Mobile Shoppers: Coupons are #1

eMarkter has published that other factors do influence US internet users purchasing decisions but none come close to the popularity of coupons and discounts.  More than 70% of US internet users said their purchase decisions were influenced by coupons and discounts.

No other influence was had more than 50% of responses. The closest was family and friends with 40%. 30% named TV as the LEAST effective and 20% saying radio was the LEAST effective.

In June of 2016 Points.com found that 50% of respondents wanted more relevant coupons and deals from retailers.

And a September 2016 survey of US millennial mother internet users by Roth Capital reveals that nearly 70% of them searched for or downloaded mobile coupons while on their smartphones and shopping. October research should dollar off coupons are the most popular.

Mobile users have welcomed and are now demanding that retailers geofence their locations and place coupons and discounts in their location. With mobile retargeting, after the customer leaves the store additional discounts and coupons can be delivered.  These offers can bring customers back to the retail location. Tracking methods can be used to see how many tagged users that opened up the coupon away from the retail location came back to the store.

Retailers using mobile geofencing to deliver discounts and coupons to the consumer in store will have an advantage over other retailers that are not geofencing. The consumer has signaled that they want more. If you are not using the tools of mobile geofencing to its fullest then you are losing business.

For more information and about setting up a mobile geofencing program that will deliver coupons and discounts to you customers in-store then tracking the tagged user and deliver additional offers to drive them back to the retail location click here.

Live Nation – Event Geofencing

AdvertisingAge made an announcement that event giant Live Nation will now geofence their events.  Live Nation claims they sponsor an event somewhere on the planet every 20 minutes.  They will tag mobile IDs of concert goers and gather information such as the age, sex, how much did the person pay for their ticket, what food or drink did they order and other information.

Live Nation’s technology will track the tagged ID’s social media behavior.  When a tagged user places a picture on Instagram during the event,  Live Nation may store that information and could repost the image on Facebook as a sponsored ad.  Then track the ID’s comments on other social media outlets and possibly repost.

All the information will be loaded into their database and Live Nation will be used to build look-alike models for future events.  This will hyper-target their mobile and traditional advertising.

This model reaffirms that not only is geofencing a tool for marketing but the backend data is very valuable.  Real-time creative, landing pages, optimization changes can give companies like Live Nation valuable marketing feed back.  What T-Shirts were a best-seller, which drink was voted most popular, how many pictures were posted on Instagram and other behaviors.   All this data can pinpoint marketing trends in real-time.  When you have an event every 20 minutes that’s a lot of valuable data.

Mobile Geofence your products in store

Consumer good companies have a great chance to reach their demographic at the magical moment when they are about to buy your product.  By mobile geofencing outlets that carry your product you are reaching your demographic when they are ready to purchase. Copley Advertising will tag smartphones in store and place ads for your product in mobile apps.  If the demographic clicks on your ad we can retarget them and continue delivering the ad after they leave the geofence.  Your ad will only run during store hours and after we gather enough data Copley Advertising will pinpoint times of day that have the highest click rate. Then we will delete the locations that are underperforming and you will have a lean hyper-targeted advertising campaign reaching your demographic in front of your product at the exact moment they are ready to purchase.

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.

Pokemon Go changed the game

The mania of Pokemon Go has forever changed how mobile marketing will be seen by retail and consumer goods companies.  It’s now clear to retailers and consumer goods companies that mobile geo-targeting is a powerful tool that can cause an organic reaction and propel their brands to a new level of engagement.

Retailers can tag the IDs of smartphone users within a five-mile radius of their locations and place a Pokemon Go “like” ads in mobile apps driving traffic to their locations.  They can drill down to demographic and behavioral qualifiers.  Increase in-store foot traffic is an important indicator for a successful mobile campaign.  Data from companies like Cuebiq is making tracking the holy grail of in-store traffic a lot easier and faster to track.

For consumer goods companies using the Pokemon Go like strategy of driving consumers to store locations that carry their product is a very effective plan.  With the increased ability to target by contextual, behavior and users individual selling habits, consumer goods companies have powerful marketing information on top of the ability to geo-target.

Pokemon Go has helped the mobile marketing movement go mainstream.  Retailers and consumer goods companies will now  realize that the capabilities of Pokemon Go have shown only a small part of what mobile marketing can do.

 

Optimization – Operating Systems

Tracking click rate for mobile OS is a key part of optimizing a mobile campaign.

There are many factors to consider when trying to optimize a mobile campaign.  Drilling down to OS will show the break out between iOS and Android.  Copley Advertising has seen a three to one gap in click rate.  If this is the case then testing a cloned campaign and white listing the OS with the highest click rate may see a significant rise in CTR.

When we ran a test campaign which cloned the original campaign and then whitelisted the OS with the highest CTR. Copley Advertising found a 25% lift in the click rate across the board. By whitelisting the OS system, we increased net click rate by 20% for the entire campaign.

There is a movement to gear campaigns to iOS only.  We have seen 3 to 1 click rates in favor of iOS and some in favor of Android.  With Android impressions being cheaper finding Android skewed data may be a bonus.

If the advantage is 25% or less then looking at placement is a better way to go as you can choose which iOS and Android apps are working and which are not.

Copley Advertising uses a mobileDSP platforms to reach your mobile marketing goals.  We use programmatic buying but we believe that algorithms are good but knowing each campaign on a granular level is important.

