Tag: m-commerce

Some brands truly shined when it came to using the smartphone and tablet channels for advertising and promotions.

The winners of the Most Effective Mobile Marketing titles were announced at a 2013 awards ceremony in London, recently, with top brands grabbing up some of the most coveted positions.

Entries of the winners came from countries around the world but primarily involved large corporations.

This year’s Most Effective Mobile Marketing Awards winners include brands such as Colgate, Pepsi Co., Orange, Specsavers, Mothercare, and Warburtons. Entries for the winners came from around the globe, with countries that include the United States, the United Kingdom, Brazil, Poland, and India.

There were 270 attendees representing the brands, agencies and firms for the Most Effective Mobile Marketing awards ceremony.

More of the brands that came out on top at this ceremony included The Body Shop, TUI Travel, the British Journal of Photography, and Universal Music. There were also agencies that received awards, including Golden Gekko, OMD, AKQA, Appitude Media, Iris Mobile, Nimbletank, Upstream, Manning Gottlieb OMD, Leo Burnette, Publicis Blueprint, and Initiative.

The awards for two different categories were given to Mothercare. Their partnership with Demandware was seen as the most effective m-commerce solution, and they also had the best b2c app. There was particular praise for this company’s application as it provides a comprehensive advice mixture, which includes a feature for a pregnancy guide that is broken down week by week. It also allows consumers to shop the entire line of products at Mothercare.

The partnership between Warburton and Golden Gekko received the award for the b2b app, Red Insights Tablet. It is used by the Retail Field team of the baker for the management of inventory throughout the United Kingdom’s over 20,000 different retail outlets. It is believed that every year, 5,000 man-days worth of time are saved in data entry because of this application.

In terms of the most effective mobile marketing, itself, the best advertising campaign award was given to the partnership between Intel and OMD, for a crowdsourcing campaign that employed Shazam for encouraging X-Factor viewers, last year, to star in an ad that would run at the end of the final show.

According to a recent comScore report, online shopping this year will be bright for smartphones and tablets.

comScore has, once again, released its predictions for the holiday shopping season, and for its predictions of 2013, it has pointed out that mobile commerce is going to have a very bright opportunity, particularly on Cyber Monday.

Although there is a shorter season this year, when compared to last year, the decline should be only “slight”.

Although many have wondered if the fact that there is nearly a week – 6 days – less this shopping season from this Thanksgiving to Christmas, when compared to last year, comScore believes that there will be only a “slight decline” in the overall growth rate that will be experienced in a typical year. Moreover, it has predicted that when compared to the powerful sales that are experienced over mobile commerce and online shopping, this decline will even be noticeable.

Once mobile commerce has weighed in, it is likely that the year over year growth will be 14 to 17 percent.

comScore’s predictions have shown that this will allow mobile commerce to reach its highest percentage ever achieved out of the total online shopping, this year. The figures that they are predicting are that smartphone and tablet based sales will represent 12 to 13 percent of online shopping, and that the spending will near $10 billion for the last quarter of this year.

Mobile commerce has already reached record high percentages of total online spending within the last three quarters of the fiscal year, this year. It is being anticipated that this trend will keep up for the remainder of 2013 and that it will leap beyond last year’s total digital commerce spending, which was 11.3 percent.

According to the report from comScore, “We have seen that in periods of concentrated consumer activity, a greater number of people are likely to engage in emerging behaviors, such as mobile commerce.” Taking into consideration the fact that this short shopping season has six fewer days than it did last year, the analytics firm has predicted that purchasing will be far more concentrated and will therefore expand the need for tools such as smartphone and tablet based shopping.