The boom in targeted advertising for mobile devices has brought with it a new set of customers concerns about privacy and ethics. Mobile data collection frequently includes location-based information, with some apps requiring access to users’ GPS co-ordinates. Others ask for contact lists or directory information. While the huge leaps made by often serve the convenience of the customer, it also puts a greater responsibility on companies to be transparent about their use of personal data.
Earlier this year, two advertising regulators introduced new guidelines for app developers, designed to keep mobile marketing trends within ethical boundaries. and the announced their intention to address how marketers notify users when they collect data via mobile apps.
The Digital Advertising Alliance now requires its members to present users with a standard notice if they intend to use mobile data for advertising purposes. The move will allow users to choose whether to permit companies to collect cross-app data, directory data and locations information....Read more
JiWire has launched a new advertising metric that can accurately measure the effectiveness of location mobile marketing campaigns. Grandly dubbed the 'Location Conversion Index', it can measure whether individuals who saw a mobile ad in the morning ended up at a specific retail location in the afternoon.
JiWire's LCI is thought to be the first mobile marketing ROI metric to measure the real-world impact of ad campaigns. It's a major breakthrough for an industry in which mobile marketing trends and campaign outcomes have historically been difficult to track. Used in conjunction with services offered by EZ Texting it promises to make customer engagement more efficient than ever.
The LCI uses JiWire's own Location Graph platform, which can accurately geo-locate customers, whether they're in-store, nearby or heading in the right direction. Leveraging the power of geo-fencing, the system ensures that only store visits are counted as a successful mobile marketing lead.
The technology at work here is pretty impressive. Billions of location tags map consumer patterns of behaviour, connecting the dots of their daily routine and providing invaluable insights into their spending habits and...Read more
Many marketers have no idea where to start when devising an SMS campaign much less how to choose an SMS coupon code for coupons to offer your customers. There are all sorts of ways you can present SMS coupons, so it’s necessary to establish which format your customers prefer. It may differ from customer to customer, or there may be an industry-specific best practice.
A recent Cellit survey found that buy-one-get-one mobile coupons were clearly more popular amongst young consumers, with 68% of them preferring this type of coupon. Offering a straight-up freebie with a purchase, then, is clearly more effective than a percentage discount.
But there is more to consider than the type of discount you offer. Formatting mobile coupons so they are useful to – and welcomed by – your audience can improve your ROI immeasurably.
Firstly, keep your message brief. When crafting it, ensure the message is as succinct as possible, while also making sure the customer has all the instructions on how to use coupon codes to redeem goods. Use personal language, avoiding jargon at all costs. Slang and sales-speak sticks...Read more
According to the Pew Research Center on American Life, more than 90% of American adults now own a mobile phone and over half of all adults own a smart phone. This is no surprise, considering that more than half the entire world currently uses mobile technology. As the mobile economy explodes, marketers are finding it increasingly difficult to compete for consumers’ attention. Creative, engaging content and innovative uses of mobile technology are at the forefront when developing mobile marketing strategies. Now more than ever, it’s important for companies not only to transition a large portion of the overall ad spend toward mobile marketing trends, but also to optimize their mobile marketing campaigns based on response analysis and focus their budgets accordingly. Unlike traditional media channels, mobile marketing strategies allow for detailed analytics and tracking, which becomes highly effective in deciding how and where to concentrate the marketing budget.
When considering the efficacy of mobile advertising compared to traditional mediums, and thus deciding how much ad spend to transition into mobile, here are some statistics to keep in mind:...Read more
While Americans are campaigning for legislation to stamp out texting while driving, it seems Japan is more concerned with the potential problems caused by pedestrians not looking where they’re going.
For those of us who can’t read Japanese script, the text claims that one out of five people who text and walk wind up injuring themselves or others. According to a study conducted at Aichi University of Technology, only 547 out of 1500 people who look at their phones while crossing an intersection would reach the other side without colliding into someone, tripping over, or dropping their phone.
With 7.25 million iPhones sold in Japan during 2011 alone, it’s hardly surprising that the country’s number one smartphone is working on a solution to the problem of ill-timed SMS messaging and web browsing. Last week, Apple filed a patent that aims to provide customers with a live video feed of their surroundings while texting. The objective is to give text addicts a better chance of avoiding street lamps, pedestrians and cars.
