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Mobile marketing's awesome potential in 2017 is reinforced with reports like this one: research firm BIA/Kelsey predicts that US mobile-ad spend will exceed $40 billion -- and the industry can expect that number to pass $65 billion by 2020. Last year, mobile digital ad-spend fueled mobile-side growth on a path to outpace desktop ad-spend. Meanwhile, smartphones and tablet devices account for 51.3% of Internet use. By year's end, 75% of online content consumption will be mobile, media buying agency Zenith forecast late last year. Numbers like these tell the story: for mobile marketing, a moment of transformation is at hand.This transformation will bring with it the following five trends -- changing how brands and marketers work with each other, with technology and with consumers....
There's more evidence to support the growing importance of mobile devices along the path to purchase.
According to Nielsen's fourth-quarter 2015 Mobile Wallet Report, 37 percent of respondents said their purchases start with mobile shopping more than one-quarter to half of the time.
The report compares mobile use from the fourth quarter of 2015 to the same period the year before. It found that shoppers are using mobile devices, particularly smartphones, to assist with in-store sales more frequently than for online shopping.
Roughly 72 percent are researching an item or checking prices on a smartphone before buying. Store locators are popular with 60 percent of smartphone users, and 55 percent are using mobile coupons.
Reviews are popular with slightly more than half of all mobile device users and 44 percent of smartphone users use digital lists while shopping....
Luxury in the form of premium experiences are seeing the most action in terms of spending, while high-end goods are lagging in comparison, according to new findings from a study by Boston Consulting Group.
The key finding of BCG’s Luxe Redux report is that there has been a shift in spending habits, where 55 percent of spending comes from luxury experiences rather physical goods. In addition, experiential luxury purchases grew 50 percent faster worldwide year over year than sales of luxury goods.
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....
Mobile coupons are on the rise, which should come as no surprise.
This is hardly to say paper coupons are dying, though the economics would imply they should be.
A mailed coupon costs a brand or retailer 25 cents, a printed newspaper coupon costs about 5 cents and a coupon that a consumer prints at home costs a retailer pretty much nothing, based on a recent study by Juniper Research.
Only about one percent of paper coupons are redeemed, fueling the natural migration to digital.
But a coupon delivered to a mobile phone can be much more relevant than one to a PC, causing a major move to mobile coupons....
We’ve heard about how Facebook is losing its street cred and its teenage audience as more and more baby boomers (their parents) join the platform. Where are all the teenagers going to, then? The answer is WeChat.
Chinese messaging app WeChat is the fastest growing social app used by youths worldwide, according to a study by Global Web Index. The latest study was conducted based on the feedback from teenagers aged 16 to 19 globally, excluding China. WeChat saw a 1,021 percent increase in usage among youths between Q1 and Q3 2013. The second-fastest growing is Vine at a rate of 639 percent, followed by Flickr (254 percent)....
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....
Many businesses use the same strategies for their mobile marketing that they use in traditional marketing. They shouldn’t. Each campaign depends on appropriate segmentation for your vertical. For example, a cosmetics company should focus primarily on women at specific ages, depending on the product. A shop that sells wheelchairs and hospital equipment probably shouldn’t be selling to healthy people. Gym memberships target adults rather that children. You get the general idea, right? Strategic demographic segmentation helps companies choose their customers according to their need. Focus on the customer Here are some best practices for a mobile marketing campaign: ○ Keep the customer involved ○ Listen to customers: comments and criticisms are always constructive ○ Be willing to offer something to the customer ○ If the client requests, let them opt-out easily ○ Take every opportunity to socialize with the customer, be sure to notify them of promotions, discounts or offers; ○ Build lasting relationships with customers;...
Data from the Pew Research Center shows teens now primarily use their smartphones to access the Internet -- and this could have a big impact on your business. Teens use smartphones (shocking, right?). What you might find more interesting is that new data from Pew Research Center shows that 78% of U.S. teens now have a mobile phone—and nearly half of them (47%) own a smartphone. As a result, smartphones are now the primary devices that teens use to access the Internet—and this has big implications for your marketing strategy. The Pew study reports that 50% of teen smartphone owners say they use the Internet through their phones. And 3 in 4 teenagers report they’re “mobile Internet users,” which means they access the Internet on some sort of mobile device including phones and tablets (compared to 55% of adults who classify themselves in the same category)....
