Mobile Marketing – Recruitment – A Better Way

There has been a big shift in recruiting and companies need to get on board. If you’re a company that needs niche workers (nurses, electricians, lab techs), you need to start thinking differently about your hiring process.

The bad news is that you need to treat your job candidates as consumers. You need to sell them on your work environment, growth potential and compensation package. For workers in the medical and IT sector, there are simply so many opportunities for them to choose from. You are competing against other companies for employees that can make a difference to your bottom line.

The good news is that if you make this shift in your thinking, you are going to attract highly-qualified candidates that will add to the corporate culture and profits. You will be in the forefront of recruiting as compared to 98% of your competitors, who are still using the pre-Civil War recruiting model.

The process of placing ads on Indeed or hiring a recruiter that has made some friends in the industry by sending birthday cards is outdated. You need to reach out to the workers you want and close the gap.

The way Copley Advertising accomplishes this is by using mobile marketing and integrating Facebook advertising. We geofence 50 locations (competitors, colleges, Fortune 500 and others) and tag all smartphones in those locations. Then, we place ads (video and banner) on the tagged phones. When the tagged device users open an app, the client’s ad will appear (depending on ad order). Once the user sees the ad, we place their ID in an impressions folder. If they engage with the ad, we capture their ID and place it in a retargeting folder. Once they reach the landing page, we capture their Facebook ID with a Facebook Pixel.

On the landing page, there is a video showing different employees talking about why the company is a wonderful place to work. They will talk about the four major things prospects are looking for: company culture, work/life balance, opportunities for advancement/promotion and compensation. Please note that competition is last.

Then a high-ranking company official will come and ask if the candidate could please leave their email to receive updates on positions in the company and news about jobs in the sector. Plus, every month they have an ice cream and pizza open house and the company would love to get to know them better.

Now you have their impression IDs, retargeting IDs and Facebook IDs. You will create a Facebook retargeting audience. We will run a mobile retargeting ID program off the mobile platform at 2x to 16X the CTR of the regular platform.

We will run the impression IDs through the Facebook converter and receive Facebook IDs at a 30% conversion rate. Then create a look-alike model at 1% of the US population using Facebook’s million data points. The look-alike model will generate two million IDs.

Then we create a Facebook campaign using the impression audience filtering and optimizing by ad set (starting at $5 a day using split testing).

The company now has an email campaign, Facebook retargeting campaign, mobile retargeting campaign, and a converted impression ID campaign. The company will rotate quality content. What is happening at the company? How the company is promoting workers. How the company is paying for employee work-related class. Summer Friday program. And more.

The company will become a resource for the industry. What’s happening in the sector? What programs do other companies have? What jobs are hot? The company will be seen as a thought-leader in the industry.

With little effort, the company has built a short-term/long-term funnel that will bring them quality candidates in the present and future. As the program continues, the company’s brand will increase and higher-level candidates will be applying.

The company has control over the program and after the first few months, Copley Advertising will only charge a maintenance fee to keep the program optimized. We have seen the retargeting CTR last over a year. Plus, you will always be adding IDs to the retargeting campaigns (mobile and Facebook) and impressions to the impression campaign.

The whole program is plug-and-play. You can stop one part and increase the activity on another.

“It’s time that companies use the tools from this decade to create targeted content programs using mobile marketing with Facebook integration. Building an independent short-term/long-term funnel that companies can control will allow them to break free of generic sites like Indeed and CareerBuilder, which tend to attract low-quality candidates. Our program will allow candidates chosen from high-quality companies that will fit into the corporate culture and bring a high skill set.” John Flynn, CEO, Copley Advertising.

It’s The Data Stupid

In the bad old days (yesterday) the client would receive a weekly report regarding their mobile campaign. It was four lines showing the number of impressions along with clicks. That was it. If you wanted to dig deeper into the numbers you would have to beg your sales rep to go to some special backroom where the engineers compiled such information and eventually be told no because they just didn’t give out this information. #sad.

Now life is better. Granular data reporting shows the client a wide range of trackable parameters. Why is granular reporting so important?

Optimization – granular data will the show the DSP the areas where the bid amount or even blacklisting can dramatically increase click rate. As of late Copley Advertising has seen Android outperforming iOS click rate. If there’s a 20% differential between the Android and iOS click rate (after a significant amount of traffic) Copley Advertising will clone the original campaign and start an Android only campaign. If the Android only campaign is outperforming the original campaign we would start lowering the impressions per day restriction on the original campaign. You can do this with creative, network (Smaato, Mopub, Rubicon, and others), placement and other trackable breakouts. Not only can the campaign be optimized (higher click rate with lower cost) but you are now sitting on a ton of valuable data. Besides optimizing the campaign, tweaking the art and setting up clone campaigns what are you going to do with all that data?

Offline Marketing – You share it with the client! First clients love the data. I have not had a client yet not love to listen to me talk about interpreting the data from their campaign. Granular data is a great value add to the campaign. Second, it’s information that you can help the client decide on where to spend their offline marketing. Help them spend advertising money somewhere else? Yes. If you are running campaigns in Tampa, Miami and Orlando and Tampa is getting twice the click rate it’s a good bet that your client should be spending more of their offline budget in Tampa. This type of information makes the mobile geofencing campaign a great tool for targeting key demographics in a set time and place but also works as a guide to help the client decide where to spend their marketing dollars.

A campaign with a client needs to be a partnership. It’s your job to have your client’s back. Do whatever you can to make them look good. Once the client knows that you are a partner and not just a vendor your relationship will deepen and it will beneficial for both of you.

But….back to the point. In summary, it’s the data stupid…..collect it, interpret it and share it. It will separate you from the pack.

