Monday, 25 November 2013
Making Mobile Ads That Work
Here is a link to the HBR article we have just published on mobile ads. Examining a large number of mobile campaigns across many categories, our main discovery is that - somewhat surprisingly - mobile ads seem to work for products that are "utilitarian" (e.g. they fulfill a practical need) and "high involvement" (they represent an important choice, e.g. they are expensive). The real learning from our study however, is that mobile ads seem to work by reminding consumers of the product and/or campaigns about the product, thereby making higher bandwidth communication (e.g. TV ads) more efficient. We believe that now is the time for really talking about integrated marketing communication.
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I really don't care for new functionality at this point either, but none of the big ticket items are being addressed. Even though we continue to contribute valuable feedback, it is having little effect on shaping the software's development/improvement. And those of us that are results-driven get quite upset by that, yet we keep our heads down and continue on contributing feedback. It's like someone that doesn't walk in our shoes day in and day out just thinks we're stupid, not smart enough, and believe they know better than us common folks in the trenches (God complex?). I'm not saying that we don't need visionaires, but we also need realists.
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