. A t-test is a type of inferential statistic used to determine if there is a significant difference between the two means of two groups which may be related in certain features. The t-test is one of many tests used for the purpose of hypothesis testing in statistics. There are several different types of t-tests that can be performed depending on the data and type of analysis required.

“Take a risk and keep testing, because what works today won’t work tomorrow, but what worked yesterday may work again.”

Amrita Sahasrabudhe

Type I & Type II Errors

Type I error: When the hypothesis is true you reject it makes it a type I error.

Type II error: When the hypothesis is false and you fails to reject it, you make it a type II error.

Overall, with both chapters there were keywords that I did not understand so I looked them up and dug deeper so I could understand them better. It is so much easier to read the chapters and understand them when you understand the vocab that goes with the chapter.

Chapter 12 & 13 Vocab- Marketing Analytics

Mobile Marketing in China

Today I decided to take a look at how China does their mobile marketing. I never thought it would be that different from ours. In the USA you can order things from China easily. They have their own apps for us to use. One very popular app for oversea marketing right now is Wish. I thought it would be similar to our but I was wrong. It is not that similar.

First when researching mobile marketing in China, I found out that majority of all mobile marketing strategies involved the WeChat app. This app counts 1 billion users. 92% of online marketing uses WeChat. https://www.marketingtochina.com/important-know-mobile-marketing-china/

According to study approximately half of the Chinese population is using the internet. More than any other country. When I looked further I found out that China’s internet usage is the highest at 731 million people. And of the 731 million 95% access internet through their mobile devices. China also uses QR codes for mobile marketing. QR codes are a huge part of China’s mobile marketing.

https://blog.sinorbis.com/blog/adapting-to-mobile-marketing-in-china

Doing more research I learned that China has the highest mobile transaction rate. China’s population uses online shopping for everything. It is the preferred method of shopping. Between January and October of 2017 China had 12.8 trillion US currency in mobile transactions. That is a lot. But then I started to think about how I would get my mobile marketing across in China if I couldn’t use Google. Google is not allowed in China and it is the number one internet site in the USA. So I tried finding out where would be the best sites to use in China. The two sites that are used the most for mobile marketing are Baidu and Shenma. Shenma is actually a site that is only used for mobile marketing. You can’t access Shenma on any desktop.

There is a lot more information that I need to look into but just from the research I did to today. I learned a lot.

Mobile Marketing in China

Mobile Advertising

In today’s world, everyone is on their smartphones or tablet constantly on the go. With that come mobile advertising, to read more on mobile advertising click here. So what is the goal of mobile advertising? The goal is to help connect people who sell products, services, and ideas to consumers via mobile devices. A few considerations to plan the delivery of mobile advertising:

  • Media planning for the multiscreen experience– The media plan gives marketers a context to better understand campaign elements and goals.
  • Choosing the right network– The mobile channels allows marketers to narrowly target advertising so that it’s highly relevant to the consumer and results in a much higher conversion rate than ever before, making it more cost effective for advertisers and useful to those seeing the ads.
  • Achieving effective creative placement– Creative placement can be as simple as selecting the right keywords for a pay-per- click campaign that can be created with Google AdWords.
  • Ad types- 6 types of mobile advertising: mobile display, video, audio, mobile activation, branded apps, and location-based advertising.
  • Timing– leverage mobile’s rapid response capability to targeted customers and drive increase foot traffic into retail stores.
  • Post-campaign measurement and analysis– Should be part of the planning process to help determine campaign ROI and future opportunities.
  • Targeting-demographic and contextual- Demographics are only a small part of how to accurately identify, profile and locate target audiences on mobile. Contextual targeting has more impact on reaching mobile consumers because of its ability to “see what else is happening” around a target.

Instead of dealing with just a few vendors, today’s digital marketplace is full of thousands of sellers, and it’s not possible to know each one of them. Digital ad networks make it easier for brands and all advertisers to buy and sell ads. With traditional online ad placements there was little transparency about who was actually seeing an ad and how much was being paid for that ad. Advertisers became increasingly agitated at the lack of transparency in placement, pricing and targeting.

