Chocolate versus vanilla. Team Jacob versus Team Edward. Toilet paper roll overhand versus toilet paper roll underhand. Such are the great questions and conflicts of our time, but a more pressing (and perhaps more consequential) issue is Mobile versus Desktop.
Following years of speculation about the demise of desktop-based search, Google is officially announcing today that for the first time, more searches come from smartphones and tablets than from laptops and desktops.
Smartphones account for more than half of searches in 10 countries—including the U.S. and Japan—according to Google, which didn't release exact percentages or a full list of countries. But it is playing up mobile at its annual AdWords Performance Summit, being live-streamed this afternoon.
"The purchase funnel is officially dead," proclaimed Jerry Dischler, vp of product management at Google. "What we're seeing are these short bursts of activity that we're calling micro-moments. We see the new challenge for marketers is to be there at those moments anytime, anywhere....
Walmart and Walgreens are using apps to make personalized offers to shoppers right as they’re in the store. The apps also keep track of past purchases, brand preferences and where people like to shop.
Starbucks has a wildly successful mobile payments app that saves coffee drinkers money while giving them great offers they really want on — surprise! — coffee. You probably have other brands and programs on your own phone. And you’ll notice that besides being direct and easy to use, they all rely on — and even revel in — data....
Social media and mobile are still growing segments in the tech world. New apps for social media lovers who are on the go are being created all the time. Here are a10 new social media apps to watch in the New Year.
For 15 years, the Pew Research Center has studied the social impact of the internet, and the shift from using devices tethered to a desk to engaging with mobile devices has climbed steadily. In fact, in just the last four years, the number of U.S. adults who own a smartphone has leapt from 35 to 64 percent, with nearly half reporting “they couldn’t live without it.”
Not surprisingly, mobile marketing is likewise on the rise, and savvy, agile marketers are developing optimized marketing strategies to keep up so their brands reach their target customers in the right channel, at the right time.
Mobile Marketing Reaches Consumers on the Go — and at HomeEvery week, CMO.com offers a selection of “Mind-Blowing Stats,” and the publication recently set its sights on mobile marketing. Pointing out that consumer consumption habits are changing, the article notes one significant difference in mobile use: It is not exclusive to when consumers are out and about.
They are also using their smartphones and tablets at home while they watch TV, during their daily routine and at many other times. While it’s clear that mobile usage has made marketers sit up and take notice, some of the statistics suggest that marketing may not be adapting as quickly as needed....
The omnichannel experience isn’t just a marketing strategy — it represents a fundamental shift of the consumer’s position in the traditional purchasing process. Omnichannel enables the customer or the client to choose how they want to interact with a company or product line without having to compromise the quality of their interaction.
A successful omnichannel retailer is less concerned with a broad, multi-channel marketing campaign and focuses instead on creating a seamless media experience for customers engaging with their brand.The key here lies in an ability to allow your brand to proliferate across every channel.
According toMarketo, one of the leaders in automated marketing software, “Each piece of the consumer’s experience should be consistent and complementary.”
Whether a customer is visiting the store, making a purchase through a mobile app, or liking a photo on Instagram, they must be able to engage your brand in a way that is both seamless and effortless, regardless of the device or channel....
In the mobile age, instead of a few "moments of truth" or a Zero Moment of Truth, consumers experience countless micro-moments throughout the day while exploring interests, solving problems, searching for products, and making decisions. These micro-moments are the new battleground for hearts, minds, and wallets.Increasingly, we're seeing that these moments happen while people are watching video on their mobile devices.
When it comes to digital video viewership, mobile's small but mighty screen is having a profound impact. In fact, 50% of global viewership on YouTube comes from mobile devices. And as we reported back in October, millennials are 2X more likely to be focused while watching video on mobile than while viewing it on TV.
To them, mobile isn't the second or third screen. It's the first.In our latest research with Ipsos MediaCT, we wanted to see how this enthusiasm for mobile video translates to brands. We surveyed U.S. consumers who watch videos on various devices and the results were striking. We found that smartphone video viewers are significantly more likely to watch, share, and feel personally connected to ads and branded video content than their counterparts watching on desktop or television are....
While the great majority of consumers prefer to shop in stores rather than online, most of them are doing it with a bit of a mobile-shopping assist.
In yet another study looking at in-store shopping behavior, the majority (75%) of consumers use their phones while shopping.Almost all (90%) of those 18 to 35 years old use a phone, compared to 77% of those 36 to 49 years old and just over half (52%) of those 50 to 65 years old, according to a study by InReality....
According to research based on an analysis of more than 100,000 e-commerce stores, 50.3% of the traffic in virtual shops are from mobile devices (being 40.3% from mobile phones and 10% from tablets) and only 49.7% from computers.
It may sound crazy, but the fact is that mobile commerce is already a reality. Also according to research, the Google search traffic comprised 18% of traffic from computers and only 12% for mobile phones.
These data seem to show that computers are being used for research products, while mobile devices for spontaneous purchases, which are instigated from Social Media, Email Marketing and SMS Marketing. The increase in purchases on mobile devices also brings another exciting trend, which we are calling “always buying”....
Location based marketing allows brands to adapt their marketing message based on where consumers are geographically. By knowing where consumers are, brands are able to tap into daily habits and also encourage consumers with relevant offers and messages based on their location.
According to Greg Stuart, CEO of the Mobile Marketing Association, “Nobody resists mobile today. There are inflection points where you can create great change. Mobile is part of that today,” noting that Uber and similar companies who optimise for mobile customers are growing rapidly and disrupting their respective markets.
According to Cisco, 61% of application users have a better opinion of a brand when it provides a good mobile experience, with the highest impact when used with location based cues. For example, one shopping mall reported over a million WiFi connections with 500,000 unique customers, and an impressive 60% opt-in for promotions, after having installed an app with location-based features....
With a growing number of users, especially on the mobile front, marketers and brands that want to survive the shift will have to throw all old-fashioned tactics away as soon as possible and instead start paying attention to online chatter.
When it comes to digital marketing strategies for 2015, the web is full of “What to expect” “Predictions” and “What Next?” It is interesting to read so many different perspectives. One common prediction I have seen across all articles is “Mobile Marketing.”In a recent digital marketing studystatista.com reported – “In 2013, 73.4 percent of the global online population accessed the internet from their mobile phone. This figure is expected to grow to 90.1 percent in 2017.”...
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