Category: Social Media Marketing

Mobile marketing may help Yahoo find more growth

Yahoo has released a report concerning its first quarter earnings of 2013. The report has been highly anticipated among investors due to the promises that have been levied by CEO Marissa Mayer. Mayer was installed as Yahoo CEO in July 2012, but she recently announced plans to renovate the company’s core business by introducing a series of changes, some of which have proven controversial, such as an aggressive ban on telecommuting to work. The report highlights several areas where Yahoo has found success, especially in regards to mobile marketing.

Mayer takes aim at mobile

Mayer has been working to transform Yahoo into a powerful company that could become an essential hub to the online world. Part of the CEO’s initiative is focused on the mobile world, hoping to engage the growing number of consumers that are becoming tethered to mobile devices. To this end, Yahoo has begun putting more focus on mobile marketing, offering better advertising opportunities on its mobile platforms while also working to monetize these platforms more effectively. Mayer’s efforts have been slow-going, but a new Yahoo may be taking shape.

Yahoo finds success on the mobile front

Last quarter, Yahoo posted the first revenue growth it had seen over the past four years, largely due to the revitalization of the company’s core business. This quarter is expected to present similar gains as Yahoo becomes more comfortable in the mobile space. Mobile marketing, in particular, has been growing more important to the advertising business as more consumers gain access to smartphones and tablets. These devices are becoming preferred media consumption platforms, directing a large number of consumers away from traditional PCs and other platforms. Consumers have shown that they are willing to engage in mobile marketing, adding value to mobile advertisements that are becoming more important to companies like Yahoo.

Mobile marketing expected to show strong results

Analysts are expected to dissect Yahoo’s quarterly report throughout the rest of this week. Mobile marketing, along with the companies various other endeavors, are expected to continue showing strong results, but whether these initiatives will provide Yahoo with the longstanding growth has yet to be seen.

Recent research findings have shown that the usage of this network has greatly switched to smartphones.

The findings from a study on social media marketing and usage have just been released, showing that the use of Twitter is rapidly moving away from PCs and is heading toward smartphones and tablets, instead.

Mobile is rapidly becoming the most common place that Twitter is accessed and used.

The survey was conducted by ConsumerMetrix from Strategy Analytics and the results were published within their report, which was entitled “Social Network Profile: Who Uses Twitter?”. This research has provided some interesting information with regards to the direction that social media marketing is taking, as well as the trends regarding the type of device that is being used by consumers to use that platform.

This social media marketing trend could be defining for future campaigns using that network.

The social media marketing and usage study that produced this data was performed from March 2012 through October 2012. What it indicated was that the percentage of people who had been using laptop or desktop computers for tweeting dropped from 77 percent at the start to 64 percent at the end of that period.

It also indicated that the number of users who were tweeting over their smartphones increased from 53 percent at the start of the survey to 64 percent by the end. Equally, among tablet users, tweeting increased from 9 percent in March, to 18 percent in October.

As a whole, the data collected through the social media marketing research offered a clearer image of the proportion of Twitter users who were accessing the service by way of various forms of devices, and that the usage over mobile – be it smartphone or tablet – increased overall from 56 percent to 71 percent.

The Strategy Analytics vice president of digital consumer practice, David Mercer, said “The immediacy of Twitter communications requires devices which are close to hand at every waking moment.” He added that this, by definition, indicates that social media marketing and usage prefer smartphones and tablets. This information could be useful for the development of future efforts to reach and interact with consumers.