Interested in mobile geofencing?  Email us at info@copleyadvertising.com.

 

 

 

Creative and optimization

Creative is an important aspect of increasing a campaign’s CTR and lowering CPA. After completing the mobile user’s persona (sex, race, age, contextual and behavior information) the next step is formulating a message.  What message will drive the user to complete the target action?

Copley Advertising requires at least six creatives with different tag lines in sizes 320×50, 300×250 and 320×480.  If we are running a native test (which is recommended)  additional creative is needed (1200×628 and 600×600).

Never be attached to your creative or message.  The data does not lie.  Each geo-target will have different results so setting up testing for each geo-target is important.

Copley Advertising uses a 10,000 impression threshold to start making creative decisions. Creative getting a .19% and lower are paused.  At about 25,000 impressions we look at placement and bidding.  At 50,000 impressions Copley Advertising can start turning off creative with a low CTR and increasing bidding on creative with a goal CTR.  By optimizing creative the CPC will decrease which creates highly targeted impressions at a cheaper rate.

By breaking out each creative and geo-target into separate campaigns (Copley Advertising is one of the few agencies that has this ability) it will be very clear which creative is working and where.  Retargeting pools can be set up for each high performing campaign and IDs will be collected.

Messages that can drive users to complete target actions will emerge among all geo-targets after all the data processed.

This theme becomes valuable as it can be transported to other marketing campaigns (traditional, digital or mobile).

Creative plays an important role in optimizing a mobile campaign.  Let the data do the talking.

 

 

 

 

Retargeting is the question

When Copley Advertising sits down with a client to discuss creating a mobile marketing plan some familiar questions come up.

  • How can you target a location?
  • How can you target by demographic and behavior?
  • Tracking?

The question that very rarely comes up is retargeting.  Retargeting is the heart of a mobile campaign.  This is how it works.  A code is placed on the client’s landing page and conversion page.  A “folder” is created that stores the captured IDs from the landing page and another folder for the captured IDs from the conversion page.  By retargeting the IDs that reached the landing page we have found CTR to be 5X industry standard.

As the main ad group delivers impressions Copley Advertising uses extensive retargeting tools such as A/B testing, CTR of the geo-locations and behavior overlays, dayparting, SSP efficiency, win percentage and others.

Once the campaign is a few weeks in and becomes hyper-targeted Copley Advertising creates a separate ad group. We add all the IDs that reached the landing page to a white list.  Then we add all the IDs from the conversion page to a black list.  Why?  At this point we are not interested in users that completed the target action, we are interested in the users who clicked on the ad but did not complete the target action.  Copley Advertising will use that group deeper in the campaign.

We turn on the retargeting campaign as the main campaign is still adding IDs to the retargeting folders.  The average CTR for a mobile campaign .2.  The CTR for retargeting IDs can jump to .7 and higher.

Having a DSP platform allows us to use all the benefits of programmatic bidding. But it also allows Copley Advertising to use our own A/B testing and retargeting to ensure that your campaign is successful.

And yes….we can target that.

 

Adwords vs Mobile Geofencing

Over the last four years, I have explained to over 1,000 clients the difference between Adwords and Mobile Geofencing.

Adwords is a great tool and now has the ability to geotarget a location and place ads in mobile apps. Adwords has made a strong splash in mobile marketing.

One of the issues Adwords has is that it needs a lot happen in order for the mobile impressions to be delivered to the correct demographic in the right geotarget. A trained Adwords agency can pull all the right levers and make this happen but there’s a small room for error. One error and impressions can be delivered to a location thousands of miles from the target.  The feedback can take days and Adwords doesn’t report in real time.

Google is always changing their algorithms and one day a cost per click may be $1.00 then it is $2.00 then back to $.80. A dedicated Adwords agency can manually track and change the cost per click on at least a daily basis to ensure your total pay-per-click rate is reasonable.

Mobile geofencing is clean. The geofence is set around a location (lat-long). Then tags all the Smartphones in that location. A filter can be put in place to target the desired demographic (age and gender) or behavior.   There is a 1% chance of the wrong demographic seeing your ad. When the tagged user leaves the geofence they will continue to see the ad and their phone IDs will be placed in a retargeting folder for future campaigns.  Mobile campaigns can change locations, creative and goals in 24 hours.

The big differences between Adwords and Mobile Geofencing boil down to that mobile geofencing has:

Robust Retargeting – the ability to capture an ID of a targeted user that clicked on the creative or saw the ad (impression) and then retarget the user after they leave the geofence.

Real-time – You can track a program in real-time and check on the click rate.  If the click has gone dangerously low you can make changes or shut the campaign off and reaccess.

Behavior Overlays – Target by age, gender, hobbies, type of car you own, shopping preferences and many others.  When you download an app you are giving permission for that company to download a tremendous amount of your personal information. So basically your are opting into a mobile program.

The mobile world is running fast.  And (I’m not kidding) new abilities are happening almost weekly.  So if you are big Adwords user you are in good hands.  But you may want to set some money aside and start a few mobile geofencing.

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John Flynn is CEO of Copley Advertising. He has been seen in Forbes, Business Insider, Slate and other publications.  Copley Advertising uses programmatic buying, retargeting and optimization (app click, time of engagement, operating system whitelist). To learn more about geofencing please email: jflynn@copleyadvertising.com or call (617) 651-2249.