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Mobile has fundamentally changed consumer behaviour by enabling a convergence of physical context and connected intelligence. For marketers, the untapped potential of mobile devices come from the powerful automatic signals they provide that can be used to help give the customer what they want – personal, appropriate and relevant offers.
According to the Association of National Advertisers Study, 96 percent of marketers currently use or are planning to incorporate mobile marketing into their marketing mix; those looking to maximise engagement need to be looking to apps, which continue to dominate the mobile web.
Any company still sceptical about creating a brand app only needs to look at the numbers: the time spent on apps has increased from 80 percent in 2013 to 86 percent in 2014, while conversely the time spent on the mobile web has decreased from 20 percent to 14 percent (Flurry Analytics).
And consider this simple point: Today's consumers already spend more time in apps than they spend watching TV, a point revealed in the "The New School Marketers Guide to Mobile Orchestration"...
Over the next five years, the mobile marketing boom will generate a stunning $400 billion return, according to a report by the Mobile Marketing Association (MMB). The generous $139 billion return enjoyed by the mobile marketing ecosystem is set to increase at an annual rate of approximately 52%.
With the number of global smartphone users hitting two billion this year (and six billion by or before 2020), the MMB study not only demonstrates that mobile marketing is a promising economic stimulus and job creator, but also sends a powerful message to companies, small businesses, and entrepreneurs in the online world: It’s time to develop a solid mobile SEO strategy to capture the profits of tomorrow.
While mobile SEO shares many similarities with the existing SEO strategies for desktop browsers, here are some specific tips that will give you an upper hand in the mobile SEO competition:...
...One thing we do know is that users tend to have a higher expectation for advertising on their mobile devices, and rightfully so. For many of us, our phone or tablet is the first and last thing we engage with every day, making the connection to these gadgets increasingly personal. Because of this, unexpected experiences are not only unwelcome, but they can also seem exponentially more obtrusive and disruptive than they might otherwise.
Mobile content consumption is different from desktop browsing. Mobile is predominantly an entertainment medium versus the productivity mode the personal computer lends itself to. That being said, wouldn’t it follow that we should be looking for opportunities to present mobile users with entertaining experiences?
Yet the advertising industry has tried to make what first worked on the desktop work on mobile.
Consider the experience and functionality of the banner ad, developed almost 20 years ago for desktop display. Research has shown that consumers find display ads un-engaging; and .01% CTR numbers speak for themselves. Now consider the banner ad, fraught with challenges on desktop, within the mobile framework. With the device size, the banner ad creative is rendered nearly invisible in many instances; “fat thumb” syndrome causes users to accidentally click ads, taking them through a brand journey that often feels disruptive, not to mention the wrench this throws into attribution models.So how do marketers solve for the challenges we’re continually bumping up against in the mobile advertising ecosystem?...
Mobile shopping may not have any great age barriers.
It turns out that older shoppers are comfortable using their phones to shop, with a fourth (25%) of mobile shoppers in the U.S. being 55 or older, based on a new study.
The only other age group that accounts for a larger share of mobile shoppers are those between the ages of 25 and 34, according to a report by Business Insider Intelligence.
Aggregating various research studies, BI Intelligence analyzed the buying patterns by various factors, such as age, with males 18-34 among the most active. Here’s that breakdown....
We now use our laptops, smartphones, and tablets for everything from documenting our children’s piano recitals to video-conferencing with international clients. In four years, it is estimated that there will be 8.2 billion active mobile devices in circulation worldwide, generating some $626 billion in mobile commerce alone. To give you some idea of how fast mobile technology is proliferating, global media data spiked by 81 percent in 2013—and yet emerging tech markets in countries like India are still nowhere close to the levels of mobile adoption we will certainly see in the years to come.
Business can now connect with consumers in ways that were almost unthinkable a few years ago, while marketing to them with a level of personalization that is nothing short of revolutionary. So to gain some powerful insights into the tech trends that are shaping the future, study this Portrait of a Mobile Consumer infographic from Vouchercloud, and take your marketing wisdom to new plateaus....
For the past few years marketing has revolved around mobile app development and social media marketing. This year, however, will be the year we focus on digital video. Industry trends point to an increase in accessibility, content, and audience. For the media industry, increased demand for digital video will yield higher-than-ever advertising revenue. For marketers, opportunities to advertise in digital video will finally be practical.
In a new global Mobile Media Consumption report, ad network InMobi asserts that, outside the US and UK, mobile media time spent now exceeds TV. However in the US, TV is still the top screen.
