Industry data and vendor surveys are certainly not something new. In fact, we are inundated with facts and figures on a daily basis and most of us are left wondering what it all means. Specifically in our industry, most research centers around how and when brands engage with consumers via mobile devices. But for most marketers the challenge is on the basics of mobile marketing like how to measure effectiveness – less about what message you are delivering or when.

At Waterfall, we decided our best source of information on the mobile marketing industry is our customers. We work with some of the smartest, mobile marketing savvy people in the industry who use technology and test messages and forms of communication every single day. So, what did they say?

It was interesting for us, as there seems to be a significant disconnect in the industry perception of how brands are using mobile to push campaigns. For example, our survey found that most marketers measure mobile campaign success by lead conversion rates but call out brand awareness as their number one mobile marketing priority.


However, when asked about mobile marketing priorities, marketers are very clear — driving mobile purchases is not the most important (30 percent), whereas building brand awareness and increasing customer retention are very/most important (70 percent and 68 percent respectively). Interestingly, respondents were divided about the importance of mobile to drive in-store traffic/sales – 28 percent cited it as not important, while 24 percent thought it was one of the most important mobile marketing priorities.


Feel free to reach out to me for the complete survey data from our press release and check out a few more stats below.

Last week was the FutureM conference in Boston. This conference focused on giving brands insight into the future of marketing. Like any business conference, it was chock-full of jargon like omni-channel, CRM, cross channel, CPC, millennials, CES, etc. However, one theme stood out amongst the laundry list of marketing ideas: Strategy before technology.

Representatives from Alex and Ani, Talbots and Rue La La discussed different technological solutions they had implemented to improve customer experience and drive sales. Notably, each one stressed that they had failed in the past by implementing a technology or a new channel without having a clear reason for why they were doing it. Developing an app, building a mobile website, and investing in social media were all avenues they went down with no real plan: not surprisingly, it did not produce optimal results.

Marketing technology has been evolving rapidly in both the number of channels (Twitter, SnapChat, Instagram, WhatsApp, etc.) and the ways in which marketers can track specific customers. FutureM speakers noted that while marketers have no control over what new channels exist, they can control the way they track customers via these channels.

Lollapalooza’s RFID wristbands, where festival goers could purchase food, drink and merch with just the wristband, are a prime example of simple technology that provided an easily trackable ROI. Marketers stressed the importance of picking a metric they wanted to move, coming up with a strategy to move that metric, then finding the technology to accomplish just that.

From small online retailers to giants like Mastercard, marketers appeared to want to get back to basics. Marketers had a strong desire to cut campaigns that used the newest technology in favor of simple technology that can be easily tracked. It’s ironic that FutureM was less about new technology and more about what has worked in the past.

To learn more about how Waterfall keeps it simple and effective with all things mobile marketing, get in touch! We’d love to hear from you.


Before you lock yourself into holiday planning and execution, there are a couple of great events just around the corner that Waterfall will be attending, and you should too.

1) Summit September 29-October 1, Seattle, WA

5,200 professionals will gather in Seattle for the Summit, a 2½ day event specifically for digital and multichannel retailers. Get the rush of discovering new ideas, getting actionable takeaways and building strong relationships with the brightest and most innovative players in the digital retail world.

2) eBev2014: Navigating Digital, Mobile and Social Media Marketing in the Beverage Industry October 1-3, Atlanta, GA

The world’s premier digital/integrated beverage marketing conference. With presentations from the industry’s finest marketers focused on driving business results, as well as input from the leading agencies and technology providers, eBev 2014 is truly an all-inclusive forum for sharing wisdom, fostering business relationships, and building for the future. Hear from a full spectrum of beverage brands, including: PepsiCo, Anheuser-Busch InBev, SABMiller, Coca-Cola, Pernod Ricard, Unilever, Bolthouse Farms, FIJI Water, Bacardi, Vermont Hard Cider… and many more! Waterfall is leading a panel, two roundtables and running an interaction engagement campaign with amazing prizes. We also have discount passes, contact us now at if interested.

Be on the lookout for live updates on Twitter from @matthewsilk and @michaelweaver. We’ll be posting our take on top sessions for those who can’t make it to the events in person.

In you are attending or would like to attend, please let us know as we’d love to connect.

