 Your new post is loading...
Your new post is loading...
eMarketer released its Media Usage Around the World report this month. If you love data and stats, this is one for you. Also check it out if you're in charge of figuring out where to place your next bet for connecting with where your consumers already are.
Here are five data points:
-- By the end of this year, 3.3 billion people globally will use the Internet at least once a month. That is almost half the global population.
-- The vast majority will do so via a mobile device.
-- This year will be the first year more than half of the USA will stream at least some TV online at least once a month.
-- Android remains the largest mobile platform worldwide.
-- Germany still loves its desktops and laptops more than any other platform — including mobile devices. For a country that calls a mobile phone a “Handy,” this is surprising!
It is clear that the mobile Internet is now the world’s most important mass delivery platform. But a marketing platform it is still not. Marketers are mightily struggling to figure out what to do with mobile within the marketing mix....
The cat is definitely out of the bag regarding location-based mobile targeting. This post from Marketing Land’s Greg Sterling encapsulates the trend well: Most mobile marketers are usinglocation-based targeting, and they’re using it as a proxy for audience segmentation. Although I think this trend needs to go from “most mobile marketers” to “all mobile marketers” sooner rather than later, I won’t focus on that. Instead, I’d like to share some tips from the front line: caveats, insights and more gleaned from our client campaigns, ranging from midsize to Fortune 500 companies. Whether you’re new to location-based mobile targeting or looking for a way to refine yours, you’ll want to pay attention. (And note that some of these tips may look familiar; they’re pretty tried-and-true digital tenets with surprising resonance in the mobile realm.)...
Beacons are driving mobile coupons and redemption rates are on the rise.
Several new studies are out indicating that the growth of beacons around the world is on the march and that when shoppers get a mobile coupon, offer redemption is right behind, sometimes in fewer than two minutes.
Beacons add a finer touch to location-based offers, since the small radio-transmitting devices can be located near specific products or in certain departments.
Brands have found that coupons with a location element typically enjoy far higher redemption rates than those without.
Many major retailers, including Macy’s, Target and Lord & Taylor, have installed thousands of beacons, many to learn the ins and outs of what works and what doesn’t....
I mentioned at the beginning of the article that mobile marketing will be a game-changer akin to other major shifts in marketing in the past decades. But you might wonder why. Let’s look at some statistics.In 2013, according to reports by comScore and Nielsen, users were spending 40% of their internet time on mobile devices. And at the end of 2009, Morgan Stanley made a prediction that in five years, internet users would prefer mobile devices to desktops to access the web. Unsurprisingly, these predictions turned out to be correct. And it seems that things are looking ever-brighter for those hoping to use mobile marketing.
Comprehensive reports show that the trend is ever increasing, so much so that in 2015 alone, mobile phone internet traffic increased by 39%. And in January 2015, web-pages served to mobile phones comprised a third of all served pages. This means that mobile advertising must have grown also. And it has.
To put things into perspective, in 2009, internet advertising grew by 9%, while more traditional forms like newspapers, radio and TV went down 18.7%, 11.7% and 10.1% respectively. Billions of dollars go into mobile advertising every year and by 2017, experts foresee that mobile ad spending will reach just shy of $60 billion worldwide....
Immediate gratification: It’s not just for toddlers anymore. Mobile has trained all of us to expect to get what we want, in the moment we want it. We expect brands to be there in those micro-moments when we are looking for local businesses, researching a product, or looking for instructions. In fact, 60% of online users say that thanks to online research, they make purchase decisions more quickly now than they did a few years ago. For brands, these micro-moments are crucial, and they happen in a split second.
When your site or app is clumsy or slow, 29% of smartphone users will immediately switch to another site or app if it doesn't satisfy their needs (that is, they can't find information or it's too slow). In fact, of those who switch, 70% do so because of lagging load times. And 67% will switch if takes too many steps to purchase or get desired information....
In this post i will be giving you more actionable insights from my post of yesterday where i promised to give you a two-part series of what to expect in Social Pay Per Click (PPC) and Targeting in 2016 and how you can use it to attract more customers and revenue to you business.
In case you missed the first segment, you can read it here.
Still sticking with Nativedge’s Techsuccess interview with Larry Kim, I be elaborating to insights that you should really pay close attention to if you want to gain competitive advantage in 2016 and beyond . In the interview, he cites two things namely: Rise of Mobile & Identity based targeting.
That will be the focus of this article on the need for you to pay close attention to the rise of mobile and identity based targeting. Below is an excerpt form our interview:...
We learned over the weekend how prominent mobile devices were in the Black Friday shopping melee. And while a growing number of purchases are happening on mobile devices, smartphones are primarily being used by consumers to find store locations, check hours information and do price comparisons while in stores.
In a new mobile shopping study, using Prosper Insight survey data, the IAB examined the attitudes and self-reported behaviors of different age groups. It found shopping activity that was broadly consistent but varied somewhat by age category, with 18–34-year- olds emerging as the most aggressive group when it comes to mobile “showrooming.”
