Tag: mobile marketing news

New report highlights prominent trends in mobile marketing

Mobile Marketing ReportMobile marketing report released by Millennial Media

Millennial Media, a mobile advertising firm, has released its latest 2012 SMART report, which highlights the trends that have emerged in the mobile marketing sector over the past year. Mobile devices are becoming more common, which has increased activity in the mobile marketing sector exponentially. More advertisers are looking to engage consumers through their mobile devices, and mobile marketing campaigns have been very successful in doing this in the past. Many advertisers are looking to maintain a strong presence in mobile marketing, but have been faced with significant challenges over the past year.

Advertisers using mobile marketing to maintain in-market presence

According to the report, 39% of advertisers around the world used mobile platforms in order to maintain their in-market presence. Mobile marketing is not only considered an effective way to engage consumers and encourage them to purchase new products; it is also an effective means of ensuring that consumers do not forget that particular products are available. Using mobile marketing to maintain in-market presence has proven somewhat successful for many advertisers, helping them sustain a constant connection with a wide range of consumers.

Brick-and-mortar store traffic on the decline

The report also shows that mobile marketing is being used to build brand awareness and drive traffic to websites. Relatively few marketers are using mobile marketing campaigns to promote in-store traffic. Those that are pushing in-store traffic are primarily operating within the restaurant and retail industries. While advertisers have found some success in driving consumer traffic to actual stores, many consumers prefer to shop using their smartphones and tablets, which has had a marked impact on the retail sector as a growing number of people opt to use their mobile devices to purchase products rather than visit an actual store.

Mobile commerce helping offset the decline of physical traffic for retailers

While physical traffic for retailers may be on the decline, the prevalence of mobile commerce has offset whatever losses retailers would see from this trend. Consumers are eager to purchase products through e-commerce sites, which has helped the retailer industry see impressive gains over the past year. Mobile commerce is expected to help retailers see promising growth in several sectors, as long as these retailers provide consumers with easy-to-use mobile commerce services.

Study highlights the growing potential of mobile search

Mobile Search StudyMobile search highlighted in new study from Google

Google has teamed with Nielsen, a leading market research firm, to release the results of a new study that the two parties have been conducting for some time. The study highlights the amount of time that consumers devote to searches on their mobile devices. With the growing prominence of mobile commerce, mobile search is gaining more attention and understanding how consumers are using their time to search could be a major benefit to companies  that want to engage mobile consumers.

Consumers searching for products from their mobile device

According to the study, 55% of the time consumers spend on mobile searches is to find a product to purchase. The study shows that within an hour of when consumers find a product they are interested in, they will purchase that product directly from their mobile device. The study also shows that 45% of mobile searches are conducted in order to help a consumer make a purchase decision. One of the more interesting discoveries highlighted by the study is that nearly two-thirds of consumers actually conduct mobile searches while in a store.

In-store searchers are common

Many analysts suggest that mobile technology and the ability to purchase products from a mobile device is causing consumers to avoid traditional brick-and-mortar stores. The study shows that consumers till favor visiting stores for products, but shows that more people are relying on their mobile devices for product research. These devices, which enjoy a constant connection to the Internet, are ideal research tools as they allow consumers to find a wealth of information concerning a particular product or the brand associated with that product.

Mobile search may be a promising opportunity for advertisers

While the study shows that mobile searches do occur in stores, consumers are more likely to search for products on their mobile device while they are at home or at work. The popularity of mobile search could be a major opportunity for advertisers that are looking to engage mobile consumers. The study suggests that consumers participating in mobile search are inclined to follow advertisements that they find on websites and search engines while trying to find certain products.