 Your new post is loading...
Your new post is loading...
In 2017, every business should focus on mobile, Rich says, especially businesses with physical locations and a local audience. Mobile is important because people always have their devices by their side. For example, when Rich takes his daughter to volleyball practices in different towns, he uses Waze on his phone to get directions. Then after dropping her off, he goes to Yelp to find a coffeehouse or asks Google or Siri to find the nearest supermarket so he can go shopping. While he waits in line, Rich explores Facebook, Twitter, or Instagram; plays a game; or reads a news article. Mobile local marketing helps you reach customers who are on the go near your location. Because people are always on their phones, local businesses can attract customers who are looking for information on the go and making immediate decisions. If those people are in your area, you can capture their business with a strong mobile presence....
Our industry faces a well-known duopoly, with Facebook and Google commanding an ever-increasing share of digital ad spend, both in the U.S. and globally. I recently dug into the data and forecasts available, to better quantify (for my own benefit and hopefully yours!) just how much Facebook and Google are eating digital.
Global ad spend, across all channels (digital, TV, print, radio, outdoor, etc.) is growing annually on average by 5.6 percent from 2015 to 2020, and will reach $674 Billion from $513 Billion in 2015.
The U.S. market will represent 35 percent of the global ad market, reaching $234 Billion by 2020 with a slightly slower growth rate compared to the global average, at 5.0 percent from 2015 to 2020. This is expected as rapidly developing markets in the East and a growing middle class represent new markets on which advertisers can focus.
45% Of U.S. Ad Spend Will Be Digital
33 percent of ad spend in the U.S. was digital last year and that is expected to reach 45 percent by 2020. In real numbers, that’s a $60-billion market growing to $105-billion, with a Compounded Annual Growth Rate (CAGR) of 11.9 percent.
The growth of digital is more than 2 times higher than the growth of the overall ad market, which represents a tremendous opportunity for digital businesses. More people are accessing content online and more advertisers are spending their budgets online. Will the rising tide lift all ships?...
For many Americans, smartphones are as much a necessity in their daily lives as the air they breathe and the food they eat. These devices are constant companions, helping us take care of just about everything we need to do each day—watching our favorite shows and movies, keeping up with our friends, learning new languages and managing our finances.
And spending money is no exception!
In addition to growing as a new purchase channel, mobile commerce offers a plethora of opportunities for marketers and advertisers looking to reach their desired consumers. According to Nielsen’s fourth-quarter 2015 Mobile Wallet Report, 37% of respondents said their purchases start with mobile shopping more than one-quarter to half of the time. However, the competition is fierce, and in order to maximize these opportunities, marketers must know the best ways to position their products and communicate with appropriate audiences.
Consumers handle a lot of their shopping activities on their mobile devices, and everyone knows that savvy consumers do their due diligence before handing over their cash. In fact, 72% of smartphone shoppers research an item before purchasing it, 70% check the price of an item and 60% use a store locator to find a store where they can buy their desired product of choice....
The 2015 holiday shopping season already is shaping up to be a gift for U.S. online retailers, based on IBM’s eighth annual Online Retail Readiness Report just out.
As the final tally of 2014 holiday shopping, online retail sales increased 13% from Thanksgiving through Cyber Monday with the average order value reaching $125.
Mobile accounted for 21% of sales during last year’s holiday shopping season and IBM projects it will account for 26% this year.
Mobile traffic to U.S. retail websites reached 47% in March of this year, a rather huge increase from the 29% just two years ago.
Mobile traffic is projected to top 55% of all traffic to retail websites by the end of this year, according to IBM.
And along with traffic, mobile sales are up.
Mobile sales accounted for 24% of all online retail sales in March of this year, nearly double the 13% from two years ago....
More than $101.37 billion will be spent on ads served in 2016 to mobile phones and tablets worldwide. That’s a 400 percent increase from 2013. From 2016 to 2019, mobile ads will nearly double again, rising to $195.55 billion. That figure will account for 70.1 percent of all digital advertising as well as more than one-quarter of total media ad spending worldwide.
It’s all about the number of consumers adopting mobile devices. As that number soars, marketers are chasing consumers into mobile markets. Next year, eMarketer estimates, there will be more than 2 billion smartphone users worldwide, more than one-quarter of whom will be in China.
