Tag Archives: Smartphones

Weekly News Roundup

IgnitionOne Redesigns DMS Analytics With Focus On Heat Maps, Speed

IgnitionOne announced an update to the Analytics solution within the Digital Marketing Suite this Thursday. The tool will help marketers improve their workflow and increase reporting speeds. DMS Analytics will add to IgnitionOne’s platform of simplification in the online marketing and advertising industry.

Good Advertising is Good Storytelling

Every successful brand has good storytelling. Where to place the stories is a hard task, in addition to deciding where to spend money. Telling the story on all the platforms they can afford is the ideal situation. “The essence of that story should be a point of difference that is effectively dramatised.” This article notes that it is where (read: digital channels) the stories are told that is critical.

Paid Search Pays Off in a Bigger Way for Online Retailers

Paid search continues to dominate the digital advertising world. The National Retail Federation and Forrester Research Inc. released a report that showed that 76% of e-retailers said the paid search drove up more sales than the year before. 99% of the respondents said that they allocated some of their budget to some sort of PPC advertisements. However, display was also a factor in many companies marketing strategies. 77% of respondents said they spent more on display this year than they did last year. It is exciting to see the growth of digital marketing and how greatly it has changed the marketing world.

Facebook’s Revenue Soars 61% On Mobile Ads

Mobile advertising took off for Facebook, so much that it increased their revenue up 61% since last year. That is $2.91 billion, where active mobile users grew 40%. The mobile industry has continued to make Facebook boom, as it holds the second highest spot after Google in mobile ad earnings. It is evident that Facebook holds itself high on the pedestil for gaining ad performance.

Mobile-Ad Spending Leaps, but Trails User Growth

Mobile ad spend is predicted to gain a much higher outcome and get more money from advertisers than ever before. The article claims that the spending on smartphones and tablets combined will reach 83% and $18 billion in 2014. On the contrast, Newspapers will generate $17 billion, bringing radio at $15.5 billion. industry experts are advocating for marketers to gear their ads towards the mobile world, and focus less on print sources. “As the measurement tools develop, industry experts say marketers will become increasingly comfortable with shifting more money to mobile.”

Mobile Marketing Trends Dominating First Half of 2014

The number of smartphone users is expected to reach 1.75 billion by the end of 2014. There have been some key trends in mobile marketing that came along with this increase of smartphone users. A few key trends have been geo-targeting, the use of micro-content, emails shifting towards mobile first and personalisation of mobile. Sooner, rather than later, mobile will be the number one platform on which companies advertise on.

Most Companies Expect CMO to Lead Digital Transformation

When going through a digital transformaiton, 54% of companies believe it is up to the Cheif Marketing Officer to get the job done efficiently. “The role of marketing is bigger than just awareness and discovery, it’s about the relationship,” said Brian Solis. Companies need to know how to implement their technology in a way that is easy to understand for the marketers.

Mobile Programmatic 101: The Potential (And Challenge) of Mobile

The programmatic ad market is set to grow from $12 million to $32 million in 2017. Adults in the United States are averaging spending two horus and fifty-one minutes each day on their mobile devices. One challenge that mobile poses is the tracking mechanism, seeing as there is no universal cookie that can be used in the mobile environment.

Source: Shade of Info

Weekly News Roundup

Second Quarter Maintains Positive Growth for Digital Ads as Smartphones Close Gap with Tablets

IgnitionOne just released its highly anticipated Quarterly Report. IgnitionOne’s quarterly report is the longest continuously running quarterly report on Digital Marketing trends. IgnitionOne had some extremely interesting key findings in their report. Search advertising spend is up 9% since last year. Google regained engine market share increasing their share to 79%. On the basis of the report, Roger Barnette says, “our clients closely track ROI and will follow results when deciding where to spend their next dollar.”

Confirmed: Mobile Commerce is Here To Stay

Just in case anyone had doubts, mobile commerce is here to stay. New research conducted by Australian Communications and Media Authority shows that mobile commerce has grown by 448% since 2010. As a matter of fact, the report shows that Australian consumers would rather shop from their mobile device. This growth of mobile commerce can be attributed to the increased ownership of smartphones worldwide. Smartphone ownership has increased 8% since May 2013. Mobile commerce is still growing and show no signs of slowing down.

Facebook Tracking is Changing

Facebook has once again changed the way they track their customers. Facebook has now decided to track what users do outside of their site. This can be viewed as a huge breach in the users privacy. However, facebook claims they are doing this in order to provide more relevant advertisements to their users. Jeff Chester, executive director of the Center for Digital Democracy, explains that “Facebook is going to use multiple ways to track their users and sell them to their advertisers.”

CMOs Are Preparing for Digital to Grow to 75% of Marketing Budgets: But almost half are worried about managing this change

The infographics in the article show the future of digital marketing and the trends of the industry over the past years. According to the article, “within the next 5 years, digital will account for 75% of the Marketing budget.” Email and mobile both have grown greatly in channel effectiveness since 2012. Many executives say the biggest problem with switching to digital, is “managing the change.” However, it has been proven that digital is effective, so managing the change should be worth it. 

Ad Age Survey: How Advertisers Are Spending on Facebook, Twitter and YouTube

Which social media platform are advertisers spending most of their time and money on for the future? The answer is Twitter. The largest goal for marketers, when polled, was bringing “awareness and sentiment” for their brands. Facebook was by far the most dominant social media platform, where 83%, up from 70% of advertisers are now paying for ads on Facebook. However, for a future outlook, advertisers are looking at Twitter as their favored way of promotion. Youtube came behind Twitter and Facebook, falling fourth as the best ad platform for ROI.

