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Imagine being able to rewind to the 1990s and help your news organization make key decisions — and create new habits — to help prevent a landslide of layoffs and enable the business to thrive on the Internet. That’s the opportunity we have today with mobile, the second tidal wave of change about to collide with the news industry. To compete in this new world, news organizations must adopt a “mobile first” mindset and create sustainable mobile businesses. But many newsrooms believe that a “mobile, too” approach will be enough, as advocated by Business Insider’s Henry Blodget....
It may only take up to a 20 percent deal to drive a mobile shopper out of a store to purchase online.
Some years ago, I was walking through Sears and came across a couple looking at a Kitchen Aid mixer, with the price prominently displayed. The man pulled out his smartphone, read the barcode and told his partner “it’s cheaper at Best Buy. Let’s go.” And they left Sears, presumably headed to Best Buy. Out of curiosity, I loaded one of my barcode reader apps and checked the price. Sure enough, it was available at Best Buy for 10 percent less at Sears....
Mobile has changed the landscape of consumerism in a few short years by becoming our favorite tool for reading the news, watching television, communicating, socializing, shopping, making decisions, navigating…for just about everything! As a marketer, mobile is a very powerful place for you to connect with your audience. However, with great power comes great responsibility. Since mobile is such a personal medium, it is the easiest place for marketers to make massive mistakes that will turn off a customer forever. We’re here to help you avoid making those mistakes. Here’s what you should be looking out for and what you can learn from those who have come before you....
...My own take is that mobile is an extremely compelling platform. Sensors such as GPS and gyroscopes allow marketers to learn more about the consumer’s immediate need than ever before. Smartphones are nearly always on us, meaning they’re instantly available — especially when we’re making purchase decisions. Mobile is a way to capture and inform consumers at the bottom of the purchase funnel. Instant access to infinite stores of data can provide the kind of information you could only get from the best-trained salespeople.
One key to success in mobile is understanding how consumer behavior is different in mobile environments and adapting to it. “Mobile ads really need to be designed from the ground-up as mobile,” Clancy said. “We cannot simply shrink web banner ads and plunk them onto the mobile screen and expect that it will be valuable for advertisers or consumers.”
...We know from the Siteworx study this week that mobile shoppers prefer retailer websites over apps. However, the role of product research via mobile also was highlighted in the report, with checking product reviews being the top mobile driver in encouraging a purchase. Much of this research is not done in the store. A new study by UK-based Redshift Research also found that almost half (46%) use their mobile device to review products before purchasing, double from the previous year. This insight adds to an earlier study by Adobe showing that retailer websites receive the highest share of tablet traffic across all industries, indicating that consumers check sites (and likely competing sites) before an actual store visit. The point is that the mobile purchase decision activity is started well before the consumer heads to the store. This means retailers must approach mobile holistically, not only as an in-store activity....
Brands that use content marketing to drive premium leads likely rely on email, but now they must also embrace mobile content.... . While many businesses are still undecided about branded apps for mobile users, there’s no denying that rising smartphone and tablet use requires marketers to consider how on-the-go users can access web content and other outreach efforts. Email marketing, for example, is a top mobile web activity. Without developing a whole new campaigns, brands can leverage well-written digital content and target consumers’ inboxes, offering up-to-date news, coupons and genuine B2C or B2B interaction. However, digital marketers say mobile technology remains a major obstacle in their email marketing campaigns as they have yet to define the best method of engaging audiences via their smartphones and tablet devices. According to a survey from MarketingSherpa, 58 percent of surveyed professionals say that mobile will impact their email plans over the next 12 months. Forty-two percent of respondents say they will design email content to render differently on smaller screens. Email marketing has been around for many years and some professionals went as far as saying that the practice passed its prime. The evolution of mobile technology and the persistent usage of email channels has led to its second coming, and brands have begun to reallocate their budgets to account for the promotional channel....
...We’ve previously blogged data which shows that 79% of smartphone owners use their device for email, while a separate report showed that up to a third of emails are opened on mobile devices. However our Email Marketing Census reveals that 39% of businesses have no strategy in place for mobile optimisation and a further 37% said their strategy was ‘basic.’ The results from the Nielsen survey also appear to be encouraging for mobile commerce sites, as a quarter of UK respondents (26%) said that they had used their device for shopping in the past 30 days....
Now that we're past waiting for the 'year of mobile' to hit and are now well and truly in it, it's time for organisations to look at their business strategy and decide just how much time and budget mobile is going to get. ...The implications of being ‘mobile first’ as a company extend way beyond having a mobile-optimised site, or a snazzy app that’s available across multiple devices. The way in which we use mobile means a change in the way we access and store information, communicate, work, socialise and research, and necessitates a change in the technology your business relies on. IBM has most recently demonstrated this with the launch of its mobile first strategy. To show how serious it is, it’s even dubbed the strategy ‘MobileFirst’ in case there was any doubt about the direction it’s taking....
