By Jeff O’Neill (Managing Director, Digital Strategy)
A funny thing happened when I opened my browser this morning. A respectable e-zine was propping up figures that, while seemingly supported their point that emerging marketing technologies are taking hold in our industry, actually indicate the exact opposite.
![eMarketer 2016]()
ONLY 41% and 32% of marketing execs report being interested in push mobile campaigning and real time geo-location data, respectively.
Read that again.
How is this possible, you ask? Simple: Fear.
Marketing execs are incentized (read: compensated) on performance. Tried and true methods of attaining goals are those practices that will get funded. All else? Good luck.
A colleague of mine worked recently with a large e-comm enterprise with budgets nearing $70m for acquisition. That’s a lot of money.
When said colleague brought up the idea of 1st party mobile research and lookalike modeling for a paltry five figure sum, heads nodded in approval… Until, of course, the bill came to the table, and alligator arms galore.
In an industry where clients are thirsty for new digital revenue streams based on audience deep dives, the majority of leadership cowers under their media conversion rates. So tied to outdated models that compel conservative action, line-of-business owners neglect a wealth of customer attributes that lead to better messaging, cadence, timing, conversion, and ultimately… loyalty.
Instead of putting our fingers in our collective ears when someone mentions “mobile attribution”, let’s think about integrating the technology utilizing digital proxies for value that point to engagement. It’s certainly better than willful neglect.
ALSO CONSIDER READING – The Age Of Mobile Marketing Is Now
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