Tag: mobile marketing trends

Institutions of higher education are becoming some of the most common early adopters of the channel.

Mobile marketing technology has a great deal to offer its users, but has still been surprisingly slow in its uptake – when compared with predictions – except among certain very specific early adopters, including universities.

This has surprised many because these institutions are inherently traditional in the majority of their procedures.

The fact is, however, that it is these traditional universities that are leading the way when it comes to mobile marketing. These institutions are working to take advantage of some of the many benefits that this channel has to offer, for example, being able to reach consumers no matter where they happen to be, in real time, as well as obtaining data rich profiles of the individuals and their buying habits.

These mobile marketing benefits provide users with the ability to conduct highly useful analyses of their campaigns.

The result is that they can make sure that their future mobile marketing campaigns will become increasingly targeted and, therefore, likely more effective, as well. Throughout the economic slump and slow recovery, sales have been very low. However, by using the right advertising techniques, companies have been able to experience better performance.

This has been especially true among those that have been using mobile marketing and other smartphone and tablet friendly techniques, as it has allowed them to rise above the competition in terms of interactions with consumers.

Still, many retailers have hesitated to embrace mobile marketing. It could be that they are waiting for NFC technology to take off, as has been promised for some time, or they may be waiting for the penetration of smartphones and tablets to be greater among their customers.

However, what some retailers are discovering, as are universities and colleges, is that there is no need to wait. In order to take advantage of what mobile marketing has to offer, the time is now, rather than later, as the competition is at its lowest, meaning that there is the highest potential for actually attracting the attention of the consumer, which could then lead to a conversion.

The latest report from Millennial Media has revealed that this industry is a powerful smartphone ad user.

Millennial Media has now released its most recent SMART report, which seeks to offer a deeper look at the restaurant industry, and in this edition, it has indicated that mobile marketing plays an important role among restaurants.

The report has provided considerable insight into the use of these smartphone friendly ads by these businesses.

Among the mobile marketing statistics that were provided in the report was one that indicated that 80 percent of restaurant campaigns targeting smartphone users includes a page or site that features a store locator. This is extremely notable, because when Millennial Media compared that figure to the average of all total campaigns over its platform, businesses as a whole were using that feature only 15 percent of the time.

The ad network also determined that restaurants have more searchable mobile marketing campaigns than the average.

What it found was that among the mobile marketing campaigns of restaurants, 70 percent allowed consumers to search their site from their smartphones. The average among all of the platform users, was much lower, at 24 percent.

The primary goal for restaurant mobile marketing campaigns – that is, in 80 percent of cases – was to boost foot traffic to their locations. The MM platform overall saw the same goal for their campaigns in only 9 percent of businesses.

In the first quarter of this year, the leading spending vertical was Telecom, and this experienced a year over year increase in spending by 102 percent. The next three leading verticals after Telecom were Entertainment, Finance, and Retail.

The mobile marketing and commerce report showed that when all was said and done, there were eight different verticals that experienced growth in their spending that was 100 percent or greater when compared to the same time in 2012. The leader was Sports, which saw growth in its spending by 600 percent, compared to Q1 2012.

The three leading mobile marketing campaign goals for brands and marketers, said the SMART report, were “Sustained In-Market Presence,” followed by “Driving Site/Mobile Traffic,” and finally “Driving Registrations.”