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Date Created: 12/21/15
MEASUREMENT AND SALE OF MOBILE DIGITAL MEDIA NOVEMBER 2012 AFF GROUP- DRIVING MOBILE BUSINESS WWW.AFF-GROUP.COM | INFO@AFF-GROUP.COM THE MOBILE MEDIA of the fact that these devices are able to provide location parameters, thereby taking The ever more affordable and faster developing into consideration the user’s relatively precise mobile tools, the broadening of the Wi-Fi geographical location beside the demographical and broadband Internet networks providing parameters. This means that sales people access to the Internet, the mobile applications have access to potential customers at any time coming into general use provoked a need in and place, enabling them to apply marketing an increasing number of individuals to have strategies tailored to the given scenario. This a constant Internet access via their mobile however also carries within a potential intrusion phones. into the customer’s personal aura, which the customer will defend in reaction. DEMOGRAPHIC DATA, ANTECEDENTS AND TIMING Upon the sale of a product or service the user’s willingness and intention are important considerations, just as demographic and geographical parameters, but in today’s fast changing environment timing is of exceptional significance. Our Internet usage habits will be facing a change soon. The contents on the ever developing Internet access devices vary over a great range thanks to the versatile physical parameters of the mobile tools, but they may in essence be identical to the conventional advertisements appearing in Conventionally, the demographic data and computer environments. Textual, graphical or the history of the visitor in question are other multimedia – even interactive – contents accessible from an evaluation supplemented may appear on the mobile website or in the by measurement and advertisement indicators. application, by clicking on which the user What demographic group does the visitor fulfils the advertiser’s goal – by navigating ontbelong to? What did she/he seek or purchase another website or a so-called landing page. in the past? Using these data, a personalised marketing campaign may be targeted at the MOBIL VS. PC? visitor with a tempting offer. For instance, we have information of the particular visitor having Although part of the experience gained in had sought a bag one week ago and even landline Internet usage is applicable for mobile purchased one two days later. Conventionally Internet as well, contrary to landline Internet, thinking, another bag offer could be made to the this will result in a more personalised form of interaction. As a result of this more direct visitor. But if the person in question happens to connection, the advertisers may take advantage be a husband who had purchased the bag for his AFF GROUP- DRIVING MOBILE BUSINESS WWW.AFF-GROUP.COM | INFO@AFF-GROUP.COM wife, we’d have little success. The reason beMEASUREMENT OF is our failure to consider the current behaviour and position of our visitor. Timing at this sADVERTISEMENTS has an exceptional role. Another potential mistake is examining the current location of generally the number of appearances or is the visitor and targeting her/him with the ofthe number of clicks, but even in cases of without consideration of this. There may be nInternet sales, accounting is rarely based on problems associated to timing at this point, the actual number of successful purchases. negligence of personal relevance is another The measurement of the number of clicks on mistake we make. a mobile Internet content or the characteristic It is therefore important to target the parameters of the quality of the mobile channel are not available and neither are the targeting appropriately chosen group at the right conventions firmly established for this type of time and right place! media. SIMPLY AND The appropriate measurement and evaluation are therefore of key IMMEDIATELY AT THE importance to achieve a conversion rate RIGHT PLACE as high as possible by selecting the right target group. Solutions based on the knowledge of the client’s geographical location – or more generally Mobile advertisements – be it mobile web speaking, the excess quantity of advertisements applications – indeed carry tremendous poured on customers may lead to information with conventional media, then it can be said overload. that mobile phone users exceed television or Internet users in numbers by far. With smart phones coming into general use, an increasing number of people use their phones to access the Internet, with the accessible applications increasing, the market for mobile advertisements continuously increasing as a result. MOBILE MEASUREMENTS Mobile users are forced to reduce the quantity ofTHEIR HIDDEN the information appearing by applying a choicCATCHES of techniques, filtering out only the information relevant to them from the noise. Measurement and assessment of a mobile It is therefore important not to marketing campaign is a far more complex task than a conventional computer Internet compromise quality for quantity, in other campaign; the reason being the accuracy words to make the adverts appear with Unfortunately, advertisers and evennt. a help of technical implementations advertisement agencies often fail to precisely quickly, simply and in the right determine the results. environment at the right time. AFF GROUP- DRIVING MOBILE BUSINESS WWW.AFF-GROUP.COM | INFO@AFF-GROUP.COM Presently several hundreds of potentially demand to precisely know how exactly the suitable mobile devices are available on the certain methods measure page appearances market, with greatly differing capacities, and individual user visits or user steps of other settings and browsers, however. Although the nature. number of platforms that have become popular lately is not large (IOS, Android, Windows, etc.) OUR MEASUREMENTS: but differences between these devices are still relatively large. MOBILE SPECIFIC The diversity of the knowledge and CAMPAIGNS parameters of the mobile telephones and the methods and characteristics Many novelties can be found in mobile measurement, which are different in and the means of connecting to the conventional media. Essentially two Internet greatly influence the accuracy advertisement platforms are used for the of measurements and the level of detail measurement. The mobile websites of the they are broken down to. various vertical structures as well as the advertisements placed in mobile applications In certain cases, half of the page downloads are measured. Although several methods of are performed by so-called robots and in other advertisement may be accessible via mobile cases a large number of page visits are not phones, the target group of our measurements counted due to the deficiencies of the tracking is exclusively made up of regular users of codes. Various servers apply various measuring mobile Internet. techniques, this also greatly influencing the precise evaluation of the data obtained, and if these are not interpreted in the right fashion, the results may also be misleading. It is important to define what we understand under the terms of the performance of an advertisement. While in a PC environment CTR (number of clicks) may be indicative, the same can be quite misleading in the case of mobiles due to unintentional clicking (tap) as to how efficient in reality they may be. Our aim is to explore the mobile telephone as a marketing surface – to determine the value of mobile advertisement. Based on the measurement data obtained, the strengths and weaknesses, the opportunities and hindrances in mobile advertisement will be evaluated and the possibilities the mobile platforms and methods of advertisement offer for mobile advertisements will be tested. This problem is gradually making it to the forefront today. With the development of mobile devices and with the increase of the number of advertisements appearing on them, the AFF GROUP- DRIVING MOBILE BUSINESS WWW.AFF-GROUP.COM | INFO@AFF-GROUP.COM
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