mobile marketing
drag2share: Yelp’s Local-Mobile Success Shows How Consumers Are Using Mobile To Drive Local Purchases
Yelp has become the bellwether for a location-based service, as well as the huge opportunity in local-mobile marketing.
It’s also often mentioned in connection with social-local-mobile strategies, sometimes known as SoLoMo.
Consumers also use the Yelp app as an integral step in the local purchase cycle. 93% of U.S. Yelp users in a recent Nielsen study said they at least occasionally make a purchase from a local business after using Yelp.
At BI Intelligence, Business Insider’s paid subscription service, we recently analyzed over 20 datasets culled from a variety of sources to probe the viability of mobile and social media as loca! l commer ce and retail-drivers. We published our insights in two recent reports, “A Guide to Local-Mobile Marketing: The Best Strategies And Tactics For Leveraging Local Data,” and “How Location-Based Data Is Transforming The Entire Mobile Industry.”
Subscribers also gain access to over 100 in-depth reports and hundreds of charts and datasets on mobile, social, and their impact across industries, including retail.
Local-mobile strategies are certainly working for Yelp, and the businesses that advertise on Yelp’s app and mobile site. Local advertisements on mobile devices constituted 40% of Yelp’s overall local ad inventory in the last quarter for which data’s available. That’s up from 25% just two quarters ago.
In the same period, Yelp’s mobile user base climbed to 10.4 million. Yelp is now in fierce competition with Google’s local services, as well as FourSquare, which is trying to become a local recommendations engine.
Here’s a look at growth in Yelp’s local advertising share, charted against the growth in revenue from local advertising.
Yelp’s mobile app users are engaged through local discovery and the ability to make on-the-! go reser vations and appointments. Some might even write reviews on their handheld devices. Yelp can harvest all that relevant user information while also pinpointing a user’s whereabouts.
As is the case with Google, the influx of mobile app users — and the increase in local ad inventory on mobile — have inflated Yelp’s overall local ad revenue.
drag2share: Understanding The Local-Mobile Marketing Explosion
Location-based mobile marketing promises the sky: high conversion rates, surgical targeting, and rich consumer profiles.
But does it deliver? According to many accounts, it does.
Not surprisingly, retailers, brands, and agencies are scrambling to hone their location-based approaches. These encompass everything from “geo-aware” and “geo-fenced” ad campaigns, to hyper-local efforts keyed to Wi-Fi hotspots, and algorithmic location-based targeting of audience segments like soccer moms, bargain hunters, coffee enthusiasts, etc.
drag2share: CHART: Here Are The Most Effective Local-Mobile Targeting Strategies
Location-based mobile marketing promises the sky: high conversion rates, surgical targeting, and rich consumer profiles.
But does it deliver? According to many accounts, it does. Not surprisingly, retailers, brands, and agencies are scrambling to hone their location-based approaches. A recent survey of 400 brand executives by Balihoo found that 91% planned to increase their investments in location-based marketing campaigns in 2013.
In a new report from BI Intelligence on location-mobile marketing, we take a look at key stats on the location-based services marketplace that indicate it’s supremacy in mobile marketing, and explain how the most important techniques (such as geo-aware, geo-fenced, audience-based local-mobile campaigns) work.
We specifically examine the cornerstones – such as data and audience building – to a successful location-based mobile strategy, look at who has the valuable location-based data, and analyze the six most effective local-mobile marketing tactics.
Here’s a breakdown of the most effective mobile-local targeting strategies:
Global Mobile Ad Revenues Almost Double in 2012, Led by Search
Global mobile ad revenues grew by 83% year-over-year in 2012, climbing from $4.8 billion to $8.9 billion, according to [pdf] a report from the IAB Mobile Marketing Center of Excellence, IAB Europe and IHS. Search remained the chief driver of mobile ad revenues, eating up 53% share of spend in 2012, up from 51.1% the year before. Mobile search spend increased by 88.8%, a slightly faster rate than display’s 87.3% growth, which took it to 38.7% share of revenues.The IAB earlier reported thatmobile advertising grew by 111% in the US last year.
On a regional basis, North America’s share of global mobile advertising revenue increased from 34.5% to 39.8%, rivaling Asia-Pacific’s share, which fell from 45.9% to 40.2%. Western Europe was the only other region to enjoy a significant portion of global mobile ad revenues, at 16.9% last year.
drag2share: Why Local-Mobile Marketing Is Exploding
Location-based mobile marketing promises the sky: high conversion rates, surgical targeting, and rich consumer profiles.
But does it deliver? According to many accounts, it does.
Not surprisingly, retailers, brands, and agencies are scrambling to hone their location-based approaches. These encompass everything from “geo-aware” and “geo-fenced” ad campaigns, to hyper-local efforts keyed to Wi-Fi hotspots, and algorithmic location-based targeting of audience segments like soccer moms, bargain hunters, coffee enthusiasts, etc.
