Mobile ad spend to overtake desktop by the end of this year

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By the end of this year advertiser spend on mobile ads will have overtaken that of mobile, according to a new report, meaning that advertisers must have a cross channel strategy if they want to ensure their message gets through.

The annual Global Mobile Report from Marin Software says that the continuing rapid adoption of mobile devices, as well as a corresponding surge in mobile ad clicks and conversions means mobile is becoming the channel of choice with the traditional conversion...

By Liz Morrell, 30 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

The five best practice tips for publishers to maximise their mobile ad revenues

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The explosive growth of smartphones over the last few years means we are rapidly approaching the point where mobile will become the dominant channel for accessing digital content. Last year, mobile internet use in the UK overtook desktop and in 2015 mobile searches will supersede traditional desktop and laptop search activity for the first time.

However, despite this dramatic shift to mobile, many publishers continue to regard desktop as the only source of advertising revenues worthy...

By Simon Birkenhead, 26 March 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing, Programmatic.

The importance for marketers in recognising mobile app engagement

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In the past, looking at the number of downloads for mobile apps was enough to determine whether an app was successful; however this isn’t the case nowadays, with so many apps available and so many being downloaded, consumers may download apps that they never or seldom use. So the brand and app developers need to know whether its users are fully engaged with the app and the brand. Monitoring key factors such as the number of active users, the number of sessions and the amount of...

By Chris Hill, 24 March 2015, 0 comments. Categories: Data-driven marketing, Mobile Marketing.

How wearables will change the mobile marketing landscape

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Opinion While the Apple Watch is dominating the headlines right now, the larger class of wearables are going to trigger widespread shifts in consumer behaviours up and down the customer journey. Their incredibly personal nature, constant connectivity, and new use cases—from opening hotel room doors to buying coffee with a tap—will combine to appeal to a broad audience, beyond the early adopters who will buy Apple Watches in the first few...

By Craig Palli, 23 March 2015, 0 comments. Categories: Advertising, M-Commerce, Mobile Marketing, Wearables.

Have phablets ushered in a new era of mobile CRM?

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Phablets recorded their highest volume of sales in the last quarter of 2014 according to a GFK study and it has caused the CRM software industry to sit up and take notice.

These smartphones with a screen more than 5.5” in size now account for 12.8% of total device sales. It is a percentage that has been fuelled by drops in cost as average prices fall. For instance, in Europe prices decreased from $820 in Q4 2012 to $761 in Q4 2014.

All of which contribute to conditions that are...

Rise in brand app spend shows market potential if engagement improved

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Earlier this week it was revealed that brand apps are falling short when it comes to consumer engagement. Now it has emerged that the total spend by British consumers on brand apps has hit £4.04 billion a year – up 24%.

Such a strong rise in spend suggests that if brands worked harder on engagement of their apps to deliver more compelling, must have apps, the results could be...

By Liz Morrell, 25 February 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

Brand apps are falling short on consumer engagement

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Marketers may have to consider an alternative approach when engaging with consumers through mobile as brand apps are not having the desired effect.

Consumers are showing their dissatisfaction with branded apps in a number of ways, according to TNS research collated from 1,612 UK smartphone users on behalf of digital marketing consultancy Ampersand Mobile.

Significantly, 71% admitted that branded apps do not engage and are only created to market and push content and 84% showed...

By Simon Holland, 24 February 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

Marketing high-flyers lack digital university qualification

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The relentless pace of change in the digital marketing world means it is hard even for those in the job to keep up with change. It comes as little surprise, then, that universities have failed to keep up with relevant, timely courses that suit the needs of today’s digital employers.

A new study carried out by digital recruitment specialists The Candidate, reveals that only 49% of top digital professionals in the £88,000 to £130,000 per annum pay bracket...

By Liz Morrell, 19 February 2015, 1 comment. Categories: Advertising, Advertising Technology, Mobile Marketing.

Privacy and brand safety biggest challenges of mobile

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Media agencies face many challenges when translating messaging to mobile  but a new report shows that more than a quarter have ‘no idea’ how to comply with mobile privacy and one in five have ‘no idea’ about brand safety on mobile in the UK.

The shocking statistics have been compiled by Internet Advertising Bureau divisions across Europe with a survey of 154 media agency employees between November and December last year. The result is the IAB Agency...

By Liz Morrell, 17 February 2015, 0 comments. Categories: Advertising, Advertising Technology, Mobile Marketing.

Minimal mobile video engagement puts marketers under pressure

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Mobile video watchers have a relatively short attention span when viewing content on YouTube, meaning marketers have to have a small window of opportunity to make an impact.

According to a study by software company Citrix, 90% of mobile YouTube viewers watch video for less than five minutes at a time, whereas 55% of mobile Twitch viewers watch content for five minutes or less.

Content quality makes a big difference to mobile video viewership. On paid-for service Netflix, 77%...

By Simon Holland, 10 February 2015, 0 comments. Categories: Content Marketing, Mobile Marketing, Video & Audio Marketing.

