Tag: mobile marketing

Fiksu research data has indicated that smartphone ads are outperforming those that are more familiar.

Fiksu has now released the findings of its most recent research which have indicated that the cost per engagement of mobile marketing is ten times less expensive than paid search marketing.

This study is only the most recent evidence of how advertising over this channel is succeeding.

In fact, it shows that mobile marketing has pulled ahead of traditional advertising techniques both in affordability and effectiveness. The report, “Brand building on mobile devices: measuring the value of consumer engagement,” involved an analysis of over 2.4 billion app marketing data points from global application brand campaigns that have been implementing promotions through the Fiksu Platform. What it revealed was that compared to traditional channels of advertising, these are considerably more cost effective.

Fiksu also released a new metric for measuring the ROI of mobile marketing of brands.

As an element of its study, Fiksu brought in a brand new type of metric that was created to allow companies and brands to better understand the return on investment (ROI) of mobile marketing (the cost per mobile engagement). According to Fiksu, the central findings from this research were the following:

• The mobile marketing CPM (cost per thousand impressions) rates are the second smallest among all of the various forms of advertising – including print, broadcast and digital. The only lower rate is through social media.

• When it comes to major brands, mobile display advertising CPCs (cost per clicks) are up to 90 percent less expensive than desktop pay per click (PPC) campaigns.

• In mobile app advertising, the CPEm (cost per engagement in mobile) for mobile marketing is a tenth of the cost of a keyword click over desktop.

According to the Fisku vice president, Craig Palli, “Brands are waking up to the fact that mobile apps provide an incredible and very cost-effective canvas for marketing. But using CPM and CPC as sole measures of ROI eclipses the powerful engagement that mobile apps bring and which brand marketers seek.” When discussing this mobile marketing study, he went on to say that “Fiksu’s new CPEm metric is a far more meaningful tool for brands to use for planning and decision-making.”

Skycore has allowed quick response barcode using advertisers to be able to detect digital wallet scans.

Leading mobile technology provider, Skycore LLC, has just revealed that it is adding smartphone wallet detection to its mobile marketing platform through the use of the scans of QR codes.

Whenever a barcode is scanned, the SaaS platform from the company offers detection.

When there are scans of the QR codes, the SaaS platform can selectively display web content to standard barcode reader applications or issue pass files to wallet apps. This technology makes it possible for brands to be able to use a single barcode for consumers to use, instead of having to create one to pass issuance and another one for the web content.

This announcement aligns with the company’s belief that iOS 7 will enable scanning of QR codes within the Passbook app.

Skycore intends to release a similar functionality based on QR codes within the Android app from PassWallet, which is currently in its beta release.

Typically speaking, when QR codes are scanned by the majority of reader apps, the URL that is embedded will launch web content. However, by adding passes instantly to wallets, then the URL that is embedded will point directly to a specific pass file, instead. It will be easier for consumers to add passes using wallets that offer barcode scanning. However, at the same time, they will pose a challenge for brands to be able to support both web content and instant passes using a single barcode.

According to the CEO of Skycore, Rich Eicher, “By detecting whether the scan source is a wallet or a standard scanning app, we can selectively serve the proper pass file or alternatively serve mobile-optimized web content. This enables brands to display a single QR code at the point of interest.”

The mobile marketing platform at Skycore uses QR codes, SMS/MMS, and smartphone optimized web pages and emails for pass delivery. The company is based in Boston and first opened in 2003 to help to leverage mobile commerce and payments. It is designed to help to make it more convenient for both companies and consumers to be able to use these services by way of their mobile devices.