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Last Holiday season was a tipping point for mobile: Traffic surged to mobile shopping sites and apps. M-sites crashed from the onslaught of shoppers. And people got comfortable not only researching but also purchasing gifts on mobile.
Looking at our own data, we saw that people on Facebook bought on mobile 46% more during the last Holiday season than during the non-Holiday season.1 Facebook IQ predicts that in Q4 of this year the percentage of online purchasers transacting on a mobile device will rise by 30%.2
The mobile shift has happened, and the thumb is in charge. For the second post in a series examining what this means for brands, Kelly Graziadei, Facebook’s Direct Response Product Marketing Director, spoke to Helen Crossley, Facebook IQ’s Head of Consumer Insights Research, about 3 of the most common questions marketers ask about how to succeed in mobile commerce...
eMarketer recently called mobile marketing the “linchpin” of retailer success this past holiday season. MarketLive’s Performance Index for Q4 2014 alone revealed that mobile traffic grew 47 percent, while smartphone-driven purchases resulted in mobile revenue increases of more than 100 percent. In short, you can’t afford to not have a mobile marketing strategy for your business. Here are some simple ways you can implement a mobile marketing strategy — even if you don’t consider yourself a mobile marketer....
Need more proof that mobile advertising is working? Okay, you twisted our arm.
The most recent salvo comes in a new report from NinthDecimal, a mobile audience intelligence company. In its consumer packaged goods (CPG) “Mobile Audience Insights Report,” the company notes that “70 percent of consumers tried a new product as a direct result of seeing a mobile ad.”
That represents a 49 percent increase over 2013. Indeed, the research suggests that mobile is increasingly influencing every stage of a consumer’s path-to-purchase....
While most marketers continue to think of mobile as a channel — one that runs somewhat parallel to its Internet presence — a new report from Forrester Research says it’s time to reverse that perspective.
“Mobile eliminates the notion of channels by blurring the distinction between the physical and digital worlds,” writes analyst Julie A. Ask. And brands like USAA, using mobile as a way to sell expanded services; Starbucks, which is continually finding new ways to streamline purchasing, or Guinness building passionate beer communities, are finding that “mobile generates new revenue, improves customer relationships and reduces costs throughout all channels.”...
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...
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:...
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....
Are you interested in learning more about B2B mobile marketing? If you’re like many people, you can think of a lot of ways B2C companies use mobile marketing. But if you work in the B2B world, then you might be stuck trying to come up with B2B mobile marketing ideas.
The good news is that B2B mobile marketing can be every bit as useful in the business marketplace as it is in the consumer marketplace.With that in mind, I thought I’d share some of the best uses of B2B mobile marketing so that you can apply some of the ideas to your business. But before we get started, let’s recap a few mobile marketing statistics so that you can get familiar with why B2B mobile marketing is such an important tool....
While a mobile app must fulfill its core function, it must also continue a dialog with its users to remain relevant.
Mobile apps now allow businesses to be more responsive to users than ever before, but this interaction has created new customer expectations. While a mobile app must fulfill its core function, it must also continue a dialog with its users to remain relevant. Doing so requires ongoing, intelligent, targeted outreach to customers and an extension of customer-service strategy into the app itself.
Brands and businesses that develop mobile applications must be aware of the demands and limits of an increasingly sophisticated mobile audience, build a communications strategy that spans the appropriate communications channels, and play to the strength of each channel.Key highlights from this report include...
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...
Results from Thanksgiving weekend confirm that e-Commerce and mobile accounted for more sales than any previous year, and industry experts predict that more consumers will turn to the web to shop through New Year’s Day.The Adobe Digital Index, which examined 180 million visits to 1,000 retail web sites, reported that Thanksgiving Day generated close to $1.1 billion in sales, marking the first time the day generated more than $1 billion. ComScore reported that Thanksgiving Day revenue totaled $766 million, and ranked Cyber Monday as the heaviest U.S. online spending day in history at more than $1.7 billion.“.…
These are the chattiest brands on Snapchat, demonstrating that time-sensitive images can actually be a strength in brand marketing.Mobile apps such as Twitter, Vine, Instagram and Snapchat are turning traditional media marketing upside down, challenging brands in increasingly new ways. Human interactions are key to brand loyalty and building a strong consumer base, and these mobile apps allow for two-way conversations.
Snapchat, which launched in the iTunes App Store in September 2011, is popular with a much younger demographic than some marketing execs are used to, but it takes little or no cost to interact with customers by way of snaps. Compare that to other pricey forms of old-school advertising, and that’s a major plus...
For the growing number of consumers who rely on their mobile devices to search for local business information, their focus is on making a purchase — and fast.
The latest Google/Nielsen “Mobile Path to Purchase” study, released last week, shows that consumers who use their mobile devices to find and research local products and services do so when they are ready to buy....
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While most marketers understand what a mobile app is, and also likely have heard or gone through the exercise of creating a responsive website, far fewer have sat down to map out what a mobile-first customer journey looks like.
