This week, the subject is mobile marketing, and we talk to the co-founder and CEO of award-winning mobile affiliate platform Button, ahead of his session at PI LIVE.
Firstly, with ‘mobile marketing’ beginning to take ownership of the ad space, is it time to drop the term, or is there still sense in drawing a distinction between platforms?
Michael Jaconi, Button: The ad space deserves clarification as there are unique attributes between the two, particularly when you look at the approach and measurement. What we’ve focused on at Button, and where we see the overall trend heading, is within “performance marketing” and “transactional revenue.” Tying success to the actual performance of a campaign or partnership is a win for all parties involved, focusing on what matters most - driving transactions through loyal customers and new user acquisition.
Mobile feeds into a multitude of PI LIVE sessions in various ways; could you touch on how you’ll be addressing it?
MJ: Mobile is at the heart of what we do and therefore will be the key theme of our session with Hotels.com. Specifically, when it comes to the affiliate space, a channel that’s been shown to account for nearly 20% of all commerce on desktop, the technology has not translated to mobile. Conversions are low, missed order rates are high, and the consumer experience is not ideal. At Button, mobile is our sole focus, and during our session with Hotels.com, we’ll show just how powerful this growing platform can be when done correctly.
From your perspective over the last couple of years, what have been some of the most pioneering and innovative advances capitalising on the consumer shift to mobile?
MJ: The payment space has really changed the game on a global scale when it comes to mobile. This new way of paying for everything - from your morning coffee, your Uber ride to the airport, household bills, and much more. In China, for instance, consumers spent $5.5 trillion through mobile payments. These platforms such as PayPal, WeChat Pay, AliPay, Apple Pay, and others have made the mobile device a more easily adoptable form factor in consumers’ everyday lives, making it even easier for consumers to get anything they need at the touch of a button.
For retailers and advertisers lagging on their mobile presence, have you got any parting advice for shifting messaging - or marketing mindsets - to the smaller screen?
MJ: Mobile is all about simplicity and making it as easy as possible for consumers to access what they want, when they want it. Payment platforms that can be accessed with a quick thumbprint are one of the best examples in making mobile shopping simple. Partnerships among brands are also important for marketers to think about, creating an equally beneficial relationship for publishers, merchants, and ultimately consumers; however, the technology must create a seamless experience in order to keep users engaged.