Tag: mobile marketing trends

Mobile marketing offers considerable opportunity for brands, says Nielsen

| June 24, 2014

The majority of marketers have already felt this way, but a new report has confirmed these beliefs.

Mobile marketing has been moving at full steam ahead for some time now, but a new report that has been released by Nielsen is showing that this channel is offering brands a considerable opportunity that should not be missed.

The primary struggle is related to the fact that this type of advertising and promoting is still new.

At the moment, while it is known that there is a considerable amount of opportunity available for brands who use mobile marketing, the problem is that knowing exactly how to engage in the channel leaves many marketers feeling confused about best practices. It has already been discovered that the techniques for advertising are notably different over smartphones and tablets from what they have been over television, radio, and even the standard web.

Right now, one of the largest mobile marketing challenges is measuring the success of a campaign.

Mobile Marketing ReportCurrently, the ability to measure the effectiveness of a given mobile advertising effort has been inconsistent, at best. This produces an important barrier to growth over this channel. At the same time, the Nielsen survey showed that smartphone marketing is ready to become a fully mainstream channel that will parallel television. The research indicates the opinions of media providers, advertisers, as well as agencies, when it comes to brand advertising over smartphones and tablets. It also looks into the issues that must be addressed in order to allow it to effectively grow.

The Nielsen report said that “Marketers are deploying mobile campaigns on their own as well as a complement to other media. However, it’s this pairing of mobile with other mediums and focus on branding that gives rise to advertisers’ biggest mobile pain points.”

Addressing the disconnect that is currently being experienced over this channel will be highly rewarding for mobile marketing as a whole, as advertisers learn to calculate their campaign ROI and develop the proper metrics that will provide them with the ability to measure their successes. Once those two primary obstacles have been overcome, the channel will easily slip into the mainstream.

Mobile marketing over email is becoming vital

| June 17, 2014

Of all of the retail emails sent, nearly half are being opened on smartphones and tablets.

According to the results of research conducted by a mobile marketing firm, Knotice, almost half of all retail advertising and promotional emails that were sent during the last two quarters of 2013 were opened using smartphones and tablets.

This represented a considerable increase over the percentage of emails opened on mobile devices before that.

During the first two quarters of 2013, these emails were being opened 43.2 percent of the time over mobile devices. This represents a 13.9 percent increase in the number of emails that are being seen as mobile marketing instead of over laptops and desktop computers. This insight helps to show advertisers how important it is to ensure that their messages and any links that are provided will be compatible with these smaller screen gadgets.

As 49.2 percent of these communications are now mobile marketing emails, it is clear that a tipping point is reached.

Mobile Marketing - emailMobility has now reached an important tipping point as this figure is near enough to half to say that one in every two emails will be opened using a smartphone or tablet. The study that was conducted by Knotice took millions of different retail emails into account during those two half year periods in order to come up with the data that it has recently published. Knotice is a mobile marketing unit of IgnitionOne Inc.

At the moment, the devices that are used to pen the largest number of retail emails are Apple’s iPhone and iPad. That said, it is important to note that Knotice measured the opening of an email as the successful rendering of the images in the message. As the “on” for image rendering in emails is the default setting with which all Apple products are shipped, and as “off” is the default setting for many Android devices, this could cause the natural bias to be skewed toward Apple’s devices.

Equally, though, a growing body of evidence is also showing that Apple devices lead the way when it comes to acting on mobile marketing by registering, participating, and purchasing, so it could be that these are the most relevant devices, at the moment, when it comes to m-commerce.