Author Archives: admin

About admin

Dr. Mary Beth McCabe, Lead Faculty in Marketing at National University, has been active in Marketing for decades, first at Univision TV, Chicago, and later in San Diego, where she has been an entrepreneur, running her own firm since 1993.

Why location and measurement is important for Mobile Marketers

It may seem intuitive to many of us that location is a key feature for mobile marketers. This year the MMA has been very focused on this topic. I have just spent a few hours reviewing MMA Location Based Advertising Measurement Guidelines.

Here are a few things that I learned. First of all, the device and user location is used to produce longitude and latitude. That is basic to the discussion.

There are many ways that measurement can be delivered. I’ll list the top 8 below:

  1. As part of a bid request (impression, user, device)
  2. Beacons
  3. GPs-identifies user location 10-100 meters
  4. WiFi- 30-100 meters and indoors is better. Not subject to provider/carrier limitations
  5. Cell Antennae Trilateration-between cell towers at the zip code or neighborhood level, with carrier and transmission limitations
  6. IP address- Static devices such as PC’s connected TV or OTT. Not very accurate.
  7. Registration Data
  8. 8. Behavioral analysis

So if you are asked to give your “location” in app, and you do so, these are ways you can be tracked. Yes, marketers are into tracking the results of their campaigns. Will they zero in on you, personally? It’s not likely.

Here is a link to the press release about the guidelines. http://www.mmaglobal.com/news/iab-mrc-mma-propose-updates-ad-measurement-guidelines-moving-industry-count-begin-render-model

If you would like to read the guidelines and comment, before the end of January, here is the website to visit. http://www.mmaglobal.com/documents/mobile-app-and-mobile-web-advertising-measurement-guidelines

 

Virtual Reality and Mobile Marketing

Virtual Reality and VirtualSKY

(Source: Forbes.com)

There’s been talk about VR for decades. Virtual Reality is finally here for the mobile marketing of brands. Companies like VirtualSKY are tapping into the $7 billion VR sales market, where the prediction (Trendforce, 2016) expects a $70 billion market for devices by 2020. VirtualSKY, part of the airpush global network, from Los Angeles, CA, has created immersive video advertising with games and entertainment in a 360 degree space, your head.

In 2014, Oculus was bought by Facebook for $2 billion, betting that VR will be a significant development of entertainment in the future.

At this time, there are three main VR devices in the high end entertainment, HTC Vive, Oculus and Sony PlaystationVR, and all sell for between $500-800 plus the cost of the PC or game device. Of course, Samsung GearVR sells for between free ($0) with purchase of the phone to $100, MergeVR for $40 and then there’s the cardboard, with about five million of these now available. Some firms like Tom’s Shoes are using them as promotional materials already.

Talk in VR is happy these days. What is consistent is “The VR smile” coming from those who just tested out the product. People like using VR, because it’s the new shiny object.

At SXSW, McDonald’s created a “box” that was to represent the inside of the Happy Meal container, i.e., a work of art that you can customize. It became performance art. (#mcdigital)

Additional interest was in filming people using virtual reality to create, for example, freelance virtual reality painting. VirtualSKY is creating customized experiences for advertisers and non-profits to promote their business via VR. Early users include: Mini Cooper, Boursin cheese (France) and Charity:Water, a non profit organization who is using this for awareness and fund raising.

Targeted ads demand great content, can deliver complete experiences, are scalable and targetable. They can be used for specific advertising flight dates, in immersive brand worlds with content that can be re-purposed, appealing to first-mover status seekers. VirtualSKY provides three advertiser choices: Sponsored ads, experience ads and 360 ads.

The cons are that the advertising is transparent and has limited customizability as of now.

What is an Experience Ad? A user would be watching an experience they are having in VR. As they complete a task, the game pauses and a compelling relevant ad would be served as the next game loads up.

Picture yourself with a device that completely covers your eyes and ears, so you are immersed in the experience of being entertained, such as in a gaming environment. You complete the game, you level up to the next phase and between games, you see an ad for a product/service that has been selected based on the segmenting already done to target you.

VirtualSKY uses the tagline “targeting and delivery at scale,” and with one ad campaign, all platforms can use the same creative elements, they say. So that’s what virtual reality advertising is about, targeting you while you’re in the VR environment.

Questions:

  1. What kinds of client advertising do you think will be most feasible for this medium, what industries, products, and length of commercials would be best?
  2. How could targeting be improved?
  3. What kind of metrics could a business get from this type of ad?
  4. How can a user click or request additional information if /when they are interested?
  5. What do you predict for the future of this new advertising via mobile devices/

 

 

NU affordable and ranking higher

Social Media simplified

Did you know that NU’s programs were among the most affordable? Here is more detail. We are now ranked #19 of the most affordable online bachelor’s degrees in communications.
Want to know more: Just ask, we’ll be glad to respond. http://www.thebestschools.org/rankings/most-affordable-online-bachelors-degrees-communications-public-relations/

Faculty can access the new textbook on Mobile Marketing

See the release here and if you are faculty, let them know and you can access the book for free for a limited time. It’s been a two year effort from four experts.  A university in New Zealand was one of the first to adopt this week. We will donate 10% of all receipts to support scholarships for Marketing Students through Marketing EDGE. Stay tuned here for more details. http://finance.yahoo.com/news/stukent-inc-publishes-first-kind-124100976.html

book cover

Educators and students welcome mobile marketing textbook

Do you want more out of your marketing? One NU student’s view:

With student Kisa Puckett at DR Expo

With student Kisa Puckett at DR Expo

Kisa at DRResponse Expo 2016 was an amazing experience full of learning opportunities and insight on various concepts related to direct response. This year was my first year attending and afforded me the opportunity to be engaged by many thought leaders in the industry including seasoned marketing professionals in the finance, marketing and web development, and automotive industries. The event also included the latest and greatest in technology applications for social media management, analytics, and media. I most enjoyed the marketing mix and how many of the companies attending the event as sponsors and exhibitors interconnected in one way or another in support of direct response marketing.

Major corporations and organizations such as Hulu, Lending Tree, and Wix.com were among the heavy hitters – representing their brands as they shared their experience with attrition in both online and offline marketing practices. There were also several companies offering the latest in order and product fulfillment and call center services. Among these, informercial providers and copywriters were also present. This event gave me a broader perspective of direct response marketing and the chance to reflect on how technology has evolved over the years to allow marketers a greater platform to maximize their marketing budgets using advance tools and software that support analytics in a way that has never been done before.

The vibe of the event was welcoming, engaging, and full of educational opportunities that would benefit students and seasoned professionals in the marketing and communications industries. From this experience, I’ve gained additional industry knowledge and the opportunity to network with many amazing marketing professionals from all over the country. I currently work with local government and nonprofit organizations as well as small businesses. This event has given me several connections and opportunities that I know will lead to advancing my current employment and business in the marketing world.

Kisa Puckett

graphic about mobile and social

Coming in 2017, The Mobile Marketing Essentials

mobile graphic

Is your business mobile ready? Take the test.

We have been working on a book “The Mobile Marketing Essentials” since 2014 and it’s coming closer to being finished. We know there is a need for this, because we have been searching and not able to find the right materials. We will announce a date and a location where you can download the book for free for a limited time. So, please follow this page and you will be notified of that date. In the meantime, look for chapters and content to roll out as well. The authors are: Michael Becker, Michael Hanley, Paul Berney and Mary Beth McCabe. We really appreciate your support and encouragement as this writing and publishing process is critical to the growth of content and distribution that has a high quality and value for the reader.