DCA Mobile Advertising V. Mobile Marketing

Mobile Advertising versus Mobile Marketing

By Dean Crutchfield Associates

Brand Experience

The pinnacle of a brand is when it becomes an experience and in this

unchartered territory one thing is for certain, the difference between mobile advertising and mobile

marketing is pretty straightforward: mobile advertising happens before

the click and mobile marketing happens after the click focusing on

the more long-term process of driving value from mobile customers. However, knowing and doing are two

different things.

Dean Crutchfield Associates

Even though tablets and smartphones account for 10% of Internet traffic today the mobile

market is a fragmented landscape with few shared protocols and standards along with multiple

industry layers CMOs have to sift through. On the bright side mobile is

no longer a testing ground, it’s a budget item and while mobile

advertising accounts for 2% of total media ($2.6B) in the US, 90% of big

brand CMOs will be allocating digital ad budgets to mobile in 2013/14. And

here’s the kicker for agencies, with mobile marketing they can create

more revenue than mobile advertising!


Purchase Pathway In this age of digital primacy mobile makes the impersonal personal with

tremendous cross-generation appeal. Therefore, after all the rumination,

mobile marketing represents an opportunity for CMOs to engage the

consumer in multiple ways that were not possible before. Consequently,

CMOs are embracing the concept of weaving mobile seamlessly throughout

the purchase pathway and all other touch points to entice awareness,

interest, engagement, purchase and loyalty. Ultimately moving from static

banner ads to more rich interactive full-page units where sight, sound and

motion are a critical component.


New Territory Mobile offers new territory for CMOs to

orchestrate, motivate and facilitate increased time spent with the brand by

the consumer from ambient accessibility that offers connected and branded presence to customers friends and

family; mobile personalization with user selected preferences that enables connected pleasure through to the

advent of media sharing such as passing the tablet. Mobile professionals are also

increasing as they buy more apps that make their lives easier and at the other

end of the spectrum digital Moms are heavy users for show rooming, health

and as the miraculous pacifier for kids! .


Shareability Local advertising is difficult for mobile and it lacks the technical synergy that

enables ad targeting, delivery, and analysis to work fairly seamlessly

across the sprawling desktop world. Therefore, event participation, check-

ins, loyalty points and geo-fencing - where the promotional proximity is

targeted where the customer is - are going to be powerful components

driving mobile marketing. Simultaneously, physical proximity of

something is going to influence the customer experience. For example, one powerful tool for CMOs and retailers is

augmented reality as it allows brands to pluck the benefits of physical stores

without incurring the costs.


Data, Data, Data Retrieval of real time, valid, relevant and actionable behavioral data and

analytics is made possible by Apps that are now mainstream. Therefore,

mobile’s greatest untapped resource is its morass of customer data, but the gulf between hype and fraud is best shown in the numbers: 40% of click

rates are fraudulent and 60% of mobile ad clicks are accidental besmirch the

credibility of the category.

"The mobile ad market is just not fully formed yet," said KC Estenson, who

oversees the online and mobile business for CNN.


Real Time Bidding Answering the CMOs need for valid and relevant data is RTB (real time

bidding), but for media agencies RTB threatens their profit model

and therefore, response has been desultory as they quietly fulminate

over its looming presence.

However, as RTB provides munificent real time data it will be

important to CMOs, especially as post-installation events are far more

important for brands including the third of customers who order online

pick and up their goods in stores.


Too Much Diversity Evidently we’re also close to the end

of fixed place marketing and appointment content consumption, but even though we’re amidst new rituals and desires no one wants a

half page of advertising plopped on their mobile device. Further

compounding the issue for CMOs are that the rules of mobile marketing

change with different operating systems and combinations of brands,

device and wireless operators defending their turf along with

manufacturers creating new form factors for mobile devices including tablet, flexible, wearable and hybrid

designs.


No To Omni-Channel Competiveness in this category needs

regulation, innovation and infrastructure, but as consumers spend more time and

undertake more research than ever on their mobile devices (40% of emails

opened on mobile devices) competition will escalate. Even brick and mortar

retailers are paring space and building up on mobile technology to focus on how to win competitive advantage. So any CPG

brand or retailer that stands still on Main Street and doesn’t like change will like

irrelevance even less. To break out of the pack CMOs brand building

communications will have to work harder. Therefore, it’s foolish for the CMO to communicate a single omni-channel

message across all mediums – it needs to be designed for mobile.


