Tag: uk mobile marketing

Mobile marketing gets a big hug in England

| June 26, 2014

Advertisers in the United Kingdom have clearly embraced the channel and the trend is only improving.

While mobile marketing is doing quite well in a number of different markets, in the United Kingdom, adoption has been considerable and has reached the point that eMarketer has concluded that it is “the new normal” in that country.

At a time in which a huge focus is placed on social media advertising, it is over smartphones that many people are reached.

In the U.K., there is a boom that is being experienced in mobile marketing, particularly over social media, that is expected to continue racing forward until it slows to a near plateau in 2018. eMarketer released a report entitled “UK Social Networking Trends: mobile Is Becoming the New Normal”. Its conclusions were that the entire forecast period of the report – which ends in 2018 – will see a steady growth in social media use over smartphones. It stated that this year will see 75.3 percent, but that this figure will rise to 90.2 percent in that final year.

As consumers start paying more attention to smartphones, advertisers are looking to mobile marketing.

mobile marketing trends Overall advertising and social media marketing are becoming a mainstream focus in the U.K. Brands and businesses are seeking to connect with consumers over the channel that they prefer the most, and in many cases, this means smartphones. The true opportunity is in the fact that most consumers have those devices with them and turned on, most of the time. This allows for a new and critical level of real time engagement that has never been possible before.

That new data aligns well with a study that was released in February 2014 by a social media firm called Immediate Future. It looked into the way marketers in the United Kingdom felt about social engagement offers in real-time. Though the most frequently cited benefit identified among the participants was general audience engagement, 35 percent also felt that it helped to increase customer loyalty and retention, while a quarter said that they experienced better return on investment as a result of social mobile marketing.

Mobile marketing and commerce usability disappointing consumers

| September 26, 2013

Half of all smartphone shoppers in the U.K. are disappointed with the overall experience.

When it comes to mobile marketing and the smartphone commerce experience that is currently being offered, companies are finding themselves in a jam, as consumers appear to expect the usability of websites to be the equivalent of what they know from the standard web.

Unfortunately, these are two different technologies and the capabilities of smartphones aren’t there yet.

As businesses tinker with their mobile optimized websites, they are often either limiting them by too much of an extreme, or are weighing down each page too heavily with various objects, making it impossible to use for consumers who simply aren’t willing to wait the length of time that it takes to load. According to Eptica, a multi-channel consumer engagement firm, this is making mobile marketing and experience creation an extremely challenging process.

Mobile Marketing and Commerce disappointing consumersCompanies are failing to meet the expectations of consumers in their mobile marketing and commerce.

More than ever before, consumers are receiving mobile marketing and are shopping over their smartphones but the latest survey from Eptica is showing that the majority of them don’t like the experience that they’re receiving. Feedback was received from 1,000 adults in the United Kingdom by way of this research, and what it determined was that 52 percent of those individuals felt that more than half of the websites that they visited using a smartphone or tablet had not been properly optimized for their preferred device.

The mobile marketing data was released in the 2013Mobile Customer Experience Study from Eptica. It also looked into the foundation issues that related to the unpleasant experience that consumers have said that they are having. The primary struggle was related to a lack of functionality both on the mobile web, as well as within apps that were designed for their devices (36 percent). Nearly as many people (34 percent) said that they were frustrated with the long loading times. Another 34 percent said that they disliked the websites that were not optimized to be viewed on the smaller screen of the smartphone or tablet gadgets.