Category: Mobile Marketing

These two industry leaders are generating more in store action than other networks.

A new social media marketing survey conducted by ACTIVE Network has revealed that 47 percent of social network users have taken offline action in some way following an interaction on one of those sites.

These actions consisted of such behaviors as making a purchase, meeting someone, or participating in an event.

Social media marketing and consumer behaviors from five networks were examined within the survey. They included Facebook, Pinterest, Twitter, Google+, and LinkedIn. Among them all, it was determined that Facebook was the greatest driver of offline actions. In fact 87 percent of the users of that site had taken part in at least one offline action as a result of an online interaction there.

The second social media marketing position was taken by relative newcomer, Pinterest.

Pinterest’s social media marketing generated offline action among 70 percent of its users. Next was LinkedIn, with 60 percent, then Twitter, at 56 percent, and finally Google+ at 37 percent. The ACTIVE Network study was entitled “Beyond the Click”.

Also determined through this study was that Facebook and LinkedIn were the leaders in social media marketing that brought about personal connections and meetings in person. These two networks frequently led to meeting offline as well as building direct contacts. In fact, 70 percent of the users of Facebook have gone on to make direct contact with someone because of an interaction that had occurred on the site. Comparatively, 56 percent of LinkedIn users experienced the same result after an interaction on that network.

Similarly, among Facebook users, 40 percent had actually met someone in person because of an interaction that had occurred on that website, where 25 percent of LinkedIn members had done the same thing for that reason.

When it came to event attendance, the leaders were Facebook and Twitter. At Facebook, 58 percent of users had attended an offline event following social media marketing on that site, whereas 31 percent of Twitter users had done the same thing because of what they’d experienced on that network.

Accidental ad clicks seen throughout mobile marketing

Mobile marketing has become a very important aspect of the business world. With smart phone penetration so high among consumers, companies interested in reaching out to a broad audience must find ways to engage mobile consumers. Thus, mobile marketing initiatives are quickly being formulated by companies that realize the potential benefits of appealing to mobile consumers. Google is one of these companies, but the technology giant has been seeing complaints regarding in-application advertisements that could be causing consumers some problems.

In-app ads are common in the mobile space

In-app advertisements are a common way for app developers to generate revenue, especially those that specialize in developing free applications. Developers often sell empty space in applications to advertisers. Most of these ads are designed to be somewhat discreet, or at least out of the way of an application’s primary content. Google suggests, however, that a growing number of people are accidentally clicking these advertisements. While unintentional clicking may be a small problem for some people, mobile advertisements, especially those found in applications, often collect information from a mobile device upon consumer engagement.

Google takes steps to cut down on misclicks

Google is taking steps to curb accidental clicking in mobile marketing through the introduction of a new service for all Android smart phones. This service is meant to confirm all clicks that are made on in-app advertisements. With the new service, when a consumer click on an advertisement, their smart phone will ask if they truly want to follow the ad. If confirmed, the advertisement will play out as designed. Google does not expect that the new service will have any negative impact on mobile marketing campaigns.

New Google service may help mobile marketing

Mobile marketing is a popular way to get in touch with a new generation of consumer, but consumers are often agitated by accidental clicks. Curbing consumer frustration may actually help improve the acceptance of mobile marketing among consumers and help advertisers achieve more accurate analytic data that could help them craft better campaigns in the future.