After years spent on soapboxes telling brands, agencies, and anyone who would listen that they need to be where their consumers are, it’s refreshing to see more companies moving towards a #MobileFirst approach.
The latest companies to adopt a truly mobile mindset are Fab and Allrecipes.com. In an interview with Mashable, Fab founder Jason Goldberg says: “Back in February or March, we realized that fairly soon, mobile customers will be more than 50 percent of our usage, and we need to start thinking of that day and what Fab will look like in that world.” Goldberg further expects mobile use to outpace Web. As he puts it: “I wouldn’t be surprised if there were some days this year where we see mobile on par with web. I would expect that around Black Friday and Cyber Monday, we could see some of that. I think definitely going into Q1 next year, we’ll have mobile usage on par, if not greater, than web usage for Fab.”
Meantime, Minonline interviewed Allrecipes VP of brand marketing Esmee Williams about the decision to redesign the recipe page on the website. What was the chief motivation? People! As she puts it: “As media consumption habits shift, Allrecipes is committed to providing our community of 25 million family focused women a seamless multi-screen experience that connects them with premium food focused content whenever and wherever they need, whether it be on a PC, tablet or mobile device. Our enhanced mobile site is also a premium opportunity for brands to engage women and accelerate brand advocacy with home cooks at all points of need – from planning to purchase.”
Movie studios: mobile is your friend
Escaping to a movie in the theater is one of the small pleasures in life. And for those of us that do it at least once a month, we are using mobile to help us enjoy it even more. IAB’s study on moviegoers finds that 67 percent of this audience uses their mobile phone to help them figure out what movie to see and they are three times more likely to purchase their ticket on mobile (although this number is still small, around 5 percent in the past 6 months). When it comes to trailers, 61 percent said they watched a pre-roll video so they could see a trailer, with more men than women reporting this behavior.
Bottom line for movie studios is that their audience is turning to mobile for discovery and, like anyone wanting to be discovered, you’ve got to go where the people are. Peggy adds: Yep, mobile and entertainment are the perfect match. Check out this analysis of a recent Mobile Intel report PLUS an except from an exclusive interview with a leading studio to get the inside track.
SOURCE: IAB and inMobi
Email campaigns must lead to optimized sites
Yesmail Interactive conducted a study with 500 consumers and tracked their interactions with 20 major brands over a three month period to provide us important insights just in time for the holiday season. One of the most sobering findings: 41 percent of mobile owners made a purchase (in-store or online) based on an email promotion they received but sadly, 7 out of the 20 brands (that’s nearly one-third!) included in this study linked to web pages that were not optimized for mobile. With reams written daily about the role of mobile in retail it’s disappointing to learn that seven major brands still haven’t optimized their email campaigns to be mobile-friendly.
Look into your web analytics and if even small portions of your visitors are coming in from mobile, then you need to optimize their experience for this device. Consumers’ expectations are for a good experience, regardless of the device they choose to use. Fail to meet those expectations and you could be pushing them away — and into the arms of your competitor.
SOURCE: Yesmail Interactive