It doesn't seem fair.
Some marketer spend far less and get much more than others. The difference? Marketing intelligence applied to your marketing data.
Fair or not, the very best mobile marketers use strategies, insights, and tools that enable them to beat the market on customer and user acquisition. That significantly lowers their cost per conversion and boosting their return on ad spend. That's something I've seen in data I analyzed for a recent research report: Scaling Mobile Growth.
(Full disclosure: I used Singular data in the report, and analyze marketing insights for Singular.)
What did I learn?
High-performance marketers achieve more output for less input that novice mobile marketers by taking very different actions.
The average mobile marketer uses just five ad partners or less. Every name on their list would be one that your grandparents would recognize. This is not horrible: they're achieving results. And you are always going to have a place in your marketing budget for advertising with the giants. They have unparalleled audience and reach, after all.
But it's definitely suboptimal to only dance with the big boys and girls of advertising.
Thanks to more efficient marketing spend, high-performance growth marketers are able to achieve 60% more conversions at the same cost. That's a significant competitive advantage.
The data is from Singular's marketing intelligence platform, which helps brands optimize over $10 billion in annual ad spend.
What it shows is that the best marketers test obsessively (imagine creating 50 new videos each week and testing them for performance), optimize intensely, and use granular data to turn publishers inside ad networks' traffic on and off based on performance, leading to better overall results.
Ultimately, they get more insights, use more media sources, and run more marketing experiments than novice marketers ... and therefore achieve better results with lower cost.
The problem with novice marketers is not lack of knowledge.
In fact, we surveyed novice marketers and they are clearly aware that the secret to success in modern digital marketing is treating it like a science, in testing frequently, and adjusting efforts based on results.
Novice marketers lack the right tools to achieve the success they desire. Essentially, the price growth marketers pay for the lack of marketing intelligence is sub-optimal growth.
In a world where brands are spending more on marketing technology than on marketing staff, that's a problem.
The full report is available here.