This vendible was originally written for FeedFront Magazine, issue 49. It is based on our four-part series on mobile unite marketing tabbed Mobile Planet.
If influencers are the gold rush, then mobile unite is the moonshot. In this article, we’ll show you what’s standing in the way of marketers who want to land and expand partnerships on mobile — and it’s not what you think.
Here on earth, influencers may be making the unite headlines. Yet there is a increasingly interesting story emerging: the race to unlock “the mobile” in unite partnerships. Why?
Mobile Is Everywhere
Mobile is no longer a device or a channel, but a foundational part of life. So much so, Pew Research found that in 2019, 1 in 5 Americans rely on a smartphone as their only ways of internet wangle at home.
And as mobile evolved, marketing technology evolved with it:
- Digital tracking and measurement methods advanced.
- Mobile payments and mobile commerce became commonplace.
- Cross-channel consumer experiences have (mostly) been optimized.
Thanks to these advancements, the opportunity for mobile unite is wide open. So, what’s slowing us down?
Barriers to Mobile Affiliate
Organizational walls. Brands that existed surpassing smartphones often have organizational walls that separate their online and mobile businesses. These companies may tack on apps and mobile websites as an afterthought, or treat mobile as a separate strategy — an offshoot from the cadre merchantry and its marketing.
Cross-channel unite links. Online advertisers and app marketers have variegated tracking standards. With two sets of tracking methods and systems, unite tracking links sometimes create woebegone holes in the cross-channel attribution universe. Affiliates want to steer clear.
Cross-channel unite UX. Often, user experiences in the unite marketing ecosystem (e.g., web ad to app product page) are inadequate. While intelligent routing exists within app stores, not all brands use it to make their unite marketing journeys cross-channel.
Lack of familiarity. Companies with limited expertise regarding the mobile ecosystem — unite players (sub-affiliate networks, mobile measurement partners), creative form factors (e.g., native), ad fraud — may be slow to prefer mobile.
Improving Education and Tracking
Simple education (like this) is a useful first step in up-and-coming mobile. But bridging the tracking gap between mobile and desktop is the game-changer for all marketing partnerships. Particularly considering cookies are not reliable for mobile web tracking and are useless in mobile apps.
To track performance, apps and mobile websites need measurement software minutiae kits (SDKs). These communicate tracking data using server-to-server communications tabbed “postbacks.” SDKs and postbacks enable well-judged attribution on mobile devices, no matter whether the user is directed to an app they use, a new mobile website, or an app that they have not installed.
Winning the Space Race
Today, companies known as mobile measurement partners (MMPs) are weightier equipped to track performance in apps and on mobile web. Companies like Branch and AppsFlyer stitch together every event and consumer touchpoint, route users optimally, and enable multi-touch attribution.
Partner marketing platforms like TUNE that can directly integrate a customer’s MMP data with the customer’s partner data, without the need to install another SDK, will win the race. If your trademark has an app, chances are you have the right SDK once in your box. With a few lines of code, you could be measuring mobile performance and managing mobile partners today.
In a universe of opportunity, why alimony your world so small?