As more people purchase smartphones and tablets, increasing their access to the mobile Web and applications, advertisers are clamoring to engage them there. But the bigger challenge is how to deliver people advertising they are likely to appreciate because it ticks all the boxes. Tim Jenkins draws from his company's experience with Hartz, a U.S.-based maker of pet care products, to show how knowing people's offline behavior can vastly improve mobile advertising effectiveness.
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Mobile advertising is set to explode. Market research firm eMarketer predicts that mobile ad spending will increase 48 percent this year from $743.1 million in 2010 to $1.1 billion in 2011. That’s significant growth, but none of this projected spending will be effective if advertisers can’t reach the right people with the right types of ads on the right devices at the right times.
December 15, 2011
Posted in Guest columns, Mobile Marketing | No Comments »
Starbucks has quietly and cleverly executed a mobile strategy that has allowed it to become the largest mobile payment program in the U.S. (with plans to launch in the U.K. in January 2012). But enabling payments is just part of the picture. Lisa Ciangiulli recounts her own journey across Starbucks' customer touch points to reveal the real secret of the company's success: a respect for us (the customer) and a deep understanding of what we need on the move.
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My personal and professional lifestyles — mobile, multi-tasking mom and member of the Mobile Marketing Association Board, North
This year we have witnessed a seismic shift in how brands and agencies wield the power of mobile to deliver effective advertising, engage with consumers every stage of their daily journey and —ultimately — achieve business objectives that go beyond brand promotion and awareness to encourage commerce and continued customer loyalty.
The drivers are many and the impact is tremendous. The rise (and rise) of mobile retail, the advance of smartphones and connected devices, and the heightened interest among companies across all verticals (retail, automotive, finance, pharmaceutical — the works!) make it imperative for us as an industry and ecosystem to ask (and answer!) some tough questions.
It was the brands that told us with their increased marketing spends that 2010 was The Year of Mobile. Now consumers are the ones showing us through their actions -- reaching for their mobile phones at every step of the consumer journey, from researching products to making purchases -- that this is the Year of Mobile Commerce.
IBM’s Smarter Commerce initiative has produced a new online retail benchmark study, research that compares Cyber Monday 2011 versus Cyber Monday 2010 and reveals some surprising trends. By way of background, these early holiday season findings are based on data from IBM Coremetrics Benchmark, an analytics-based, peer-level benchmarking solution that measures online marketing results, including real-time sales data from the web sites of more than 500 leading U.S. retailers. All of the data is aggregated and anonymous.
December 2, 2011
Posted in Guest columns, Mobile Marketing, Mobile Research, Mobile Social Media | 2 Comments »
Social networks allow us to share and discuss our passions with people everywhere on the planet. Up until now this free exchange has known only one barrier: the digital fence erected by the social network provider. But a new mobile app from Atlas Premium Brands (APB) could do more than turn the tables on the likes of Facebook; it could also provide brands and advertisers a much-needed opportunity to join the conversation.
When it comes to mobile sports content, Atlas is a major league player with an innovative mobile business model. The company— official and exclusive mobile partner of several leading soccer teams including Chelsea, Liverpool FC and Real Madrid with exclusive mobile and Internet rights to players and teams within the premiership league across in territories worldwide, including the Middle East, Thailand, Indonesia, China, Vietnam and all countries in Africa —has built up a stockpile of rights and relationships. The ability to connect teams and their fans (and gather all the CRM data it produces) is a core capability Atlas plans to monetize big-time through today's release of Second Screen.
November 30, 2011
Posted in Mobile Marketing, Mobile Social Media | 1 Comment »
Who are the big-spenders in mobile advertising? In Q3 2011 the financial services sector jumped from third place in Q2 2011 to become the leading vertical in the U.S., ranked by mobile ad spend, followed by Entertainment, Retail & Restaurants, Telecoms and CPG (consumer packaged goods). Globally, finance placed number four.
This massive growth, with ad spend increasing over 356 percent year-over-year, confirms banks, insurance companies and credit card companies are aggressively using mobile to raise awareness of their products and services, generate leads, encourage app downloads and —significantly—engage more with people on their device(s) of choice. The vast majority (80 percent) of people accessing financial information or apps are smartphone owners, (more than double the general mobile population). Moreover, the mobile finance user is also 76 percent more likely than the general mobile user to own a tablet or e-reader device.