Twitter Globally Expands Mobile App Promo Ads, Enhances Targeting

Twitter is now growing to expand its mobile app promotion ads worldwide. The ads ultimately redirect users to download new apps or open their existing apps already downloaded on their smartphone. There is no doubt that Twitter has incredible targeting capabilities. Twitter also offers conversion tracking capabilities for its advertisers, allowing marketers to measure the impact of their campaigns. According to BIA/Kelsey, most of the credit for the success goes to Facebook’s News Feed ads and Twitter’s Promoted Tweets.

Paid-Search Spend Rises, But Marketers Pulling Out Of Partner Programs

9% more was spent by U.S. Marketers this year in paid-search ads. Mobile and tablet devices made up for 27% of total search spend. Running campaigns on smartphones alone rose 173%. The article mentions IgnitionOne’s study on the move away from advertising on search partner sites. “The difference in efficiency on Google is likely due to how quality score is calculated separately for their partner sites,” per the study.

US Paid Search Spend Continues to Rise

IgnitionOne is mentioned on its Q2 2014 marketing report, contributing to large improvements in innovation in paid search technology. The article also mentions different growth engines, such as Google and Facebook’s remarketing platform, Facebook Exchange. It takes note on how much mobile and tablet devices are growing in the market. Smartphone spending amazingly grew by 173%.

Source: Spartan PR


It’s a Small Mobile World, After All

I recently spoke at a retail conference on the topic of mobile. It’s a hot topic (as you well know) and drew a pretty decent crowd. I cracked a few jokes, presented several interesting stats, and even threw out some halfway decent advice for building a mobile strategy. (Safe) success. But looking over my presentation on the plane ride home, I noticed how much “recycled” material I had used. Sure, it was interesting – but was it novel? Groundbreaking? Innovative? No. My concepts were recycled – reinvented – from other ideas that came from other people.

But it got me thinking about innovation – great, big, life-changing, civilization-altering ideas. Where do they come from in a world and industry of recycled people and ideas? Cell phones – that was a big idea. In 1984, Rudy Krolopp introduced the first portable cell phone. It took ten years and more than $100 Million to develop, but this idearealized forever changed how, where, and when we communicate with one another. And with the introduction of smart phones – portable email, internet, apps (and who can forget Facebook), our means of interacting with one another would never be the same. My iPhone isn’t my cell phone. It’s my battery-charged, app-reliant life.

Both of these grand ideas came from very simple premises – I like to talk to my friends and family, surf the web and (occasionally) check my email and update my Facebook status, and I’d rather not be tethered to my home computer and phone to do that. Enter mobile communications. And it’s completely altered the way we live. We comparison-shop for items while standing in the store using QR codes and shopping aggregator sites. Anything we need is a query and click-to-call away. Yet while this innovation changed everything, I’m not convinced that marketers have been innovating to take full advantage. We seem to be stuck in a vicious cycle of recycling – opinions, ideas, and strategies. It’s time to innovate. And since I’m convinced that big ideas come from simple premises, here are some interesting mobile stats that I hope help to get the cogs turning and innovation brewing…

1. Lots of people have smart phones.

How many? 107 Million in the US. By 2015, analysts predict that mobile Internet usage will surpass desktop Internet usage and generate $1 Trillion in mobile transactions. Yet only 67% of Google’s largest advertisers have mobile optimized sites, and IgnitionOne reported only 14% of managed spend targeted mobile devices.

Your consumers are already interacting with your brand on their mobile devices- whether you’re ready or not. So be visible. Target, manage, and optimize your search, display, and email campaigns separately. Use analytics to truly understand how your customers are interacting with your brand by channel on mobile devices today (store locator, comparison shopping, rewards programs, etc) and give them the mobile experience they’re asking for. 80% of users will abandon your site if you don’t, and 52% will go directly to one of your competitors.

2. People who have smartphones use them. A lot.

96% of smartphone owners have researched a product from their device. 62% of people who have them perform daily searches. And even though not everyone uses a mobile wallet, retail apps like Shopkick, or shops regularly from their mobile device, they’re still taking action. In fact, 21% of users who have purchased online from their mobile device after searching for local information. But that’s not nearly as astounding as the fact that  10% of people who searched for local information on their phone did nothing. That’s a 90% conversion rate!

Going back to my first point, your consumers are already interacting with your brand from their mobile devices, and they’re taking action. Their actions can be monetized and attributed to the exposures that led them there. Are you making yourself accessible to them and their needs?

3. People don’t go anywhere without their smartphones.

I mean anywhere…I recently read a survey that revealed 40% of people would rather give up their toothbrush and their shoes for a week than give up their smartphone. 80% won’t leave their homes without them, and one in four people admit to taking them to the bathroom. Gross…

My point here is that we are never without our devices. As marketers, it’s imperative that you’re always aiming to be (the most) relevant answer to your consumer’s question. How does your consumer’s location, local weather, time of day and day of week make you more or less relevant? If I’m standing on the corner of 5th and Main street, and I search for “Chinese,” I’m not likely looking for information on China’s economy or culture. I’m probably looking for great Chinese Restaurant near me. And if they offer me a free wanton soup, click-to-call for reservations, and are known for the best Kung Pao Chicken in the city, it’s an easy decision. Leverage creative copy, site links, geotargeting, and aggressive bidding strategies to be the most visible and relevant answer to your customer’s question at the exact moment they’re asking.

Want to be a mobile innovator? Just remember to start at the most obvious place – your mobile customers. Recycling mobile strategies doesn’t work, because your mobile strategy should be as unique as your customers (and completely centered around them).