NMP to Become NMPi as it Evolves

After twelve years and several significant changes, NMP has evolved once more. Today, we will be changing our name to NMPi. We have a lot in store for us over the coming year as we plan to move our brand forward, and continue to stand out from the crowd, and differentiate ourselves within the industry.

For us, the “i” represents much more than a letter. It is our innovation, our integrated strategies and our intelligent approach to digital marketing.  The brand name NMP was originally chosen to allow us flexibility, and as we continue to evolve as a business, so will our brand.

The Benefits and Challenges of In-App Advertising

In-app advertising is a medium that has grown since marketers have taken advantage of the upswing in mobile usage over the past few years. Optimising for mobile web use is a great start, but it’s only one part of the mobile advertising equation. Seeing as 80 million people will pay for mobile apps at least once a year (that’s 1/3 of all mobile users) and 93% of mobile (and 90% of tablet) users will download and install apps, it’s hard to ignore the strong engagement and app installs brands can earn going through the in-app advertising route if done properly. Here are a few things to know before you dive into in-app advertising.

Benefits
In-app advertising provides a better consumer experience than display advertising within the mobile web. Ads on the mobile web are often compressed and unappealing to smartphone users. In-app ads are scaled to fit the screen and look better, thereby improving over all engagement.

Location is a big factor in being able to deliver relevant ads in-app to users. Certain technology providers, such as specialist DSPs, have the capability to determine where the user is at that exact moment and offer real time services or products that take into account location. For example, if you’re male, 18-25, and near a JD Sports store, you can be served a relevant ad based on this information.

Accessibility is another beneficial factor to consider when creating in-app ads. Since most users have their phones with them around the clock, wherever they go, it’s easy to reach them with in-app mobile advertising. You have access to a captive audience, i.e., users who are already using the app and interested in you. Since they’re already engaged, it makes the conversion process an easier win.

Challenges
Many mobile users are unwilling to pay for an app so developers have had to come up with creative ways to monetise. One of the ways to do this is through subscriptions on app purchases. Gated levels are another means to monetize and move users from a “freemium” app version to a paid one by allowing them to use the app, but barring some functions such as ads.

Tracking is another area where advertisers are facing challenges. Advertisers may find it difficult to track post-view conversions and tie it in with in-app conversion. Many advertisers have been falling back on using CTR as a form of measurement but this model is inaccurate as it a doesn’t account for accidental clicks, which are common with smartphone use. Adwords offers the ability to track through their free conversion tracking tool to capture iOS and Android app installs, and in-app activity.

For more information on how to maximise your mobile advertising performance, download our white paper: To Mobile, or Not to Mobile

Back from the Dead: The Purchase Funnel is Alive – It’s Just Different

There have been a chorus of voices sounding the “death of the purchase funnel” for quite some time now. Since mobile’s explosion in 2014, the demise of the funnel has been discussed at length in digital marketing circles, with most marketers coming to the consensus that it’s in its final death throes since no customer follows the traditional funnel directly anymore. 

Or is it?

ImageBefore we put the proverbial nail in the coffin for the traditional purchase funnel, it might be wise to re-examine this conclusion and call it a metamorphosis rather than a death. Yes, the purchase funnel has changed, of that, there is little doubt, but it’s not dead.

“The traditional conversion funnel is out-dated – we now have something more akin to a waterpark; customers speed through, skip sections, cycle back and repeat as they need to across multiple channels and touchpoints. The industry has to adapt to this new non-linear journey.”- Paul Ricebury-Crisp, Account Director at NMPi

The purchase funnel has simply changed shape, and players. Buyers have more control over the path to purchase now – potential consumers are no longer passive participants being pushed and pulled along by marketers into the final conversion phase. Customers are the ones calling the shots now as they enter and leave at different points along the funnel, deciding how the discovery process takes place.

Several factors have caused this shift. Firstly, consumers are becoming their own advocates and taking initiative. Social media, online communities, and mobile micro-moments (i.e., anywhere, at any time, at your finger-tips) have all impacted the development of the sales funnel.

What can marketers do in light of this change?

Look at the funnel from more than just one approach – see it as a series of possible outcomes, and scenarios. Get a jump on the tools that help you quickly identify exactly where the customer is in their journey and what you can do to facilitate movement to the end of the funnel (whatever that shape looks like because it varies from organisation to organisation). Advertisers must create positive experiences at every touch point regardless of point of entry, channel or device used. Global and local targeting also needs to factor into the new shape of the funnel. Advertisers need to understand that the journey is still taking place, but it’s unpredictable and they are no longer in the driver’s seat.

The funnel is not necessarily irrelevant, it might be better to christen it something else; a web perhaps, or even a pretzel, instead of a funnel. This would be more accurate than its current cylindrical shape, but no matter what it looks like, it’s still a process users have to pass through on their conversion journey, however they get there. Change isn’t always an game ender, sometimes it’s just a shift in how we go about achieveing results, or perceive a new structure. The game has changed, the players have moved, but end result is the same and the conversion funnel is far from dead.

If you want to read more information on mobile advertising (or whatever the whitepaper is about) you can download our latest whitepaper: DOWNLOAD