Programmatic

Programmatic buying, an automated ad buying and selling process that has helped mobile marketers buy the right audience in the right place at the right time. Programmatic reduces channel-selling friction and decreases these ad placement main points: Workflow; Billing and reconciliation; optimization; Trafficking; Price negotiation; Ad quality review.

Four ways to buy programmatically:

  • Automated Guaranteed – The inventory and pricing are guaranteed and the campaign runs at the same priority as other direct deals.
  • Unreserved fixed rate – Pre-negotiated, fixed pricing transactions
  • Invitation-Only Auctions – Similar to an open auction except a punlisher restricts participation to select buyers or advertisers.
  • Open Auctions- A publisher can allow any and all buyers to access inventory.

Programmatic provides more transaction transparency and traceability than ever before. But fraud is an issue for many programmatic advertisers and publishers.

The Guidelines

The mobile experience is directly influenced by the intersection of four groups:

  • People and their expectations: Consumers influence marketing through expectations and reactions to what marketers do and the products and services offered.
  • Government: the people’s elected and appointed officials who establish and execute laws and regulations related to the mobile ecosystem.
  • Corporations: Commercial entities like Google, Apple, Microsoft, Facebook and Twitter that provide goods and services to the marketing community.
  • Industry bodies: Non-governmental organizations that help organize the industry dialog around best practices, market development and industry accepted self-regulatory standards.

Each group influences how the mobile industry acts and will act, and produces standards that influence the use of mobile marketing and business practices.

Conclusion

Everywhere you look in the world you’re going to find differences that affect mobile marketers. In emerging markets like China and Brazil, mobile users spend more time with functional activities like banking and shopping. In more developed markets, users are mostly using search, texting and information-gathering tools. Security is more of a concern in the UK, Australia and Germany. Mobile display ads aren’t as popular in the Netherlands as other countries. Personalized experiences are more popular in emerging markets. Understanding these differences presents a challenge and an opportunity for global brands.

Mobile Advertising

How important is Branding!

How you brand your product is very important. You have to make sure that you reach people and by reaching people I mean, when you need new tires, what is the first thing to pop in your mind? For me it is Michelin Tires because of the big white tire creature they have in their commercials and sometimes outside places they sell those tires. Brand recall is the ability to recall the brand from memory. Brand recognition is confirmation of brand you had exposure to.

This brand can either scare you with the creature or bring you to their store when your tire blows, but it will stick in your head for this brand.

Another brand that a lot of people use is Amazon. It has a picture of a smile and they offer Amazon prime. When you are sitting thinking about where to order something from fast and no shipping, Amazon pops out. 1-2 day shipping for free if it is with Amazon Prime. There are so many options with the prime that people don’t recognize the full brand. Amazon has just really started to push the movies and the music they offer to their prime guests. They have to try to keep up with the rest of the market in the movie, book and music area.

Amazons branding is their smile on their boxes, even on their logos. What makes a brand stick in your memory? That is the important question to all who are trying to sell something. How do we get people interested in the product they may have never heard of or seen before. It is all in the marketing of the brand. How you reach people and give the impression of your product is everything. What your product stands for. If you think about the most coming news with Amazon, you don’t have to mail the items back but just take them to Kohl’s to return them. In my head for branding on this one is that Kohl’s returns everything no questions asked. How is that going to effect the Amazon brand or even the Kohl’s brand? It is a lot to merge together and put under one roof. You have to think of when you do your budget, financials and even marketing, there is 2 companies and not just one.

“MARKETING IS NO LONGER JUST ABOUT THE STUFF YOU MAKE….IT’S ABOUT THE STORY YOU TELL”….SETH GODIN

If you look at branding from a distance and put it together with conversion rates and mobile marketing, people still need some sort of special thing to stick in their heads to remember your product. Your marketing can be key on and your conversion rates can be amazing, but really businesses still need to focus on a big branding to have consumers remember before other products.

How important is Branding!

