If you’re like most people, your smartphone or tablet computer have become must-have accessories. How best to market to folks on the go? Read Marketing Land’s Mobile Marketing column for the latest tips and techniques for these emerging platforms.

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The Shelf Life Of A Mobile Ad: Shorter Than You May Think

shutterstock_alarmclock When a user loads a webpage, they aren't doing so with the intent of clicking on an ad. Yet, millions and millions of users do just that every single day. However, this isn't just a numbers game -- intelligent marketers (like those who are reading this article) are looking to get the most out of their advertising spend by targeting the right users in the right way at the right time. But even when an ad is shown based on any number of criteria, what's its proverbial shelf life for that user? Two seconds? One minute? Five minutes? Within this article, we'll be analyzing a week's worth of a [...]


Opening Mobile Wallet Opportunities For Marketers

believing seeing is There is a lot of buzz about mobile wallets -- mostly, the challenges facing mass adoption of mobile payments. This has left many marketers to wonder how they will be able to implement innovative mobile payment technologies into their mobile/brand strategies. While the industry focuses its attention on m-payments (and lack thereof), marketers who want to stand out have a unique opportunity to get ahead -- with the non-payment side of mobile wallets. It Starts With The Consumer Consumers have made their preferences clear -- they want a shopping companion. Mobile wallets eliminate the need [...]


Understanding The Complexity Of Mobile Ad Attribution

advertising_mobile_devices_hand In this complex and fragmented marketing landscape where a consumer's purchasing journey moves from desktop to mobile to offline channels, measuring the contribution of all these touch points is exceedingly complicated. Recently, one of these media has become increasingly challenging: mobile. While consumer usage of mobile devices is ballooning, mobile ad spend is still lagging behind. Marketers know that consumers are on their smartphones and tablets 24/7 and that this usage will only continue to grow, but a lot of uncertainty remains around attribution and how to accurately measure mobile [...]


How To Do Location-Based Push Marketing Without Going Too Far

mobile-target-location-targeting-shutterstock Location-based marketing has been described as "the intersection of people, places, and media." This evolving new capability centers around the idea of understanding your customers' context -- such as their current location, their location history and their current or historical beacon proximity -- to deliver more relevant, timely content as a result. Enabled by apps, mobile marketing leaders are using location-based audience segmentation to craft smarter messages to engage their mobile customers and win a greater share of smartphone and tablet screen time. However, brands must tread [...]


Goodbye Email, Hello Rich Media Messaging

email vs. mobile messaging "Give us your email address and we'll give you great deals." These seductive words charm millions of customers every day eager to get a good deal from their favorite retailer. Unfortunately, soon after signing up for these deals, the emails often hit the junk mail folder, never to be seen by the intended recipient. With Millennial preferences changing, perhaps it is time to evaluate our digital marketing strategies. Instead of replicating the wheel by sending the same kinds of email messages to mobile devices, we should get a little smarter about how we are direct marketing. Goodbye [...]


Essential Mobile SEO Resources

folders-files-resources- shutterstock It occurred to me as I was making my personal site responsive and adding recommended resources that I've been doing this column for over five years and have yet to share with you readers a comprehensive list of the mobile SEO resources I recommend. This month, I'd like to right that wrong by citing the people, publications and tools that I find essential for mobile SEO, all in one place. People Pierre Far - Pierre said at one point that he wants to be the Matt Cutts of mobile search, and along with Maile Ohye (and sometimes even Matt Cutts), that’s the role he plays at [...]


4 Data-Driven Tips For A Successful Mobile Marketing Plan

mobile-devices-trends Mobile marketing is coming into its own. With the 2013 mobile e-commerce market valued at $43 billion and mobile traffic making up nearly 50% of site visits in the first quarter of 2014, the savviest retailers -- e-commerce, brick-and-mortar and omni-channel alike -- are investing in building out dedicated mobile marketing teams and capabilities. These numbers come from the Custora E-Commerce Pulse Mobile Report, soon to be published by Custora (disclosure: my employer). These metrics and others hint at the size of the opportunity for marketing teams that are able to harness the power [...]


