According to Clickz.com, a recent study by Initiative (a media agency) revealed that voucher codes, QR codes, and brand mobile websites drive the most engagement from consumers compared to mobile banner ads.
It clearly shows that activities that can only happen on mobile yield the most engagement in click-throughs, downloads, and interactions.
The more consumers browse on mobile, the more they shop from the device, the research claims.
52 percent of smartphone shopping is done while consumers are relaxing at home, typically in the evening. Conversely, almost half of all research and price comparison happens in-store with QR codes, comparison sites, and coupon/voucher sites increasingly accessed via smartphones.
Digital social behaviors such as instant messaging and social networking are consistently migrating from laptops to smartphones. Users spend 58 percent of their time connecting digitally to other people via their smartphones compared to desktops.
For retailers, the study showed 25 percent of consumers regularly post updates or comments on what they’re buying and 26 percent will regularly take a picture to share with friends.
No wonder this audience is best engaged through conversation than standard banner ads!
Yes… they really do. And they’re on the web a lot more than we realize.
According to eMarketer, the internet has become a way of life for baby boomers and seniors in the US. The poll defined baby boomers as those ages 45 to 65 and seniors as those ages 65 or older and found that boomers spent more time on the web than with any other media channel, including TV. And for seniors, time spent watching TV exceeded time spent online by just 30 minutes.
Boomers and seniors rely heavily on the internet to for news and weather, and 57% of respondents said they headed online to get information related to shopping. A surprising 45% were in search of coupons, daily deals or other discounts.
Smartphone and tablet use among seniors and boomers naturally isn’t quite as high as the younger generation, but those who are on smart devices are also using them for a range of activities. This demographic views a search on a smart device as an early step in the path to purchase.
eMarketer projects that the percentage of US boomers on the mobile web will surpass 50% this year, hitting 28.8 million.
Are you including mobile and web advertising in your marketing plan when you target Boomers and seniors? Share your thoughts by commenting below!
Consumer brands have it easy, using specific campaigns to collect likes, create conversation, and distribute coupons. Meanwhile, B2B marketers have more sophisticated needs and no technology to help deliver.
For B2B social strategies, having people follow you is not enough. Lucky, there are finally new approaches available to B2B marketers to creatively run their social campaigns with success.
The first step to social success in the B2B environment is mindset. You must get past the B2C way of thinking from single-shot campaigns to ongoing engagements.
It’s not as simple as offering a coupon or discount. You need to continue the conversation in order to nurture your leads, which can’t happen in the span of a single 90-day campaign. Instead, strategize a series of nested engagements to give the prospect time to warm to your solution and gives you time to leverage all that user data you’re collecting.
You also shouldn’t plan to be on a single network like Facebook or Twitter. Your prospects are social everywhere on the Web, and your social campaigns must behave in the same way. Yes, this includes mobile. You must realize that people are interacting in all ways on their smartphones – and you need to include it in your campaign, and do it well to boot.
Poor mobile experiences cause drop-off no matter what, but business prospects will be even more unforgiving if your campaign isn’t mobile-friendly.
How about giveaways and incentives?
Coupon giveaways and product deals don’t work as well in B2B campaigns, as the experience is less immediate. Since buying comes much later in B2B sales cycles, the giveaway should be small chunks of relevant information. This way you are establishing yourself as an expert and leader, so when they are ready to make a decision they immediately know who to turn to.
Are you using these types of steps in your business to foster new business leads with social media? Share your experience in the comments below!
Brand campaigns using techniques such as targeting based on location-specific consumer behaviors increased to 58%, up from 27%. Oddly, the proportion of campaigns relying on geotargeting — including zip codes, cities and DMAs—fell from 64% to 40%.
The use of image branding methods only (letting an ad have run of site) has fallen to 2%.
What does this mean?
Advertisers are increasingly attempting to target mobile audiences based more closely on their exact location rather than just a zip code. An example would be having ads click through to a landing page that is specific to the nearest location as well as options to save a coupon presented, get the address, phone number and map and directions.
Market awareness display ads are less effective in driving immediate online or offline actions.
Businesses that get the best results from this precise targeting are restaurants, telecommunications and insurance companies. Auto, retail and health and beauty stores also receive great results.
How do you use this new precise targeting for your clients? What have your results been? Share by commenting below or posting on our Facebook page!
More than two-thirds of customers research a product online before making a purchase. Do you give your site visitors easy, intuitive access to the information they need? How convenient is your navigation? Your website should be a powerful extension of your brand’s personality.
Potential clients will leave your site fast if it’s not inviting. Keep backgrounds a neutral color so visitors stay focused on the content. Don’t distract them with unnecessary flash animations or designs, and keep the page layout consistent throughout.
Your website should be a reflection of your brand. Use graphics and colors to show an attitude, a style of language to communicate who you really are.
Today more than ever we have a short attention span. Google and Bing ran experiments that deliberately lengthened – by milliseconds – the time it took a page to load. The drop-off rate was staggering.
Information should be presented in a logical order. Most people read left to right, so keep that in mind. Navigation bars should make it extremely easy for visitors to quickly find what they need.
Create an e-newsletter or offer weekly specials – something people sign up to receive. Add LinkedIn, Pinterest, Facebook “Like” and “Follow Us on Twitter” buttons to your site to make it easy for people to connect with you. Once they’re there, be sure you have a strong call to action so they buy or request more information.
46% of American adults now own a smartphone. This presents a huge opportunity for marketers, because their customers are accessing their phones for the same reasons they access their desktop computers, but they’re doing it from just about anywhere. A mobile website is an equally important component of your online strategy.
For a while we’ve been talking about the importance of having your website mobile friendly, but a big shift is about to happen that cannot be ignored by marketers: consumer behavior. How the consumer behaves regarding shopping, entertainment, ads, information, and communication is changing big for 2013.
