Tag: mobile advertising

Mobile marketing boosts in-store sales

| February 9, 2015

A study has shown that 55 percent of retailers feel that smartphones are sending shoppers into stores.

A new survey conducted by RSR Research has revealed that brick and mortar retailers don’t necessarily feel that smartphones are working against them, as mobile marketing is working effectively to send foot traffic back into their shops.

This has also taken some of the edge off the threat that some have felt from e-commerce giants.

The responses to the survey showed that 55 percent of businesses feel that mobile marketing is sending more consumers into their stores in order to make purchases there, in person. At the same time, they also stated that this new advertising channel could make things more challenging for them along the way, if it is to grow into a larger part of doing business. So far, the largest challenge that it presents is actually the capability for stepping into mobile, in addition to actually wanting to boost online traffic while meeting the demands of customers that are associated with making those changes.

The survey results also pointed out that there are differing opinions on mobile marketing among businesses.

Mobile Marketing increases in-store salesThe survey pointed out that there are two different categories of businesses, which they called “laggards” and “winners”. They explained that, depending on the type of business, the companies are likely to have different priorities with regards to the use of mobile advertising. The report on the survey explained that the companies that are in the “laggards” category, half feel that not knowing the expectations of the consumer in terms of smartphone ads could be the biggest challenge. Comparatively, only 38 percent in the “winners” category felt the same way.

Moreover, among the “winners”, 44 percent were focused on engaging with different groups of consumers in order to push sales upward. Furthermore, 21 percent felt that it was possible that mobile technology could be moving too fast to keep up. Equally, among the “laggards”, 20 percent said that they wanted to engage with customer groups and 0 percent felt that tech was moving too rapidly.

Both groups of businesses felt that mobile marketing was becoming an increasingly important tool and that it would only rise in its popularity over time.

Mobile apps ad partnership spikes Twitter stock price

| February 5, 2015

The micro-blogging social network has taken a heavy focus on advertising on smartphones and tablets.

Twitter experienced a considerable jump in its stock price – initially leaping by over 6 percent – when it announced that it would be adding promoted tweets on third party mobile apps, as well as smartphone friendly websites, as a part of a broader advertising distribution program that it has now launched.

This new mobile advertising strategy is designed to help to broaden the reach of the social network’s ads.

This will allow Twitter to be able to reach into other mobile apps and websites in order to place ads in front of a much larger number of viewers. It will expand the number of potential ad viewers well beyond the 284 million estimated users who actively use the micro-blogging service every month. The first partners that have joined with Twitter in this advertising program include Yahoo Japan and the Flipboard newsreader app.

There are already thousands of brands that advertise on Twitter and they could now benefit from ads on additional mobile apps.

Mobile Apps - Twitter Stock Price IncreaseAccording to a post that Twitter added to its official blog, “For the thousands of brands already advertising on Twitter, these new partnerships open a significant opportunity to extend the reach of their message to a larger audience.”

This announcement was made very shortly before the financial results for the fourth quarter were announced by the company. The stock price has been facing some considerable pressure over the last while. In fact, when compared to its 52 week high point that brought it to $67.24, it has faced a drop of a whopping 40 percent. This meant that the 6.5 percent increase that it saw at the initial announcement of its new third party advertising partnerships was an especially welcome change from the direction that it had been taking.

This is believed to be only the start of the partnerships that will be forming between Twitter and various mobile apps and websites around the world. It will be interesting to watch as new applications come aboard and to view the impact that this will have on the stock price over time.