Tag: mobile marketing trends

Marketers hare having a hard time trying to master advertising over smartphones and tablets.

According to recent data published in a report from DialogTech Insights, mobile marketing is causing quite a bit of challenge for marketers that are hoping to be able to reach consumers over their favorite devices.

The issue is primarily stemming from a lack of metrics to show whether or not their efforts are working.

The data from the firm said that mobile search and landing pages are bringing about a combined 81 percent of all calls for their customers. Equally, another 18.7 percent have been driven by mobile display and social. That said, when call attribution has not been established, mobile marketing companies don’t catch 49 percent of the conversions over smartphones and tablets. This brings about an inaccurate understanding of their return on investment (ROI) figures, and it places the optimization of their campaigns at risk.

This is happening despite the fact that mobile marketing sources have grown by 34 percent in half a year.

Over the last complete year, there was a 77 percent increase recorded by the firm’s report. That report was based on an analysis of over 400,000 inbound calls that were placed to companies, and more than 60 million website sessions that had been tracked through the DialogTech platform called Voice360. That platform boasts more than 5,000 active customers spanning 35 different industries.

The data analysis in the report indicated that despite the fact that conversion rates are still significantly varied based on issues such as product and industry, the firm determined that there is an average 2.4 percent web form conversion rate on landing pages.

The DialogTech senior vice president of marketing, strategy, and analytics, Steve Griffiths, explained that “Call tracking is a form of lead attribution and marketing analytics technology marketers use it to track inbound phone calls back to the specific marketing source that originated them.” This means that call tracking makes it possible for mobile marketing companies to better understand their campaigns, ads, and keyword searches, as well as online and offline sources. A better understanding enhances the ability for optimization.

Brick and mortar shops are finding that smartphones present an important opportunity for advertising.

A new report from InReality, the first from this firm, which was entitled “Reality of Retail”, has shown that mobile marketing is starting to play an important role in-store due to the massive increase in the use of smartphones by consumers.

Despite the influx of mobile device use, in-store purchases still represent the largest percentage of retail sales.

In fact, 94 percent of retail sales in the United States are made in-store. That said, those shoppers are using their smartphones to an increasing extent while they are inside those shops, so it represents a very important opportunity for retailers to be able to connect with customers through mobile marketing. The InReality also went on to report that not all of the research that consumers are doing with regards to products that they want is being conducted online.

This means that mobile marketing in-store has a considerable chance to influence decisions.

The participants in the research showed that 53 percent of shoppers prefer to learn more about the products that they are considering by going to the store itself. Among shoppers between the ages of 18 and 24 years, that percentage rose to 57 percent. Among the shoppers who do head to the brick and mortar shops, 75 percent reported that they use their mobile devices. This does not stop them from making the purchases inside the stores. Among those who did buy, one in four said that they had bought items using m-commerce.

That said, while traditional advertising in-store is still very important, InReality said that they will need to alter their strategies. Fifty six percent of shoppers explained that advertising has an impact on the decisions that they make while in-store. Only 12 percent feel that sales assistants in-store are “an important touchpoint in a purchase decision.” At the same time that 46 percent of shoppers say that loyalty programs help them to make their decisions, 71 percent of the users of loyalty programs will still use their smartphones while in-store in order to compare products and prices through mobile marketing tools.