The introduction of the iPhone changed the way consumers search, shop, research, and play, and of course, respond to advertising. The bottom line is that they will simply not tolerate less than great experiences on mobile.
How should we, as marketers, address this shift in behavior? The beauty of mobile and social media is that media is adaptable. And that is the new name of the game.
Adapt in Business
In the office employees keep their smartphone next to their computer to text, email, tweet, post on Facebook, listen to music, shop, search, map or check the news. On the road, they are leaving the laptop behind for the tablet or smartphone, both connected to corporate email. Instead of fighting it, this may a time for your business to adapt and create a system that contains all files and folders needed while on the road or in the office.
Adapt at Home
The tablet is becoming the in-house device of choice for entertainment and news, second only to the television set. The new norm is to watch TV, check out the Web and apps on the tablet, and text or tweet via the smartphone – all while conversing with loved ones in the bedroom, den, kitchen or living room. This mobile life is now a reality.
Media planners have to face that consumers are tuning out of traditional commercials to play on their tablets. Big media brands such as The Wall Street Journal and The New York Times are training consumers to pay for digital content in lieu of brand and targeted advertising. What information do you have that your buyers may be willing to pay for?
Adapt in Shopping
Mobile devices contain the content, commerce, entertainment and 1-click purchasing convenience that enable consumers to run their work, home and play lives with instant gratification. Mobile is taking product and pricing transparency to a new level. Marketers, for their part, struggle with the mobile-armed consumer, who is way too sharp to tolerate high margins for labor rendered.
What Do You Do?
Build stronger ties with consumers by offering products or services that cannot be matched elsewhere. Include them in the conversation, and reward them for their loyalty. Let them have a voice. Under promise and over deliver.
The choice for marketers in 2013 is clear: either adapt or end up last.
Smartphones allow us to view videos almost anywhere we are – but surprisingly enough a new study shows that 63% of people watching video on mobile phones are doing so at home rather than on the go. According to a new report by the Interactive Advertising Bureau and its Mobile Center of Excellence, more than a third of this viewing actually takes place in a room where a TV, PC or tablet is also available for watching video.
What are they watching?
Music, movie trailers and how-to videos are the most popular videos viewed. The majority of viewers prefer videos under 10 minutes long, given the limitations of the small screen size.
The study also showed that nearly all (92%) of mobile video watchers share material they’re watching, with 56% of those doing so via Facebook or other social media and 44% by simply showing others content on their phone. Texting, email, YouTube and Twitter were among other means of sharing.
How do you reach them?
If they have to watch ads, people said they prefer 10- to-15-second spots either before or after videos. They are more receptive to ads related to the content they are watching rather than geo-targeted ads.
Other ad types such as sponsorships, TV commercials, pop-up ads and overlays were found to be much less popular.
How about you? What’s your preferred place to watch and share mobile videos?
You don’t have to pay top dollar for the latest and greatest bells and whistles to go mobile. Here are a few ways to get started:
Make sure you’re findable. It’s a bit labor-intensive, but well worth it to “claim” your business and its location on sites such as Yelp, Yahoo Local, Facebook, Google Places, and even Foursquare. This costs no more than your time.
Optimize your website for mobile viewing. Mobile searches have grown 400 percent since 2010, according to Google. Once they find you on their phone, consumers visit (59 percent) or call (61 percent).
If your website was created more than a few years ago, or was built with Flash or other outdated plugins, your site is at risk for being invisible to mobile searches.
If you’re confused by all the options available, Idea can help your site go mobile!
Take your social “pulse”. Sites like Kudzu, Angie’s List, Google, and dozens more are letting your customers review you (often without your knowledge). In fact over 80 percent of consumers say they read reviews before making a purchase? Any negative reviews or poor feedback about you can affect your customers’ purchasing decision. You can use Google Alerts to see what’s being said about you on a regular basis. Like GI Joe said, “Knowing is half the battle”!
Customers aren’t just browsing the mobile web anymore. They’re researching products, sharing opinions, and completing transactions. Don’t let your fear of breaking the bank stop you from getting your business on the mobile web.
With the increase in smartphone owners, iPads, Tablets, Nooks and so on, companies will have to make sure their website can be accessed through these devices. If your company has an outdated website that depends of flash technology, complicated fonts, or long loading times you can expect people to abandon it quicker than you can say www.
People often access their favorite websites from their smartphone or tablet while at work, in the airport, waiting at the doctor’s office, the bank, or just about anywhere else they find themselves having a moment of downtime. If they can’t access your business information, your company loses out.
What’s Important in a Mobile Site?
Creating a mobile version of your site doesn’t have to be painful or expensive. In fact it’s typically a smaller version of your existing website with a more simplistic design. The important thing is to identify the key actions you want your customers to take when accessing your mobile site.
Here are some basic tips:
Screens are smaller, which means the fonts are smaller. Eliminate non-essential copy.
People are not going to fill out long contact forms using their phone, especially with coffee in one hand or while driving. If you must have a form, keep it simple: name and email only.
Phones will never be as fast as laptops. Try to limit the size of files and images on your mobile site to minimize loading time.
All numbers should use this simple code that will initiate a call when your customer clicks (or touches) on the phone number on your mobile site. No one will make the extra step of writing down or memorizing your number and then dialing it manually. It’s 2012!
Most smart phones are equipped with GPS technology. Make sure your location is “findable” to mobile searchers.
All in all remember: when creating your mobile presence, simpler is better. Reduce the content and file size, limit the amount of typing your customer is required to perform, and take advantage of smart phone capabilities by adding click to talk numbers and location finders.
Is your site mobile-friendly? Has it affected your business in a positive way?