Let’s Get Ethical

Hey everybody this week I will be talking about some topics from chapters six and seven of our textbook that I found interesting. From chapter six I’m going to go over ethics involved in marketing like mobile in the workplace and sending unsolicited text messages. From chapter seven I’m going to talk about how mobile works differently in other countries.

Chapter 6

Marketing is about values.

Steve Jobs, CEO Apple Inc.

Marketing is about values, as well as respect for the consumer. This is a very important concept and enables a marketer to build trust with the consumer. This is one of the key goals as a marketer to build and maintain a relationship with the consumer, if it is built on trust a consumer will feel that and in turn believe and trust in the brand.

Mobile in the Workplace: This is becoming a very common practice in the workplace, but the lines are blurring between work and non-work as mobile’s role is continuing to grow in the workplace. Should a boss expect you to answer emails outside of the workplace and office hours? I think this walks a very thin line, because you cannot physically work 24/7, your mind and body need some rest time and time to relax and de-stress. I also think it contributes to a lot of people’s stress and anxiety having to almost always be in work mode to be checking in on your work email outside of work. But on the other hand sometimes there are time sensitive issues that you cannot control and you may need to work outside your normal office hours.  So I think it comes down to your own judgement and what you can handle. And it ultimately comes down to deciding if you want that work time to infringe on your personal time.

Sending Unsolicited Messages to Cellphones: Some examples given in the text are Papa John’s, Abercrombie & Fitch and Victoria’s Secret who all sent unsolicited text messages to consumers, which you first must get an opt-in from the consumers to do so. Papa John’s used a third party text message program and initially argued that they could not be prosecuted since it was not their company sending the texts but rather a third party. That did not hold up and the resulting class action suit resulted in The Telephone Consumer Protection Act recovering damages and the case was settled for $16.3 million. Now text messaging is a good way to reach consumers and can be very effective since so many people carry phones and check them often, but you have to be smart about it and make sure you follow the TCPA regulations and make sure you get an opt-in before sending a text!

Chapter 7

From this chapter I’m going to talk about some different countries and how they access and use their mobile devices.

Japan: Japan is considered one of the most technologically advanced countries especially with consumer adoption of mobile and mobile marketing. They have had mobile access to internet since 1999, camera phones in 2000 and access to the app store since 2001. But they also invested in one singular mobile network technology so there aren’t multiple carriers fighting their way in, and they can instead focus on offering the most cutting edge technology in mobile devices, their content and features.  Although they are so advanced in this area, they are also known as the “Galapagos Islands” of mobile because they have adapted so quickly in comparison to the rest of the world.

Kenya: They lead in mobile penetration at 88%, and you would think that it would be lower because their average income is only $1160, but most adults have access to a mobile phone. And with that they have adopted mobile payments almost faster than anyone. They have a mobile payment service called M-pesa and it is used daily in the lives of Kenyans. It has taken so quickly because they have so many options with it and it does not rely on smartphones and data plans, it just relies on mobile messaging.  It has introduced banking to people who have never had a bank before and allowed payments and trading between rural farmers that had never been able to happen before. This mobile payment system has revolutionized how they work and do business in their marketplace.

Brazil: Free Wi-Fi is hard to come by and carrier data is very expensive so Coca-Cola actually offered a program to help with this. They offered a “happiness refill program” where people (they wanted to specifically target teens) could get free Wi-Fi credits when they put their mobile phone in a Coke Happiness Kiosk, like you would put your cup in soda dispenser to refill it and their device would get free credits. I think this was a really cool program, to see a need in your consumer and fulfill that need while creating a positive relationship between the brand and the consumer.

So market research is never done and you can even go globally in order to see what is happening in other markets and see what we can learn and adapt to our own marketing strategies. All marketers have to pay attention to their consumers and what they need, and how they will accomplish meeting that need, no matter where they are.

Alright there you have it some of the topics I found most interesting in chapters six and seven. It really intrigued me how the different countries access their phones and what they use them for, even if they may be a more economically poor country there are still different ways to use and adapt the use of the mobile phone. And ethics and values are always going to be a big part of marketing because it builds the framework of creating a relationship with your consumer.