Going All Responsive Is Not Always “One Size Fits All” With Mobile

responsive-web-design-mobile-tablet-shutterstock What if I told you that you could recover upwards of 200 percent in lost smartphone traffic by ensuring your site's mobile experience was implemented well? Would you make your mobile configuration a top priority? New research coming from BrightEdge shows that brands with misconfigured mobile solutions are missing out on a big opportunity. We know that Google is putting mobile front and center with features and solutions that cater to what's happening in real time. Increasingly, your customers are accessing your site via a mobile device. Run a quick report in your Google Analytics; h [...]


5 Key Trends To Watch (And Use) In Mobile/Location-Based Marketing

mobile-devices-trends Mobile is quickly becoming one of the most important (if not the most important) channels for marketers to focus on. As more and more users do more and more on their smart phones and tablets, understanding the needs and wants of prospects and customers is critical. On the heels of mobile/internet analyst extraordinaire Mary Meeker's now famous Internet Trends presentation -- and with a nod to the fact that we are halfway through 2014 -- the timing seems right to take a look at some key trends in mobile and location-based marketing. The Trends Within Ms. Meeker's report, it's interes [...]


One Of 2014’s Hottest Mobile Retail Opportunities: User Reviews

mobile-review-shutterstock Each year, the retail shopping season seems to catch us off guard, beginning sooner than we expect. Retailers begin to see a lift in sales during the back-to-school season, which continues through post-holiday sales at the end of the year. June is the perfect time for digital marketers to examine last year's trends and prepare to execute on new ideas that will help drive this year's sales. Based on the customer behaviors that we saw last year, we expect mobile -- browsing, showrooming and purchasing -- to continue to grow in 2014, supported by research-savvy shoppers who browse user revi [...]


oPhone DUO May Increase Online Sales With The Power Of Smell

Imagine the aromas! Have you heard of the oPhone DUO? I’ll bet you haven’t because it's brand new! And it has very interesting implications for online marketing. The oPhone DUO is a combination of oSnap and oPhone which was unveiled at the Connected Conference in Paris this week. oSnap is an application that allows you to share smells online and oPhone is the delivery system. (No, this isn't a joke, though Google did joke about something similar on April Fool's day in 2013.) [caption id="attachment_88367" align="aligncenter" width="600"] Limited Edition oPhone[/caption] This amazing new product has so many [...]


The Flight Path: The New Cross-Device Customer Purchase Journey

shutterstock_138444350-flight-track Father's Day has just passed, and that means many consumers were scrambling last week to ensure their father's gift arrived in time for the holiday. While many may have begun their path to purchase on a desktop during work, others may have started on a mobile device during their commute home, ultimately completing their purchase journey on another device. Marketers that were aiming to target consumers during their path-to-purchase journey were most successful if they adapted their messaging to fit into any device context -- from mobile to desktop, apps to display ads. As reported in D [...]


The Rich Media Messaging/Sweepstakes Combo Wins For Brands And Participants

RMM Sweepstakes Margarine, potatoes, artificial intelligence, Femat's Last Theorem, steam tractors, canned goods. The common link? Sweepstakes. Dating from the 15th century, sweepstakes have been used to motivate the masses -- incentivized, of course, by a handsome prize. [caption id="attachment_85159" align="aligncenter" width="600"] RMM Sweepstakes[/caption] The aforementioned inventions were the result of governments, companies and individuals calling on the public to solve major problems of the times, resulting in solutions that endure today. Advertisers in the 1950s paved the way for the present [...]


