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There are now millions of apps across the App Store and Google Play, not to mention Windows Marketplace and the new Amazon Appstore.
With over 50% of the UK’s population owning a smartphone, and apps proving such a vital channel for keeping the consumer engaged, the competition for app visibility is huge.
Apple's iPhone may be the smartphone, and the latest iteration of it, the iPhone 5, which was unveiled Wednesday, looks set to sell like hotcakes, even if some are disappointed that Apple hasn't done more.
But while Apple may not have made any bold strides this week with the iPhone 5 itself, one new application in iOS 6, Passbook, could represent an important step for Apple as it looks to taking its dominance in the smartphone arena and extending it to other mobile opportunities, such as commerce and advertising.
By 2014, mobile internet is set to overtake fixed internet access. This was the big headline from Microsoft Tag's Mobile Marketing infographic last year.
No surprise perhaps, seeing that out of the world’s 4bn mobile phones in use, 1.08bn are smartphones, and apps have become a global phenomenon. Apple’s App Store alone has now reached 25bn downloads, tracking at 1bn downloads a month, a figure nine times greater than the number of burgers sold by McDonald’s!
Consumer’s expectations are changing and as more and more businesses go mobile, you need to ensure you’re not losing customers by not moving with them.
If 10% of your total audience are using a mobile device to reach your website, it might be time to start thinking about making an investment in mobile.
Do you have a mobile optimised site? If the answer is no, then how long can you continue to ignore the lost opportunity as customer preferences shift? And are you interested in maximising the volume of customers who visit this site?
Optimising the Mobile Journey is no longer optional...
Why should we expect more from our usual social media mobile platforms? Well, why not?
Without feedback, preferences, and usage patterns, companies like Facebook, Twitter, and Foursquare wouldn’t be connecting us on a daily basis.
In 2012 however, we should expect a contextual experience from these sites – desktop and mobile alike.
Nearly half (45%) of UK consumers are willing to accept branded communications via mobile if they are delivered according to their opt-in terms.
The new survey, conducted by Velti, found that consumers will only sign up to communications from three companies on average, making it difficult for brands to take advantage of this opportunity on a wide scale.
When respondents were asked what type of companies they would opt-in to receive information from, mobile network operators came out on top (42.4%), followed by retailers (25.6%), financial services firms (16.9%) and travel companies (16.5%).
The survey also shows the importance of mobile email. While 36.9% of consumers prefer to receive messaging on a mobile (SMS – 24.3%, MMS – 5.1% and mobile optimised email – 7.5%), 78.3% said they prefer email marketing.
A steady spring rain served as little deterrence for the hardy attendants of the New York American Marketing Association’s Monday night event featuring Gilt Groupe cofounder Alexis Maybank.
Currently serving as chief strategy officer, Maybank discussed Gilt's four year maturation into the big-data-weilding, five-million-member established player that it is today.
Gilt has thrived, Maybank emphasized, by prioritizing flexibility. When the company hosted it's first invitation-only sale for Zac Posen in 2007, only ten days had passed since the initial customer contact, and the returns section of the website had yet to be built. During the rapid growth that followed, more people were hired in some quarters than had been working at the company.
The first big change of direction occured when the company realized that their partnering brands weren't just looking at them for inventory liquidation, but instead saw Gilt as a marketing channel. The latest pivot, occuring now, is towards mobile.
Stats show the massive growth in the use of smartphones to access social media, but how will consumers react to social media marketing on their mobiles?
Some of the stats in this DMA infographic suggest there is some resitance to this. For example, 44% regard marketing on mobile social media as invasive, while 52% believe that ads should only be seen by fans or followers of brands.
Marketing giant MediaCom has been sharing some valuable lessons it learned from running mobile marketing campaigns.
During a speech at IAB Mobile Engage, MediaCom’s managing partner for mobile and innovation Stefan Bardega said that 18% of the company’s digital ads were now viewed on mobile screens.
This has increased from 4% in just over a year.
Here are Bardega's tips on how businesses should approach the mobile channel...
Mobile commerce has been a topic of great interest for marketers and businesses in the past several years.
And for good reason: with more and more consumers carrying increasingly sophisticated mobile devices with them everywhere they go, the potential to drive commerce in ways never before possible is fast becoming a reality.
There are numerous challenges, of course. The mobile device and OS landscape is highly fragmented, there are numerous security concerns and performance is absolutely crucial.
When I was offered the opportunity to moderate the table on Mobile Marketing at Digital Cream Dubai, I couldn’t think of a single reason to not be there; it isn’t every day I’d get to sit down on a table with 10 client side marketers and hear about their pains and pleasure of doing mobile. And it really was equal parts both.
There were a lot of insights that came in from the three roundtables featuring 10 marketers each.
The ‘rise of mobile’ has been a hot topic in online for years; however, at the start of 2012 it’s beginning to feel like mobile marketing has finally arrived as a channel worth shouting about both in terms of viability and, more importantly for the bottom line, profitability.
More and more consumers are using smartphones and mobile devices to access content. A whopping 42% of the UK mobile users now operate on a smart phone and 51% have browsed the internet on their mobile devices in the past week.
While 65% of mobile owners routinely use their mobile devices to find businesses for in-store purchases (Source: Google, 2011) a significant 13% of UK consumers have actually made a purchase via a mobile, with a further 19% having used their mobile to compare prices and look at product reviews while out shopping.
This shift in consumer behaviour is having a dramatic impact on the affiliate sector, which has proved in the past to be a perfect testing ground for more innovative advertising models.
With advertisers increasingly investing in viable mobile commerce sites, publishers are utilising the platform as another avenue for increasing revenue.
With this in mind, what steps should advertisers and publishers be taking to increase affiliate traffic and drive revenue through a mobile platform?