The Mobile Media Consumption research was conducted by Decision Fuel and OnDevice Research and had roughly 14,000 respondents in 14 countries. In emerging and especially less affluent markets, the InMobi report also confirms that mobile media time exceeds the PC internet. That’s now also true in the US....
2013 saw many brands, early- and late-adopters alike, continue to embrace mobile: some things worked, some things didn’t, and for some new technologies and tactics their long-term viability is yet to be seen. Regardless, there are always lessons to be learned that we as marketers can apply going forward....
I've gathered together ten great infographics on m-commerce, QR codes, apps vs web, coupons, payments, mobile marketing and more.Where possible, I've added the infographics to this post in a readable size, but for others you can click on the image to see a larger version..
All the best insights and advice from our last live discussion on how to develop a successful mobile marketing strategy...12 mobile industry leaders offer tips and perspectives.
Touched upon at Apple's WWDC conference in June but wallowing in radio silence since, iBeacons is Apple's answer to NFC. Whereas NFC relies on inexpensive tags at very close proximity to trigger an action, iBeacons uses small wireless sensors equipped with Bluetooth low energy (BLE) that can detect an iPhone at a wide variety of ranges up to roughly 160 feet, allowing for different actions depending on the distance from each beacon.
Sensing both region and range, it's kind of like an indoor GPS system but with greater precision. To be sold to store owners and myriad potential users, and hovering at around $99 for a set of three, the beacons themselves are far more pricey than the NFC sticker tags, which can run about a buck apiece. But the technology allows for almost limitless possibilities.
At the retail level, stores can use iBeacons as a means to draw the customer inside. Once within a beacon's wireless region near the entrance, a retailer can transmit a coupon or sales promotion that could beckon potential customers. And once inside the store, several indoor beacons can triangulate a customer's position and allow the shopper's micro-location to trigger information on the products he or she is near. (iBeacons' developers used a museum tour as an example.)...
Our stat-hounds cannot keep up. Figures for website traffic from mobile devices have jumped again. This time from 13% in 2012 to nearly one-fourth (24%) in the first quarter of 2013 -- a 78% increase in total.
So if it's all the same to you, whenever someone asks about mobile driven traffic from this point forward, we're just going to say, "more than the last time you looked."
You already know that mobile is a force to be reckoned with, and odds are, you've put some thought into it. You may have pulled up your site on your mobile phone or checked it out on a tablet to see how the experience comes across. But as you add more content and consumer tech adds more and more devices, it can be difficult to scale that approach.
Enter HubSpot's Device Lab, a free tool we've just created to help you see how your site looks across all sorts of devices -- from iPhones to Galaxys to Desktops. It's a little like playing dress up with your website, except this game could save you from losing a hefty slice of your visitors to competitor sites....
Mobile search is an unavoidable part of digital marketing as if brands don't adapt to consumer behaviour then they risk becoming sidelined if their competitors are faster to react....
Google has already predicted that mobile search will overtake desktop in the next few years, so businesses should really already have a mobile search strategy in place.But don't just take Google's word for it. Here are 30 compelling mobile search stats to help make up your mind...
Use of mobile search
A comScore study found that the total number of US searchers using mobile phones grew 26% between March 2012 and December 2012, from 90.1 million to 113.1 million searchers....
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...A month or so I wrote Early Lessons From My Mobile Deep Dive: The Quickening Is Nigh, an overview of my initial learnings as I explored today’s mobile landscape. A major conclusion: the emergence of deep linking is leading to entirely new opportunities in mobile, and the mobile marketing machine is a key place to explore if you want to understand the implications.
Since then, I’ve spent more time talking to folks like Alex, and I’ve come to another conclusion: the next step in the mobile quickening will be intelligent links.
Now, before you go Googling “intelligent links” – I’ll admit there is no clear nomenclature per se, because in the past we’ve not had a need for such a distinction. After all, on the open web, all links can be intelligent, because they can pass information from site to site via cookies, redirects, and various increasingly sophisticated hacks.
Not so in mobile....
US consumers are more happy to read marketing emails than ever before.Researchers at Forrester have found that attitudes to emails from brands are actually becoming more positive, despite the fact that most people tend to write them off as annoying "spam."...
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....
Kdan Creative Cloud allows users to access their content on different devices and in the near future founder CEO Kenny Su says the startup, which is currently raising closing its Series A, plans to parse data from all of its apps to help people organize their content more quickly based on file formats.
“Currently our marketing position is to try to complete the whole mobile content creation experience between Adobe and Evernote. Evernote’s business strategy is to help people keep everything in the cloud, but if people create something more, they don’t have the tools. Adobe has always been targeted to professional users, not mobile users who are amateurs,” say Su.