Let’s Get Ethical

United Kingdoms and States

Engagement Strategies

There are a lot of things that the US and the UK have in common. We speak the same language (with some occasional differences) and our pop culture icons like musicians, actors, and fashion tend to overlap. Our mobile and overall internet usage however, tend to sometimes differ.

According to Econsultancy, cultural attitudes between the US and the UK are different, and that can have effects on their mobile and internet usage.

“On a cultural level in the US, confidence and positivity is often much higher than their Atlantic neighbors. Americans in general are more likely to view tough times ahead as a road to a better future. Sometimes this is represented as the American Dream and the burgeoning belief to achieve ‘against all odds’.

Brits on the other hand are likely to be more cautious in their approach, getting trapped in a state of negativity, openly criticizing the goings on around them and also demonstrating this through the perceived impact of the recession.”

Andy Betts on Econsultancy.com in 2014

We know just by us living in the US that people here are addicted to their smartphones. It turns out that is also the case in the UK. According to Deloitte in a survey done in 2018, smartphone users aged 16-75 years rated they felt like “constantly needing to check their phone” as the highest experienced feeling when using a smartphone- Over 40%. The next experienced feelings were “increased levels of distractions when I am trying to complete a task” and “not going to sleep at the intended time”.

According to AppsFlyer, in 2017 there were 6 factors pushing the UK mobile market forward:

  1. High Mobile Usage: As stated above, there is a growing addiction to mobile phones
  2. Advanced Mobile Ad Market: Advertisers are increasing their spending on video ads and programmatic media buying. Major US ad networks are also opening additional headquarters in London.
  3. The “Mobile Second” Shift to First: Traditional companies focusing specifically on mobile advertising.
  4. Media Shift Phenomenon: Focus is shifting to mobile friendly capabilities like new apps.
  5. Cross Device and Omni-Channel Marketing: 1/3 of UK consumers use multiple platforms to shop.
  6. Brexit: The start of Brexit actually did not scare the mobile market in the UK. In fact, there was an increase in budget for advertising.

Mobile device usage is so high, it is commonly being used for workplace purposes as well as personal:

Image Source: Deloitte.co.uk

When it comes to internet usage, the US overall beats the UK. When it comes to mobile usage for the total population, the UK actually beats the US.

  • Average time internet users spend using the internet each day through a desktop or laptop
    • US: 5 hours and 13 minutes
    • UK: 4 hours and 11 minutes
  • Average time that mobile internet users spend using mobile internet each day
    • US: 2 hours and 25 minutes
    • UK: 1 hour and 32 minutes
  • Mobile internet penetration as a percentage of total population
    • US: 60%
    • UK: 64%

One reason I think the UK has more overall mobile phone usage is the fact that there is a difference in technology:

Ian Fogg, principal analyst at Forrester: “UK mobile users have a much easier time switching SIM cards between phones than they would in the US because UK carriers use essentially the same technology on the same frequencies, he added.
“Any phone can work on any network, unless it has been locked to a network, but that lock can be undone very easily,” Fogg told IT PRO. “That means if consumers want to switch networks, it’s relatively easy for them to do so.”
However, US companies have a mix of technology, with AT&T and T-Mobile using SIM cards with CDMA technology – similar to UK carriers – and Sprint and Verizon use GSM.
iPhone in the market
This is why Apple’s iPhone is currently exclusive to AT&T in the US, because Apple would have to make a separate handset for companies like Verizon or Sprint, Fogg added.”

itpro.co.uk

Conclusion

The UK and US are very similar in a lot of ways. After all, we share a history, but there are also ways we differ and that is shown by online usage, ways of advertising, and shopping habits. Both the US and the UK though are at the top of the list of countries when it comes to general internet and mobile usage, and the numbers continue to grow.

United Kingdoms and States

Engagement Strategies Blog #5

In this blog I will be going over Stukent chapters six and seven. Chapter six is about experiencing mobile advertising and chapter seven developing a new mobile landscape.

