8 reasons to invest in mobile marketing
Mobile marketing is fast becoming a mainstream activity for those companies that get it. But for every company that does, there are many more that still don’t. Whether it’s because they think it’s a passing fad, or because they don’t quite know where to start, these companies are missing out on a commercial revolution. Here then, are eight reasons why you can’t afford to ignore mobile marketing…learn more from companies already reaping the benefits of mobile presented at the upcoming Mobile marketing Live on the 1st and 2nd October at London.
Reason 1: Consumers are already there
[caption id="attachment_17212" align="alignleft" width="158" caption="Marks & Spencer mobile site"][/caption]
When Marks & Spencer became the first UK retailer to launch a mobile-optimised, transactional website on 12 May 2010, its rationale came from an analysis of traffic to its website. Five per…
New research and examples show how the latest QR code approaches integrate with video and Ecommerce
I’ve been taking a look at some of the latest examples of integrating print with digital through ads and statistics of action code usage in the US. You may know action codes as QR codes, but we're increasingly seeing Action codes used as a generic term for this direct response technique, since QR codes, although the dominant form of action code are technology specific and there other options such as Blippar and Microsoft Tag.
Statistics on action code usage
Nellymoser, Inc., a mobile marketing and technology services company, has some interesting insight on the use of action codes in magazine advertising. To understand how these mobile action codes are being used in magazines, Nellymoser surveyed every issue of the top 100 U.S. magazines by circulation in 2011 and the first six months of 2012. I use the term…
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September 17, 2012
A small business campaign example shows which calls-to-action work best
Giulia’s family runs the popular Italian restaurant ‘Al Gatto Nero’, in Poole in the UK, and they get customer interactions with QR Codes every day.
Giulia’s goal is to spread the word about their delicious stone-baked pizzas. She decides to use QR codes to get more Facebook likes and more enewsletter sign ups. Good move!
As there are several places she wants to use QR codes, Giulia decides to use the Campaigns and Sources to track which places give her the best results.
She has already registered for a free account at www.freeqrcodetracker.com, so she logs in and starts by creating 2 campaigns:
Campaign #1: “Facebook – get more likes”
Campaign #2: “enewsletter – get more sign-ups“
Giulia now creates…
New EE site launches to promote new high-speed mobile access
Potential short-term impact: [rating=2]
Recommended link: Guardian introduction to 4G launch
Our commentary on 4G launch
Compared to some developed countries, the UK has limited high-speed mobile connectivity. This has now changed. Well at least in 4 UK cities, that's London, Bristol, Cardiff and Birmingham who now have access.
Brand “EE”, which is now the the UK’s largest mobile network as owner of the Orange and T-Mobile brands, has made the country’s first 4G service live and is promising to roll it out to 16 cities before Christmas. The initial coverage will be for around 20 million people. The Guardian reports that, as part of the launch, 700 shops which are currently branded Orange, T-Mobile and Everything Everywhere, will be renovated and have the EE brand added to their shopfront alongside the other…
Google research shows changing patterns of digital media and content consumption
Recent research from Google offers new insight beyond the consumer's shift to mobile, revealing how consumers view content across a number of devices - tablets, smartphones, PC's and of course TV.
After polling 1,611 people in the US, over 8,000 hours of activity and 15,738 media interactions, the study reveals that the story here is one of integration when it comes to users accessing your web content. 90% of all of media consumption, equivalent to 4.4 hours per day, is happening across tablets, smartphones, PC's and of course TV. The remaining 10% is split across paper, press and radio.
This not only has implications for how content, services and web applications are designed, but how you plan journeys across them.
Smartphones and apps are used for a relatively short duration at 17 minutes per day…
Which is the best fit for your business? Mobile app, Mobile site or both?
Everyone’s mad about mobile apps it seems. ComScore MobiLens research from July showed a preference for mobile users to download content via apps (51.1%) rather than through a browser (49.8%). According to Ovum, it’s not just a phase of the tech-hungry West with mobile application adoption expected to increase sharply from 2013 across developing countries. MyCustomer recently interviewed industry experts to help businesses answer this question, this is the summer
Creating a mobile marketing strategy
Building a mobile app isn’t the same thing as building a mobile strategy. In fact, creating an app isn’t necessarily the best way to engage your customers at all. As Gartner’s Johan Jacobs said at the research firm’s Customer Strategies and Technology Summit last year: “Apps aren’t everything!”
Speaking to MyCustomer more recently, Jacobs explained that of the three definitions of…
The FT.com web app shows how HTML5 may make support for different mobile OS easier in future
There are so many posts and articles rating the top iPhone/iPad/Android/Windows Mobile app that it might seem that marketers looking to create the widest audience have to develop specific version available through the app store of each platform.
But, the success of the FT.com web app shows that it doesn't have to be this way and in the future it may not be; the dependence on app stores for each mobile native OS may seem quaint. Here are the latest (July 27th) figures on digital publishing by FT.com
Digital subscriptions to the title, which operates behind a metered paywall increased 31% year on year to more than 300,000.
The number of registered users climbed 29% to 4.8 million.
Mobile devices now account for 25% of traffic to FT.com, while there are 2.7 million FT web app users.
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Precision App network targeting, simple messaging and a great brand are key to WWF’s success
I've created this campaign summary since it shows just how effective a mobile ad campaign can be when it's well targeted and delivers a strong, simple message. It's based on a more in-depth case study of a WWF Sweden campaign available from Google.
The fact that WWF already had a well-respected brand in Sweden at the time of the campaign didn’t hurt either - existing high brand recognition was undoubtedly a factor in making this loyal donor recruitment campaign a huge success.
WWF’s campaign results are truly impressive, showing +25% increase in mobile conversion compared with WWF’s total conversions across all platforms.
The campaign results were good enough to convince WWF to abandon other advertising channels and increase mobile investment by 400%, focusing exclusively on the AdMob…
Dispelling 7 'marketing limiting' myths about IP geolocation
IP geolocation technology has been around for more than 13 years. It is used across the globe for a variety of purposes, one of the foremost being marketing.
And yet, an aura of mystery still surrounds what IP technology is and what it can do. IP also has a slightly tarnished reputation in some companies; usually as a result of IP data providers supplying data that fails to meet expectations, leaving companies disillusioned with the technology’s business potential.
This article aims to dispel some common misconceptions on the use of geolocation data, including the way data is derived. The objective is to help marketers understand this technology's true potential, which is increasing in an increasingly location-based digital world.
IP geolocation explained
IP geolocation is an extremely powerful technology that can make a tremendous…
A mobile development dilemma
We know instinctively the time is now to take mobile seriously. But as your prepare have you considered what exactly you're preparing for?
A mobile app or mobile site?
Though mobile site browsing outnumbers app users, those app users consume 2.4 times more impressions! So what do you do? This infographic is useful if only to reinforce how serious you need to take it the question.
We'd suggest that the answer may be around what are you using mobile for - recent research suggests that apps are more about accessing data and connecting with others, especially where leveraging the phones native services (like geo-location) are important. Mobile sites on the other hand are proving more popular for shopping and entertainment, for now.
Also remember that from a pragmatic perspective, it's going to be cheaper to try and test via a mobile site. Food for thought!
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