In a new report from BI Intelligence on location-mobile marketing, we take a look at key stats on the location-based services marketplace that indicate it’s supremacy in mobile marketing, explain how the most important techniques (such as geo-aware, geo-fenced, audience-based local-mobile campaigns) work, examine the cornerstones – such as data and audience building – to a successful location-based mobile strategy, look at who has the valuable location-based data, and analyze the six most effective local-mobile marketing tactics. ! < /p>
drag2share: CHART: Here Are The Most Effective Local-Mobile Targeting Strategies
CHART: Here Are The Most Effective Local-Mobile Targeting Strategies
Jun 10, 2013
Location-based mobile marketing promises the sky: high conversion rates, surgical targeting, and rich consumer profiles.
But does it deliver? According to many accounts, it does. Not surprisingly, retailers, brands, and agencies are scrambling to hone their location-based approaches. A recent survey of 400 brand executives by Balihoo found that 91% planned to increase their investments in location-based marketing campaigns in 2013.
In a new report from BI Intelligence on location-mobile marketing, we take a look at k! ey stats on the location-based services marketplace that indicate it’s supremacy in mobile marketing, and explain how the most important techniques (such as geo-aware, geo-fenced, audience-based local-mobile campaigns) work.
We specifically examine the cornerstones – such as data and audience building – to a successful location-based mobile strategy, look at who has the valuable location-based data, and analyze the six most effective local-mobile marketing tactics.
Here’s a breakdown of the most effective mobile-local targeting strategies:
The Tracking Solutions That Could Lead An Explosion In Mobile Marketing
Source: http://www.businessinsider.com/explosion-tracking-mobile-marketing-2013-6
The effectiveness of any advertising campaign rests on a brand’s ability to effectively deliver their message to a target audience.
As advertisers look to follow consumers across screen, brands need to know how and on what devices target audiences are consuming content. They need to track and measure a single individual’s responses to ads across multiple screens and attribute any results — such as conversions — to the appropriate ad placement.
The technical hurdles are formidable.
In a recent report from BI Intelligence, we take stock of cross-screen marketing, digging into the measurement and analytics problem, and offer a side-by-side comparison of the different mobile tracking technologies. We also analyze how audiences are becoming increasingly screen agnostic and examine how cross-screen advertising can be made effective.
Access the Full Report By Signing Up For A Free Trial Today >>>
Below are some of the leading mobile tracking solutions (click to expand):
Cookies enable advertisers and publishers to track user activity as they move across the desktop Internet and target them with relevant ads, but they are the most contested area of cross-screen tracking and don’t migrate to model. Algorithmic models can be used in conjunction with cookies, or without them. Powerful algorithms might profile specific users based solely on their actions and digital profile as they move across certain apps or mobile website, and give them with a unique device fingerprint on the server side. However, since the method is statistical, it can make errors. The various Mobile device ID schemes create a device-specific number that will identify your phone wherever i! t goes, across apps, mobile browsers, etc.
It’s clear that intermediaries and solutions providers are in a race to provide the technical solutions that will allow marketers to integrate mobile seamlessly into cross-screen campaigns and properly attribute the results achieved. As these solutions develop and improve, they will fuel the already rapid growth of cross-screen marketing.
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drag2share: Types of Context That Can Be Derived in Mobile
Must-Know Mobile Marketing Tips (Inc.)
Mobile marketing is notoriously tough to analyze and measure. Here’s what you should be analyzing:
- Mobile messaging
- Mobile apps
- Mobile ads
- Mobile context
report
Source: http://econsultancy.com/us/blog/11198-mobile-marketing-mainly-used-for-customer-acquisition-report
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.
This is despite the fact that separate surveys shows that search spend increased 250% in Q1 and 333% in Q2 2012 compared with the same periods in 2011.
KPIs
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.
For further information on this topic check out our blog posts on whether your mobile strategy is fit for purpose and seven best practice tips for mobile marketers.
Twitter Makes Its Biggest Partnership Deal Ever
Source: http://www.businessinsider.com/pepsi-and-twitter-make-a-global-music-partnership
Pepsi and Twitter have made a year-long global campaign that is the biggest partnership a marketer has made with Twitter to date. It will include video (live streaming and original), pop-up concerts to be announced on Twitter, compiling trending topics into a weekly video digest, and free music downloads at @Pepsi.
Here’s what Jaguar had to say about being depicted bartering sex for selecting a creative agency on “Mad Men.”
Brands are now seeking influential Instagrammers to promote their events and products. Here are some crazy examples.
After BMW’s Mini completed its ad review, which started in January, the company decided to stick with its incumbent agency: Butler Shine Stern & Partners.
Discovery Channel TV show “Dirty Jobs” has inspired a line of cleaning products of the same name. The cleaning products’ promotional campaign has an estimated cost of between $20 and $25 million.
Mobile marketing tech firm FunMobility is set to release an integrated mobile marketing suite that is designed to help brands amp up user engagement June 12.
Please follow Advertising on Twitter and Facebook.
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Digital Consigliere
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.
http://twitter.com/acfou
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