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 2014 Holds For Mobile Marketing: 5 Predictions

2014 mobile predictions It's that time again. That's right, I'm talking about 2014 mobile marketing prediction time. A few weeks ago, I asked some of my smart friends in the mobile/location-based marketing space for their 2014 predictions. As promised, in this month's column, I am delivering a few of my own. If you want to look at last year's predictions, you can keep me honest (and see some of the stats for the space). To that end, I'm kicking off this post with additional current stats to set context around my 2014 predictions. Key Mobile/Social Statistics Global mobile subscriptions: 6,587.4 million (I [...]


Our 10 Most Popular Mobile Marketing Columns Of 2013

ml-mobile2013-featured QR Codes are dead and Responsive Design is controversial. Those are two of the takeaways from our most popular Mobile Marketing columns in 2013. There's no denying that Mobile is one of most explosive and fast-changing sectors in digital marketing, and we're thankful to have had such knowledgeable experts share their views and insights about its development throughout the year. We had the benefit this year of bringing aboard columnists who'd been writing for Search Engine Land's mobile column, so we were able to explore more of the search-related consequences of mobile marketing decisions [...]


Q&A With Anna Bager, GM Of The IAB’s Mobile Marketing Center Of Excellence

anna-bager-headshot Look around you almost anywhere -- on public transit, in a restaurant, at a sporting event, and even in the car -- and it's impossible to ignore the impact that mobile devices have had on our society in the past year. And that influence is only growing in significance. Needless to say, digital marketers go where consumer interest is strong and, in 2013, that meant smartphones and tablets. There's so much going on in this fast-moving space, so we jumped on the opportunity to buttonhole Anna Bager, the VP and GM of the Mobile Marketing Center of Excellence at the Interactive Advertising B [...]


Tablets Poised To Overtake Smartphones As Shopping Device Of Choice

tablet-ipad-money-featured When we talk about devices in mobile marketing, most marketers’ thoughts still jump directly to smartphones. And for good reason. They're cheaper and more portable than tablets (at least when subsidized by the carriers), and smartphones are a consumer’s constant companion. They also account for the largest market share of mobile devices. According to a recent industry survey 56% of adult Americans have a smartphone, while 35% of US citizens over the age of 16 own a tablet device. And if patterns established during past holiday seasons continue -- even to a lesser extent as the market be [...]


New To Mobile SEO? 5 To-Dos To Help You Start 2014 With A Bang

mobile-websites-smartphones-featured Even though I made a resolution at the beginning of the year to stop talking about responsive web design and SEO, many readers asked me to keep it up, so I did, in a pretty big way. Being a digital marketer I keep track of social engagement of the articles that I write, and use it as a proxy for interest. My top three articles of all time in terms of social engagement are three I wrote this year on responsive web design. That being said, I’m sure many of you reading this column aren’t ready for the nuances of responsive web design versus adaptive web design and are just freaking out [...]


Mobile/Location-Based Marketing Predictions For 2014 From 10 Experts

piperjaffray As we close in on the end of the year, it is helpful for us marketers to think ahead to what the coming year will offer. While I plan to do another "trends" post in early January (see what I had to say for 2013), in this post, I've asked several of my mobile-savvy colleagues to weigh in on what 2014 has in store when it comes to mobile and location-based marketing. What's interesting is that a few key themes started to emerge, including context, wearables and location moving away from being a platform and becoming a data play. Given the fact that there are five book authors (five inc [...]


Mobile Messaging: Essential Advice For A Successful Mobile Marketing Platform

mobile If you have a roadmap for your mobile marketing initiatives (and you should), it must in almost all cases include a mobile messaging program. You might be wondering what is the best way to execute on a program or how it fits into the rest of your mobile initiatives. Here are a few essential tips for success in the mobile messaging space… Messaging Is Important You likely have a mobile application and mobile website in your plan, but have you included mobile messaging yet? Mobile messaging is one of the only push-based mobile marketing technologies, meaning that you are not relying on [...]


Will Measurement Shortfalls Hinder The Growth Of Multi-Screen Marketing?

mobile-devices-featured Mobile is taking over nearly every facet of consumer life as we know it, and there's no slowing down in sight. The Association of National Advertisers (ANA) and Nielsen recently reported that in just three years' time, nearly half of all media campaigns are expected to take on multi-screen strategies. In this study and in most cases, multi-screen campaigns are defined as those that run during a similar timeframe across two or more screens including TV, computer, tablet, mobile phone and digital place-based media. For most brands, the focus is on giving their audience the right experience [...]


Top 5 Ways To Use Reviews For Better App Store Optimization (ASO)

3 App store optimization (ASO) is the process of improving an app's rank in an app store for search results related to the app. It's the app store equivalent of SEO for Web pages. Just like SEO, ASO involves working to build up a great search ranking to drive downloads. One of the best app store features to help app marketers with ASO is the reviews section. Never before have marketers had the ability to see exactly what their users are saying about their product in a single place, nicely sorted by their level of satisfaction. Reviews have clear use cases for app publishers in product dev [...]


Calls Are A Timeless Performance Metric

ML_Image_Nov2013 Consumers' research and purchase patterns have been changing rapidly, keeping marketers on their toes as they modify multimedia ad programs to meet their latest needs. Despite this evolving state of media engagement, the phone call remains a "go to" consumer response across multiple media -- and thus represents a strong conversion indicator for many local and national businesses. In fact, our recent xAd/Telmetrics Mobile Path to Purchase Study showed that for the Insurance category, phone calls are the top way mobile searchers convert, whether by calling a local or national agent. Me [...]


