Tag: mobile marketing trends

Mobile marketing spending increased by 111 percent last year

Mobile Marketing SpendingThe most recent report from the IAB has shown that the average amount spent has surged.

The Interactive Advertising Bureau (IAB) has just released their latest report, which has indicated that mobile marketing spending has been sharply rising, as it recorded an increase of 111 percent throughout 2012.

The statistics recorded by the IAB and which were presented in the report showed $3.4 billion in spending.

The report showed that the spending exploded to well over $3 billion last year, which made 2012 the second year in a row that there was a very dramatic rise in the amount that was spent in mobile marketing.

The rate of spending is rising as more mobile marketing companies see the rising importance of the channel.

Smartphones and tablets are becoming far more common and they are starting to be a highly important part of the daily lives of many consumers. According to a PricewaterhouseCoopers partner, David Silverman, as the mobile marketing environment matures, so does the level of its understanding and the amount that is being spent. As its credibility is being proven, so its use continues to increase.

Silverman stated that “They have certainly made the buying experience easier—similar in what we’ve seen with online [exchanges].” However, he also went on to say that “there are a whole host of other factors that have created the growth of mobile.”

He explained that what the mobile marketing ecosystem is currently seeing is a sudden influx of consumers looking directly at their smartphones during much of their time. Therefore, “Marketers are trying to reach them where they are at—on elevators, at coffee shops, etc. The inventory is there, and the people are there. You combine those elements with localization, and mobile presents a great opportunity.”

Last year, the total revenue from digital ads reached the $36.6 billion point. This also showed a considerable increase, year-over-year. Though much more moderate than that of mobile marketing use, it was still 15 percent greater than it had been the year before. Silverman predicted that the channel will start to see a massive rise in social media, and this will have a considerable impact on ad inventory that can be sold, particularly when it comes to the display category.

Mobile marketing with retail coupons is a hit with consumers

Mobile Marketing Retail CouponsThis technique is proving to be highly successful for advertisers targeting shoppers with smartphones.

Major retailers have been boosting their mobile marketing efforts and, among them, coupons directed at smartphone users have been rapidly rising to the top of the priority lists as consumers show that they love them.

These new forms of discounts appear to be taking over where daily deal giants have left off.

Discount coupons are now being worked into mobile marketing on virtually every level. As a result, consumers are now searching for them before they make many different kinds of purchases through their computers and their smartphones and tablets. This is changing the commerce environment, as these shoppers aren’t just limited to the searches when they’re at home on their PCs, but can perform their queries while they’re within the walls of a store.

This has helped to further the use of “showrooming” which has become a central element of mobile marketing.

Though showrooming was once seen as a nightmare for retailers, they are slowly starting to embrace the behavior as an opportunity for mobile marketing. Instead of trying to fight it off entirely, it is a matter of proper use.

According to the RetailMeNot Inc. senior vice president of external affairs, John Faith, “retailers have an opportunity to combat showrooming by reaching those consumers when they are engaged and ready to make a purchase.” While there is no way to stop consumers from showrooming, the trick to effective mobile marketing is to make sure that the end result of the behavior is a purchase from their own store.

Smartphone friendly coupons can help to improve the appeal of shopping within the store as opposed to seeking out an alternative at a competing retailer. Companies are using this form of mobile marketing to embrace the fact that consumers are going to use their devices in store to find a better deal. The key that they can provide is to make sure that this “better deal” remains the in store purchase.

These claims from Faith have been supported by the latest comScore data, which shows that retail is the second most rapidly growing category for mobile marketing with coupons.