Well, there are primarily two points here:
The new challenges are, like with any new channel, you don’t necessarily know how this new type of medium is going to affect quality and consumer behavior. Like with Social..We haven’t seen Social really being able to deliver true quality consumers that are ready to buy. That doesn’t mean they’re not in the sales cycle for others. But, from the categories that we work in, these are not consumers that are ready to buy...Some are such promotionally driven shoppers at this point that their lifetime value is not high…those leads are going to be worthless (because of the nature of what’s actually driving them).
What I’d really like to see are more media properties being much more responsible in adding more value up front, as an offering of what they do. Rather than saying ‘we’re going to do all the work here and tell you what we’re willing to do,’ those sources really need to better understand the businesses and brands they’re working with. Then, they can start adding/overlaying data and providing a more quality selection up front. So, it’s having a media property like, let’s say a Facebook, says ‘ok, there may be some changes in pricing structure, but you can pre-select X users and data sources rather than picking the whole pool (just to figure out, later, what in the pool works for you.’ You can do both, but I think if the data is there….use it. Don’t use it after the fact or because we forced you to do it.
Mobile, by far. We have some clients now where Mobile represents 50% of all customer sources. And it’s not just lead sources, but real customer sources. It went from zero to 50% in about 18 months and it’s growing at least one or two percent per month and just continues to grow. We just recently launched a press release with Google that speaks toward this. The results are category (or vertical) specific, clearly. At Leapfrog, our primary client verticals are Home Services, Auto, Telecom/Cable, Education, and Financial Services. The smallest vertical (in terms of Mobile’s percent of customer source) is 10% and the highest is 55%. Literally, it does not stop growing. At first, it was incremental. We were just seeing incremental and not really seeing any degradation in other channels. Now, we’re seeing drops in traditional Desktop. It’s very clear that is happening, in the categories we’re in.
I have to say the Cubs [Rooftop Event]. I’m just a big Cubs fan. Maybe not as exciting for others, but that’s usually my favorite one.