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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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 [...]


How You Can Use Geo-Location To Turn Mobile Traffic Into Off-Line Gold

mobile geolocation_shutterstock_183546110 Mobile traffic is on a steep upward climb, with people now looking at their mobile devices an average of 150 times per day. Businesses that aren't selling an e-commerce-friendly products will need to get very creative if they are to transmute this increasing mobile traffic into more revenue. But even businesses that have the advantage of products which are easy to order online still need to find clever ways to capitalize on such an active mobile user base. One of the emerging mobile marketing opportunities that brands can take advantage of is to use geo-location technology to reach users [...]


Frictionless Mobile Commerce: 5 Examples Of Companies That Are Leading

frictionless_commerce In 2000, MIT professors Erik Brynjolfsson and Michael D. Smith published a paper titled, Frictionless Commerce? A Comparison of Internet and Conventional Retailers. Their thesis centered around the fact that the World Wide Web had evolved into a platform enabling a "nearly frictionless market" connecting buyers and sellers and providing the ability to instantly find whatever goods or services desired. Even more powerful, buyers could comparison shop in real time and then purchase these goods and services instantaneously. This evolution from traditional brick-and-mortar shopping gave t [...]


Google Wallet & Apple Passbook: A Brand’s Next Best Friends

google wallet POS Recently, the industry has seen a considerable amount of buzz surrounding mobile wallet applications such as Google Wallet and Apple's Passbook. Defined as an effective mobile solution for providing customer loyalty rewards and savings, there's no question as to why these apps are becoming more popular. Even though consumers have expressed a desire for mobile offers, some brands and retailers have been slow on the uptake. This column explores the loyalty and rewards features of each platform, their benefits and how they can be used to create a truly revolutionary customer experience when [...]


Native Mobile Apps May Dominate Now, But The Mobile Web Will Endure

Time spent with apps If you’re lucky enough to be a huge brand marketer with unlimited budgets, what I’m about to say probably doesn’t apply to you. You have the good fortune to focus on providing not only a phenomenal mobile website experience, but a great experience in mobile apps, as well. Not or, but and, as it should be. So, you can feel free to use the contact info below to discuss how to take your campaigns to the next level and stop reading this column. For the other 99% of us, the recent announcement by app analytics provider Flurry that users are still spending more time in apps than the mo [...]


Yelp Versus Foursquare? Who’s Winning In Mobile/Local For Marketers?

yelp-foursquare For business travelers, it's easy to see why mobile access to discovery tools like Google Places, Yelp and Foursquare is so critical. Determining where to go to get coffee, lunch, printing help, dinner, drinks, etc., often happens at the last minute. What about non-business travelers? Yes, we all have our favorite places to eat, preferred dry cleaners, dentists, doctors, and so on. But how do we know we are finding the best places? Or what if our dentist moves? Or our dry cleaner continually over starches our shirts? What about life changes that might mandate a new day care? Or a nurs [...]


In A Mobile World, Not All Mobile Performs Equally For Advertisers

bing ads clickers It seems that every time I ride the elevator at my office building, every one of my fellow riders has a mobile device out -- checking e-mail, making a restaurant reservation, even booking a trip... Whether I'm at bus stop, in line at Starbucks or dining in the cafeteria, almost everyone I see is peering at a mobile device. This trend is not simply anecdotal. According to eMarketer, global smartphone users will top 1.75 billion in 2014, close to one quarter of the world's population, and growth will continue on a fast-paced trajectory through 2017. Mobile smartphone adoption is occurring [...]


As Mobile Revolutionizes Commerce, How Marketers Are Taking Advantage

AmericanApparel-ShoppingAssistant How many of your daily tasks would be nearly impossible (or at least more difficult) without mobile devices, e-mail and the internet? It's tough to imagine accomplishing even the simplest of tasks, especially when it comes to buying and selling goods. Mobile has revolutionized commerce, including the way consumers engage, research and ultimately purchase products. On the flip side, advertisers now have more ways to reach and influence their audiences. Retailers are now witnessing first-hand how traditional "brick-and-mortar" ideology is rapidly transforming into a new "brick-and-click" real [...]


Count Incoming Calls Right To Maximize Cross-Platform Marketing Returns

call-phone-600 Calls are in -- in a big way. The adoption of mobile and ease of satisfying a near-immediate search need with a quick phone call have fueled the universal acceptance of calls as a key engagement and conversion indicator. All direct response advertisers -- regardless of size or sophistication -- understand and appreciate the value of a call. As attribution conversations heat up and marketers look for ways to validate the performance of their various ad campaigns, many are adopting calls as a cross-media performance metric for their desktop and mobile search campaigns. With this growth, ho [...]


Omni-Channel & Mobile-Focused Marketing Aren’t Mutually Exclusive, Stupid

mobile-devices-analytics-featured Okay, so the title's not as catchy as James Carville's famous rallying cry or even Aaron Strout's recent usage of it on Marketing Land last week. And I don't think Mr. Strout -- or anyone who holds the opinion that mobile-focused marketing is only possible at the expense of having a good user experience across all platforms -- is stupid. But I do take exception with the unfortunate trend of claiming that focusing on a mobile context is somehow a thing of the past simply because users are accessing the web from a number of different devices. Yes, we must stop assuming that mobile users [...]


