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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?
What do prepaid debit cards and location-based services (LBS) have in common? If a company called Green Dot is right, the answer is 'a lot more than you might think.'
The company, which is a major player in the prepaid debit card space, today announced that it has acquired mobile LBS startup Loopt for $43.4m in cash.
It's no surprise that teenagers are some of the most active users of mobile.
Their texting prolificacy is well-established, and for many, sending an email or making a telephone call is a rare event.
But according to a new study released by Nielsen, teens in the United States are also rapidly increasing their mobile data usage.
Social media is big. Mobile is big. So it shouldn't come as any surprise that the number of consumers using their mobile phones to interact with popular social media hubs like Facebook, Twitter and LinkedIn is growing rapidly.
According to comScore, the number of mobile users in the United States ages 13 and up who accessed a social networking or blog website has grown a whopping 37% in the past year.
What's more: nearly 50% of these users are social networking on a daily basis using their mobile devices.
A new infograohic shows the growth of mobile marketing, with US spending increasing by 75% since 2009, while it is predicted to reach $2.3bn by 2013.
The infographic, from Microsoft Tag, also shows that the average mobile app session lasts 4.3 minutes, compared with one minute online.
In the early 2000s, two important things happened: RIM launched the first Blackberry Smartphone optimised for wireless email use in 2002, and two years later, Mark Zuckerberg launched Facebook from his Harvard dorm room, helping to establish one of the biggest internet phenomena of the 21st century: social networking.
Now, in 2011, the paths of mobile technology and social networking are inextricably linked, in fact, according to eMarketer, by March 2010, 650m people globally were using their mobile for emails and social networking.
The majority of smartphone users are open to receiving marketing messages on their smartphones, but just 15% are open to offers from third party advertisers, according to stats.
According to Upstream's stats, Despite the variety of mobile marketing techniques available, it seems that SMS is still effective, with 75% of respondents preferring to receive offeres through this channel, compared with mobile internet (15%) and in-app ads (10%).
It really isn’t news that there has been a surge in the app economy globally. With the rise in the numbers of smartphones, marketer managers are scrambling to build an app for their brands, many without even figuring out their mobile web presence first.
And so far, marketers have treated mobile as a platform that serves to be a substitute to other existing platforms. Retail stores focus on creating a product catalogue, hotels let you make reservations, and so on. The emphasis has been, for the most part, on awareness and purchase.
Launch an iPhone app and you can definitely reach the tastemakers. Launch an Android app, however, and you’ll ultimately be able to connect with the masses. At least, that’s what new smartphone marketshare data from technology research firm Canalys suggests.
Personalization vs. privacy. Behavioral targeting vs. big brother. When does it get creepy?
It's rare that I catch myself being a full-fledged consumer. I'm not talking about the guy who has not spent the last 25 years in sales and marketing - the guy who has not spent studying and writing books and lecturing about online marketing since 1993 - the guy who does not climb all over every random video to bask in the glory of the Old Spice Guy. But it happened again today.