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You probably don’t need me to tell you that mobile usage in China is rather massive.
But just how big is the opportunity and how are Chinese marketers approaching the challenge?
Do you want to find out how the mobile marketing industry is developing in Asia Pacific?
Are you curious about how brands and marketers are approaching the massive opportunities and challenges presented by mobile, and which channels and strategies are gaining the most investment?
Then complete the Econsultancy/MMA State of Mobile Marketing in Asia Pacific survey, and in return you’ll receive a free copy of the report in advance of the official publication.
Organisations are much more likely to have some sort of strategy in place this year for ‘integrating mobile into broader marketing campaigns’.
However, the focus on mobile (and integration of mobile) is still small when compared with the opportunity, according to a new report from Econsultancy and Oracle Marketing Cloud.
Summer is the season for live events like concerts, baseball games, music festivals and more.
Previously seen as simply a one-way advertising opportunity, mobile’s ability to facilitate a conversation with consumers has transformed live events into a key component of cross-channel marketing efforts.
This allows for consumers to become part of the event - whether in person or watching it on television. However, just like any program, a campaign built around a live event requires preparation that identifies goals and key messages to ensure it’s a measurable success.
Arguably this summer’s most talked about sporting event is the World Cup.
And, according to a study conducted by Interactive Advertising Bureau on device usage, nearly half of soccer fans worldwide who own smartphones intend to follow the games via their phone.
Think of this as the online version of ‘hang in there baby’.
Although to quote The Simpsons, as is my persistent temptation: “determined or not, that cat must be long dead by now”.
That’s probably not the most ‘inspirational’ start to a post that has ‘inspiring’ in the headline, but stick with me…
On first impression, I am tasked with a tricky remit here. Bring together a collection of inspiring quotes from around the world of marketing on a subject that perhaps isn’t the most exciting topic to the everyday person about town, in order to fire your minds into thinking differently, thinking creatively or even just thinking full stop about mobile marketing. Sounds tough?
Of course you and I both know, savvy marketer, that mobile is one of the most crucial platforms in your marketing strategy.
It was only less than a year ago that I remember writing sentences like “soon mobile phones will be the primary screen in which consumer’s engage with the digital world”. Now it just seems blindingly obvious. Writing about the dominance of mobile devices over desktop is old news. Also note the disappointing lack of Simpsons reference.
However if you’re still battling with senior execs over the importance of focussing on mobile, or if your marketing team needs a little extra push in the rallying-cry department, or if you just need a little inspiration yourself, here’s a few words on mobile marketing that may just help.
We’re quickly approaching summer, the time of year when students wrap up the school year and head off to camp, the beach, and a number of other fun activities.
But there is no summer vacation for marketers, who need to turn their attention to developing strategies to capture back to school shoppers when the summer ends in a few short months.
However, deciding who to target with your campaigns, parents or students, can be a challenge.
The good news is that, when it comes to back to school, there are more similarities than differences between the groups.
A third of the UK’s top 100 advertisers (36%) still don’t have mobile optimised sites, according to a new report from the IAB.
However there has been a slight improvement since the survey was last carried out six month ago, when it found that 42% of the top advertisers did not have a mobile web presence.
The new study also includes European advertisers as a benchmark, revealing that just over half (54%) of sites across Italy, Spain, Germany and France are now mobile ready.
The UK is also apparently leading the way when it comes to responsive design, which is seen as one of the most effective methods of delivering an effective multichannel user experience.
Around a quarter (24%) of the UK’s top advertisers have a responsive site, including Disney, Chanel, Sky and Sainsbury’s. However the latter has only used responsive design for its banking business, not for the corporate or groceries sites.
Game mechanics are the building blocks of a successful gamification strategy.
These elements make the experience engaging and fun for the consumer. Points, badges and leaderboards are the go-to mechanics marketers often use to make their programs more engaging, but the mechanics marketers can tap go beyond PBLs (as they’re called among game designers).
Candy Crush, the social game that is more popular than every other game on Facebook, uses a long list of mechanics to create motivating and addictive experience for the user.
And there are a number of lessons marketers can learn from the torrid success of Candy Crush.
Mobile penetration varies hugely among APAC nations, however in developed countries such as Hong Kong and Singapore more than three-quarters of the population own a smartphone.
In response to this consumer trend APAC marketers have to place greater emphasis on mobile, which has resulted in some extremely creative campaigns.
Having previously investigated stats on m-commerce from the region, here are eight excellent examples of mobile marketing campaigns from APAC.
While location based marketing is not a new strategy, iBeacon, Apple’s recently introduced Bluetooth LE-based technology that extends location-based services in iOS, offers exciting new opportunities to engage consumers in retail stores and other destinations.
iBeacon uses Bluetooth 4.0 to pick up signals from Bluetooth-enabled phones. With an advanced API software and transmitter hardware that reaches up to 150 feet, the technology allows businesses to precisely estimate a phone-owner’s location, and exchange data and information.
iBeacons are so efficient that even the largest of stores would only need handful of beacons per floor to enable a high degree of positioning accuracy.
As mobile devices are becoming more accessible to a wider demographic of consumers and as mobile shoppers are becoming more confident, we’re seeing steady growth in the amount of people making purchases on their smartphones and tablets.
However, conversion rates lag behind those on other devices, and the checkout can be one of the biggest barriers to mobile commerce.
The time consumers spend on mobile devices is increasing every day, making mobile a central channel for business activity.
As a result, an mobile strategy that drives results is essential for today’s businesses. Companies that don’t effectively engage customers on mobile channels will fall behind more innovative competitors.
Mobile usage has grown exponentially around the world, and it continues to accelerate. By the end of 2013, more than 1bn smartphone units will have been shipped worldwide.
More consumers have smartphones than ever before, meaning they have access to their favorite brands with the swipe of their fingers.
Read on for predictions of key mobile trends we expect to see in 2014, and how brands can take advantage of these consumer behaviors.