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The SMS: Seven Mobile Stories

by Camille Bishop | March 17, 2017

Marketing segmentation and targeting, personalization, individual customer care (service), CRM and leader concepts. Human resources officer select one person, office out of focus in background, wide (banner) composition.

Majority Of Mobile Marketers Unsure Of Ability To Find New Customers

By Gavin O’Malley

Is your mobile marketing strategy still a work in progress? You’re not alone, according to a new report from RadiumOne, which included responses from about 300 senior marketers.

Measuring success remains a huge problem. Indeed, two-thirds of respondents admitted that they’re not confident they’ve identified the most important signals in their customers’ journey, the ad-tech firm finds.

What’s more, 61% of marketers still aren’t fully confident in their ability to find new profitable customers; 58% are not fully confident in their re-engagement efforts to alleviate customer churn; while more than 50% aren’t confident in their ability to acquire new customers and re-engage lost ones.

“The plain truth is that most marketers simply aren’t confident in their ability to capture and utilize data effectively,” Bill Lonergan, CEO of RadiumOne, notes in the report.

2 - march madness

These 9 March Madness Stats Show Which Brands and Platforms Scored Even Before Tipoff

By Christopher Heine

Sports marketing geeks, hold onto your hats, because we have nine intriguing stats going into March Madness, which tipped off in earnest today after preliminary action on Tuesday. A number of NCAA sponsors have already seen sizable digital buzz, per exclusive data from Origami Logic.

The marketing software and services company looked at NCAA official sponsors for 2017 from March 7-14 and compared their branded mentions to the week before the tournament last year. The platforms were Facebook, YouTube, Instagram and Twitter. And the mentions had to include words such as March Madness, NCAA, bracket or Selection Sunday.

For the first bit of analysis, only companies that officially sponsored each year were analyzed. In terms of raw mentions in the last week, according to Origami Logic, these three players saw the biggest year-over-year lift.

Communication Technology Background. Smartphone with globe hologram. Icons social network

5 Key Takeaways From Mobile World Congress, In Case You Weren’t There

By Tobi Elkin

If you weren’t in Barcelona last week at the Mobile World Congress, Mark Connon, global chief mobile officer for AOL Platforms, shared a few observations:

Mobile Is Surging

“Advertisers we spoke with largely confirmed what everyone knows — that they’re planning on investing more in mobile ads, with video driving most of the growth. On average, 57% of consumers globally watch videos on a mobile phone every day, per AOL data. Accordingly, 47% of advertisers expect to increase their mobile ad spending by at least 25% this year.”

Mobile Data Scale and Quality Are Critical

“Among both advertisers and publishers, mobile data quality and scale were hot topics. Quality and scale are essential for buyers and sellers to be successful. For publishers, it helps more effectively merchandise inventory. For advertisers, it means better audience targeting across mobile. For vendors, the best approach here is an open one, offering multiple data sets to help advertisers build their brands and publishers make more money.”

4 - Ad Groups back repeal FCC privvacy

Ad Groups Back Repeal of Near-Dead FCC Privacy Rules

By Kate Kaye

It’s no secret the advertising industry does not like the privacy rules established under former Federal Communications Commission Chairman Tom Wheeler, which would have limited ISP data sharing. Today six ad industry trade groups, which have been vocal critics of the rules, backed recent congressional resolutions aimed at repealing the FCC rules. The rules already have been on life support since new FCC Chairman Ajit Pai, appointed by President Donald Trump, suspended them indefinitely before they went into effect.

“Without prompt action in Congress or at the FCC, the FCC’s regulations would break with well-accepted and functioning industry practices, chilling innovation and hurting the consumers the regulation was supposed to protect,” wrote The American Association of Advertising Agencies (the 4A’s), American Advertising Federation, Association of National Advertisers, Data & Marketing Association (formerly the Direct Marketing Association), the Interactive Advertising Bureau and one of two large self-regulatory bodies for the digital ad industry, the Network Advertising Initiative, said in a statement today.

5 - Four key things to know

Four Key Things to Know About Digital Video Now

By eMarketer

Every quarter, eMarketer publishes an update on the emerging trends and data in the digital video ecosystem. Here are four key takeaways.

  1. Digital Video Continues to Outperform Display Ad Category

US digital video ad spending is expected to grow 12% in 2017 and 9% in 2018, according to a study from J.P. Morgan. Video is the only subcategory of display ad spending that is growing, as rich media, banner ads and sponsorship all shrink. Video spend is also growing at a faster rate than search, which will see increases in the 2% range in each of the next two years. Only mobile ad spending is growing faster than video. Furthermore, a rising percentage of US video ad dollars are being transacted programmatically. eMarketer expects US programmatic video ad spending to increase substantially next year over 2016 levels.

  1. US Digital Video Viewership Will Increase Through at Least 2021

eMarketer estimates that the ranks of US digital video viewers will grow from 221.8 million to 239.2 million between 2017 and 2021, and the penetration rate among internet users will increase from 81.2% to 83.5%. As the number of US adult digital video viewers grows, the universe of adult pay TV viewers will continue to contract. In a comparative forecast from 2015 through 2020, eMarketer estimates the number of video viewers will have a compound annual growth rate (CAGR) of 2.6%, while the number of pay TV viewers will decrease by a CAGR of 1.1%. As these curves follow their opposite trajectories, they are likely to meet around the 190 million mark—most likely early next decade.

As devices become more and more prevalent today, mobile marketing becomes that much more important. The trend of growth seems to have no end and is only getting bigger. In 2014, the number of mobile devices exceeded the number of people in the world, at over 7.7 billion devices. Furthermore, Australia holds the epicenter of this as having one of the highest smartphone penetration rates in the world.

6 - Why the dichotomy

Why the Dichotomy Between Ad Tech and Marketing Tech Is Dysfunctional

By Scott Brinker

Would you agree that advertising is one facet of marketing?

Yes? Okay, then advertising technology (adtech) is naturally one facet of marketing technology (martech). If you like diagrams, you can visualize adtech as a small circle contained entirely within a larger circle of martech. Adtech is a subset of martech.

But for years, people have been propagating the notion that adtech is a field separate from martech. In diagram form: two circles that don’t even intersect, or at most, overlap only a little bit.

I’ve heard a variety of rationales for why people claim adtech is something different than martech. Some say adtech is for paid media, while martech is for owned media. Some say adtech is for agencies, while martech is for in-house teams. Some say adtech earns its revenue from a slice of media spend, while martech earns its revenue from software-as-a-service (SaaS) subscriptions.

Yet upon even causal examination, all of those boundaries fail to delineate the two.

7 - mobile dominance

The Dominance of Mobile Marketing Is Complete

By Murray Newlands

Mobile Marketing is not merely an “in” thing, nor is it the future. Mobile marketing is dominating the marketing world right now. Since the day the iPhone entered the phone market in 2007, smart devices have exploded into an everyday necessity. It is almost an indispensable part of who are and how we communicate with the world today. For many of us, we are so glued to the devices that we never leave home without it. Have you ever felt your heart skip a beat when you thought you lost your phone? Yeah, we thought so.

As devices become more and more prevalent today, mobile marketing becomes that much more important. The trend of growth seems to have no end and is only getting bigger. In 2014, the number of mobile devices exceeded the number of people in the world, at over 7.7 billion devices. Furthermore, Australia holds the epicenter of this as having one of the highest smartphone penetration rates in the world.

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