Five Must-Have Mobile Elements To Incorporate Into Your Marketing

mobile-apps-200px Take a look around any party, office or public event and you’ll see someone texting on their smartphone or checking Facebook on their tablet. It’s undeniable that mobile devices have become an integral part of our day-to-day lives. Adults actually now spend more time on mobile media than they do on newspapers and magazines combined, and some experts are predicting mobile Internet usage will overtake desktop browsing this year. On a practical level, this means that if you’re not incorporating mobile into your integrated marketing strategies, you are missing a huge opportunity to connec [...]


Digital Ad Spend Quickly Shifting To Mobile: Are You Ready?

mobile-devices-featured Recent projections from eMarketer show that mobile ad spending will surpass desktop spending by 2017, reaching more than $35 billion compared to desktop based advertising at $27B. The ultimate force behind the growth in ad spend is the massive increase in mobile web usage and smartphone activity by consumers. In order for the market to reach these lofty projections, it will be of paramount importance to work through key challenges such as fragmentation and cookie-based targeting. The Opportunity eMarketer reports that the global smartphone audience surpassed the 1 billion mark in 2012 [...]


Location-Based Mobile Marketing Is Where It’s At For Consumers

iStock_000028298156Medium The ability for mobile devices to track and report a person's location in real time with a reliable degree of accuracy has come into its own. The tendency of consumers to use that feature is increasing in popularity, as well. According to the Pew Institute, "74% of adult smartphone owners ages 18 and older say they use their phone to get directions or other information based on their current location." Use of a geolocation feature is more than a nice-to-have option on a smartphone or tablet -- its use has become a routine part of a consumer's daily life. With U.S. smartphone penetration [...]


What Marketers Need To Know About Mobile Usage During Holiday 2013

Graph1marketingLandArticle2.7.14 If Santa hasn't already gotten himself a smartphone, it's about time he did. With US smartphone penetration now at nearly 65%, there is nary a name on his nice or naughty list that isn't addicted to their handheld technology. And this year, shoppers turned to their devices en masse to help them navigate the gifting season. Year-over-year, we saw an 86% increase in retail-related mobile search activity on the xAd mobile-location platform during the holiday season. From big box retailers to local boutiques, advertisers understood the opportunity in mobile and planned accordingly this year. [...]


Grow In-Store Visits From Smartphones For Better Traffic From Google Mobile

mobile-devices-featured We know 2013 was the year that Google finally started to improve the smartphone search experience, warning webmasters and marketers about things that make a site less usable for smartphone users -- like Flash, faulty redirects, slow loading pages and so on.   I know sites can be difficult for mobile searchers to use, regardless of whether they're dedicated mobile sites, dynamic serving, or responsive web design -- so let's focus instead on what we can do to improve the mobile searcher experience on our sites.  I'll be suggesting ways to improve the mobile searcher experience througho [...]


20 More Essential Business Apps For Your Smartphone

shutterstock_106278554 About a year ago, I wrote a post featuring 30 essential business apps for the smartphone. It was a fun post to write -- and, even better, I got a ton of new app recommendations from my ecosystem of smart friends. Given the fact that a lot happens in the mobile space in a year, it felt like it was high time to create a list of 25 more essential apps. It's worth noting that while this column is dedicated to helping marketers with their mobile and location-based marketing needs, marketers (and other business people) are also consumers of mobile technology. And hell, if they can make their l [...]


The Mobile Makeover Of Digital Marketing

mobile-devices-featured As far as classic channels go, search and display are Internet advertising legends. They arose in the proverbial stone age of digital technology, when ad capabilities were limited to standard banner ads that screamed, "Click Here!" Simply put, innovations at the industry's disposal today, including online video and mobile executions, were once easily dismissed as pipe dreams. The commonplace use of mobile devices and smartphones had not yet become an integral part of everyday life. Today, innovation across channels has saturated the mainstream, and mobile devices are now ubiquitous. It's [...]


Push Mobile Marketing — App Notifications Vs. Messaging

Iris Mobile's - Mobile Apps Every day, marketers are finding new and innovative strategies to reach their target audience and build loyal relationships. Luckily, through mobile, we have a channel that allows us to get even more up close and personal with consumers. To have a balanced mobile strategy, it is important to leverage both push and pull techniques. We are all very familiar with pull mobile techniques like responsive mobile sites and mobile applications where customers proactively attain the goods or information they need. In this article, we will delve into some of the more innovative push marketing techniqu [...]


SEO Can’t Be Done Without Mobile SEO

mobile-devices-featured It's 2014, which means we are officially one year away from the year that Kelsey Group predicted mobile search will eclipse desktop search. Are you making your mobile resolutions to ensure you're ready for when that time comes? [caption id="attachment_70213" align="aligncenter" width="600"] Mobile share of overall search traffic was nearly one third in Q3 of last year according to RKG.[/caption] 2013 In Review Hopefully, you were with us last year as well, when we used this column to give tactical advice on how to do mobile SEO well, provided case studies to illustrate mobile SEO success, [...]


It’s 2014 — Is Your Content Mobile Ready?

girls-smartphones-mobile-featured Mobile traffic has been growing steadily over the past five years, but increased more than 50 percent in the last 12 months. In fact, global tablet and smartphone traffic grew to 20 percent of all internet traffic in December 2013. Considering this 1-in-5 milestone, you cannot afford to ignore mobile users in 2014. It is imperative that your content is not only readily available to mobile users, but is optimized for mobile consumption. Is your content mobile ready? There are many steps you can take to ensure mobile visitors have a positive experience when browsing your content. Consider [...]


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