For the third consecutive year, Siteworx found that consumers preferred to shop via a retailer's mobile website instead of downloading a separate app. This past year, 63% of respondents said they liked using a mobile site better, up from 56% a year before.
However, when asked which qualities would encourage them to download an app, those surveyed most frequently said they would do so if it were faster than the retailer's mobile website, beating out perks like loyalty benefits, special offers, and a streamlined checkout process.
What this tells us is that when comes to mobile shopping, time is of the essence, especially since so many people are browsing using relatively slow 3G networks....
Not since the introduction of the television have entertainment and media consumption shifted so rapidly. It’s easy to overgeneralize that this rapid shift in media consumption means that everything goes mobile (particularly for younger audiences). However research we released last week in our Getting Audiences Right report, shows that the real headline is the extent of audience fragmentation across both media consumption and shopping behavior.
Nonetheless, this is not a disorganized fragmentation, rather we see that screen engagement coalesces around two organizing principles: the generation which an audience is a part of (we studied Millennials, GenX and Boomers) and the digital task which an audience member will perform....
Emerging markets will continue to outshine developed markets when it comes to growth in smartphone and mobile internet penetration. While mobile and PC have often been treated alike by marketers, there is a radical difference in the way consumers interact with these two media.
Marketers need to adapt to this evolving consumer behaviour with a mobile-only strategy.Marketers can leverage user data to create customised mobile ad campaigns that serve ads that are contextually relevant and target the right user...
The holidays are almost upon us, and recent surveys confirm what many business owners have suspected: social commerce, and the use of mobile channels, is increasing and will have a huge impact on 2014 holiday shopping behaviors. The shift toward social shopping highlights trends that impact both business-to-consumer and business-to-business (B2B) purchasing.
As reported by MarketingLand, mobile and social channels will play a significant role in holiday shopping this year. In an online survey of 1,000 smartphone owners, sponsored by MarketLive.com, one in three shoppers stated they plan to make more than 50 percent of purchases via mobile devices. Thirty percent of respondents reported having made a purchase as a direct result of “engagement with a social networking site” within the past year. This is up from 18 percent the previous year.
And, as consumers become increasingly web and mobile-savvy, and vocal in their online reviews of their likes and dislikes, we will begin to see what some are describing as the “consumerization” of business-to-business purchasing behavior. So, while not all consumer shopping activities translate to the B2B purchasing model, many do....
What, you ask, is that crashing noise? It's the sound of consumer resistance to mobile shopping crumbling. “Every single transactional property on mobile—whether that's Uber, or Hotel Tonight—is lowering the barrier to make significant transactions on your mobile phone,” says David Tisch. If you can hail a ride and book a room, why would not also want to buy a car or lease an apartment?
That's what Tisch is betting on, anyway. He and his brother Alan are the co-founders of Spring, an app that debuted this fall trying to bring the entire world of fashion—high and low—to your phone. Of the more than 250 brands represented on Spring, most are middle-of-the-road, labels like Reformation and Vince, and almost half of the products Spring carries fall into the $100-$500 price range. Unlike a lot of other entrants into the mobile e-commerce (aka "m-commerce") space, however, Spring also offers a deep selection of offering from the low and high ends of the fashion spectrum, from Levi's to Carolina Herrera, putting Spring in a class virtually all its own....
Vector Guild have pulled together hundreds of inspiring vectors for you to download. They'll be very helpful for your web mobile design projects and they look terrific!
What was once a way for the technorati to share their day-to-day activities with the rest of the world, 140 characters at a time, Twitter has emerged to take on a much more powerful role than many of us expected. In short, this social network has revolutionized the way people connect and share with each other. In addition, it has also been proven to be an excellent tool for B2B communication. However, leveraging Twitter for this purpose requires a different strategy than someone would typically use for engagement.
There are clear rewards for businesses that make good-faith efforts to engage current and prospective customers through social media. Not only have we witnessed growing interest in Twitter as a platform for customer service and product support, more recently, conversations related to the role of social media in B2B marketing have also included Twitter. What drives most of the social media utilization is the fact that 56% of consumersbelieve that mobile makes the shopping experience more enjoyable....
