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Mobile marketing is seeing click growth

Rebecca | January 29, 2015

The number of people who are accessing ads on their smartphones and tablets has been steadily rising.

According to the a new report that was recently published by Marin Software, mobile marketing is seeing a steady improvement in the number of people who are clicking on ads displayed on their smartphone and tablet screens as they browse the web and shop online.

In fact, the number of clicks of those mobile ads has risen to make up about half of the UK market.

The report showed that fifty percent of all of the clicks that were made to online ads came through mobile marketing channels, revealing the importance of tablets and smartphones to advertising online. It also suggests that there could be a time in the near future in which the number of clicks over mobile devices will exceed that of laptops and desktops.

The conversion rates for clicked ads were also quite high, revealing an increased importance to mobile marketing.

Mobile Marketing - Click Growth Among all of the people who clicked on ads – regardless of the device that was used – forty three percent who went on to be converted into paying customers were using smartphones or tablets. This showed that people aren’t just using their mobile devices to browse products and read reviews, but they are also making actual purchases and are completing their transactions.

While desktop and laptop computers may have a higher conversion rate than mobile devices, the issue is that the advertising over that channel costs considerably more than it does in the over mobile. That said, regardless of its growth, mobile advertising has been greatly undervalued.

The annual rise in the number of sales that are being generated over mobile devices is being interpreted by many experts in the industry as a sign that the use of laptops and PCs for the completion of secure online shopping will one day move into the mainstream, instead of being something that only the minority of people actually do. The report showed that the United Kingdom was the only location in Europe in which mobile marketing was shown to be less effective than online advertising over PCs and laptops.

Mobile marketing in some forms is appealing to 81 percent of consumers

BWild | January 6, 2015

A recent study has shown that shoppers think that the idea of offers over smartphones is attractive.

The results of a recent survey that was conducted by Vista Retail Support, a retail tech firm, has shown that 81 percent of consumers would be willing to accept a mobile marketing offer that was sent to them from a retailer, while an individual was shopping in that store.

Four out of every five consumers would be willing to take advantage of the opportunity those deals could present.

That same study determined that 40 percent of participants would be interested in receiving price comparisons that a retailer would send to their smartphones while they were shopping within that store. This shows that there is a certain willingness among smartphone owners to embrace the type of opportunity that location based mobile marketing has to offer them.

Still, retailers have not yet adopted this type of mobile marketing technology, despite the appeal to consumers.

mobile marketing appealing to consumers According to the Vista Retail Support sales and marketing director, Richard Cottrell, “Retailers are not utilizing technology to make personalized offers to their customers, yet the survey shows shoppers are open to this form of interaction, giving retailers a wealth of new opportunities.”

The survey also determined that, on an increasing basis, consumers are looking to chances to be able to buy over their smartphones and then simply pick up their purchases at the store. Among the respondents to the survey, 30 percent – nearly one third – said that they used a service of that nature in order to be able to avoid the Christmas shopping crowds within the stores themselves.

There are clearly many opportunities presented over m-commerce and mobile marketing that are becoming very popular to consumers. It is now up to retailers to identify the technologies that will work best for their offerings, and to make sure that they are keeping up with the expectations of their customers, as they become increasingly reliant on mobile devices for various parts of their daily activities. Those that fail to keep up could end up losing customers to competition with more convenient smartphone based shopping features.