“Mobile is a behavior, not a technology. It’s about accessing content wherever you are. It’s really the use that is mobile, not the device,” Anna Bager, VP and GM, Interactive Advertising Bureau’s Mobile Marketing Center of Excellence, said in an interview with ClickZ. This leads to part of the challenge facing marketers. How do you optimize for this emerging behavior? After all, technology is easier to optimize for than fickle people. If you were just optimizing for technology, you could simply, or not so simply, make sure something reads well on mobile....
Businesses may soon be able to lure customers passing by their stores with precisely-timed, tailor-made discounts sent to their cell phones. AT&T Senior Vice President Jeff Bradley said his company is working with a well-known restaurant chain on an app that would send a customer a dollar-off coupon for her favorite latte or slice of pizza. His statement created an audible buzz among the nearly 1,000 people in the big ballroom of the Westin Seattle on Wednesday, and it was just one of the whiz-bang examples he cited to show how technology is dramatically reshaping how goods and services are traded....
The rapidly expanding adoption of mobile couponing is poised to become a major challenge to one of the most profitable and important revenue streams remaining for newspapers: preprint advertising circulars.
The good news for publishers at the moment is that newspapers carry 90% of the printed coupons issued annually by consumer-products companies in the United States, according to a mid-2012 survey by NCH Marketing Services, a division of the Valassis direct-mail company that serves as a clearinghouse for many of the billions of coupons redeemed every year. NCH says 305 billioncoupons were issued in 2012.
But things could be about to change, as consumers and marketers rapidly embrace the power of mobile phones to deliver the right deal at the right place and time to exactly the right customer. While only 6.0% of mobile phone owners used mobile coupons in 2012, the number rose to 16.3% in 2012 and is projected to leap to 24.3% by 2014, according to eMarketer, an independent research company....
Dorian Benkoil offers his digital media predictions for 2013 including: - (Quality) content will be king - Corollary: video content rises - Corollary 2: mobile rising - The rise of "in-stream" advertising - The rise of images - Distribution will be queen - Types of advertising will separate further - Rise of data - Honorable mentions: regulation, book publishers.
Eloqua, the international marketing automation firm, has assembled a selection of key mobile marketing facts, assessing the importance of mobile usage, key aspects of user behaviour, and future trends for mobile marketers. Usage stats There are 6.8 billion people on the planet; 4 billion use a mobile phone; only 3.5 billion use a toothbrush.
Search and activity 70% of desktop searches lead to an action within 1 month. 70% of mobile searches lead to an action within 1 hour....
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It is conventional wisdom that it is vital to have a "mobile strategy" but what about the more extreme position: mobile is all that matters. At BuzzFeed our mobile traffic has grown from 20% of monthly unique visitors to 40% in under a year. I see no reason why this won't go to 70% or even 80% in couple years. Maybe faster. We routinely see 50% of our Youtube content views come from mobile have had some videos get 70%+ of their views on mobile. And mobile web, for most publishers and brands will be where all of this consumption occurs. Flurry recently released a report showing that the Facebook app on iOS alone accounts for 18% of time spent on devices. Facebook, Twitter, and Linkedin will be where the vast majority of users discover links your editorial or branded content, which means users will click that link and arrive to you via a mobile web browser. Not via an app....
The New York Times offers an interesting story about Google and the competitive landscape of mobile. The headline is “As Web Search Goes Mobile, Competitors Chip at Google’s Lead.” The central idea of the article is that while Google is used on the PC equally to discover information and to navigate to specific sites, on smartphones people go directly to apps such as Amazon, Kayak or Yelp. As a basic matter, that’s accurate. However, quoting Danny Sullivan, the story also acknowledges that there’s still a great deal of mobile search activity, which is dominated by Google. Indeed, according to StatCounter, Google’s global mobile search market share is roughly 95 percent. Yet, we also know that “four out of five minutes” spent on mobile devices are spent with apps (per comScore). And, Nielsen said previously that roughly 80 percent of mobile time is with apps rather than the browser....
...Based on a study of 200 retail executives who work in mobile marketing and mobile commerce at their companies, 84% expect the growth of mobile commerce to outpace that of e-commerce. The research, by Artisan, comprised retailers with at least $51 million in annual revenue, with 41% of them with revenue higher than $500 million.
