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Mobile marketing will receive a greater investment next year

Julie Campbell | October 28, 2013

Companies will be spending more to advertise and promote over that channel in the next 12 months.

A recent report on mobile marketing and commerce has determined that showrooming may not be considered to be as great of a threat as expected, as only 11 percent of retailers participating in a study claimed that they felt that it is a shopping behavior that could be harmful to their own revenues.

For this reason, many companies are pouring more money into the channel to help to boost their in store experience.

The research, which was published by BuyDesire and Econsultancy determined that most companies will be increasing their mobile marketing budgets over the next year and that this reflects a greater adoption of the channel, overall. They showed that out of every ten companies, seven have said that they would be increasing their spending in this area within the 12 months following the survey. The purpose is to keep up with the growth of the channel.

Only a small number of companies are currently using mobile marketing at the moment.

However, the current trends are changing and although the majority of companies are not using mobile marketing at the moment, they are changing their tunes and will primarily be doing so within the next year in some shape or form. They will be incorporating these technologies into their overall strategies on a growing basis.

The survey was conducted by the company from July through August and involved the participation of over 500 agency and in-house marketers. Among them, almost one third (29 percent) intend to use tablet optimized websites for the first time in the next year, with a considerable growth in location based mobile marketing (22 percent) and m-commerce (20 percent).

According to an Econsultancy research analysis, Bola Awoniyi, who spoke about these mobile marketing study results, “The research makes it clear we are at a tipping point with regards to mobile marketing and m-commerce. More companies that have been treading water with mobile technology will be taking the plunge in the near future.” It was also seen that only 11 percent feel threatened in any way by showrooming, even though 67 percent noted that the in-store use of smartphones was rising.

Mobile marketing is using augmented reality to make a bigger bang

Lucy | August 13, 2013

This technology helps to take ads to a whole new level to boost interest and engagement from consumers.

It wasn’t that long ago that augmented reality technology was considered to be nothing more than a mobile marketing gimmick that would come and go within a very short period of time.

However, augmented reality is starting to prove that it is much more than a passing fad.

Mobile marketing has been taking a dramatic leap toward the use of technology and augmented reality has become a central component of that. It has proven itself to be engaging and functional and is continuing to play an ever increasing role in a number of different advertising and promotional campaigns. It has managed to hold its own as marketers seek out more complexity in their smartphone and tablet campaigns, as the penetration of these more high tech devices continues.

As advanced technology plays a more important role in mobile marketing, so will A.R.

Mobile marketing to make bigger bang with AR technology It had a bit of a confusing start, particularly as mobile marketing companies attempted to explain what, precisely, augmented reality is, to their customers and to consumers, as well. However, the tremendous potential for interactivity that the technology has shown to have has brought it to life. Consumers are engaged, and the experience of the campaigns has been considerably broadened through its use.

According to Snipp Interactive’s John D. Fauller, “Augmented reality is still very much in the experimental bucket for most brands, and most of the implementations so far are still gimmicky.” He added that “We’re starting to see more focused brand building campaigns using AR and eventually will start seeing truly utility applications using AR – that’s when you know it’s officially here to stay.”

That said, there are still some companies that continue their reliance on the gimmicky side of augmented reality for their mobile marketing campaigns. This is because they are new to the technology and they have not built up their repertoires in terms of how it can be used to its greatest potential. That will come with time as they gain a better understanding of what it is and how their customers can use it.