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DFMS. Don't Forget Mobile, Stupid.
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Ben Gaddis, Dir. Mobile and Emerging Media Strategy at T3
This week Google introduced Analytics for mobile applications. It’s just another headline pointing to the indisputable growth – and promise – of mobile. What should agency folks know about it? Glad you asked. Because I asked the same thing (and a few others) of Ben Gaddis, Director of Mobile and Emerging Media Strategy at T3, a Top 100 agency with offices in Austin, NY and right here in our sunny city by the Bay. Here’s what he said.
“What kind of skills should an agency have to meet the needs of this new medium?”
Good creative is good creative whether it’s on a gigantic billboard or a 2 1/4” x 3” screen. Technology shouldn't get in the way of delivering valuable information to consumers on their mobile devices. Find the right technology provider – someone who has figured out how to do it well – and let the technology become secondary. Once creatives know whatever parameters they’re working within, they can still fill it with the biggest idea possible. Rather than focusing on the mobile phone itself, think in terms of the audience -- mobile consumers -- and their goals.
“What uses of mobile advertising hold the most promise for advertisers?”
There are many channels within mobile. You can buy banner ads on sites that target your customer. Or you can include mobile in a larger print or broadcast campaign. Think about what sites the consumers who buy your product use on their phones. If they are moms, that might be gaming, recipe sites, shopping sites. Kraft created iFood Assistant which is now a top-selling application for moms. You can create your own application or buy a tag at the end of news alerts.
“In a time when ad budgets are dwindling, how can companies justify adding mobile to the mix?”
I would caution you not to look at it as a “have to add” to the mix -- in addition to, or in place of, something else. Instead think about where dollars make the most sense. If you’re targeting consumers age 24-35, 99% of the time, they have their phone with them. You simply can’t get this kind of proximity to consumers with TV or Internet or radio. Yet you’re devoting 85% of your budget to broadcast? Why? Mobile is cheaper, more effective, and trackable in terms of performance. That’s why mobile ad budgets are increasing – and predicted to continue to do so – at a time when other budgets are being slashed. Knowing all this, I’d turn the question around to any naysayers in your agency and say “how can we justify NOT adding mobile.”
“How should we optimize our websites – and our clients’ sites -- for mobile use?”
Experience is the #1 goal. Make sure your site loads fast, that the images fit no matter the size of the handset, and that content is relevant to a consumer on the go. Things like store locator and phone number are obvious musts. It’s unlikely a consumer is looking for a job opportunity or your company blog from their phone.
“What resources do you recommend to people who want to learn more?”
MobileMarketer.com. Dig into the case studies, which are extensive. TechCrunch has a blog called MobileCrunch. And dotmobi has a couple of blogs that are worth reading, both for developers and creatives.