Two of Kdan’s apps, NoteLedge and Animation Desk, have gained traction through a partnerships with Samsung and Microsoft. The apps are currently pre-installed on several of Samsung’s mobile devices, including the Galaxy 3 and Galaxy tablet, in 13 Asian countries, as well as Microsoft’s Lumia series in Taiwan...
No one can deny the rapid rate in which Mobile Commerce is growing.
A recent report from comScore showed that online retail spending had grown by 14% last year, while total consumer retail spending had only grown by single digits. At the moment, most online spending is still happening over desktop and laptop computers, but that is expected to change, and soon, according to recent data from the U.S. Census and other sources.
Mobile Online Spending is the Way of the Future.People might still be using their computers to buy online, but they won’t be for much longer. According to Digiday, commerce is one of the industries that will be most affected by growing mobile platforms. According to a forecast by Goldman Sachs, global e-commerce is expected to grow to $638 billion by 2018. Goldman also asserts that it will be tablets rather than smart phones that will be the primary source of online spending....
In 2013, Pew Research Center reported that 91% of American adults own a cell phone; 56% own a smartphone. And they're using those phones to shop: Mobile generated up to 42.6% of all online traffic and 25.8% of all online sales during Thanksgiving weekend.So, with consumers primed in 2014 with mobile technology and eagerly using it, how do you best reach them?
To succeed in mobile marketing this year, you must master these three principles: immediacy, simplicity, and context...
And to leverage mobile, they need to stay human...
In the physical world, retailers have become quite adept at following the relatively faint tracks shoppers leave in their stores, primarily through their participation in loyalty schemes. However, in most cases this data is leveraged only after shoppers have paid at the register. Retailers can’t tell what shoppers looked at but didn’t buy, or whether they forgot something that they likely needed. Digital engagement gives e-commerce sites a huge advantage. Shoppers leave digital footprints across websites, mobile apps, and social media. Innovative sites also leverage analytics to optimize the experience.
But mobile shopping also represents a rapidly growing share of e-commerce, accounting for more than 20 percent of e-commerce sales this holiday season. And mobile provides a unique opportunity to help physical retailers compete....
If you believe in the messaging revolution and that messaging is the killer app for mobile, then Kik has to be on your radar. If you believe in good design and a young userbase, then Kik should be near the top of your list of chat apps to pay attention to.
Having said that messaging is the killer app on mobile, it may sound like contradiction to say that messaging is also a commodity, but that, too, is true. On my iPhone’s homescreen, I have a folder that contains six messaging apps, and the messages come to me by push notification. I don’t really care which app I use to respond, but I do care about the stuff around those messaging experiences – the tools, the timelines, the connected apps. If you agree, then, that a communications platform is more important that a pure-play mobile chat app, then Kik deserves the same attention you give to WeChat and Line, and more than you give to WhatsApp....
All the best insights and advice from The Guardian's last live discussion on how to develop a successful mobile marketing strategy.5 mobility experts share 12 insights into successful mobile marketing.
Mobile apps and responsive websites are looking - and working - better than ever, as designers come to terms with the parameters involved. Smaller screens, it seems, do not necessarily make for poorer experiences.
At a time when plenty of major corporations are still struggling to come up with an effective mobile strategy it’s no surprise that small businesses may find the mobile space a bit daunting.
Where does a small business begin when embarking on a mobile strategy? Do they opt for an app or a mobile site? And how much does it all cost?
At Brighton SEO last week, Distilled’s Bridget Randolph tried to answer all these questions and give small businesses a helping hand with their mobile strategies.
She suggested there were three things on which to focus: - A mobile optimised website. - Search and discovery. - Reaching your customers where they are.
And here’s a run through of those three main points in more detail...
...Conducted by OnePoll on behalf of I Love Velvet, the study found that 51 percent of Americans believe the cash register’s days are numbered, even saying that it would be “gone soon.”
“Instead,” the company says of its findings, “consumers favored solutions like MPOS which allow for a customer to check-out anywhere on the store floor. Thirty-five percent of respondents stated that they would shop at the store more often.”In addition, 17 percent of those surveyed would share their experience on social media, while 37 percent would tell a friend and recommend the retailer....
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![How Good Does Your Site REALLY Look on Mobile Devices? [Free Tool] | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/hrznSSLNK4HmvjhbpVcH_jl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
it's not too late, but rather it's essential that business gets more mobile for marketing and engagement.