The recent Econsultantcy/Adobe Quarterly Digital Intelligence Briefing: 2014 Digital Trends provides empirical survey data underlining what we at Waterfall know and live—that the future of marketing is mobile, with segmentation/personalization mission critical to the content delivered via targeted mobile marketing to specific customer groups or individual consumers. The recently published report draws on a global survey of more than 2,500 marketing and Internet professionals carried out at the end of 2013. The high level findings concluded that:

  • Customer experience, mobile and content marketing are the major imperatives
  • Personalization, social, data and cross-channel campaign management are the most critical needs and focus
  • Increased importance is being attached to understanding customer behavior on mobile devices
  • Companies are prioritizing the use of data from different channels to optimize overall customer experience

While the evolution toward a unified approach to digital marketing is a key characteristic and goal of best-of-breed brands and companies, only 23% of the respondents believe they have the marketing technology they need to succeed. This is both good and bad news. The bad news is one would hope that marketers would be further down the road in responding to what today’s consumers are already doing with their digital devices. The good news is this gap represents an amazing opportunity for “on the ball” brands and organizations to gain a competitive advantage. They just need to get the right technology solutions up and running to address the new marketing paradigm of targeted mobile marketing.

These findings also point to the fact that the mobile evolution will not be achieved simply with technology. Key expertise and resources – both external and internal – need to be invested and deployed to address these pressing needs and opportunities.

Adobe Survey Findings On Targeted Mobile Marketing

Overall, the report repeated over and over two imperatives: (1) the need to engage customers via targeted mobile marketing, and (2) that this engagement must be personal in nature.

Across company and agency respondents, the #1 most exciting opportunity in 2014 is “mobile,” chosen by 1 in 5 respondents, followed by “customer experience,” “content marketing,” “multichannel campaign management” and “personalization.” Mobile cuts across all customer experiences, tying them together. It has the ability to fuse the digital and physical world, and connects the dots of the retail customer experience.

In comparing B2C vs. B2B, again the #1 single most exciting opportunity for the respondent organizations in B2C marketing is “mobile” (22%). The #1 opportunity for B2B is “content marketing” (24%), with “customer experience” second (15%) and “mobile” third (10%).

For B2C, the top priority digital-related area for 2014 is “ targeting and personalization,” with 1 in 3 respondents indicating that relevance of customer messaging was their primary focus, closely followed by “conversion rate optimization,” “social media engagement” and “mobile optimization.”

Of particular interest was when the marketers had to look in the mirror regarding this sea change. When asked if they had the marketing technology they need to succeed, a whopping 44% said “no.” An additional 33% said they were “neutral,” which in reality probably adds even more to the “no” column. Only 23% confirmed a “yes”. This underlines the critical disconnect between how today’s customer wants to communicate and engage with brands, and brands’ inability to speak the same language. It’s as if the proverbial tin cans connected with string are missing a can at one end (listening with string in your ear is not a good look).

A Quick Pitch

So, what to do, what to do…..ah yes (here it comes)! Give us a call. If you, like most marketers and agencies, know that mobile must be addressed and in a big way, Waterfall is here to help you with the two big elephants in the room–targeted mobile marketing and personalization. We have the technology to master mobile messaging in all flavors, including SMS, MMS, push, IVR –even social messaging delivery.

Why mobile messaging you ask? Because it’s the glue of not only mobile engagement, but customer engagement across all digital and traditional channels. Overall, it’s important to understand that technology is useless without the expertise to help build and measure the success of mobile initiatives against specific business and marketing objectives.

That’s where our team comes in. We have seasoned professionals that can guide you from strategy to execution and continue to monitor mobile initiatives across the customer lifecycle.

Executing Targeted Mobile Marketing

OK, pitch over. The point here is that marketers and agencies have clearly voiced their needs and perceived opportunities in the marketplace. There are companies who are there to help, just give them a call and they’ll be happy to show you how easy (and affordable) mobile-enabled personalized engagement can be.

Any other questions? Please let us know by posting to the comments.

iMedia Connection recently published our analysis of how open and response rates should influence marketers’ creation of an effective digital marketing strategy. The article, “What’s necessary for the future of customer marketing” compares social media, email and mobile marketing to unpack which channel works best for successful customer engagement.

Head on over to iMedia connection to read the article in full. You can follow iMedia connection @imediatweet and us @Waterfall.

As I get ready to return to school for my fall semester, I’m fascinated by how much a mobile marketing summer intern’s perspective on business can change. Going into my summer internship at Waterfall, all I knew about Mobile Marketing and Sales came from my B-school classes and experiences as a consumer. Undaunted, I dove in as much as I could, armed with an open mind, my laptop, a comfy branded hoodie and Moleskine notebook.

mobile marketing summer intern notebookSource: Sasha Parsons

In my first week, my team and I received training presentations from every department. With the curtain pulled back, we got an immediate sense of a mobile company’s inner workings. Before this summer, my understanding of the traditional departments in a company was general and uninspiring (for the most part). Working at Waterfall, however, showed me how vibrant the “real world” can be.

