Jackie Lamping, senior director of marketing at AdRoll, joined us during the "Marketing Tactics for 2014 and Beyond" Accel Portfolio Day, where top tech executives gathered to tackle some of the biggest challenges and opportunities for the future of marketing. As part of our ongoing "Inside the Minds of Today’s Top Tech Marketing Leaders" series, Jackie shares advice and trends in building relationships with the mobile, connected consumer.
This month, the iPhone celebrates its 7th anniversary since being introduced to the world. It’s incredible to look back and recall the pre-smartphone era when we couldn’t pay bills while standing in line for coffee, book flights while waiting for a train or instantly access information in real-time on devices that (usually) fit in our pockets.
Today’s consumers have adopted the mobile lifestyle at a breakneck pace, regularly shifting between devices throughout the day and solidifying mobile as the primary mode of internet consumption. Commerce on mobile has also caught fire: more than $110 billion in sales will be purchased in the US this year alone.
The rise of mobile presents an enormous challenge for brands trying to reach targeted audiences with the right message at the right time across new devices and platforms. Marketing executives everywhere are asking the same question: “How can I keep up and remain relevant with a constantly shifting consumer?”
Until recently, there were many reasons for marketers to table mobile strategies for another day. In the early years, we convinced ourselves that mobile was too small to worry about. Sure, it’d be a bad user experience for a mobile user to arrive at our non-responsive website, but who’s really going to be browsing on mobile? After we realized mobile was truly growing at a fast clip, we looked for targeting options and were left largely disappointed. All the cookie-based behavioral signals and frequency-capping options we enjoyed with desktop just weren’t available yet. We got excited about iAds and all of its rich targeting capabilities, only to find out it cost a million bucks to get started.
Suffice to say, the options available to marketers for driving high-performance mobile campaigns have been limited until recent history. Today, the industry has delivered exciting innovations that enable incredible precision with mobile audience targeting (i.e., deterministic & probabilistic methods based on unique user IDs & statistical models), programmatic buying for fair pricing on every impression and native mobile placements that deliver high user engagement and utility. We’re also seeing a movement toward greater transparency into campaign performance and lower barriers to testing, helping marketers learn faster.
I’m lucky to work for a marketing technology company. Every day I'm inspired by more than 15,000 advertisers as they adopt new strategies that move the industry forward. Earlier this year we announced cross-device, cross-platform retargeting as a high-performance solution to the challenge of constantly shifting consumers, and we’re seeing exciting developments.
Here are several of the smart strategies that have recently emerged:
- e-Commerce advertisers targeting high-value desktop customers with mobile app install ads to drive deeper brand engagement
- Brick-and-mortar retailers geotargeting offers to drive local in-store traffic
- Media & entertainment brands targeting audiences on mobile devices to drive TV tune-in for marquee events
- B2B advertisers accelerating lead nurture lifecycles by reaching customers on mobile during the critical pre-purchase influence window
AdRoll’s advertisers are highly tuned to performance and measurement, and many are finding amazing wins with mobile: on average, clients are seeing a 229% lift in conversions by adopting cross-platform campaigns. I’m excited by their hunger to test new strategies and go deep into performance results to find insights to deploy across future programs.
Marketing has become significantly more sophisticated throughout the past decade, and mobile is no exception. Advertisers are asking for more functionality, better targeting and higher performance – and they’re doubling down when they see results. Cross-device innovation is evolving rapidly, sparking new debates and fast becoming the norm for marketers.
Which cross-platform innovations are working for you? To connect, find me on Twitter @jackielamping.