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....
...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....
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....
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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....
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....
Ahead of this year’s holiday season, mobile commerce appears to have reached critical mass, new research suggests.
In fact, a full 88% of regular mobile users now take advantage of retail mobile apps, according to findings from app marketing firm Apptentive.
That share represents an increase of 174% since Apptentive conducted comparable research, last year.
Even among respondents who reported a preference for shopping in-store, 47% said they plan to do least some of their holiday shopping with retail mobile apps.
Among survey respondents who reported using retail mobile apps, 61% said they use the apps at least once a month....
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."...
Mobile commerce sales have doubled in the space of a year and now account for almost a quarter of total online sales, according to a new report.
It again highlights the growing importance of m-commerce at a time when many retailers are still struggling to develop effective, user-friendly mobile sites and apps. The new data from IMRG and Capgemini shows that sales completed through mobile devices accounted for 23.2% of total ecommerce sales in Q2 2013, up from 11.6% in the same period last year...
Shoppers like looking on their smartphones but buying in person.
Customers, it seems, are increasingly turning to smartphones and tablets to research the devices they're going to buy. Mobile engagement firm JiWire just released its quarterly audience report which claims that 42% of surveyed customers prefer looking at the products they're considering purchasing on their smartphones or tablets instead of on a laptop. According to the study, 45% of customers also prefer to purchase products in-store instead of buying online.
JiWire surveyed more than 1,300 customers online. Of course, being a mobile engagement firm, they have a vested interest in noting increased use of smartphones for e-commerce, but their report sounds similar to other studies conducted as of late. As mobile apps become easier to use and offer a smoother shopping experience than the conventional web, users will migrate to them. One recent Skava study found that customers like mobile but are turned off by poor mobile retail experiences, and a Parago study found that showrooming is up 400%....
The all-in-one shopping experience of major in-store retailers is becoming a thing of the past, as the ease and convenience of online shopping is putting more pressure on in-store retailers than ever. It can be far less preferable to go to a brick-and-mortar store when online purchases arrive within a few days and shipping is (often) free. Additionally, the sheer quantity of online vendors has afforded Millennials (and consumers in general) more retail options than ever before, thereby allowing Millennials to be more selective with their purchases.
Millennials actually prefer to browse for products over purchasing them, and only pull the trigger after a smile of satisfaction – a retailer’s ability to “make me smile” is 33 percent more important to Millennials than Baby Boomers. Online retailers interested in appealing to Millennial consumers need to provide them with a more shareable and social shopping experience. As the pioneers of social media, it is especially important for online retailers to offer products and advice to Millennials on social networks. Millennials want to share these things with 100, 1,000, or even 10,000 friends and followers (i.e. your potential customers). This dialog can be enhanced by a well-developed mobile strategy that engages the 50 percent of Millennials that are browsing and reviewing products via their mobile devices....
Google has just launched a new app that business owners will find incredibly useful. Google has just launched a brand new application called Google Places for Business in the App Store. The app allows users to connect their business with Google Search, Google Maps, and Google+ from an iPhone or iPod touch, and is free to download and install. Thanks to this new application, it’s now easier than ever for owners to promote their business online. In Google Places for Business, users can not only check on their online business listing, but also have the option of updating the details of their business on the go, directly from an iDevice....
Mobile marketing on social media, where to spend you dollars... Mobile use is on the rise, and so are mobile advertising opportunities. The analyst firm Gartner estimates that this year, more people will use their mobile phones to access the Internet than they use their PCs, making it crucial for brands to be advertising in the mobile space. According to Gartner’s forecasts for mobile advertising, worldwide mobile ad revenues will top $11.4 billion in 2013, up 19 percent from 2012. But where is the best place to put your mobile ad dollars? There are many options, particularly on social media. Facebook, Twitter and Google Plus, three of the largest social media platforms, offer advertising opportunities to reach their mobile users. There are also options for Windows Phone 8 operating system, though they are less-discussed and for this article, we’ll stick to the main three above. Let’s take a look at the difference between mobile advertising on these three social media giants....
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....
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Mobile ad growth is a dramatic story, but it also suggests marketing priorities, writes Julie Bernard, chief marketing officer at Verve.