To be honest, the department that surprised me the most was Sales. While my internship this summer was rotational, I found my place quite literally in the Sales department (that’s where they put my desk : ). I gained a lot of valuable insight into Sales processes by being a fly on the wall and asking as many questions as I could. For example, on my second day Tom Imboden explained how Waterfall approaches Sales. I was taken aback, as he immediately dispelled the reputation that Sales is always pushy and aggressive.

“You can’t sell a product like ours blindly. With a SaaS product focused on client service and support, the important differentiator is building personal relationships.”

No matter what way you look at it, SaaS sales (of which mobile marketing is one example) has to be personal. You need good communicators to articulate a company’s value proposition, no matter how brilliant the product specs or functionality. This seemed straight-forward enough to me, but the actual tactics governing effective Sales caught me unexpected.

Growing up, I shied away from projects like selling Girl Scout cookies or participating in school fundraisers. My view of Sales at that time was jaded. I imagined days filled with scripted cold calls. At a successful mobile company, however, lead generation is much more like solving a puzzle. You have to collect and organize information such as industry, competitors and current strategies to find an angle from which to approach each prospect. You then have to come up with ways that a product can grow a prospect’s business and uncover new monetary opportunities. While any company could find a way to use a mobile marketing platform, sales reps have to look for the right fit in from a partnerships perspective. I used to think that these kinds of decisions would be made solely by the Executive team, but in reality they are important sales judgement calls made each day. As an observer, I got the sense that this responsibility made people more excited about their jobs and, as someone who is in the initial stages of my career search, this is something to which I am always drawn.

Another lesson that I will take away from working as a mobile marketing summer intern is a renewed focus on communication.  As a participant in Model United Nations and a liberal arts student, I thought I had a pretty good handle on what I say and how I say it. Now I realize that, in a lot of ways, I’ve gotten complacent. This summer, I refocused on communication through company-wide presentations and non-academic writing. The most valuable activity that we did during training with Kane Russell was a practice demo of the Platform. We had to have a working understanding of the product to speak intelligently. More than anything, I realized the importance of framing a conversation, maintaining structure and being flexible in my responses.

“Think about your favorite teacher. What made them so great? They controlled the classroom, and you knew what to expect.”

People’s attention and time is limited, so sales professionals need straightforward answers and guidelines for a conversation. While in normal speech we tend to answer a question by giving the backstory and then the answer, in Sales you do the opposite.

“Does your product have MMS capability?”
“Yes. We recently integrated MMS into our platform and are excited to roll out…”

Being aware of these nuances makes meetings more efficient and reduces confusion. I now think about these tips when I talk to someone with a specific goal in mind.

Overall, the support and feedback that I received this summer made me feel comfortable enough to try things out and make mistakes. In turn, the amount of time that people invested in me as an intern pushed me to work hard to exceed expectations. To all the interns out there (mobile marketing or not) closing out the summer, don’t forget what you learned about working with diverse groups of people. It’s not just technical skills that will serve you in your life and forthcoming career.

Have a question about mobile marketing summer internships? Please post to the comments. recently published our analysis of how to use mobile messaging to create profitable customer relationships. The article, “5 Ways To Nurture Customer Relationships Via Mobile Messaging” describes how marketers can improve their mobile messaging by developing a crawl-walk-run strategy for: 

  1. Integration
  2. Modernization
  3. Personalization
  4. Conversation
  5. Analysis

Please check out to get the inside scoop. You can follow @CMO_com and us @Waterfall.

Read an article this morning and wanted to shine a light on it and make sure it got the attention it should: SFO Unveils App to Help Blind Travelers Navigate the Airport.

I am a huge fan of beacons and their potential for connecting brands in the physical world to their consumers. However, let’s face it, beacons clearly win mobile’s coveted 2014 “Shiny Object of the Year” award. With the number of articles, papers and sessions at conferences talking about beacons, one would think there was zero customer engagement over mobile prior to the beacon.

Joking aside, I am very excited with the number of retailers announcing trials, as connecting with consumers on a 1:1 basis and bridging the last mile has escaped so many brands. That said, the SFO article in VentureBeat highlights a compelling non-retail / QSR use case, which is the first I have seen announced.

SFO worked with Indoor and the Lighthouse for the Blind and Visually Impaired to deploy 500 beacons in an airport terminal that allow visually impaired people to navigate to bathrooms, food, power outlets and boarding gates via audible alerts. I applaud the effort to leverage the newest technology for such a great utilitarian use. This solution should result in cost savings for the airport on staffing and – in the process – empower the visually impaired with a better experience.

Waterfall was not involved in this particular implementation, but as a leader in the mobile space, we wanted to take a moment to tip our hats to the folks involved and say congrats and thanks for doing great work.

