Tag: mobile advertising

Although the smartphone and tablet based shopping and advertising experience remains small, it is growing fast.

Mobile marketing and commerce are already growing at an explosive rate, but they remain a small fraction of the overall online space, except when it comes to couponing, which is clearly reaching mainstream levels.

This technique for advertising is driving revenues and is sending foot traffic back into stores.

Trends in mobile marketing are developing extremely fast, as end of year totals look nothing like what they had been at the beginning of the same year. Now, with the holiday shopping season once again approaching, retailers are looking to take advantage of the smartphone and tablet marketplace, particularly in areas that have become the most popular. That easily includes couponing.

A recent BI Intelligence report revealed that coupons, as well as catalogs, are leading the way in mobile marketing.

The report showed that among grocery stores, 41 percent are using mobile marketing couponing techniques, with the same percentage of department stores offering coupons for smartphone and tablet users, as well. Thirty nine percent of clothing stores were doing so, while electronics stores were using mobile coupons in only 29 percent of the cases (which is surprising, considering that they often sell those devices and gadgets in the first place). Finally, 26 percent of mass merchandisers were found to take part in this technique.

The role of coupons in mobile marketing is not only becoming increasingly popular, but the report has indicated that its importance is growing, as well, and that it will continue to do so. This is because the number of American smartphone owners who use these coupons has exploded. In 2010, 7.4 million Americans were using them, and by the end of last year, a tremendous 29.5 million Americans reported using them. By the year 2014’s end, the report has predicted that this will have continued to skyrocket and will reach 47.1 million people in the United States, alone.

Moreover, the report also indicated that among the mobile marketing coupons that were distributed, there was a far greater redemption rate over this channel than there had been at the same time with print coupons.

Half of all smartphone shoppers in the U.K. are disappointed with the overall experience.

When it comes to mobile marketing and the smartphone commerce experience that is currently being offered, companies are finding themselves in a jam, as consumers appear to expect the usability of websites to be the equivalent of what they know from the standard web.

Unfortunately, these are two different technologies and the capabilities of smartphones aren’t there yet.

As businesses tinker with their mobile optimized websites, they are often either limiting them by too much of an extreme, or are weighing down each page too heavily with various objects, making it impossible to use for consumers who simply aren’t willing to wait the length of time that it takes to load. According to Eptica, a multi-channel consumer engagement firm, this is making mobile marketing and experience creation an extremely challenging process.

Companies are failing to meet the expectations of consumers in their mobile marketing and commerce.

More than ever before, consumers are receiving mobile marketing and are shopping over their smartphones but the latest survey from Eptica is showing that the majority of them don’t like the experience that they’re receiving. Feedback was received from 1,000 adults in the United Kingdom by way of this research, and what it determined was that 52 percent of those individuals felt that more than half of the websites that they visited using a smartphone or tablet had not been properly optimized for their preferred device.

The mobile marketing data was released in the 2013Mobile Customer Experience Study from Eptica. It also looked into the foundation issues that related to the unpleasant experience that consumers have said that they are having. The primary struggle was related to a lack of functionality both on the mobile web, as well as within apps that were designed for their devices (36 percent). Nearly as many people (34 percent) said that they were frustrated with the long loading times. Another 34 percent said that they disliked the websites that were not optimized to be viewed on the smaller screen of the smartphone or tablet gadgets.