- No categories
This holiday season will solidify the sea change in online shopping that has been shifting to mobile over the last few years.
There seems to be an influx of luxury brands jumping on the charity and philanthropy bandwagon. Often, this is under the guise of corporate social responsibility.
Retailers, financial institutions and others that want to maximize mobile for customer acquisition need to find ways create a simple, seamless, safe mobile user experience. To do this, organizations must solve two key issues.
The spray-and-pray approach to mobile advertising – serving ads to as many people as possible and hope they click – is a fool’s errand. It is disruptive to the user and hugely wasteful.
As Web traffic rapidly shifts to mobile devices, online marketers scramble to adapt. What do ads look like in a mobile environment? Where do you even place them? How do the mechanics of a click work? Where does that click land you?
Just as mobile can be an effective consumer metrics accumulator and behavior modifier, it has additional omnichannel implications.
For all the download choices available across several app markets, it is becoming increasingly difficult for consumers to select the apps that best fit their mobile and lifestyle needs.
Seems we are all talking more about affluence and wealth these days, but do we have a good handle on what those terms mean, and what it takes to be truly affluent?
Physical retail has become more challenging. Maintaining profitability in an industry rife with online competition and in-store product researching is not easy.
Clicks do not matter. Traffic does not matter. Click-through rate does not matter.
The only encouraging piece to Apple’s historical innovation might be its tendency not to invent, but to improve.
Mobile advertising may find itself overtaken by a more sophisticated and subtle mobile marketing of targeted promotions dependent on user profile, behavior, location and context.
The question is: How can brands make the most of customers’ data, while honoring their wish for privacy?
Despite high expectations and a rise in overall mobile shopping, retailers are still struggling with how to deal with this shift in consumer behavior.
Many large organizations are finding that they are at risk of losing hundreds of thousands, if not millions, of valuable customer phone numbers that they are not able to contact via their call centers or mobile marketing efforts.
Mobile advertising, as we know it today, sucks. The flashy banner and display ads – even lots of search ads – just do not generate the same results as they did on desktop computers.
As more brands have entered the scene, as more exposure to luxury brands has occurred, as Asian consumers have traveled abroad and have had diverse experiences, and as technology has enabled more learning and access to brands and their stories, consumer motivations have shifted.
Mobile certainly captures a lot of eyeballs, but its ability to produce a consumer action — leads, sales and downloads — is often lacking.
Where, only a year ago, 80 percent of all Web site traffic to luxury sites was from laptop and desktop computers, this has shrunk to less than 65 percent today. By this time next year, most luxury site visitors will use tablets and smartphones.
The annual advertising awards season is in full swing, and I would like to use my unofficial ballot to nominate spammers as the most creative people in mobile advertising.
“Mobile first – well, kind of” published June 20, 2013 in this publication really had very little to do with the concept of mobile first or the fundamentals of deploying a mobile strategy across your brand.
