Mobile Search Marketing
A burgeoning industry not so long ago, mobile search marketing has changed beyond all recognition in the past decade, and particularly with the dawn of fast, reliable mobile data. Nokia’s Symbian, Google’s Android, the first truly usable Windows Phone from Microsoft, and of course Apple’s game-changing iPhone each provided applications, or ‘Apps’, to make a mobile device that is so much more compelling than a run-of-the-mill phone. As mobile technology advances, it only stands to reason that mobile search marketing has become incredibly sophisticated in that period too.
M&C Saatchi Mobile was founded in 2006 just when things were getting interesting, and where advertisers were in the main restricted to SMS before that year, mobile search marketing possibilities suddenly looked limitless as consumers snapped up smartphones in their millions. With the industry still growing and the uptake of new smartphones now outnumbering feature phones, that initial observation still stands true, but even more so moving forwards.
Tablets too are changing the way we engage with media. Wifi is everywhere and many devices carry 4G. That comes in various non-compatible flavors called WiMax and LTE, and amped up HSDPA, meaning that with faster speeds, ads can be a richer experience rivaling that of the desktop.
With billions of people soon to carry smartphones on their person for up to 16 hours a day, the potential opportunities for media marketing are mind-boggling, and compared with the 160 characters of SMS that can make it a challenge to convey meaningful advertising without the right consultancy advice, the possibilities are indeed limitless. There’s never been a more opportune time to convey your message, and that is something that can only get easier as technology gets becomes ever more impressive.
Media Director Q&A
A 60-second interview with Chris Steedman, media director at M&C Saatchi Mobile, with a brief overview of how media marketing works.
What makes M&C Saatchi Mobile different from other agencies?
“M&C Saatchi Mobile is different because it focuses on direct response, where a user performs an action after clicking through on a banner. So we know how to engage users to do that. People see ads but that might be the end of the relationship. We find the best ways to get somebody to actually perform that action and click on the banners we create is by the messages we convey in the ad and how we place those ads. We are specialists in that. We deal with the whole campaign of course, but we very much focus on that aspect, and that’s what makes M&C Saatchi Mobile so effective. Our client spends a pound with us; they want to get back way more than that.”
mobile search marketing is a very new sector, so how can you have garnered so much information in such a short space of time?
“M&C Saatchi Mobile has been there from the very start. We were there before mobile search marketing had really begun and there was only SMS. We’ve got experience, we’ve seen the industry grow; we’ve got people here who know online advertising, we’ve got expertise that dates back to the 90s, so that’s very important. You need to be a mobile specialist to do mobile search marketing.
“The disciplines of online and mobile are quite similar in some respects – how you buy and how you place – but user behavior is very different and if you don’t understand user behavior then you’re up a proverbial creek without a paddle. For instance, if you are online you can encourage a user to sign up to a service, whereas we know you can’t do that with mobile, given restrictions of the media, like size and time. You’ve only got a short amount of time to gain a user’s attention. We understand that.”
So how do you grab someone’s attention?
“Our creatives are fantastic, and we have a global understanding of how we do mobile advertising. We understand that each market is different. In the UK the biggest selling phone is probably the iPhone, in another market it can be completely different. So we build applications knowing what works in each market. Or say if we’re targeting for iPads or certain handsets then they might not work in other markets.
“Then there are other details to consider. People on overground trains in the UK, commuters will generally spend time with their heads down, they’re not conversing on the phone or with each other. So there’s a lot of mobile phone usage and a lot of opportunity to engage with people, but you go to other parts of Europe, a train in Italy say, and lots of people will be on the phone or talking. So there’s less opportunity to engage people in Italy at that moment than there is here.”
How would that work in, say, Japan?
“In Japan many people work in major cities like Tokyo or Osaka, but fewer people live there. So they travel many miles out of town – and they’ll have their mobile devices with them right through those long journeys, which creates its own opportunities. So it’s understanding your markets.”
So give us an example where you’d try to entice a customer to subscribe to something…
Mobile Search Marketing at M&C Saatchi Mobile
James Hilton and Dusan Hamlin founded Inside Mobile way back in 2006 when the market was in its infancy, and exceeding all expectations very quickly, Inside was rebranded as M&C Saatchi Mobile as it became a part of the M&C Saatchi Group in 2010.
The company is at the forefront of new mobile technology, developing and growing as the industry enlarges and worldwide total ad spend for mobile rockets.The expertise it has accumulated from the very inception, whether in media, production or consultancy is enviable, and with M&C Saatchi’s vast history and reputation behind it, no other company is better positioned internationally.
The personnel at the company have an accumulated intricate knowledge of the fast-growing and increasingly complex mobile marketplace – and with bases all over the world they understand that campaigns for regions can differ wildly across the globe. It’s people are highly experienced at advising the world’s best and most recognisable brands, ensuring clients are always a step ahead of the curve. As mobile advertising grows, you can be certain that M&C Saatchi Mobile will always anticipate what’s coming next, leading where others follow.