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“Many of the things which are taken for granted in web marketing circles don’t translate into mobile marketing”/ Study by Netbiscuits

by on August 3, 2014 in Lead Article, Mobile, Mobile Marketing, Mobile/Tablet, Retail

Mobile marketing grew out of web-based marketing. Yet many of the things which are taken for granted in web marketing circles don’t translate into mobile marketing. This is the view of Netbiscuits COO Daniel Weisbeck, whose company provides a mobile platform for the marketing droids he’s dissing.

From an analytics perspective, the problem here is that the highly treasured conversion rate doesn’t register against the marketing campaign, which sees it as a derided bounce.

Weisbeck says that the industry needs to be a lot more insightful about how people use mobile devices – and, of course, touts his company as the experts in this field. It’s got form, though: @Netbiscuits has been around since the days of WAP and collects vast amounts of data on what people are using to view websites.

The company has both client and server-based ways of pulling out information on not just which device people are using to view the website but which version of the OS they’re using – which can betray how likely someone is to buy certain products – and which mobile operator potential customers are using.

The company has a database of 8,000 “profiles” of devices that the big companies – think Coca Cola and GSK – can use to make their mobile web stuff look appealing to consumers. There is also a “bandwidth score” which gives the platform not just the speed of access but a measure of latency.

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