Mobile Marketing has become very complex these days. The classical Marketing Mix that was taught twenty years ago at universities has been enriched by so many factors that influence mobile advertising success. Yes, and still the basics are true. I have no doubts about that.
When it comes to paid campaigns it’s no longer only a decision of choosing the right creatives that work for the identified market. It’s about making a choice putting factor x of variables into account. The right messaging, the right targeting, the right platform, time and day variables, splitting the budget across different paid networks and so on.
It can become quite scary if you look at the number of mistakes you can actually make along the way and then you’ll dig in a foggy environment which parameter was the one to blame (or the ones that made campaigns successful).
Good advertising strategies need time, deep knowledge of the variables and also creativity in terms of messaging and formats. It needs A-B testing for every single layer of targeting and after-campaign evaluation which of the targeting options performed better over others.
A factor that sometimes seems to be underestimated is that advertising still starts with a creative idea behind a campaign. A factor that seems nowadays hiding behind all the algorithms that optimize advertising campaigns. We should not undervalue the importance of design and creativity.
Advertising needs a team of experts, each of them with deep knowledge in their very own field. Experts that are working together when it comes to analyzing campaigns and developing them over the time for their customers.
Giving some guidance in the midst between creativity and tech what works for which industry and using these insights for customers to make better choices should clearly be on the side of advertising agencies. That also applies for self-service platforms. Some offer guidance and support by after-sales support (Facebook does offer PERSONAL 45 Minute after campaign support for example), others provide support by blog posts, webinars or cheat-sheets.
In my opinion it is essential to provide pre-sales advise for first timers. On-boarding a first-time customer should be intuitive and smooth process and that requires customer education as well. That step is so important it is for no understandable reasons often underestimated.
Think about the time and money it actually took your company to have your potential customer on the doorstep of signing up for the first contract? How many potential customers did have to pass through your customer factory to be turned from a first time website visitor to an actual lead signing up to your website and start putting money on the table? You better make sure that he/*/she doesn’t turn around on the doorstep because they miss customer support or guidance how to use your product.
We asked our first time customer’s what they missed when they started using Adello Direct. Our customers are people who are experienced paid campaign managers, so we were usually not discussing questions like targeting options and choosing campaign goals (eg targeting for CPC or CPM), but we were discussing which creative formats work best for which industry and why.
And it was highly appreciated that we offered some guidance when it came to making choices for mobile creatives. A cheat-sheet helps us to make the different influencing factors more visual and understandable. Because some formats work better for certain industries than others.
Cheat-Sheets can only be one success factor in the card game of advertising. But it all comes down to the fact that customer support and guidance will maintain one of the key success factors, especially for SaaS companies. Removing one decision factor of a person’s desk based on your companies’ experience is eliminating one factor that can go wrong in the complex game of Marketing nowadays.