Tracking In-Store Traffic

Mobile geofencing has offered retailers the ability to target smartphones using a geofence and place offers in tagged smartphones. If a user clicks on the retailer’s ad their ID would be placed in a retargeting folder for a future campaign. The KPI has been click thru rate. The higher the click rate the more successful the campaign.

If you compare mobile advertising to newspaper, radio and out of home advertising the better outlet is clearly mobile. The three traditional outlets depend on collecting a huge amount of impression and hoping that the client’s demographic is in the mix. With mobile offering geotargeting, targeting by day and time, demographic and behavior targeting and being cheaper, the argument that mobile is a better media outlet is solid.

Recently retail accounts have been pushing for in-store traffic reporting. Changing the KPI to CPV (cost per visit). Programs like TrafficDrive (Copley Advertising) along with programs from NinthDecimal, Push Spring and Simpli.fi have the capability to track tagged smartphones back to the retail location.

Copley Advertising’s TrafficDrive program is unique. Copley Advertising will geofence retailer’s location. Tag smartphones in the geofence. The user doesn’t have to click on the ad. Once the user sees the ad the phone is retagged. Copley Advertising transforms the retailer into a Conversion Center. When then retagged user enters the Conversion Center their ID is counted. Copley Advertising can create a report showing store traffic directly generated by the mobile campaign.

The power of mobile continues to grow and the demands by clients are helping mobile DSPs to create programs to meet expectations. The great news is that mobile will continue to rise and meet different benchmarks for different sectors.

Mobile Update: Black Friday

The first wave of information is in regarding mobile’s role in Black Friday/Cyber Monday revenue.  Below are some highlights.

The biggest news was that mobile revenue was over $1 billion by the end of Black Friday. That was a 33% increase from last year.  The most optimistic projections had revenue over $1 billion by the end of Cyber Monday.

PayPal reported that one-third of all payments on Black Friday were from smartphones.

Walmart reported that on Black Friday 70% of their online traffic was mobile. Target stated on Black Friday 60% of their online traffic was mobile.

On Thanksgiving, mobile revenue accounted for 40% of all sales and 57% of traffic. (MediaPost)

Amazon reported that mobile revenue on Thanksgiving topped last year’s Cyber Monday.

A very impressive week for mobile commerce.    Companies will continue to develop their mobile commerce platform.  Mobile’s advantage is the online buying cycle.  The consumer already uses mobile first to compare prices and check reviews.  Companies need to take advantage of those habits and help the consumers take the next step.  Consumers have always been ahead of companies in the demand for easy to use mobile commerce platforms. Companies need to catch up to smartphone users requests for the simple reason there is over $1 billion on the table.

Why does Dunkin love geofencing?

In Boston Dunkin is a religion. But what about secondary markets? For years DD has turned to mobile geofencing to help solve their problem. In Philadelphia and Washington DC Dunkin as geofenced their locations. Placed an ad for their mobile app. If the consumer downloaded an app they received a free medium hot coffee. If you are the customer you walk out with a free coffee. If you are Dunkin you know that each downloaded app will generate an extra $1,500 in revenue. So when Dunkin needs to help in a DMA it rolls out a mobile geofencing program. How can mobile geofencing help your business?

Macy’s: They went to JC Penny

Urber Media published some interesting cross shopping affinity analysis.  It showed that Macy’s customers are twice as likely to visit a JC Penney location than Kohl’s.  Why is this important?

First, it shows that mobile advertising agencies are getting smarter about how they use their data.  Data is the real currency of mobile marketing.  Increasing CTR and ROI are very important and drive business.  But collecting data that the client can use for a cross-platform online/offline campaign is almost as valuable as a sale.

A campaign can be set up where Macy’s geofences all their locations (lat-long).  Captures the ID of all smartphones in store.  Places ads in apps.  Then places IDs of users that clicked on the app in a retargeting folder.  This retargeting folder is key as a separate campaign can be run to the captured IDs only.  These users have already expressed an interested in the offer and are at least 2x more likely to act on a purchase then a user that has not clicked on the banner.

But with the data like the type that Urber Media provides, Macy’s can now run a campaign targeting all JC Penney locations and place Macy’s ads in mobile apps on smartphones in a JC Penney store.  Then collect all the IDs of smartphone users that clicked on the ad and place them in a separate retargeting folder.

Why JC Penny?  Because in a Urber Media study that compared other retailers JC Penny was the most likely retailer that Macy’s customers would shop.  In comparison, Macy’s customers were twice as likely to be at a JC Penny then a Kohl’s.

The ability to target smartphone users in a set location and drill down to demographic is important but we should not overlook that the data collected can be used for retargeting and making offline advertising more efficient and effective.

Direct DSP Platform vs 3rd Party

This is a trick question.  Direct anything is better than going to a third party. But the interesting fact is that many large mobile marketing agencies (or mobile shops inside an agency) do not have a direct DSP platform.  They are buying mobile impressions from a large DSP company (Trading Desk, Rocket Fuel and others).

This becomes a problem with reporting and optimization.  The client calls the agency about low CTR or reporting issues.  If the agency had their own DSP platform then the information and the fix would be easy.  But calling the large DSP companies and dealing with another layer makes the problem harder to address.  Unless you are a client spending over high six figures the chances you are going to get any answer is in doubt.

Changes are being made where medium size ad agencies can have their own DSP platform. Medium size agencies can now buy direct from the SSPs and add behavior overlays using Lotame and other big data companies.

Medium size companies that want to use mobile geo-fencing will be getting  real time reporting.  If an optimization problem arises no longer will there be layers of companies to go through.  With a direct DSP platform medium size agencies can bring better customer services and help medium size companies reach their mobile goals.