Tag: smartphone advertising

The latest report from Millennial Media has revealed that this industry is a powerful smartphone ad user.

Millennial Media has now released its most recent SMART report, which seeks to offer a deeper look at the restaurant industry, and in this edition, it has indicated that mobile marketing plays an important role among restaurants.

The report has provided considerable insight into the use of these smartphone friendly ads by these businesses.

Among the mobile marketing statistics that were provided in the report was one that indicated that 80 percent of restaurant campaigns targeting smartphone users includes a page or site that features a store locator. This is extremely notable, because when Millennial Media compared that figure to the average of all total campaigns over its platform, businesses as a whole were using that feature only 15 percent of the time.

The ad network also determined that restaurants have more searchable mobile marketing campaigns than the average.

What it found was that among the mobile marketing campaigns of restaurants, 70 percent allowed consumers to search their site from their smartphones. The average among all of the platform users, was much lower, at 24 percent.

The primary goal for restaurant mobile marketing campaigns – that is, in 80 percent of cases – was to boost foot traffic to their locations. The MM platform overall saw the same goal for their campaigns in only 9 percent of businesses.

In the first quarter of this year, the leading spending vertical was Telecom, and this experienced a year over year increase in spending by 102 percent. The next three leading verticals after Telecom were Entertainment, Finance, and Retail.

The mobile marketing and commerce report showed that when all was said and done, there were eight different verticals that experienced growth in their spending that was 100 percent or greater when compared to the same time in 2012. The leader was Sports, which saw growth in its spending by 600 percent, compared to Q1 2012.

The three leading mobile marketing campaign goals for brands and marketers, said the SMART report, were “Sustained In-Market Presence,” followed by “Driving Site/Mobile Traffic,” and finally “Driving Registrations.”

This technique is proving to be highly successful for advertisers targeting shoppers with smartphones.

Major retailers have been boosting their mobile marketing efforts and, among them, coupons directed at smartphone users have been rapidly rising to the top of the priority lists as consumers show that they love them.

These new forms of discounts appear to be taking over where daily deal giants have left off.

Discount coupons are now being worked into mobile marketing on virtually every level. As a result, consumers are now searching for them before they make many different kinds of purchases through their computers and their smartphones and tablets. This is changing the commerce environment, as these shoppers aren’t just limited to the searches when they’re at home on their PCs, but can perform their queries while they’re within the walls of a store.

This has helped to further the use of “showrooming” which has become a central element of mobile marketing.

Though showrooming was once seen as a nightmare for retailers, they are slowly starting to embrace the behavior as an opportunity for mobile marketing. Instead of trying to fight it off entirely, it is a matter of proper use.

According to the RetailMeNot Inc. senior vice president of external affairs, John Faith, “retailers have an opportunity to combat showrooming by reaching those consumers when they are engaged and ready to make a purchase.” While there is no way to stop consumers from showrooming, the trick to effective mobile marketing is to make sure that the end result of the behavior is a purchase from their own store.

Smartphone friendly coupons can help to improve the appeal of shopping within the store as opposed to seeking out an alternative at a competing retailer. Companies are using this form of mobile marketing to embrace the fact that consumers are going to use their devices in store to find a better deal. The key that they can provide is to make sure that this “better deal” remains the in store purchase.

These claims from Faith have been supported by the latest comScore data, which shows that retail is the second most rapidly growing category for mobile marketing with coupons.