Tag: tablet marketing

Mobile marketing budgets for paid search skyrocketed in 2012

| February 15, 2013

Mobile Marketing paid searchAdvertisers in the United Kingdom increased their spending by 94 percent last year.

The results of a Marin Software study regarding the use of mobile marketing in 2012 have shown that advertisers in the U.K. boosted their budgets for paid search by nearly double when compared to the year before.

This, according to the “Mobile Advertising Around the Globe Report” released by the firm.

This same research also suggested that tablets and smartphones were the focus of 14.8 percent of paid search that occurred in the U.K., at the start of last year, throughout January. It also indicated that by December, that same figure had increased by almost twice as much, to reach 24.4 percent.

The increase in the use of mobile marketing paid clicks was the result of consumers who were shopping.

The report indicated that the reason that mobile marketing results increased by such a rate in the paid search area was that consumers were using smartphones and tablets in order to assist in their holiday shopping.

Also notable was the report’s suggestion that the click through rates over smartphones and tablets were higher than they were on desktops and laptop computers. This form of mobile marketing occurred at an average of 5.87 percent for smartphones and 3.93 percent with tablets in the United Kingdom. Conversely, desktops and laptops generated click through rates of only 2.29 percent.

The study showed that the cost per clicks were quite competitive in the mobile marketing sphere. For smartphones and tablets, they were £0.15, whereas the desktop cost per click was £0.30.

The predictions made by Marin Software were that the conversion rates for mobile commerce through paid search will be equal those of desktop by the close of this year. That said, at the moment, the conversion rates are still, by far, the highest on desktop and laptop computers, at 4.1 percent on average. This, compared with the average on smartphones, at 1.5 percent and on tablets, at 2.6 percent, shows that there is still some way to go. The U.K.’s click through rate over mobile currently represents the highest average among all European countries.

Mobile marketing in apps may provide an exceptional ROI in 2013

| December 24, 2012

mobile marketing appsAdvertising within these applications will be important to generating wealth next year.

While recent research continues its highlighting of the degree to which consumers say that they dislike mobile marketing, the figures regarding the channel’s performance are strongly suggesting the opposite.

Analyses of campaigns for smartphones and tablets alike are showing that they are highly effective.

Despite the fact that consumers don’t like the pesky ads that are appearing within their applications, the data is still showing that they are engaged by this mobile marketing and that it is encouraging them to spend money. Occasionally, this even means large purchases, and they’re doing it over their smartphones and tablets.

A rising number of analysts are releasing their figures that are demonstrating this same mobile marketing trend.

According to these statistics, it looks as though standard, smartphone, and tablet commerce could all stand to greatly benefit from an explosion of mobile marketing within applications. Though this had already been suspected by the completion of the third quarter of the year, it has been far more solidified from the results of the holiday season so far.

Shoppers over the last couple of weeks have made this the most successful time for mobile marketing in the history of online purchasing. The “biggest mobile shopping day” on record for eBay occurred on December 9. The volume from smartphones and tablets skyrocketed by 133 percent over the largest purchasing day in 2011.

Moreover, it is also being suggested that the impact of mobile marketing isn’t simply limited to the purchases that are measured due to the fact that they are made directly through the smartphone or tablet on which the ad has been viewed. Steve Yankovich, the vice president of mobile at eBay, suggested that one third of all of the transactions that the company receives have been “touched” by mobile, regardless of what device has been used for making the final purchase.

This means that the eventual purchases that are made by users are highly influenced by mobile marketing and what they see on the gadgets that display the ads. It also suggests that the channel will become far more central to the efforts and campaigns that are implemented in 2013.