Of course, it has become table stakes to ensure that one’s company either has a mobile application (I don’t recommend this approach for most brands) or has updated its website to be responsive. This latter technique requires elements like simple navigation, easily clickable links — by either a finger or a mouse — optimized text readability, and images that either scale or are dynamically replaced by larger or smaller images and icons.
But more important in mapping out this journey is to take a step back and think through how, where and with what one’s customers interact with their favorite brands. This journey will differ by user, but behavior will tend to cluster around factors like.....
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.
Although $100 billion was purchased last year using mobile devices, brands are still facing a number of challenges that inhibit meeting consumers’ needs, according to a Forrester researcher at Mobile Marketer’s Mobile FirstLook: Strategy 2015 conference.
During the “Forrester Research: The Mobile Mind Shift: Closing the Capability Gap” session, the most daunting challenge presented was that many marketers have approached mobile in the same fashion as they would a PC, by shrinking Web experiences onto a smaller screen. Although this tactic is not necessarily wrong, mobile strategies need to be retooled because there is a fundamental difference between the way consumers interact with smartphones and tablets compared to their PCs.
“Mobile is not a PC, okay, they’re not a PC. With that said, 62 percent of companies still treat mobile as a slimmed down version of what they design for a PC,” said Julie Ask, vice president and principal analyst at Forrester Research....
For most Internet users in the West, their first experience with the Internet was through a desktop browser running on a PC. That experience means the desktop web still sees extremely high use rates today in places where PCs dominate, like the U.S. and Western Europe.
But globally, the computing world is moving away from PCs and desktop web.Instead, the balance of power is shifting to smartphones. They will be the future of how most people experience the Internet....
According to a recent study done by the cosmetics company L’Oreal (which has long been the leader in digital marketing among cosmetics companies), 70% of consumers are doing online research before making a purchase. What does that mean for brands and marketers? That digital marketing is now more important than it has ever been before.
According to Mirela Nemtanu, the company’s manager for corporate communication and public affairs in Romania, “The digital plays a major role: in the cosmetic and beauty area, the percentage of those who search online before buying is 70%. That means that social media is a must.”...
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....
The modern consumer of today is mobile, social, savvy and smart. Your online and mobile platforms must be able to serve them what they need and want from you how and when they need it.
Take a listen to this episode of the Social Zoom Factor episode for15 steps to build your mobile marketing strategy and plan. I share with you tips, strategies and best practices to help you integrate, create amazing user experiences and drive real business return on your investment. It’s not just about developing a pretty mobile website or application, but instead about how you can develop and launch an integrated platform that serves the needs of your customers and help you achieve your goals and objectives....
With marketers allocating more advertising spend to mobile, a number of recent campaigns highlight how brands are now going beyond basic apps and sites to prominently play up location.
Here are four interesting examples within the past few months that demonstrate what’s happening in mobile and where brands are investing most right now....
Is your marketing reaching your target audience on smartphones and tablets? Here is the 2014 mobile data including charts and research you need.Is your firm, product and/or brand findable when your target audience looks for it on a smartphone, tablet or other mobile device?
If you’re not sure of the answer to this question then you have work to do. Since today’s customers, especially millennials, want information when they’re seeking it, in the form they want and via the device they’re using at the time.
For consumers, information is no longer, one device fits all, especially for digital content formats....
About 70 percent consumers are expected to use their smartphones for shopping in the coming year, a new study has revealed.
The study conducted by research firm IDC found that 69 percent of respondents agree that the smartphone is a critical tool for shopping and is going to transform the shopping experience. It was also revealed that about seven in 10 respondents checked prices using their smartphones, and five in 10 said that they checked reviews from their smartphones.
The research found that one in five survey respondents bought from a competitor while they were shopping in a retail store this holiday season, while one in three purchased much more online versus in a retail store this year compared to last year. The research analysed the app and mobile Web activity of over 10,000 smartphone users during the holiday shopping season and Amazon came on top with more consumer accessing its app while brick-and-mortar retailers lagged behind....
Being a writer I am of course a "word" guy, go figure. For whatever reason the first word that came to mind when I read the results of a survey of 100 CMOs was dichotomy - which means "the difference between two opposite things".
As the title of this article says 25% fewer CMOs are using mobile marketing this holiday season. This stat comes courtesy of the aforementioned survey, conducted by BDO. Yet how can you explain this number when you consider the fact that a) mobile marketing is exploding right before our very eyes and b) companies such as eMarketer are predicting a 15 percent rise in mobile shopping this holiday season?...
Just under one-third (30%) of US shoppers and 40% of UK shoppers use their smartphones when shopping in brick-and-mortar stores, according to recent study by Usablenet.These customers use their phones in-store primarily for messaging/emailing (84% in the United States, 90% in the United Kingdom), engaging on social networks (64% US, 45% UK), comparing product prices (71% US, 66% UK), and checking customer reviews (51% US, 57% UK)....
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Very useful insight into mobile marketing, mobile buying behaviors and trends.