Last week represented the first time in history that more people used mobile phones and tablets to visit online stores than using computers. Looking at data from over 100,000 ecommerce stores that use the Shopify platform, we saw 50.3% of traffic coming from mobile (40.3% from mobile phones, 10% from tablets) and just 49.7% from computers.
We have been watching and talking about the mobile commerce trend for years, but now there’s no disputing it: mobile commerce is now the default way that people shop online._
The rise in mobile phone traffic to online stores is partly being fuelled by the overall trend of social-fuelled discovery becoming a major marketing channel. For example, while Facebook accounted for less than 5% of traffic to ecommerce sites on desktop, that number jumps to 7% when looking at mobile phones. In comparison, search based traffic from Google represented 18% of traffic from computers, but just 12% on mobile phones. This data seems to show that computers are being used to search for more commodity-type goods, while social media and mobile are used for more spontaneous, discovery-based purchases....
|
Three out of every four minutes (75%) of Internet use will be accessed via a mobile device in 2017 -- up from 68% this year, according to a mobile advertising forecast released this morning by Publicis’ Zenith unit.
The report estimates that mobile’s share of global Internet usage will reach 79% by 2018, nearly doubling since 40% in 2012.
The report, the first from Zenith to focus exclusively on mobile advertising and technology trends, covers 60 countries worldwide.
In terms of individual markets, Spain (mobile = 85% of Internet) ranks No. 1, followed by Hong Kong (79%) and China (76%). Mobile’s share of U.S. Internet usage is 74%....
Coupons are quickly growing as a significant component of beacon-enabled proximity marketing thanks to strong redemption rates, with brands and retailers forecast to deliver 1.6 billion coupons a year by 2020, according to a new report from Juniper Research.
The results point to how proximity marketing is gaining traction as retailers look to engage more deeply with consumers in and around their stores, prompting the volume of beacon-enabled coupons to grow quickly from the 11 million expected to be delivered in 2015. However, the research also underscores the potential danger of turning beacons into nothing more than another offer channel, which is likely to cause shoppers to lose interest.
“I would imagine that coupons will represent a key plank of any beacon-based proximity marketing strategy,” said Dr. Windsor Holden, head of forecasting and consultancy at Juniper Research as well as author of the report....
We call ourselves individuals and strive for individuality, but as we become more connected, more mobile and more reliant on technology, we are actually becoming two selves —one physical and one digital — or as we call it, Human2.
This is the notion that each of us exists in the real world and the digital world at the same time.
This duality of the consumer becomes a real challenge for brands and marketers, who, for the past decade, have focused on marketing to a consumer based on the type and functionality of the device they are using. Over this time, consumers have changed as mobility and always-on accessibility have made them more aggressive and less patient.
They demand quick and easy access to information, deals, and content, along with the ability to react to it in an instant. And most of all, consumers want to understand the value a product or service will bring to their lives....
For generations, consumers have loved using coupons. But with a smartphone in nearly every American’s hand, today’s mobile marketing coupons aren’t your mother’s newspaper clippings.
Research shows mobile coupon use is expected to climb to 48 percent by 2017, compared to 40.5 percent this year, according to eMarketer. By 2017, nearly half of American companies with 100 or more employees will offer mobile coupons via mobile-friendly websites, apps, email, or texts. Those coupons are aimed at US Internet users who say they access coupons for online and off-line shopping, eMarketer reports.
For content marketers, coupons and incentives can be a relatively easy way to generate buzz, promote customer loyalty, secure new customers, and, critically, drive sales. But even marketing tactics as universally loved as coupons may need a content marketing boost to hit their mark. Simply put, a coupon may not be enough to drive consumers to purchase, especially as mobile coupons become more ubiquitous. Brands must think creatively about using mobile coupons within their content marketing strategies to better capture consumer attention....
Brands with both a physical and digital presence make almost 30% more in revenue. Consumers report a higher level of satisfaction with brands that have both a brick-and-mortar and online store, according to a recent study. Legacy brands who once hailed shopping malls as their “mecca” are now having to close shop, and once-startup, online-only brands, including Warby Parker and Birchbox, are moving in and opening their doors. Department and chain stores, in an effort to remain relevant, are spending upward of $4 billion on ecommerce platforms, redesigns, loyalty programs and in-store technology to keep consumers connected at all times.
