Tag: united kingdom mobile marketing

Half of all smartphone shoppers in the U.K. are disappointed with the overall experience.

When it comes to mobile marketing and the smartphone commerce experience that is currently being offered, companies are finding themselves in a jam, as consumers appear to expect the usability of websites to be the equivalent of what they know from the standard web.

Unfortunately, these are two different technologies and the capabilities of smartphones aren’t there yet.

As businesses tinker with their mobile optimized websites, they are often either limiting them by too much of an extreme, or are weighing down each page too heavily with various objects, making it impossible to use for consumers who simply aren’t willing to wait the length of time that it takes to load. According to Eptica, a multi-channel consumer engagement firm, this is making mobile marketing and experience creation an extremely challenging process.

Companies are failing to meet the expectations of consumers in their mobile marketing and commerce.

More than ever before, consumers are receiving mobile marketing and are shopping over their smartphones but the latest survey from Eptica is showing that the majority of them don’t like the experience that they’re receiving. Feedback was received from 1,000 adults in the United Kingdom by way of this research, and what it determined was that 52 percent of those individuals felt that more than half of the websites that they visited using a smartphone or tablet had not been properly optimized for their preferred device.

The mobile marketing data was released in the 2013Mobile Customer Experience Study from Eptica. It also looked into the foundation issues that related to the unpleasant experience that consumers have said that they are having. The primary struggle was related to a lack of functionality both on the mobile web, as well as within apps that were designed for their devices (36 percent). Nearly as many people (34 percent) said that they were frustrated with the long loading times. Another 34 percent said that they disliked the websites that were not optimized to be viewed on the smaller screen of the smartphone or tablet gadgets.

Advertisers 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.