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A new survey of European consumers confirms the trend for shoppers to use their smartphones to research products in-store.
The report from Tradedoubler found that 42% of smartphone owners use their device to compare prices in-store, while 13% claim to have switched stores after finding a better offer elsewhere.
Location-based offers or vouchers, however, help to secure the interest of a fifth of potential buyers.
There are now plenty of stats and surveys which show the growing importance of mobile marketing.
So what is best practice for mobile marketing? Here are seven tips to maximise your mobile campaigns...
Thanks to the iPhone and the popularity of smartphones, we've seen rapid growth of mobile commerce over the last couple of years, something we've covered in detail on this blog.
According to IMRG stats, 7.7% of visits to UK e-commerce sites came from mobiles in 2011, accounting for 3.3% of all purchases.
This may seem low, but though most have seen the light, not every retailer has launched a mobile site or app. For those companies with more forward thinking mobile strategies, the gains are there to be had.
For example, 18% of Ocado's sales came via mobile last year, while Dominos made £10m via mobile last year, and £1m in just one week early in 2012.
This infographic from IMRG and eDigital Research contains some great stats on m-commerce growth from 2009 to 2012...
Advertisers are still reluctant to allocate budget to mobile search, according to a new survey from the World Federation of Advertisers.
The survey found that 66% of WFA members did not yet allocate budget to mobile search and 44% do not devote budget to social search.
The findings come despite the number of WFA members working with a single international specialist search agency doubling to 23% in 2011, while 39% work with a search agency in at least one country.
More and more consumers are accessing the internet on their mobile devices each day. There are over 5bn mobile phones worldwide and by June 2012, smartphones will account for more than half of the UK’s mobile users.
The majority of these mobile users are performing Google searches, providing a growing marketing opportunity for paid search advertisers. In addition, rising smartphone use means consumers are expecting more from their mobile experience.
So how can advertisers make sure they’re making the most from mobile search?
The growth of the smartphone provides a number of opportunities for brands to engage with consumers based on their current location.
According to stats from the Mobile Marketing Association, 26% of mobile users regularly use a map, navigation tool or similar service that automatically determines their current location.
Location-based marketing allows brands to adapt their marketing messages based on where consumers are geographically when they see them, and also what that location may tell you about their habits.
For many years, mobile has been the 'next big thing' for advertisers. And to be sure, the market for mobile ads has grown by leaps and bounds in dollar-terms.
The latest figure evidencing the growth of mobile as an advertising medium: according to comScore, the number of advertisers in the U.S. running mobile campaigns has grown exponentially in the past two years.
Topics covered include mobile search, SEO budgets, overall market size, Google's organic CTR, and user behaviour...
Nichola Stott is founder and director of SEO and social media agency the media flow, and previously worked as head of UK commercial search partners at Yahoo!
We've been asking Nichola about the role of the PR in SEO, the merging of search and social media, and mobile and local search...
Nichola will also be looking into the future of search in her presentation at Econsultancy's Future of Digital Marketing event in London on June 15.
Advertisers are experiencing greater click through rates from mobile search than desktop advertising, with CTR 2.7 times higher on average.
This is one of the stats from an Efficient Frontier study of mobile search trends, which also finds that the sector is growing rapidly.
30% of companies are using local search as a marketing tool, while a further 21% plan to do so in future, according to Econsultancy's latest UK Search Engine Marketing Benchmark Report.
The report, based on an online survey of more than 600 client-side digital marketers and agencies, was produced in association with Guava.
Here are a few highlights from the report...
There have been some useful mobile stats released this week, such as a study of the European mobile app market, and some excellent mobile search stats from Performics.
I've rounded up these stats, as well as some recent gems from our Mobile Statistics document.