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BizReport : Mobile Marketing : August 15, 2016

How mobile trends are impacting brands

From tracking tech to its global use, there are many ways that mobile is confounding both merchants and other brands. One expert explains how to make these mobile trends work for you.

by Kristina Knight

Kristina: How are these trends impacting brands in the mobile space?

Galia Reichenstein, COO and Head of Sales, Taptica: On the one hand, it's very competitive out there. The cost per mobile user is going up. On the other hand, mobile represents a new line of business for brands. So while the mobile space is more competitive from an advertiser standpoint, it also has a lot more value to the overall business.

Kristina: As more brands move into mobile, is the pricing/measurement picking up to give them deeper insights into their ad spend?

Galia: Absolutely. This is the optimization story, and it's so important. A few years ago, advertisers would give their mobile vendors a binary response--yes it's working, or no it's not. Today, we have so many more data points to go on, so as measurement picks up we're moving from a binary solution (a user saw an ad, or they didn't) to a much more nuanced picture that can be optimized to achieve specific goals like user registration, eCommerce sales or driving foot traffic to the store.

Kristina: We've been hearing for a while that mobile-first is a big deal for brands. Are we at the point where brands need to be thinking mobile first, rather than mobile as simply another channel/option in their ad spending?

Galia: Yes! Think about some of the new consumer brands that have emerged in the last few years alone. They all have a mobile-first strategy. Frankly, if it's a product or service that can work on mobile, there's a consumer expectation that it should work on mobile. Last holiday season, Amazon reported that 70 percent of its customers used mobile to shop. Clearly, the audience thinks mobile first, and so brands need to think that way too. Unfortunately, some brands are lagging behind here, but I think that has a lot to do with how their agencies are organized, and I suspect that will change quickly.

Tags: m:commerce trends, mobile commerce trends, mobile marketing, mobile trends, Taptica

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