The IAB defines “showrooming” very expansively to refer to in-store mobile price comparison activity and not necessarily in-store shopping with a premeditated intent to buy online (e.g., via Amazon). Using this definition, the IAB analysis found that the majority of those doing in-store mobile price comparisons were still inclined to buy in physical retail stores....
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.
Experienced Black Friday shoppers probably know RetailMeNot as a coupon hub, but like most mobile players, it wants to be known as a one-stop shopping app with features like rebates and location-based deals. So the Austin, Texas-based company is launching an ambitious holiday campaign that includes TV, influencers and social media.
"We're trying to build awareness—not just as a coupon destination, but as an end-to-end customer shopping journey," said Marissa Tarleton, CMO of RetailMeNot. "We have an awareness target that we're trying to build in social media, but we also have media that reinforces app engagement and media that drives commerce in-store."
The Snapchat piece of the campaign is particularly intriguing since it uses the ephemeral app's recently launched geofilters feature, which lets brands buy sponsored graphics that users can overlay on their Snaps. Starting next Wednesday, RetailMeNot will run ads around 3,000 U.S. shopping malls—Snapchat users who step inside can play around with four branded graphics.
It’s essential for brands to meet consumers in their moments of need. But how you meet them is equally important. If a brand’s message isn’t useful or relevant, people will simply move on to another brand. Here’s how marketers can create a strategy based on usefulness.
If you want to win the hearts and minds (and dollars) of consumers in their micro-moments, you have to do more than just be there. You have to be useful too. That means connecting people to what they’re looking for in real-time and providing relevant information when they need it.
Mobile adds a rich layer of context on top of intent that lets marketers create even more relevant messages in micro-moments. For example, when someone searches for digital cameras, are they at home, on the street, or actually in your store? Is it 6 p.m. Friday or 6 a.m. Monday? The answers to questions like these play a role in determining what problem consumers are trying to solve, what creative they'll respond to, and what marketers need to think about when trying to engage them....
Marketers are always on the lookout for the trends that are going to impact the biggest sales period of the calendar year: the holidays.
Americans spend billions of dollars during the six-week period stretching from Thanksgiving to Christmas, and if you take into account the fact that many holiday deals now pop up on the radar before Halloween that number climbs significantly higher. If your business is struggling to figure out how to get ahead of the game for the holidays, consider these four ways in which mobile is going to impact the 2015 holiday shopping season....
Mobile search is growing quickly while desktop search is falling off. People always have their smartphones with them, so they can search whenever it occurs to them, be it consumers looking for a place to eat, consumers "showrooming" while at a retail store, mobile workers looking up product or service specs or municipal workers searching when they see an opportunity.
Mobile marketing has evolved exponentially over the past few years. In fact, it recorded a number of milestones in 2015. So, what are the trends and what you need to know about them? Go through the following infographic, created by Syncline, to get a better perspective about mobile marketing trends for this year and beyond...
Google is boosting the rank of mobile-friendly sites, more local searches take place on mobile devices than desktops, mobile has become a critical tool on the path to purchase, and mobile usage has been linked to consumers that are ready to buy. Article after article and study upon study identify the power of the mobile device for businesses big and small.
But what is happening to the businesses who are providing “disappointing” mobile website experiences? According to a new consumer study from HubShout (N=450 U.S. adults 21-55 years old), 39% of consumers will look for a competitor and 6% will completely refuse to do business with them. That’s almost half of consumers (45%) who will disregard businesses solely because of a poor mobile experience....
|
Which devices are folks using to search the internet around the world? What do social sharing behaviors look like by device? What are some notable global social media trends? To help us understand how internet behavior has been shifting on a global scale in the past year, the folks at AddThis looked at more than one trillion global pageviews from more than two billion internet users around the world. They used that data to create the infographic below. Check it out....
For online shopping, smartphones continue on a tear while tablets fade.
Smartphones now account for 60% of all mobile transactions in the U.S., compared to 52% just a year ago.
However, while the actual purchase may occur on a smartphone or desktop, it doesn’t necessarily mean all of the shopping activity occurred on that device, according to a new study.
More than a third (37%) of desktop transactions occurred after shoppers visited the same retailer’s website on at least one other device before purchasing, according to the State of Mobile Commerce study by Criteo....
Have you ever wondered what secrets the Fortune 500 leverage when they use mobile to grow their businesses?
Have you ever wished you had a cheat sheet of tools and techniques that you could use when you were brainstorming ideas for your next mobile campaign?
Good news – what follows are 41 tools and techniques you can use to deepen your knowledge of mobile and use it to grow your sales and revenues. They’re based on the research I did when writing Go Mobile, the #1 bestselling mobile marketing book on Amazon when it was first released....
