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According to Forrester Research, United States mobile commerce is projected to hit $114 billion this year. With the idea of mobile shopping becoming more mainstream, consumers have become increasingly comfortable making payments on their phone and on the go.
Content marketing has shown tremendous growth in 2014, but what are some of the trends to look out for in 2015? How can brands and publishers take advantage of these trends?
Knowing customer preferences using mobile data can provide the fodder for mobile campaigns that are as personalized as the holiday lists that shoppers have stored on their smartphones and tablets.
If you ask most people to name the most expensive computing device they own, they will likely name their laptop or television. But for most Americans, the answer is actually sitting in their driveway.
The possibilities for iBeacons are countless, but the window to be an early adopter of this new technology is shrinking by the minute.
As impressive as mobile phone growth is over the next three years, there is a consumer behavioral shift that is equally as important to note.
UPS reports that 43 percent of mobile users prefer computer-based shopping versus mobile, because they cannot get clear product images.
No longer is there an expectation that anything and everything “mobile” should be part of the larger mobile experience and fully suited to “mobile marketing.”
The lowest hanging fruit in mobile marketing is the mobile banner. It is relatively cheap to make and the inventory is relatively cheap. But mobile banners have a fairly awful track record of ineffectiveness.
Unless executed with the right strategy, expecting a hashtag to influence consumer behavior is misguided.
While the bricks-and-mortar store will always be a part of the consumer’s repertoire, it needs to be refreshed to avoid the decline seen in music and video retail industry counterparts – who shunned rather than embraced the technological revolution.
Application developers and retailers with companion mobile apps, brace yourselves for what is expected to be the single biggest day for mobile shopping yet – and it is right around the corner on Nov. 28.
While brands and agencies work hard to identify narrow audiences, the limiting factor is the efficiency of producing numerous versions of ads and other information to address differences within narrow audience segments.
We are now in the “all about me” era in which well-informed and proactive customers demand personalization from brands across all touch-points.
On the smaller screen it will be harder to gain attention and spark engagement using tried-and-true methods of media buying and broadcast messaging.
With token technology, fingerprint security and major bank partners, Apple may have finally cracked the mobile pay code.
Marketing luxury online has notoriously been a tricky call for many brands. Perhaps it is because the medium is, by its very nature, proletarian.
Do you remember learning about Newton’s Third Law of Motion in high school? It states that for every action, there is an equal and opposite reaction.
In the past, brands and agencies have shied away from mobile advertising. It was too new, too unexplored, or too confusing. Even now, some brands simply do not know how to monetize these new media channels.
Recent stats from comScore and CivicScience report that Snapchat’s penetration is now at about half of 18-24-year-old smartphone users, up from less than one-third a year earlier. This puts Snapchat at the third-most-popular social media channel, but just barely.
We will never get to engagement if we do not eliminate friction. Friction in mobile experiences is deadly.
