Tag: tablet marketing

Mobile marketing study shows that many consumers have mixed feelings

A recent survey by Campaigner has shown that many people aren’t sure how they feel about this channel.

Campaigner has just revealed the results of a national survey that it commissioned, in which it was discovered that more than 37 percent of consumers are undecided about the way that they feel about the impact that mobile marketing emails are having on them.

Only a small number of them had actually bought anything in their smartphone or tablet because of an email.

The survey revealed that only approximately 6 percent of the respondents had actually purchased a product or service over their smartphone or tablet as a result of having received a mobile marketing email. For this reason, many aren’t exactly sure whether the channel is having any real impact on the purchasing decisions that they are making.

This discovery may help to shape the way that mobile marketing is used over the upcoming holiday season.

mobile marketing - consumers confusionMany consumers wait until the end of November in order to begin their holiday season shopping. However, retailers have been hoping to be as prepared as they possibly can to be able to reach consumers as they are making fast decisions, and it is likely that mobile marketing will play an important role in that effort, this year.

At the same time, the survey indicated that only 14.3 percent of the respondents actually used the mobile marketing emails that they received in order to take advantage of deals, offers, savings, and the chance to find unique gifts. At the same time, 37 percent weren’t sure if the emails they received had any impact on the decisions that they were making for purchases, in any way, especially when compared to the impact that regular emails have.

What the Campaigner survey did find was that poor design of mobile marketing emails, badly optimized smartphone websites and sending too many emails to consumers rapidly killed potential opportunities by having consumers simply delete the emails before they even opened them. According to the Campaigner general manager, E.J. McGowan, “While mobile commerce has taken off like a rocket, retailers still have a lot of work to do when it comes to developing their mobile channels.”

Mobile marketing is starting to make Google twitch

As a growing number of marketers target smartphone and tablet users, the search engine giant is feeling the pinch.

Shares at Google have experienced some notable drops over the last week, following the reports from the search engine giant that have indicated that profits and second quarter sales were not as high as they had projected; a fact that is being blamed, in part on mobile marketing.

Though Google is very dominant in the online sphere, smartphones and tablets are shaking things up.

The revenue for the second quarter of this year was reported to be $11.1 billion. Though this is still a solid figure, it is a clear miss of the average estimate that had been presented by analysts for $11.3 billion during that period of time. Mobile marketing is starting to be seen as considerably more powerful and influential than it had been.

Moreover mobile marketing also took its toll on the profits that Google experienced in this time.

Google - Mobile MarketingBefore certain items, profits had been at $9.56 per share, which is lower than the average forecast, which had been staked at $10.80. Last week, the shares continued their slide by up to 5.7 percent, at times.

Furthermore, beyond all of this unfortunate news for Google, the average cost per click also drooped by 6 percent, as mobile marketing became an increasingly popular effort, drawing budgets away from traditional desktop advertising.

According to a BGC partners LP analyst, Colin Gillis, in an interview with Bloomberg, “The challenge is for Google to reignite revenue growth as their existing businesses start to mature.” Gillis went on to say that “The core business is slowing down.”

This means that Google, just like the rest of the online world, is now realizing that the power of mobile marketing is considerably greater than predicted, and that an evolution will be required in order to be able to keep up with the changes that it demands.

There was one point during which the shares from Google had shrunk to $858.80 following late trading that had occurred after the day’s closing, which had been recorded at $910.68.