Why Matt Cutts Is Wrong About Responsive Web Design

mobile-responsive-design-featured Like most white hat SEOs in our industry, I respect and appreciate what Matt Cutts has done for SEO. So much so that, though I've never met the man, I recently donated to help him fight Cancer in the Dana Farber Boston Marathon challenge (you should, too). More than anyone, he has been a tireless referee and champion of those who play fairly in this game of gaining visibility in the search results that we call SEO. When I first started doing SEO, there were no rules for gaining visibility in a way that was fair to clients, search engines and search engine users -- but Matt changed all that, [...]


E-commerce To M-commerce: Millennials, Mobile And Holiday Shopping

cyber-monday-240 Are you ready for your mobile shopper? This is the question of the year. And while businesses continue to put off their websites' mobile optimization, shoppers continue to use their mobile devices. In fact, comScore reported last week that Q3 2013 saw $5.8 billion in mobile commerce for the quarter, up 26 percent from Q3 2012. Currently, mobile commerce (m-commerce) accounts for more than 1 in 10 e-commerce dollars. There is little doubt that mobile commerce represents a massive opportunity -- and mobile marketing optimization takes on more importance during the Q4 holiday rush as smartph [...]


New TCPA Guidelines: What Do They Mean For Mobile Marketing?

fcc-logo By now, you have likely noticed that everyone is talking (and texting) about the amendments to the Telephone Consumer Protection Act (TCPA) -- the same legislation that spawned the "Do Not Call" registry. But the news isn't exactly new. In fact, the TCPA guidelines were amended by the FCC in early 2012; but, they just went into effect on October 16, 2013. So why should we be concerned? While the guidelines encompass telephone solicitations as well as messaging, this article will focus on the impact of these changes to mobile marketers in particular. We will cover: The changes to the exist [...]


5 Reasons QR Codes May Not Be As Dead As We Think

qrcodes It's always difficult to admit when you are wrong about something, especially when you have spent a lot of time publicly railing against it. In this case, while I'm not quite going so far as to admit that I'm wrong about the death of the QR code (I waxed poetically about this several months ago), I am willing to take another look at the technology.   In fairness to my original assertion that QR codes were dead, I was clear to pin a majority of blame on marketers and their misuse of QR codes versus the technology itself. I also spelled out several reasons why QR codes hadn't succeede [...]


Mobile Trends By The Numbers, Just In Time For The Holidays

Mobile Bubble Stats Mobile is on the minds of brands and consumers everywhere. Innumerable stats point to the rise of mobile and the subsequent changes in consumer behavior. Consumers are quickly re-shaping the way brands connect to their audiences as they take hold of the multi-screen world. With the holiday season just around the corner and a new year upon us, marketers need to make sure they are "in the know" regarding the latest mobile trends, so they can make sure their campaigns are ready. Mobile By The Numbers Here are some key 2013 stats pointing to the rise of mobile and the shift in consumer activi [...]


What Mobile Behaviors Are Driving Broader Creative Trends?

mobile-devices-featured Mobile devices have become an integral part of our lives. They're with us as we run errands. They're our companions and guides on our travels. They're our trusted advisers for comparing and selecting goods and services. They're how most of us now connect with our community of work, family and friends. As we close in on the tipping point where desktop experiences are no longer the default, a few trends are emerging around how we craft all digital creative for this new world. Let’s look at a few examples. New, More Graphics-Based UX Experiences Users are becoming reliant on content they c [...]


First Evidence Of Google Smartphone Ranking Penalty

Smartphone only error page on Disney’s responsive site. Why would Google knowingly send a smartphone user to a page like this that they cannot use? In June of this year, Google announced it would be adjusting search rankings appearing on smartphones based on how well the site in question handled the mobile user experience. The company didn’t say exactly when these changes would be rolling out, but only said it planned “to roll out several ranking changes in the near future that address sites that are misconfigured for smartphone users.” These smartphone misconfiguration errors include faulty redirects like app interstitials or homepage redirects, and smartphone-only errors such as unplayable videos, smartphone-only 404 pages and [...]


Tapped-Out: Swipe-to-Engage Ads Will Save Mobile Advertising

mobile-phone-angry-frustration Despite frequent headlines claiming that mobile ads are the future and the future is here, advertisers, audiences and publishers are secretly rolling their eyes. Mobile advertising is a huge nuisance to everyone: It’s incorrectly valued, and the user experience sucks. The problem isn’t that ads don’t work on mobile; it’s that the desktop model of “click or hover-to-engage” doesn’t translate to mobile. A mobile tap is not the same as a desktop click, and there’s no such thing as a touchscreen hover. It’s the classic round-hole, square-peg problem -- the desktop schema doesn [...]


A Marketer’s Guide To User ID Targeting — Part 2: Understanding Android ID & The Future Of Mobile User IDs

Apple vs. Android Since I wrote the first article in this two-part series, a lot has come to light regarding the use of mobile user IDs -- especially Android ID, of which the public knows little about compared to the far more publicized Apple UDID and IDFA. In closing out this user ID targeting series, we'll dive into Android ID and discuss the future of user identification in the mobile industry. Understanding Android ID Android ID is a software identifier that changes every time an Android device is reset to its factory settings. It has emerged as the leading choice amongst publishers in utilizing Android u [...]


Moms & Their Smartphones: Is mCommerce Becoming A Reality?

mobile-websites-smartphones-featured According to recent research conducted by Babycenter.com (and digested via eMarketer), smartphones have become the "go everywhere, do anything device" of choice for mothers in the U.S. With the number of mothers using smartphones rising from 34% to 46% in the last year alone, it's clear that this device is becoming ubiquitous among the demographic that has taken the household reins when it comes to purchasing decisions. In fact, women in the U.S. account for 85% of all purchasing decisions, including everything from cars to health care coverage. There were two things in particular that s [...]


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