Six ways to capture the power of positive personalisation

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A recent statistic from analyst firm Gartner revealed that by 2016 89% of marketers expect to compete primarily on the basis of the customer experience their brand, product and service delivers to the client or the consumer. I am not surprised by this stat given that a truly personalised user experience can make a customer feel highly valued, which is almost impossible to achieve through print or billboard adverts.

If organisations use consumer data in a smart way, they can ensure that the information they share is always relevant to...

Apple pips Android to the post in mobile advertising

Android may capture nearly two thirds (63%) of mobile ad traffic, but it is Apple that remains the biggest revenue generator.

The conclusion is drawn from The State of Mobile Advertising Report from Opera Mediaworks which examined trends and insights from its mobile ad platform for the last quarter of 2014.

It showed that Apple’s dominance in markets such as the US, Germany and the UK, where high value rich media and video advertising campaigns are more common, meant that monetisation levels were...

By Liz Morrell, 06 February 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing, Social Media Marketing.

Amazon and Argos top the UK retail app chart

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Amazon and Argos top the charts when it comes to retail apps in the UK, according to new research. The duo led the UK app download chart for large retailers in the UK in the last quarter of 2014 thanks largely to their ability to provide an easier shopping experience with one-click purchasing and reservation services.

The conclusions form part of the Top Retailers & The App Economy in the UK report from App Annie and Kantar Retail. It says that mobile apps are crucial if a...

By Liz Morrell, 04 February 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

Virtual reality becomes a more accessible marketing tool for brands

Wearable headsets capable of producing virtual reality (VR) environments are not as wide spread as some brands would like. However one company is investigating a more accessible solution.

Creative technology agency Knit has been working with Google Cardboard, a folding smartphone mount that users wear over their eyes, mimicking the functionality of VR devices, to create a usable solution that brands can use in marketing.

Through its NFC-enabled Cardboard Objects, Knit wanted to create a prototype that could...

Big-budget Super Bowl advertising worthless without SoMo strategy

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Cloud computing company Salesforce Marketing Cloud has released a series of figures revealing the futility of Super Bowl advertising if marketers choose not to consider how consumers’ social media and mobile usage.

Of the 400 consumers polled by Salesforce, 66% of viewers will use Facebook during the big game, making it the number one Super Bowl social network while Twitter, Instagram and Snapchat follow in close succession.

As for the gender split between the two largest...

By Simon Holland, 29 January 2015, 0 comments. Categories: Mobile Marketing, Social Media Marketing.

Google beats Apple to the crunch with mobile payments launch

When it was revealed a few weeks ago that Apple Pay was on the way to the UK, the market got excited - its rival Google Wallet  after all had not yet made it to UK shores despite launching in the US four years ago.

Yet all that has changed with Google’s revelation that users in the UK can now send money in Gmail – whether recipients – likely to be friends or family – have a Gmail account or not.

The facility allows users to hover over the attachment paperclip and click the £...

By Liz Morrell, 29 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

Marketers risk omni-channel success by overlooking mobile retargeting

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Mobile might be a priority in the social and search marketing channels, but there are still a high proportion of display advertisers choosing to keep it at arm’s length.

In research conducted as part of its State of the Industry: Europe report, AdRoll discovered a 44% demographic of marketers who are still refusing to use retargeted display advertising on mobile.

It is a worrying statistic given the omni-channel opportunities that mobile offers marketers and Michael...

Omni-channel marketing: Where does mobile fit in?

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Omni-channel marketing is the practice of ensuring that the customer experience remains exactly the same whenever and wherever consumers come into contact with a brand, whether on mobile, online, in-store or while looking at a billboard. It aims to ensure a seamless, integrated customer brand experience regardless of channel.

In 2015 mobile will continue to be the fastest growing digital advertising format. In fact, research firm eMarketer last year estimated that spending on...

Brands risk irrelevancy when approaching mobile as second screen

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Companies that focus on customer-centric mobile experiences will outpace those that lead with technology considerations, according to a recent report by Altimeter Group: The Inevitability of a Mobile-Only Customer Experience.

In our research, we found that mobile’s technological implications should remain considerations during the final stages of mobile strategising only, as they represent a means to an end, not the end in and of itself.

When brands lose sight of...

By Jaimy Szymanski, 26 January 2015, 0 comments. Categories: Commerce, M-Commerce, Mobile Marketing.

Omni-channel retailers are losing out to pureplays

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Retailers are failing to deliver on their omni-channel promise and are losing out instead to internet pureplays according to new research from Wipro Digital.

Wipro surveyed 2,023 respondents between January 5 and 8 – split half and half between the UK and the US. The research showed that 71% of customers in the UK said that they did more than half of their 2014 Christmas holiday season shopping online – compared to 45% the year before.

Come the Christmas trading...

By Liz Morrell, 22 January 2015, 0 comments. Categories: Commerce, E-Commerce, M-Commerce, Mobile Marketing.