Posts Tagged mobile
Retailers Tagging Social and Mobile as 2012 Targets
According to the report, “Surviving the Current Market Mania with a Solid 2012 Plan,” by Bronto Software, while traditional digital channels such as search and email continue to dominate retailer marketing spending, social and mobile channels are growing in importance.
| Use of Mobile and Social Marketing Tools (% of Respondents; November 2011) | ||
| Tool | In Use Now | Plan to Use in Next 6 Months |
| Facebook fan page and/or shopping | 87% | 8 |
| Twitter publishing | 82 | 8 |
| M-commerce site | 29 | 42 |
| Bar, codes, QR codes in traditional advertising | 38 | 31 |
| Mobile application | 19 | 27 |
| Collecting SMS opt-in (all channels) | 14 | 29 |
| Texting marketing messages | 7 | 29 |
| Texting transactional support messages | 6 | 26 |
| Source: The E-tailing Group, November 2011 | ||
Marketers are also seeking to improve data analytics capabilities to identify the most profitable channels and design the optimal marketing mix for driving engagement and sales. Important tactics include:
| Planned Improved Tactics | ||
| % of Respondents | ||
| Tactic | Critical | Very Important |
| Capturing phone numbers during call center transaction | 13% | 15% |
| Capturing phone numbers during online transaction | 10 | 16 |
| Capturing phone numbers during retail transaction | 3 | 12 |
| Executing email campaigns with SMS opt-in objectives | 5 | 9 |
| Executing traditional marketing or advertising campaigns with SMS opt-in objectives | 1 | 9 |
| Source: The E-tailing Group, November 2011 | ||
Posted by eBrand Media Research Department in Trend Tracker on December 8th, 2011
Mobile Users Are Ad Clickers
According to the Mojiva Mobile Audience Guide, 60% of mobile users click on mobile ads at least one a week. When seeing an ad, half of users indicated that they would play a game, download an application, or visit a Web site after seeing an ad, but only 22% said they would make a purchase, and only 40% would download a coupon.
Tony Nethercutt, General Manager of Mojiva, notes that “… mobile marketing performs well when it lines up the services and products that affect people on an everyday basis … mobile advertising is part of the conversation for major national brand advertising…”
Some additional findings from Mojiva and InsightExpress in the Mojiva Mobile Audience Guide include:
- Over 84% of users deemed ‘normal banner ads,’ ‘video ads,’ ‘ads that let me interact with them,’ or ‘animated banner ads’ as the forms of marketing they would likely pay attention to
- Text ads perform modestly with 13% of users most likely to pay attention; however, only 2% pay attention to expanding screen takeover ads
- Marketing offers related to magazines, social/dating, airlines, traffic and banking had the least effective performance.
With user statistics from InsightExpress, the MAG offers a look into what resonates with users through mobile devices like smartphones and tablets. This month’s research shows that marketers need to focus on engaging creative executions that encourage user interaction.
Joy Liuzzo, Senior Director from InsightExpress says “… InsightExpress research continues to demonstrate that mobile consumers are evolving, with new behaviors, attitudes, and demographic segments emerging almost monthly…”
Posted by eBrand Media Research Department in Mobil on May 31st, 2011
Mobile internet only captures about 1/3 of adults. Here’s the breakdown
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
The Pew Internet and American Life Project, introducing it’s new report on The Mobile Difference in today’s society, notes that in the early 1980s, Americans started spending more time on the telephone. From 1980 to 1987, the number of minutes spent on the phone increased by 24%, three times the rate of population growth. Though fax machines and the personal computing revolution might have spurred growth voice traffic, not more than 10% of the growth.
The cause was determined to be the telephone answering machine, in just 28% of homes in 1987. However, these new devices meant once-missed calls were returned and completed calls encouraged more calling. The answering machine served as an accelerant into Americans’ existing calling patterns.
In a similar way, says the author, mobile internet access is drawing people into more frequent online use. This finding is the cornerstone the Project’s study, finding that 39% of the adult population have seen the frequency of their online use grow as their reliance on mobile devices has increased.
Across those groups, there is a lot of variation on what these changes mean to users. Some find this extra connectivity a platform for self expression. Others are not entirely positive about ICTs’ (Information and Communication Technology) impacts on their lives.
In addition, there is 61% of the adult population who do not feel the pull of mobility further into the digital world. Across the groups that make up this part of the population, several have a lot of technology at hand and have seen their tech assets grow in recent years. Yet ICTs remain on the periphery in their lives, suggesting that:
Posted by Tom Polanski in Mobil on April 10th, 2009
BMW mobile campaign gets 30% conversion rate
By Tom Polanski, EVP, eBrand Media and eBrand Interactive
We’re pleased to share this case study with you exactly as it was passed over to us by one of our strategic partners. Although mobile web browsing has been primitive; new smartphone models are providing better user experiences. The word on the street is that the Palm Pre will be a game changer. Meanwhile Apple is reportedly announcing an improved iPhone in mid-June with a faster browser. Although mobile usage represents only one percent of web usage, that’s twice what it was last year. In my opinion, the future is in mobile. Below is what BMW did to drive conversions via mobile with technologies in place today.
SUMMARY
The appeal of direct mail continues to decline as the prices of printing and mailing increase. What if there was a way to avoid the high costs without losing direct-response impact?
Find out how BMW Germany tested a mobile campaign to sell winter tires that achieved a 30.31% conversion rate. Includes a step-by-step guide and creative samples.
Posted by Tom Polanski in Advertising, Marketing, Mobil on April 2nd, 2009
Is the Internet finally killing TV?
Reprinted from the Christian Science Monitor
Is this the summer that the Internet finally kills television as we once knew it? Most industry observers are stopping short of that prediction, citing some significant hurdles still in the way.
But the growing number of new deals and new devices being announced suggests that a profound change in the way people watch video — and what video they watch — is under way.
The line between “television” and video via the Internet already has blurred and may disappear in coming years.
At least one industry analyst has declared “TV is dead” and welcomes Americans to a new age of video everywhere.
Increasingly, Americans are watching video when they want to, and on the screen that suits them at the time. And more programming is from new sources that threaten to unlock Hollywood’s domination of content.
Video is now delivered on displays and devices of every shape and size, from gigantic theater screens and ever-larger home projector screens to flat-screen HDTVs and from desktop and laptop computer monitors to tiny personal screens such as those found on iPods and mobile phones.
Posted by Tom Polanski in Mobil, New Advertising Media on August 18th, 2008