Tag: mobile marketing

Advertisers in the United Kingdom increased their spending by 94 percent last year.

The results of a Marin Software study regarding the use of mobile marketing in 2012 have shown that advertisers in the U.K. boosted their budgets for paid search by nearly double when compared to the year before.

This, according to the “Mobile Advertising Around the Globe Report” released by the firm.

This same research also suggested that tablets and smartphones were the focus of 14.8 percent of paid search that occurred in the U.K., at the start of last year, throughout January. It also indicated that by December, that same figure had increased by almost twice as much, to reach 24.4 percent.

The increase in the use of mobile marketing paid clicks was the result of consumers who were shopping.

The report indicated that the reason that mobile marketing results increased by such a rate in the paid search area was that consumers were using smartphones and tablets in order to assist in their holiday shopping.

Also notable was the report’s suggestion that the click through rates over smartphones and tablets were higher than they were on desktops and laptop computers. This form of mobile marketing occurred at an average of 5.87 percent for smartphones and 3.93 percent with tablets in the United Kingdom. Conversely, desktops and laptops generated click through rates of only 2.29 percent.

The study showed that the cost per clicks were quite competitive in the mobile marketing sphere. For smartphones and tablets, they were £0.15, whereas the desktop cost per click was £0.30.

The predictions made by Marin Software were that the conversion rates for mobile commerce through paid search will be equal those of desktop by the close of this year. That said, at the moment, the conversion rates are still, by far, the highest on desktop and laptop computers, at 4.1 percent on average. This, compared with the average on smartphones, at 1.5 percent and on tablets, at 2.6 percent, shows that there is still some way to go. The U.K.’s click through rate over mobile currently represents the highest average among all European countries.

Twitter takes aims at mobile commerce with the help of American Express

Twitter is one of the world’s most used social networks. The network boasts of a highly active user base, which has afforded the company significant success in the world of business. Twitter has reportedly been looking for new ways to generate revenue. Such reports seem to have been true as the social network has entered into a partnership with American Express. The partnership will be focused on introducing e-commerce and mobile commerce elements into Twitter.

Mobile user base adds momentum to Twitter’s initiative in e-commerce

Twitter has been showing a strong interest in e-commerce in recent months. The massive number of users that access Twitter through their mobile devices has also piqued the company’s interest in mobile commerce. The company sees major potential in this field and has turned to American Express to help it tap into the burgeoning mobile commerce market that has been successful for other companies.

Users will be able to purchase products by posting to Twitter

Per the partnership, American Express customers will be able to associate their credit card numbers with their Twitter accounts. This will allow consumers to make purchases by simply posting to Twitter. This initiative will be introduced over the next few days, with Twitter users able to purchase products from American Express itself, as well as Amazon and products from Donna Karan. Because Twitter’s primary demographic is mobile consumers, the move is expected to help establish the social network’s presence in the mobile commerce space.

Success of new initiative has yet to be seen

This is not the first time American Express has introduced a mobile commerce element to a social network. Last year, the financial services company partnered with Foursquare for a similar initiative. Twitter expects to see significant benefits from its adoption of mobile commerce and suggests that there will be major marketing opportunities for businesses using the social network due to the new partnership. Whether consumers will respond well to the mobile commerce services that Twitter is adopted has yet to be seen.