Mobile Marketing

Category: Mobile Marketing

Mobile marketing being taken more seriously by advertisers

Denny | January 17, 2013

Study shows advertisers are shifting focus on mobile marketing

A new study from the Association of National Advertisers and MediaVest, a leading media specialist agency, shows that the majority of the marketing industry is beginning to focus more heavily on the mobile space. Mobile marketing is becoming a very important aspect of advertising, due to the large number of mobile consumers there are in any given market. The study draws upon information gathered from 68 client-side marketers, many of whom are members of the Association of National Advertisers, during the fourth quarter of 2012.

Majority of advertisers working to engage mobile consumers

According to the study, 85% of advertising firms plan to significantly increase their mobile budgets in the very near future. These firms are expected to focus more intently on engaging consumers through various mobile marketing initiatives. Many of the brands that these firm represent have expressed interest in such mobile marketing initiatives, leading advertisers to develop strategies that will take advantage of the growing number of mobile consumers.

Location-based marketing gains momentum

Location-based marketing, or geomarketing, is expected to be one of the major priorities that advertisers have in the future. Location-based marketing is becoming increasingly important for local brands that do not have access to the same resources that large companies do. Advertisers using location-based services, especially those associated with social media networks, can develop hyper-localized marketing campaigns that have, in the past, proven very successful among their targeted demographic.

Some marketers worried over the feasibility of mobile marketing

The study shows that 42% of advertisers are have concerns regarding mobile metrics and tracking system. Without adequate metrics in place, being able to fashion a comprehensive marketing campaign is a significantly more difficult task. These marketers have also cited their inability to prove any feasible return on investment as a major roadblock toward their adoption of mobile marketing. Nonetheless, the vast majority of advertisers are convinced over the potential prospects of mobile marketing and what gains they may see through its use.

Mobile commerce embraced by retailers in 2013

Dan Gendro | January 17, 2013

Retail industry begins devoting more resources to mobile commerce

The retail industry is beginning to respond to the gargantuan success of the mobile commerce sector, especially in the wake of the results of the 2012 holiday shopping season. During the 2012 holidays, more consumers made use of their mobile devices to shop for and purchase products than they ever had before, giving the retail industry a glimpse of the gains they could see by throwing more support behind mobile commerce. Shop.org and Forrester Research have released a new survey that highlights the view retailers have regarding mobile commerce in 2013.

State of Retailing survey highlights the work of retailers

The survey, called “State of Retailing,” shows that more retailers are beginning to shift their resources to better serve mobile consumers. More than 51% of the retailers surveyed noted that one of their top priorities was making sure that their websites and services were optimized to be used on mobile platforms, such as smart phones and tablets. Another 43% identified tablets and other mobile devices as one of their most important priorities, hoping to increase the traffic and commerce they see through these platforms throughout 2013.

Online traffic spikes in 2012

Retailers are reporting that they are seeing more traffic from online sources. This traffic grew in 2012 and is expected to continue gaining momentum well into 2013. Approximately 27% of the retailers surveyed noted that they have major overhauls of their websites planned in the coming year. These retailers are focusing on making their websites more accommodating for mobile consumers.

Retailers must be wary of pitfalls surrounding mobile commerce

While there are certainly major opportunities for retailers in the realm of mobile commerce, it is important for these companies to take time to identify the potential obstacles they may face in catering to mobile consumers. Embracing mobile commerce is a multi-faceted endeavor, and many retailers will likely begin feeling pressure to facilitate actual payments from mobile devices in their physical stores. Moreover, the more companies focus on mobile commerce, especially in the digital space, the less traffic their physical stores may see in the future.