Mobile Marketing involves reaching customers and prospects when they’re using the internet away from the traditional home/office desktop environment. The increased usage of smartphones, tablets and similar mobile devices has made mobile marketing a must for many online businesses.

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 succeeded. [...]


Fireside Musings: The Growth Of Real-Time Bidding

Fireplace Flames Today I'm sitting down to meditate on some of the reasons why programmatic ad buying -- real-time bidding (RTB), in particular -- has been showing such strong and steady growth over the past few years, and why industry analysts are predicting continued growth over the next several years. Much of the growth behind RTB has been from two specific areas: mobile and video. So, that's where I will focus my attention today. There seems to be a lot of talk that RTB will ultimately make the biggest difference in mobile. Question: Is this true? If so, why? What kind of impact will it have? How [...]


Study: Only 8% Of Brands Believe Their Marketing Team Is Strong Across All Digital Marketing Channels

blindfold-business-people-featured A new survey from Online Marketing Institute in conjunction with Kelly Staffing and ClickZ has discovered a majority of brands and enterprise organizations rank digital marketing very important, but only eight percent claimed to have marketing teams that were strong across all digital marketing channels. Surveying a total of 750 brands and agencies ranging from small businesses to global enterprises, the study found a "substantial gap" between the number of organizations searching for employees with strong digital marketing skills, and the availability of qualified applicants. While 71 per [...]


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 [...]


Report: App Session Times Run Longer On Tablets, But App Usage Is More Frequent On Smartphones

adobe-logo-180px In conjunction with the launch of the Adobe Mobile Services for its Marketing Cloud platform, Adobe has released an app engagement report based on data from more than 600 brands. According to the Adobe Digital Index report, app session times on tablets run nearly twice as long as app sessions on smartphones, even though apps are more frequently used on smartphones. Adobe claims the average app session time for tablet users lasts 24 minutes, while average smartphone app session runs 13 minutes. The company found both tablet and smartphone users spend more time on apps than browsing mobile [...]


180 Days With Google Glass: Hits, Misses & What Marketers Need to Know

glass-orange-featured Six months ago today, I hopped an early morning flight to San Francisco and headed to Google's campus to become a Google Glass Explorer. I arrived more with a sense of curiosity than enthusiasm, and had even emailed Danny Sullivan -- my boss and Marketing Land's Founding Editor -- a week or two earlier to say, you know, I wasn't really thrilled about getting Glass and wasn't sure I wanted to be the guinea pig that starts to learn what Glass is, how it works and what our readers would need to know about it in their roles as professional marketers. But I went through with it, and we began [...]


Abandoning Third-Party Cookies? What Gives, Google?

3rd Party Cookie Image 10-28 It’s been reported that Google is working on its own online identifier system, called AdID, which could replace the third-party cookies used by marketers to track people's online behavior, better targeting their advertising efforts. Google's AdID would be transmitted to advertisers and ad networks that have agreed to basic guidelines, which would give consumers more privacy and control over how they browse the Web. Google can automatically reset the AdID every year, and users may be able to create a second AdID for browsing sessions they want to keep private. Google's switch to the Ad [...]


Groupon Gives Itself A Newly Designed Website & Mobile App For Its 5th Birthday

Groupon Logo Groupon is celebrating its five year anniversary today with the launch of a new website and mobile app. According to the announcement, both the site and app have been redesigned to include more search, browsing, merchandising and location features. "The website is now much faster and has a sophisticated new look and feel," claims Groupon. Of course, for users to see the new site, they still have to enter an email address first. Among the new updates to the site, Groupon lists "robust" search filters, cross-channel search results, a search bar displayed at the top of every page with an a [...]


Report: Mobile Email Consumption Continues To Surge With 61% Of Brand Emails Viewed On Smartphones & Tablets

mobile-email-featured A new report from email marketing provider Movable Ink revealed more brand emails are opened on mobile devices versus desktops, with 61 percent of email opens happening on a smartphone or tablet. According to the report, iOS devices beat Androids when it comes to most popular mobile devices for reading brand emails. Basing its research on aggregate email statistics culled from more than 100 of its enterprise B2C marketing clients spread across the retail, travel, financial, media and telecommunications industries, Movable Ink evaluated consumer engagement with brand emails by looking at [...]


Google Releases Nexus 5 & Android 4.4 “KitKat”

google-kitkat-nexus5-featured The latest Google-branded "Nexus" phone is now out, as well as the latest Android operating system. Google shared the news with no big event, no fanfare -- just a simple blog post welcoming the Nexus 5 and Android 4.4 to the world. The Nexus 5 The Nexus 5 is now available for order through Google Play, for the US and several other counties. It comes unlocked, starting at $349 for the 16GB model, $399 for the 32GB version. Unlike its predecessor, the Nexus 4, it supports 4G LTE. It also supports touchless "OK Google" commands similar to the Moto X, though only if you've apparently got the [...]


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 [...]


Responsive Email: Avoid Defections By Improving Mobile Experiences

mobile-email-featured As many articles have noted, mobile email opens are on the rise; some predict that mobile opens will surpass desktop opens by the end of this year. The rise of the mobile market has been relatively quick, and not all marketers have grasped how this market affects them. One study reports 40% of consumers leave a brand following a poor mobile experience, with another 23% losing interest over time due to poor experience. Another study reports that 75% of smartphone owners claim they will delete their emails if they can't read them on their phone.  Given the increasing mobile interaction an [...]


Facebook’s First Video Ads Are Coming To Mobile

facebook-mobile-video-ads If you use Facebook on your favorite Android or iOS device -- and by Facebook's count, about 70 percent of us do -- you'll soon start seeing video ads in your News Feed. The company announced today that app developers can use videos in ads that are aimed at driving new app installs. Despite previous reports, it doesn't appear that the video ads will be set to auto-play. Here's how Facebook's Radu Margarint describes the new ads, and note the explicit mention of users clicking the ads to see the video: Potential customers will be able to click play to watch a video featuring your mobile app [...]


Russian Search Engine Yandex Launches Free Analytics Tool To Track Metrics For Its 25 Apps

Yandex Russian search engine Yandex announced today a new mobile app analytics tool, Yandex Metrica for Apps. According to the announcement, the analytics solution is a free tool available to mobile developers worldwide, allowing them to create personalized app-audience profiles and usage reports. Russia's largest search engine confirmed its new mobile app analytics solution was built to work on Android, iOS and Windows Phone platforms. With 25 different apps "enjoyed by millions" on various mobile devices, Yandex says: The main reason why we made an app stats tool from scratch, instead of using [...]


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 [...]


Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!