However, as search is second only to email as the most popular smartphone task, there is certainly value in using mobile for customer acquisition and awareness.
The survey also asked respondents which mobile marketing tactics they use.
Reflecting the fact that social media is a hugely popular activity on smartphone, 66% of marketers said they invest in social mobile advertising.
Display was the second most popular activity (44%) followed by mobile web landing pages with promotions and location-targeted advertising (both 37%).
Interestingly, only 22% said they invest in mobile paid search, which suggests advertisers are missing the opportunity presented by this channel. We’ve seen numerous surveys which show that although mobile search spend is increasing rapidly, it’s still a relatively untapped area for marketers.
For example, data from Marin Software revealed that mobile devices accounted for 13% of search spend in June 2012, yet took a 20% share of clicks.
Forrester also asked respondents what KPIs they use to assess their mobile marketing initiatives.
The most common answer was web traffic and visitors (63%), followed by CTR (58%), brand awareness (54%) and revenue (44%).
The report takes this as further evidence that too many mobile advertisers are using desktop marketing tactics and haven’t yet adapted to the opportunities presented by mobile.
It recommends that marketers use mobile to deliver highly contextual, relevant information that directly engage individual consumers.
When apartment rental site AirBnB started making waves across the U.S. last year, New York City officials were quick to draw a line in the sand –– making it illegal and punishable by as much as $5,000 to rent rooms for longer than 30 days.
In the wake of Hurricane Sandy, it looks like they’ve agreed to bury the hatchet, at least for now. Mayor Bloomberg announced today his office will support AirBnB’s efforts to put free roofs over the heads of some 40,000 New Yorkers displaced by the superstorm.
AirBnB had already offered discounted lodging for Sandy survivors, but it’s now created a landing page for entirely free Sandy listings.
By Wednesday afternoon, there were already dozens of listings to choose from.
Hurricane Sandy was downgraded to a superstorm when it made landfall in New York and New Jersey early last week, but the damage is far from repaired. Public transit is only now chugging back to full speed, with some downtown areas still without normal service.
But it’s the tens of thousands of residents who lost their homes or were forced to leave in the wake of the storm that have posed the largest problem. Temperatures are dropping each day and with Wednesday’s Nor’easter dumping a pile of unexpected snow and slush on the city, it’s no wonder the city has ramped up its efforts to find these people a safe and warm place to stay.
Although four in 10 (41%) B2B marketing/IT professionals say personal connections and referrals are their top lead source, corporate websites (23%) are the clear leader in online lead generation, according to [landing page] a study released in September 2011 by Demandbase. Results of the “2011 National Website Demand Generation Study” indicate the percentage of respondents [...]
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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