Mobile advertising players in the book they made it simpler for us students thank you Stukent. List of five key players:

People: Customers or prospects representing individuals like us.

Buyers: Two types of companies that buy marketing services.

Sellers: Divided into three sections, publishers, networks, and exchanges.P

Enablers: The technology that help power mobile experiences, such as messaging, websites applications and unique advertising experiences.

Associates: Organizations, like trade associations, that help simulate market growth by developing standards, consulting and policies.

The picture is an example of associates.

https://www.mmaglobal.com/
https://www.iab.com/

Types of Mobile Advertising Experiences

There are six types of mobile advertising:

  • Text
  • Display
  • Rich Media
  • Audio
  • Video
  • Incentivized Media

With the mobile ads there are many places to put them. You can put it in the header, footer, or the side bar. These are the most similar ad placements. Interstitial which is taking up the whole screen which are calling “between the pages” ads. Home screen which can be located on of course the home screen and/or the lock screen. Native ads are made to blend into the flow which mimic the publishers site.


“The adoption rate of mobile is twice that of the internet, three times that of social media, and 10 times faster than PCs.”


https://econsultancy.com/28-inspiring-mobile-marketing-quotes/

Mobile is becoming the power house of all ads. Mobile is just becoming the power house of everything with how technology is growing and evolving. I think that producing ads in mobile devices is very smart to do that.

Three Mobile Advertising Objectives

Branding: Generating brand awareness, brand preference, and purchase intent.

Performance: Wanting the customer to use coupons, download their app, or purchasing a product.

Branding and Performance: Getting long term customers coming back to purchase more products.

In conclusion I just wanted to go over introducing mobile advertising as a whole. Going over the lists in the chapters six and seven. With mobile advertising growing there will be more ads on mobile devices and more mobile devices will be made. So they just go hand in hand with the more mobile devices made the more ads are on the web.

Engagement Strategies Blog #5

Germany’s Mobile Marketing

The mobile marketing in Germany has been on the rise for years. They are trying to keep up with other countries, which some are harder than others. Similar to a Wisconsin person going over to Germany or another country and trying to participate in a drinking contest. We would take it from what they say. Not really sure if that is a good thing to be known for.
https://www.forbes.com/sites/peggyannesalz/2017/09/13/a-look-at-how-germany-is-crushing-it-in-mobile-marketing-and-apps/#4f560ce921c9

In 2017 Germany started out with a little over 800,000 apps and when the article was written in September they were over 1.1 million apps. Compared to the United States, we had around 2.2 million apps by March of 2017. What does that say about as a country….there is an app for everything. Germany is the number one app market in Europe. France comes in second. For the amount of money they pay for their ads, they are planning for it to go from 3.5 million to 5.5 million by 2021. The question is, are they going to have enough consumers to make that money up and then some? That is the question that we still need to answer when we spend money on marketing in the mobile world or just the day to day world.

By looking at the picture below, that is only some of Germany’s mobile marketing apps and users. With each year Germany keeps growing their market with more users and more apps. Every country has to try to keep up with what is trending to stay on top of it. Most of the top used apps in Germany are travel ones. Where as in the US we are all about the social media apps. It makes me feel like we are about ourselves and sharing it with everyone than truly living. That brings up a good argument about are people living? We only get one life and the amount of time that we spend on our mobile devices is so sad. That is truly how we function. Germany’s apps in the top category are based off of travel which makes me realize that they are out their living and not worrying about what so and so is doing down the street.


“Marketing is telling the world you’re a rock star. Content Marketing is showing the world you are one.” – Robert Rose

With each year that Germany is growing it is not only having an effect on their market but others around the world. I wish that we would use our travel apps more and apps that are developed to see what there is to do. Our top apps are social media, how to compete with the person next to you. If you take Instagram, how many people are on their to learn about things and not just view how this or that person looks. We need to consider a lot of things on how we post but that will never happen. It makes us look very selfish and self centered Americans.

Germany’s Mobile Marketing