There are plenty of ecommerce sites running fully functioning, profitable operations sans a physical footprint. And, there are also plenty of boutiques, even legacy luxury brands, whom avoid the ecommerce industry, focusing instead on offering a local clientele exclusive, one-of-a-kind products.
What is it then that makes multi-channel retailers of all sizes more successful than their solo-channel counterparts? Simple: a consumer-wide shift in shopping habits....
According to Mobile TC Group when unit sold in first ten years are compared between other technological devices: when mainframe computer had sold 1 million, minicomputer 10 million, PC 100 million, Desktop internet 1 billion, mobile internet is sold 10 billion in first ten years.
XAll these numbers explain how important mobile marketing is now, and how it will be in the future. For instance, Google and Ipsos’ survey results showed that; mobile devices have become an integral part of users’ daily lives and their everywhere usage in different activities made them a very important shopping tool that should be analyzed.
Also, response rate and response time of users who make mobile searches show that mobile devices have an incredible power to lead their users into making purchase...
There are a myriad of ways to leverage social, mobile and location for an ecommerce website. SoLoMo has been a buzzword in the marketing world since 2012 and marrying all these three media has helped many online retail businesses grow. Many large brands such as Nike have introduced new product categories and responded to new competition using SoLoMo campaigns.
What makes SoLoMo Different from Multichannel & Omni-Channel?Each of these terms has evolved to improve brand awareness, consumer relationships, inquiries and orders. Then what’s the difference?...
With 29 percent of people in all age groups having made at least one purchase on one of their mobile devices, trust in mobile shopping is definitely increasing. If you want a piece of that pie, it’s crucial for your mobile efforts to provide real value and be convenient for your customers.
A solid mobile web page and app can be great tools for drawing in new business and building brand loyalty among current customers. While designing and implementing both can take a long time, this investment is important because releasing a subpar mobile app can drive your customers to your competitors.
Although not every brand sees a massive ROI from its mobile efforts right off the bat, mobile app usage increased by 115 percent in 2013, so think of it as an investment in your organization’s future....
Over 56% of the 18-24 age group are Retail Showrooming.
Retailers are embracing how consumers are using their phones and it’s more than a browse or research product function with consumers using their phone in store in a variety of ways to price check, access ratings, reviews and promotions – all common ‘Retail Showrooming’ practices.
This research shows the relative popularity of these activities in the UK....
Mobile apps are expected to drive holiday sales as increasing numbers of shoppers expect to make purchases on a mobile app.
In fact, 54 percent of app users plan to do at least half of their holiday shopping on a mobile app, via smartphone or tablet, according to new data from Artisan Research.
In a survey of 500 consumers, 94 percent of respondents strongly agreed or agreed that they are purchasing and browsing products on apps more than ever before, and 91 percent intend to buy items from a mobile device this holiday season....
Consumers today no longer see you and your brand in isolated interactions, they journey across devices, mediums, and physical locations in the course of accomplishing a single task. There is a thin line between the physical and digital experience today, as objects are able to exchange live data, thanks to technologies like the Internet of Things. Users have evolved through these experiences and raised the bar.
Consider the touchpoints in making an airline journey: first a consumer may visit the website to search for flights, and do an online booking. She may get the confirmation via an SMS, and details of the flight via an e-mail, which she may read on a smartphone. Next, she may check in using the smartphone, and choose seats from a kiosk at the airport. She may receive in-flight messages on a TV console once she is seated. During the booking on the website, she may come to know about promotional offers and upgrades, and redeem her frequent flier miles. There is a variety of information and interaction at each channel....
Advertisers want to zero in on the mobile-focused consumer.
Yesterday, we provided an in-depth look at how mobile could become the premiere advertising channel. But there's obviously plenty of work to be done.
So we asked industry players: What is mobile's big challenge going forward?Here are the seven most-intriguing responses we gathered....
|
Social Media Marketing Podcast 235. In this episode Rich Brooks explores how businesses with local customers can reach their customers with mobile marketing.