The inbuilt camera will be able to continuously capture the immediate environment while texts...Read more
Marketers need to first remember that mobile is no longer the future, it’s here and it’s now, so mobile marketing tips are crucial. According to a Pew Internet study, 56% of Americans own a smart phone and 34% own a tablet. Research predicts that tablet sales will increase by 59% this year and eventually outpace PC sales by 2015. So getting your mobile strategy right has never been more important for sales, however marketers are failing to turn traffic into conversions for several reasons.
According to AOL/BBDO, mobile advertising performs poorly on key ad effectiveness metrics because the majority of messages are not relevant to the use at that time, are easy to ignore or get in the way. Brands and marketers make the mistake of releasing content that is not geared specifically to mobile devices.
Instead consider these five overlooked tips for some additional ways to maximize your mobile marketing strategies and get the most bang for your buck:
“I need more ‘Me Time,’” is a resounding lament heard across the country. However, in the last several years advances in the mobile industry are putting “Me Time” at the tips of millions of fingers anytime, anywhere.
On average, each user spends 864 minutes of “Me Time” on their mobile devices per month, according to Arbitron Mobile.
That’s a lot of minutes, but what may or may not surprise you is that the time spent on your mobile device isn’t mobile at all. According to the study, 68% of this time is spent at home, and not necessarily to check email or to socialize. According to a new AOL/BBDO study, nearly half of all time spent on mobile/smart devices is when people are trying to relax or entertain themselves as an indulgence or to simply pass the time. These activities are most commonly watching funny videos, window shopping or playing games.
You would think all this “Me Time” is rife with opportunity for mobile marketing. According to AOL/BBDO, mobile advertising performs poorly on key ad effectiveness metrics because the majority of messages are not relevant to...Read more
A recent Nielsen Cross-Platform Report has highlighted a move towards consumers using multiple devices simultaneously which ultimately is useful for mobile marketing. According to the results, more than 39% of people use their smartphone at least once per day while watching television. Nearly two thirds of respondents said they do this more than once a week, with 84% saying they do it at least once a month.
The report also found that the average American spent more than 34 hours per week in front of the television during the second quarter of 2012. This included time spent playing games and watching DVDs (although most of the content viewed was delivered via cable or satellite broadcasts). Another five hours were spent at the computer. The smartphone has successfully gatecrashed this heady mix of stimuli – and the implications for are obvious.
Mobile devices are becoming increasingly indispensable to Americans, and people all across the developed world. They allow quick, convenient communication across oceans, genders, ethnicities and generations. Market penetration for smartphones is greater than 50%, and close to 20% of American homes...Read more
Mobile devices have nearly achieved maximum market penetration in the developed world, and studies indicate that 15% of purchases this year will have been conducted on a smartphone or tablet, propelling mobile ecommerce. It’s no surprise, then, that ecommerce sites have begun focusing their attentions on devising specific mobile marketing strategies that operate separately from desktop browser campaigns.
When handled correctly, mobile apps can have a tremendous impact on user engagement. But how do you make mobile really work for your brand? Here are five key areas to concentrate on if you want to propel your mobile marketing strategies beyond the ordinary:
1. Responsive Design
The nebulous, enigmatic nature of search engine algorithms demand an adaptive approach to web design. Your content must not remain static, but making frequent updates is inconvenient and time consuming. This is where responsive design comes in. A well-designed, responsive website will optimize according to specific user history, preferences and device’s screen size.
2. Social Networks
Follow the example of clever mobile apps like Facebook, which is drastically different to its desktop counterpart. The app lets customers sign in to their business...Read more
AOL Consumer Research Studies recently published a paper titled “The 7 Shades of Mobile”. In it, they attempt to understand the most common ways mobile devices are used, and what the main drivers behind consumer motivations concerning apps and websites really are.
The research asked one thousand smartphone users to record three touch points – or ‘mobile moments’ – that formed the bulk of their usage. The team studied how users engaged with content; what they were trying to accomplish; their location – and a number of other metrics that helped them better understand mobile habits. The results offer some interesting insights that may prove invaluable to businesses running mobile marketing campaigns. Let’s take a look at “The 7 Shades of Mobile” and how these elements can feed into your mobile marketing strategies.