Andreessen Horowitz partner and longtime mobile analyst Benedict Evans met with reporters in San Francisco yesterday morning to discuss the 16 mobile trends that he thinks will be the most worth watching in the New Year.
Since Evans has a long history of producing sharp analysis, we thought we’d share his observations with you.
Mobile is the New Central Ecosystem of Tech The mobile ecosystem is heading toward perhaps 10x the scale of the PC industry, says Evans, who calls the smartphone the “new sun.”…
Newer messaging apps like these are getting popular, and millennials and marketers are taking note.
When it comes to messaging, Snapchat and Facebook-owned WhatsApp and Messenger are the go-to apps of millennials and marketers alike. But increasingly, a new crop of messaging apps is growing in popularity. Players like WeChat, Line, Kik and Viber are beginning to quietly capture the attention of brand marketers via sponsored stickers and chat bots reaching millions of millennials and teens.
"Messaging today is what Facebook was in about 2006," said Evan Wray, co-founder and vp of Swyft Media, which builds messaging-based campaigns for advertisers like L'Oréal and Coors Light. "The tricky part is that every single app is different and [also] a new environment for brands. They're each trying to differentiate themselves slightly." Here, is what marketers need to know about four hot messaging apps in the coming year....
So you’ve heeded Google’s warning, you’ve got your website mobile friendly, but is your content optimised for mobile users too?
A paragraph of text on a large screen can seem like an essay on a mobile device. Take the time to break your content up into easy to follow slices in order to provide mobile visitors with the best possible user experience.
Vertical Leap share some great tips to help you achieve this in the infographic below....
Shopping will happen in moments, not marathons, this holiday season. Rather than relying on daylong trips to the mall or camping out overnight during Black Friday, shoppers will be turning to their mobile phones in hundreds of micro-moments, every day, all season long.
In fact, 54% of all holiday shoppers say that they plan to shop on their smartphones in spare moments throughout the day, like walking or commuting.1 These shorter mobile sessions that occur throughout the day are visible in the data: shoppers now spend 7% less time in each mobile session, yet smartphones' share of online purchases has gone up 64% over the last year. The days of "look on mobile but buy on the laptop" are changing: 30% of all online shopping purchases now happen on mobile phones.2
As we head into this year's holiday shopping season, we've taken a closer look at how the rise of micro-moments and mobile video will affect retail trends. If you're looking for holiday insights, here are three retail predictions for the 2015 shopping season, based on Google data and a survey from Ipsos MediaCT....
Today, PBS KIDS enters the kids’ wearable tech space with the launch of a new app. The leading educational children’s media brand has partnered with Moff, makers of the award-winning kids’ wearable Moff Band, to launch the new, free PBS KIDS Party App, which provides a unique digital experience that encourages movement and creative play.
The app can be played with a mobile or tablet device, and is enhanced even further with the use of a Moff Band, a wearable smart toy that enables kids to play games and make sounds through movement. With the debut of this innovative app, PBS KIDS extends its commitment to using leading-edge technology to help kids learn in new and groundbreaking ways....
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...
Clean sites with low load times and fewer pages to navigate are more likely to get consumers to spend money according to new research.
The survey by Instart Logic of 2,000 US consumers also shows that consumer confidence in a brand is tied to their quality of experience while online shopping.
Among the findings are that 62 percent say they use their mobile phones for the entire shopping process from discovery, to research, to the purchasing of an item. As part of the shopping process 77 percent use mobile phones for the initial research and 73 percent to read reviews and product information....
Singapore and South Korea rank 2nd and 4th when it comes to smartphone penetration in the world (at 88 per cent and 83 per cent, respectively). By comparison, smartphone penetration in the U.S. checks in at #34 and the U.K. at #19.
Hong Kong (#7 at 79%), Taiwan (#9 at 78%), China (#14 at 74%), and Malaysia (#18 at 71%) were also leaders in smartphone usage in this region.
Although Indonesia and India, at 43% and 33%, respectively, are among the lowest in smartphone penetration, their large populations equal a significant number of smartphone users overall. It’s also worth noting that both countries are still in the early phases of smartphone growth and thus have extraordinary market potential....
People access more media and information now than they otherwise would because of mobile devices. They do more of everything — read news, listen to music, watch videos, chat with friends, shop, play games, etc. They do these things while waiting for a bus, riding a train, eating, working, stuck in traffic, or walking.
This generation has clearly mastered the art of multitasking. It is sometimes amazing how one can post a photo on social media while crossing the street (which is of course very dangerous).
Mobile content consumption has skyrocketed over the popularity of smartphones. A 2014 report from Millennial Media and comScore reveals that 44% of online content is now consumed via smartphones, 12% on tablets, and 44% on desktop computers. What’s more is mobile isn’t just an option now, it’s the popular choice....
|
Sage advice - have a customer-centric strategy and be ready to pivot quickly.
Sage advice - have a customer-centric strategy and be ready to pivot quickly.