Fiksu has just published the findings of a new study showing that the cost per engagement of mobile app advertising is ten times lower than paid search marketing.
It’s the latest compelling evidence of how mobile advertising is pulling ahead of traditional forms of advertising in terms of both effectiveness and affordability.
To produce the “Brand building on mobile devices: measuring the value of consumer engagement” report, Fiksu analyzed more than 2.4 billion app marketing data points from the campaigns of global app brands running promotions through the Fiksu Platform, and compared their cost-effectiveness and reach to traditional advertising channels.
Micah Adler, Fiksu’s founder and also a professor at UMass/Amherst, spoke next, and discussed B2C mobile app development and the art of acquiring users.
After explaining the difficulties of creating an app, shipping it to the app store, and effectively marketing it, Adler explained how Fiksu optimizes the entire process with its easy to use mobile marketing platform. Instead of working with multiple different mobile marketing products, "When you are working with Fiksu, you can integrate with a single SDK," Adler said of Fiksu's appeal.
Craig Palli, vice president of app marketing platform Fiksu, said the new feature could be a boon for small and medium-sized business to promote their apps in a given city, state or region.
App marketing specialists also welcomed the opportunity for advertising in iTunes Radio, the new ad-supported music streaming service that comes with iOS 7. “In particular, the ability to match listeners of specific types of music to specific apps they might be interested in is a very effective tactic for app marketing,” said Palli, who noted that Fiksu clients have had success with ads on Pandora.
Fiksu provides feedback to customers such as T-Mobile and Groupon on how well their marketing campaigns are working to drive app adoption in real-time — and its 145 employees work at a similar breakneck pace.
For the growing number of companies that want to use mobile applications to connect with customers and build brand loyalty, developing a killer app is only part of the battle. Helping the right users find, download and become loyal users of those iOs and Android apps is the mission and business of Fiksu, the Boston-based mobile application marketing platform startup.
According to data collected by mobile app marketing firm Fiksu, which helps app publishers with user acquisition efforts, iOS 7 devices – all beta testers, at this point – are always now returning a MAC address of 02:00:00:00:00:00. This “dummy” address is the equivalent of the phone number 555-1212, for example. It began showing up for the tens of thousands of unique iOS 7 devices in Fiksu’s logs earlier this week, says Craig Palli, Fiksu’s mobile app marketing technology platform head.
“The MAC address, a hardware based identifier, has long been a way for advertisers to have a permanent, unique identifier for each device, providing a stable tracking option as an alternative to the controversy-plagued UDID,” Palli explains. “However, the same privacy concerns raised about the UDID apply equally to the MAC address – it just received less publicity,” he adds. Now, for those who haven’t yet made the switch to IDFA, the window to migrate is closing.
As of Tuesday, app developers trying to access a MAC address are shown the identical number for all iOS 7 devices, according to Craig Palli, vice president of the mobile app platform Fiksu.
Apple's newest version of its operating system for mobile devices, unveiled this week, contains new features that could make it harder for ad networks to track consumers.
The privacy features affect app developers that use ad-targeting technology other than Apple's own Advertising Identifier -- a tracking mechanism rolled out last year that lets consumers limit ad targeting.
According to Jim Thomas, senior product marketing manager for mobile app marketing company Fiksu, the relationship between retail and mobile shouldn't be one of distrust. If anything, mobile is a powerful new tool in the retailer's arsenal to build loyalty and discuss strategies for success. "If you engage the user you may have less to worry about than you might think from showrooming," Thomas said.
Thomas spoke during a webinar last week called "Killer Monetization Strategies for Retail Apps." The webinar was presented by Mobile Payments Today and sponsored by Fiksu, which provides tools and strategies for marketing mobile applications. Thomas discussed some of the steps brands can take as they develop and market their retail applications to ensure their retail apps succeed as a part of an overall strategy of customer engagement.
A smart move would be to support various types of tracking technologies, added Craig Palli, VP of business development at Fiksu, a mobile app marketing platform.
“As the choices for tracking technologies continue to evolve,” Palli said, “mobile app advertisers need to support multiple types of marketing attribution including the IDFA, digital fingerprinting and HTML5 rather than backing just one horse.”
Last September, Apple introduced the Advertising Identifier (IDFA), a new technology for mobile ad tracking. Months later, the company officially stopped accepting new apps using the UDID (Unique Device Identifier), the technology it had previously used for its devices. So how have app marketers adapted to the post-UDID world? In my opinion, the industry is much better off. Here’s why.
With UDID gone, app marketers have a number of alternative tracking technologies to support, making attribution complicated. These include Mac addresses, HTML5, and digital fingerprinting – each of which has its pros and cons. Fortunately, the market has largely settled on IDFA as the dominant standard for tracking. In the last 30 days, according to my estimates, there’s been a pronounced shift away from UDID, with approximately 90 percent of all impressions served today using some form of non-UDID tracking, up from roughly 65-70 percent one month ago.
This article originally appeared on VentureBeat, written by Craig Palli, vice president of business development at Fiksu.
Case in point Craig Palli, VP of business development at Fiksu, who took the opportunity to look in-depth at two key elements of the announcement which should be of particular interest to app developers and marketers.
“This is great news for app developers,” says Palli. “It ensures that they can always reach their users with a consistent, up-to-date version of their app, and every update is a reengagement opportunity. Delivering new features and content provides a reason for users to return to your app, without requiring the user to make a conscious decision to update. Auto updates also eliminate the need to support multiple older versions – at least within iOS 7.”