3 Ways To Use Keyword Planner To Improve Your Mobile Search Visibility

mobile-devices-featured Last month, we discussed what we can learn about mobile searchers from Google's redesigned keyword planner, including that mobile searchers are often local searchers and that most of them use "near me" instead of "nearby." This month, I want to give you three specific ways you can use the new Keyword Planner data to help your business become more visible to mobile searchers. Data-Driven Mobile Configuration Strategy The first thing you should do is look at your high-revenue, brand keywords to see how the majority of searchers are finding you and your competitors online. This can help you [...]


The Convergence Of Mobile Apps & Search Is Happening. Get Ready!

future_of_search_results Weather forecasters often talk ominously of “convergence zones,” the areas where two flows of fast moving air come together to create interesting weather patterns. If I were to put on my weather forecaster hat to predict the future of search, I’d say we’re sitting right in the middle of a convergence zone between the web and the fast-growing state of native mobile apps. These two forces are coming together quickly, and when they do, the future of search will be incredibly interesting. But what does interesting mean, exactly? Over the past couple of weeks we’ve seen two an [...]


How To Create Memorable Mobile Video Content: Tips From 3 Pros

video2 It probably won't surprise you that a majority of the usage on today's popular social platforms is via a mobile device. In fact, of the big six (Facebook, Twitter, LinkedIn, Tumblr, Instagram and Pinterest), only Tumblr (54%) and LinkedIn (74%) have more desktop usage than mobile (source: Wall Street Journal). A statistic that may surprise you, however, is the fact that now, 40% of all YouTube watch time comes from mobile devices. Considering the fact that social networks are major drivers of video consumption, this number will continue to skyrocket over the next few years. Because hu [...]


Effective Mobile Marketing Across Retail, Travel, Automotive & Financial Services

mobile-devices-analytics-featured A recent eMarketer report, "U.S. Tablet Users: Q1 2014 Forecast and Comparative Estimates," predicts that the number of dual tablet and smartphone users will reach 140 million U.S. internet users by 2018. Because of this growth, marketers across industries are working to identify the most effective digital practices for engaging users, driving app downloads and increasing conversion rates. While marketers across verticals are generally working toward the goal of creating more engaging brand experiences across all platforms, mobile marketing strategies can differ by industry. Retail [...]


MoCo: Mobile, Content & Advanced SEO. How To Prepare

mobile-websites-smartphones-featured What does it mean to be "mobile ready"? You might say having a mobile responsive site -- and that's certainly part of it. But there's much more that goes into ultimately creating an excellent website experience for your ever-expanding and ever-discerning mobile user base. It's a fact that people are starting to use smartphones as the go-to device. According to Google's 2013 Mobile Search Moments study, 77% of mobile searches occur at home or work, even when a PC is likely nearby. We know that smartphones are often used as a multitasking accessory to other devices as well, with 82% using [...]


Last-Mile Local Marketing With Mobile: An #LSA14 Retrospective

shutterstock_112609958-mobilelocal Mobile devices are our own personal Sherpas -- or, as Woz said in his popular keynote, "your most trusted advisor in the world." Marketers are soaking up real-time info based on our location-based needs so they can reach relevant consumers' hands whenever and wherever -- ideally in the Last Mile of the purchase cycle. This is the message I addressed at the Local Search Association (LSA) Annual Conference (#LSA14) two weeks ago, and the theme came through in a number of valuable sessions. More And More Mobile comScore's executive chairman and co-founder, Gian Fulgoni, discussed the changin [...]


What Can Keyword Planner Tell Us About Mobile Search Behavior?

mobile-devices-screens-featured If you were to ask the question posed by the title of this article a month ago, the answer would be: nothing. Unfortunately, when Google sunsetted the Keyword Tool and replaced it with Keyword Planner in July of last year, one of the things marketers lost was the ability to see traffic by device. But mobile keywords are back! Well, sort of, as it's not exactly what we had before. If you haven't heard, Google recently added nine new features to Keyword Planner, including the ability to see percentage of search volume by device. This allows us to do some pretty cool things to optimize for [...]


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