Mobile marketing is something you do not something you wait for, but many CMOs have shown a pusillanimous response to mobile advertising and still haven’t fully caught onto mobile marketing

because it’s a train wreck of decentralization; it’s okay to be engaged by mobile marketing today and choose to test it

for now, but to avoid mobile marketing and ignore it is dangerous strategy.


How To Succeed? Success in mobile marketing is about

attitudes not skills so even though budget allocation might be the picture, it doesn’t change the issues. To shatter the

complacency, successful CMOs need to build mobile marketing initiatives in formats and with key words that are

tailored for each consumer segment and device – not more ‘spray and pray’ like the mobile ad networks hitherto offer. Why? Mobile marketing should not be

treated as a distinctly separate marketing channel (that can generate

more revenue for agencies than mobile advertising alone), but a brand in the

hand that can wield immense power for the CMO, i.e., don’t be frightened by

Possibility, she makes a great mistress. Dean Crutchfield Associates

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In the pursuit of opportunity without regard to resources held, Dean Crutchfield has

targeted and won millions in new fees from the world’s

leading brands.

By convincing senior executives at Fortune 500 companies on brand architecture, portfolio

rationalization, go-to-market brand strategies, product and

business innovation, Dean Crutchfield has directly helped clients generate billions in new

business growth.


Global Client Experience

Aviva* BP BT*

BSkyB* Camper & Nicholson Carter’s Cellcom* CITI Comcast General Electric Kraft Fila Frito-Lay Littlewood’s* McDonald’s M50

McKinsey Metsä Serla* Nomura* PepsiCo PG&E Pitney Bowes RBS* Scanfinest* Shell Smirnoff Staples Sunglass Hut Target Tower of London* Warburg Pincus WGM Dean Crutchfield Associates

“Dean always cuts to the core of what needs to be done and said. He helps bring clarity and provides value by being an outsider with no agenda, so he can help you stand back and see things from different perspectives. Dean helped us think through solutions and then form the best way to present those solutions in a persuasive and compelling way.” *References upon request

* Overseas Project

Armed with rich content, deep

knowledge, 2x2 matrices and a white board, we rapidly

create targeted, multi-channel growth programs that generate immediate

Impact Dean Crutchfield Associates

What DCA Delivers Achieving growth

For ambitious leaders who are driven to grow fast

Creating new business Orchestrating and activating accelerated outreach programs

Building efficiencies

Rapidly sourcing the best talent for the business

Improving margins

Rallying teams behind the brand and go-to-market strategy

Boosting win rates

Delivering your best case and winning face forward


Working with DCA

Catalyzing top line growth for clients is what we thrive on: delivering your best case and winning face, encourage your people to move the needle north and sharpen the product offering. DCA (Dean Crutchfield

Associates) achieve growth for clients by tailoring brand-led techniques that are uniquely participant

centered. We guarantee results. Whether it’s a better pitch, winning new mandates, a better team or more

fees, you will find our fee in your business within weeks.

DCA programs have been thoroughly tested and

proven with start-ups and the world’s greatest brands, uniquely adding immediate value.

When you hire DCA, you get results. If you have the

right people attend the sessions and complete all of your committed decisions and pilot initiatives and are still not satisfied or seeing results by the agreed time frame, we will coach and advise you free until you do!


Working with DCA

By deploying real world strategies and hands-on collaboration to inspire teams we create content backed by actions that will assure you of seizing

every good opportunity, selling more services and winning new business.

For 20 years Dean Crutchfield has advised the

world's most iconic brands, built businesses, created new companies, opened international offices and spoken about the role of brands at Duke, Kellogg,

Wharton and the Google Speaker Series. He has made appearances on all major TV news networks, commentary in the global press, editorials in major

business publications and is a Contributor to Forbes.

With a proven ability to inspire and push the boundaries beyond the notion of what was thought possible, DCA excel with clients who are looking to

run fast, led by CEOs, CMOs, entrepreneurs and executive teams eager to capture dominant levels

of success.


Dean Crutchfield Associates Sell More, Seize More, Win More

Growth Advisors

Dean Crutchfield Associates Dean Crutchfield Associates

Contact: [email protected] +1 917 239 3303 333 East 34th Street, Ste 15A/B, New York, NY 10016