This could be one indicator that many large retailers recognize the import of mobile and are acting accordingly. Another gauge comes from a survey by Prosper Insights & Analytics, finding that among mobile users, 29% have used them to shop at Walmart, 28% at Target and 22% at Best Buy. Perhaps more significantly, all three of those retailers received positive reviews about the mobile shopping experience, with 83% of Target’s mobile shoppers rating their experience as good or excellent. Then there are the small businesses, which may or may not be seeing what mobile is doing to them....
Mobile is a must for your blog: learn how to create a mobile version of your website and the different options available to support your blog. Do you want more mobile subscribers and readers? Is your blog suitable for a mobile device? In 2012, mobile users spent 63% more time on their devices accessing mobile websites and apps and this is set to increase. In this article I’ll explore the importance of mobile for your blog and the different options available to support your blog on a mobile device....
Want to get a mobile presence but not sure where to start? Check out the mobile decision tree and find your path. It’s go time. Your business has finally decided to jump into the world of mobile apps. But, where do you start? There are so many decisions to make. Do you develop “native” apps for iOS and Android? What is this mobile Web thing that people keep talking about? What the heck is an API anyway? Creating a mobile strategy is a matter of both knowing your business and knowing your app options...
Believe me I am one of those people who uses Google Currents, AP Mobile, Pulse and various other news aggregate apps to get the latest headlines online. Despite this I found that I missed having a local paper, I missed the detailed articles and specifically the more local news around the cities I cared about most. Online news on Google News can lack a local appeal and I still liked print papers for some occasions. PressReader is the best of both worlds in my opinion, this app which supports way more than just iPad, iPhone but also has Windows App, Android Phone App, Blackberry App and Honeycomb app specifically basically scans over 2,300+ physical newspapers to make them digital and available to read on your mobile phone or tablet. You can also find papers for so many countries it is almost mind boggling, you simply search for the paper you want to download and read. First by filtering which country papers you want to browse....
Mobile shopping behavior continues to evolve with consumers using smartphones and tablets for both researching and purchasing products. I came across an interesting new study around this that shows how the actions of research and purchasing differ by device. While the smartphone is the device for research, the tablet is more the device for purchasing, according to the study by a Lenovo team led by Mo Chaara, Director, Site Optimization, in the Global Web Marketing Team at Lenovo....
...More and more people are searching the web on their mobile phones. It’s even believed that mobile Internet will surpass desktop Internet use by 2014. That’s according to Microsoft data. What does this mean for your blog? Since most people are with their mobile phones, there’s a better chance of getting your blog read. You have to utilize all possible avenues for obtaining traffic. And since it’s found that Americans spend, on the average, 2.7 hours on their mobile phones checking social networks, they’re more likely to stumble upon blogs being passed around different sites. The increase in number of people using the Internet through mobile devices (smartphones and tablet PCs) signals a new era for marketers, website owners, and bloggers. This just opened up a new source of traffic for you....
LinkedIn-owned SlideShare is rolling out a new tool that could enable more-informed business decisions based on real-time responses from content sent via email. Targeted towards the sales and marketing bunch, Send Tracker is a content analytics tool that lets users share new or existing content from a SlideShare account to a prospect via email. Essentially, the process is that the SlideShare account holder can send content to a potential customer via email, see when they opened the link to the content, how they engaged with it, and then determine which parts of the content resonated with the recipient the most....
Facebook hit a billion users! Twitter is the new digital water cooler! Youtube is the future of TV! Ok, you get it right? Social media is transformative. So what? Every business that thinks about customer engagement through a technological lens will miss the very thing that will keep them in business for the long-term—the impact of technology on society and behavior and how it opens up new touch points and changes expectations as a result. Depending on your business, you may or may not already have someone dedicated to your social media strategy. Whether it is aligning with your current business objectives and priorities is a different article. The focus for our time together right now is on how you will compete for the future of attention, wherever attention is focused. All signs at the moment point to mobile as the future of engagement and commerce as smartphones and tablets become the lens for how consumers see the digital and virtual worlds....
The list of breakthrough interfaces for reading news on smartphones is a short one. Instapaper is arguably the pioneer in this area, with its focus on a simple reading experience. Vox Media’s SB Nation iPhone app cleverly grouped news updates about the same topic (Vox tweaked that design in its current web app approach.)
But many mobile news apps and sites are little more than re-skinned RSS readers, and surprisingly few publishers even bother to format their email newsletters for easy reading on iPhones and BlackBerries. When we were creating Quartz earlier this year, we needed to look for inspiration to non-news applications, such as the Clear to-do list app — it’s hard to find boldness and creativity in the news industry’s smartphone products.
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I can agree with this even without reading it. I think an interesting way to investigate/ponder moble social media isn't as much from a technology standpoint but also from a niche standpoint...e.g. if I had a dance studio, how could I use mobile social media....with the unique ingredient being 'mobile'.