Follow me @matthewsilk for more insights in what is happening in the mobile ecosystems.

A main goal in marketing is to target the right segment of customers in the right place at the right time. Geolocation targeting makes this task much easier. What is geolocation targeting? It is personalized communication based on a customer’s whereabouts. Marketers can target by county, state, zip code or, on the most granular level, GPS. Every smartphone contains Global Positioning System (GPS) navigation capability, which navigation apps and marketers can collect and utilize. While IP addresses could track online users in the past, mobile phones have less accurate IP addresses usually correlating with the provider’s office, so marketers need to instead request access to a person’s GPS location.

Begs the question, are customers really willing to share their location with companies? In a word, yes! Studies show that 57% of customers are happy to share their location to get more relevant advertising and 53% of customers are more likely to engage with location-based advertising. Customers are more receptive and likely to respond to geolocation targeting. For example, 72% of consumers respond when they see calls to action that are in viewing distance of a retailer.

Best Practices

Just because you can target using proximity to create relevance doesn’t mean that you should. Good geolocation targeting requires the marketer define a range. However, smaller range doesn’t necessarily mean better marketing. There is a tradeoff between reach and specificity. If location is too narrow ,it will be difficult to have a large audience. If it’s too wide, then it may detract from the intended action.

Another best practice to remember is that mobile doesn’t mean on-the-go; people often check their phones at home or at work where they may not be intending to make a purchase. Location should inform the content of the campaign when it comes to season, weather and regional events. For example, a retailer may want to profile festival style clothing for Austin subscribers right before SXSW, or send coupons on coats during a particularly strong cold front.

Examples of Geolocation Done Well

A case study involving Outback Steakhouse showed that engagement and intent to buy was significantly higher with geotargeted ads. Post-click activity was highest on the geo-conquested portion of the campaign, with an 11% life on conversion actions such as access to a store locator. The Outback campaign used 5 and 10 mile geofences around various competitor restaurant locations seeking to catalyze visits from loyal customers and possibly change behavior of those considering different casual dining establishments. Outback measures success by comparing same-store sales before and after. Below is an example of a campaign ad:

outback whiteSource: Geomarketing

Another example is a Taco Bell’s Happier Hour interactive campaign that combines engagement and convenience to produce tangible results. The campaign utilizes a phone’s reminders to set alerts and allows for downloads as well as proximity notifications when a consumer gets close to a Taco Bell location. Furthermore, there was an “Invite a Friend” bar that allows customers to choose a GIF to send to a friend as an invitation to join them for Happier Hour.

tacoSource: Mobile Commerce Daily

The key to successful geolocation is establishing customer benefit. As long as marketers can provide incentives such as discounts, early passes or convenience, customers will be willing to share information as personal as their location. If marketers can provide value, and use data in a smart and reasonable way, geolocation is a very powerful tool.

A robust advertising strategy has a lot of moving parts and requires an expert team to build. A great way to imagine the construction of a well-rounded marketing or advertising campaign is in terms of building a car. The automotive industry has worked out best practices for efficiently creating an end product with the help of many agents.

For example, Toyota designs and builds cars with the help of hundreds (if not thousands) of individual vendors responsible for specific components. While Toyota controls the specifications and overall design of a car, others step in and actually build the necessary components. This model is highly effective because it allows for quality and efficiency through specialization and competition. The fluidity of the model allows some parts to be mass produced and rebranded while others are built in house. If you walked into a dealership and the salesperson told you that Toyota designed, built, tested and maintained every part of the car themselves, you would have good reason to be wary.

fordImage Source: Ford

You see a similar situation in the advertising industry. While all-inclusive services may sound tempting, advertisers should beware the diminishing quality that comes with a lack of focus. When it comes to ad technology, for example, brands look to agencies for strategy, media and creative services across a number of channels who in turn work with application providers. When a new technology experiences widespread success, application providers ride the public awareness by including every service. Established agencies and application providers are moving away from cookie cutter solutions. They begin either with media, measurement or creative services and fill in the gaps with vendors that specialize in individual components, exactly like the automotive industry.

Just as most people need to consult a mechanic before making functional changes to their car, customer support for advertising technology is crucial. With SaaS, if a brand manager can’t utilize a product to its fullest potential, the advertised benefits are irrelevant.

Our advice to those designing advertising and marketing campaigns is that if a vendor comes to you and says “We do it all!”, approach with caution. Chances are that there are gaps in their services and if you need help in one area, they may not have the expertise to make a difference. Would you take your car to a mechanic who claimed he produced all the parts necessary to keep all cars running, or would you take it to the specialist who knew where to order the best parts and when to consult with other mechanics?