Posts Tagged ‘mobile’

Mobileapps

Ebay, Skyscanner, Amazon, Facebook, Twitter, Slots by Jackpotjoy, Tesco, Linked In, Sky Sports, BBC News, Google Maps, Gmail, Candy Crush Saga and Capital FM are only a small selection of high quality mobile apps which consumers access on a daily basis or when they need to research.

Before mobile apps existed consumers would typically search for flights, games, radio stations, gifts, news, groceries and sports results via Google generic search, but mobile apps have removed that step and now by simply touching your screen you can access exactly what you want without having to go to Google search.

What does this mean for paid search generic ad spend? It would take a lot to dent the epic proportions of digital spend attributed to paid search, but it’s interesting how consumers are changing the way they search for products and services which in turn makes it harder / more expensive for marketers to acquire customers if they’re behind on product development.

This is a stark warning to many brands that covering key areas of platform development is essential for business success. A prime example of this is with Skyscanner where over 5 million Android users have the native app on their phone, whereas Cheapflights who have predominantly owned the search space for flights still do not have an Android app out yet. When searching for a flight consumers only need one app and most have Skyscanner installed, so unless their CRM / product dev strategy falls apart then it’ll be incredibly hard to convince people to uninstall Skyscanner and then install another flight app and it’s clear that paid search will not help acquisition growth if flight generic search volumes on Google are decreasing.

Although platform development is crucial, it’s not just a case of releasing an app, it’s a case of building a high quality app in line with customer demand.

This could explain the below trends for Google brand searches as a result of virality / WOM. Data is worldwide:

Skyscanner

skyscanner

Cheapflights

cheapflights

888poker

888poker

PKR

pkr

Greed

Even the largest businesses in the world will never be so big that they can afford to not look after their customers and more importantly loyal customers.

Apple act as if they are exempt from this rule by increasing their product prices unnecessarily, changing the dock connector resulting in millions of customers having to fork out an extra £25 for an adaptor which doesn’t work properly, updating your iPhone OS results in having to pay to update your MAC OS in order for both to stay compatible, forcing customers to only use Apple based software and then finally not allowing customers to access the most common apps such as Google Maps.

All of these things have one thing in common – Apple first, customer second. Having billions in cash reserve is not enough, they want more and more and more.

Most of those key issues could have been avoided eg. If Samsung changed their dock connector then they would have given an adaptor in the new handset box FOC, Apple could have given customers a free MAC OS upgrade with the new phone, price new handsets competitively – Sony now have the most premium smartphone on the market at the cheapest price (within the high end range) with the Xperia Z (video below) and new beautifully crafted Xperia Z1.

Once you’re with Apple you won’t move I hear you say, times have changed and there is an abundance of high end choice for the consumer at a reasonable price. Many customers are getting fed up and clearly turning to alternative products such as Google / Android, Samsung and Sony as you can see by the chart below.

Capture

You only have to look at a few of the latest revenue trends for some of the largest brands on the globe to realise how quickly things can change for the worse such as Nokia, Blackberry, Microsoft, Dell and HP.

Many believe that Apple will end up like Blackberry and Nokia in the next 10 years. I tend to agree unless they adapt to change.

wpid-20130716_3.jpg

The industry seems to be up in arms over the fact that mobile app tracking is not cookie based.

Luckily where there is a technical issue, there is a simple solution and it’s extremely impressive how new mobile tech start ups have responded with clear and straight forward solutions which work. Has Offers have particularly impressed with their MAT (Mobile App Tracking) product which does what it says on the tin and offers fantastic client service – they do need a European office which is coming though.

Like IP and cookie data, mobile tracking isn’t 100% robust but it certainly does the trick across all devices. Once you’ve chosen your mobile app tracking partner it’s a case of your dev team implementing the SDK and key events across the app passing back variables (especially across registration and sales sections) where applicable.

Next step is to setup a new data feed taking the log level mobile data into your DMP which would have all variables and every mobile device ID you’d ever need to connect the front end data to your back end. Rather than cookie ID, what connects mobile data from click to install as well as from install to your back end data is the device IDs which fortunately for the industry rarely changes (only when you change phones or mess around with the OS).

All mobile tracking tech comes with server to server url conversion tracking in the UI which is fully integrated into hundreds of mobile ad networks already, so you only have to make a couple of clicks and go live with a campaign with the mobile ad supplier for the supplier to view conversion / event data their end to be used for optimisation purposes.

Mobile tracking tech is compatible with all digital channels including paid search enhanced campaigns. As you cannot third party post click track Facebook mobile install ads, you will need to rely on the mobile tracking tech to have an existing integration with Facebook, which would then pull in all of your Facebook campaign data into the mobile tracking tech UI.

Mobile tracking tech are pretty much post click tracking adservers and similar to a traditional adserver you can set CPI / CPX / CPC costs in the UI, set cookie windows and set whether certain event and partner data is de-duped.

Yes, the data team will be saying “not another data feed” but it’s a case of everyone cracking on and getting the job done.