Tag: mobile marketing research

Social media marketing expectations are changing

According to the latest research, there is a maturing occurring in what people expect from this technique.

There is nothing rare about research being conducted on the results that are being generated by social media marketing, but what is starting to become quite interesting in this domain is the change in the expectations surrounding the results that the technique will generate.

Now that the channel has been used for a few years, it is becoming possible to view its trends.

Some patterns have started to emerge as the very latest in studies have been released by the researchers at the Pivot Conference, and their publication, the “State of Social Media Marketing 2012-2013”. Though the research did provide a large amount of detail as to the breakdown of the use of the strategy over the last few years, it is the trends that are being viewed as the most worthwhile.

For example, many of the respondents in this study changed their feeling that social media marketing success must be gauged by sales.

Social media marketing changesIn 2011, the respondents stated in 100 percent of the cases that an increase in sales was the top goal for any campaign using social media marketing, either for their own company, or those of their clients. However, that opinion has changed dramatically since that time, as in 2012, it was recorded that less than 50 percent of the participants felt the same way. This year, it appears to be climbing again, and is currently settled at the 56 percent mark.

The data from the study also showed that there were tremendously high expectations of the performance of social media marketing in 2011 and a withdrawal of that belief in 2012. This year, there seems to be a rebound in the faith that marketers have in the technique. This occurred in nearly every response area of the study.

Many are interpreting this as a sign that social media marketing as a technique is now maturing, and that the understanding and expectations surrounding it are starting to become more realistic and steady. It has moved beyond the tremendous hype and has survived disappointment and is now starting to level off to a degree that is often seen in areas that are more established.

Mobile marketing study shows that many consumers have mixed feelings

A recent survey by Campaigner has shown that many people aren’t sure how they feel about this channel.

Campaigner has just revealed the results of a national survey that it commissioned, in which it was discovered that more than 37 percent of consumers are undecided about the way that they feel about the impact that mobile marketing emails are having on them.

Only a small number of them had actually bought anything in their smartphone or tablet because of an email.

The survey revealed that only approximately 6 percent of the respondents had actually purchased a product or service over their smartphone or tablet as a result of having received a mobile marketing email. For this reason, many aren’t exactly sure whether the channel is having any real impact on the purchasing decisions that they are making.

This discovery may help to shape the way that mobile marketing is used over the upcoming holiday season.

mobile marketing - consumers confusionMany consumers wait until the end of November in order to begin their holiday season shopping. However, retailers have been hoping to be as prepared as they possibly can to be able to reach consumers as they are making fast decisions, and it is likely that mobile marketing will play an important role in that effort, this year.

At the same time, the survey indicated that only 14.3 percent of the respondents actually used the mobile marketing emails that they received in order to take advantage of deals, offers, savings, and the chance to find unique gifts. At the same time, 37 percent weren’t sure if the emails they received had any impact on the decisions that they were making for purchases, in any way, especially when compared to the impact that regular emails have.

What the Campaigner survey did find was that poor design of mobile marketing emails, badly optimized smartphone websites and sending too many emails to consumers rapidly killed potential opportunities by having consumers simply delete the emails before they even opened them. According to the Campaigner general manager, E.J. McGowan, “While mobile commerce has taken off like a rocket, retailers still have a lot of work to do when it comes to developing their mobile channels.”