This timely article is from Businessinsider about how consumers are using their phones and what marketers need to know.
Here are some highlights:
"Mobile is no longer a communications utility, but a media distribution hub" According to eMarketer, mobile now accounts for 12 percent of Americans' media consumption time, triple its share in 2009.
Where ius this consumer attention being focused? Mobile apps - Time spent on apps dwarfs time spent on the mobile web and smartphone owners now spend 127 minutes per day in mobile apps.
Here are four usage trends developers and publishers should consider:
1. The rise of gaming: Games are the largest mobile app category anad the biggest money-maker in the app stores, accounting for 70% of Apple's top-grossing apps.
2. Mobile-social synergies: social networking apps are the second largest time bucket for mobile users. 39% of mobile users access social networks.
3. The piggyback rule: The only tried-and-true way for a mobile success is to take a popular usage category and build a product that piggybacks on that activity to provide a unnique mobile-native experience.
4. Portal erosion: Mobile is a fragmented space and consumers seem to like it that way.
The infographic from ad exchange, Mobclix in this piece aims to highlight what goes down in the mobile world in 60 seconds. is absolutely fascinating!
****Before you read the excerpt, I thought it was particularly interesting to post one of the comments made by a reader who saw the infograph. He wasn't the only one that said this was an unfinished report. I think these people are missing the point here.
**This is a mere glimpse, the tip of the iceberg, to give us an idea of the magnitude of this exploding industry, it's not the be all end all report. I'm very careful what I post, I don't want to add to the noise, so look at the infographic with this in mind.
One reader's comment:
Ulrich Weihler: "Nice idea, but major things for spending mobile time are missing, surfing content, using communities, using apps, internet usage, downloading music and videos, listening to music or watching videos, sms and actually phone connecions to talk, etc.. that's why the chart looks a bit strange."
"In case you were curious, in the time it took me to write out that first sentence, over 23,000 iOS apps were downloaded from Apple’s App Store.
** Mobclix used data directly from app publishers, industry sources, and a little old-fashioned arithmetic to get the 60 second stats you see below.
Of course, considering Mobclix’s background, there had to be some ad-related factoids in the mix too.
Mobile advertisers will be glad to know (if they didn’t already) that some 4,111 ads are tapped each minute, though it almost makes you wonder how many ads were ignored in the same 60 second timeframe.
Mobile marketing matters now if for no other reason than your company, brand or product can't miss another marketing revolution.
Here is why:
• Email • Intimacy • Darwin • Emotion • Influencers • Social • Network Effect • iPad and Flipboard and Zite
Here is one thing that caught my attention:
Mobile phones are friends, the new time keepers, wallets (the new picture keepers) and an always on connection most never break (believe me I’ve tried)
If such an intimate connection is grudgingly true for my generation it is axiomatic for the next generation and a forgone conclusion for the one after that. Watch your children’s behaviors or try to take their cells and please film reactions.
Mobile marketing is more intimate than email or social network marketing. Increased intimacy means different stories, graphics and navigation (at least).
Can your company, no matter what business you inhibit, afford to seed another marketing tsunami?
This up to date report on the mobile industry posted by Ross Dawson
"Mary Meeker, formerly of Morgan Stanley and now of venture capital firm Kleiner Perkins Caufield Byers, continues to do her annual presentation at Web 2.0 Summit, providing an unparalleled compilation of research about the global internet industry.
There is a lot to digest in the 65 slides of the presentation, so I thought it was worth pulling out some of the more interesting ones on mobile. Below is the full presentation, plus six charts giving insights into the state of the global mobile industry."
"Our friends over at Inneractive have published a new infographicthat takes a look at in-app mobile advertising and how size and location can make a huge difference in terms of CTR and eCPM."
The graphic details eight specific steps developers and brands should take when monetizing their mobile apps, including using the right creative, the right placement, the right frequency, the right amount of interactive elements, and much more.
Interesting statistics on mobile users from mediabistro.com/alltwitter
Here's the bottomline:
Facebook integration generates twice as many sharing events (defined as sharing, liking or following) as Twitter integration. However, that discrepancy is only due to Facebook’s larger overall userbase.
Twitter users do share three times as often as Facebook users, but when you look at active users, Twitter pulls even further ahead.
**Twitter’s active users generate 50 events per 1,000 users, while Facebook only generates 11 events per 1,000 active users.
The study examined all mobile apps with 500 or more monthly active users connecting to Twitter or Facebook across Android, iPhone, iPad, BlackBerry and Windows Phone 7.
Of these apps, they found that 20 percent connected to either Facebook or Twitter directly. Out of that 20 percent, ten percent connected to Facebook only, nine percent connected to both Twitter and Facebook,
**while only 1 percent connected to Twitter alone. That's interesting, more sharing coming from a smaller percent of apps
This article was originally written for, and appeared in, Fashion’s Collective (www.fashionscollective.com) by Scott Forshay from mobiluxe.com. It was curated by Janlgordon on scoopit covering her topic: The Explosion of the Mobile Web and Beyond.
This is an excellent article for everyone who is interested in marketing their business in moble.
Here's what caught my attention:
The mobile medium is in the moment. Unlike other communications vehicles that are stationary and heavily presentation-oriented, the mobile medium is actionable, time sensitive, on the go, and always on.
**Given the limited time intervals of engagement opportunity, brands must ensure that communications are crisp and the call to action is clear, concise, and quick to participate in.
The mobile medium represents the most powerful mechanism for delivering contextually relevant consumer-brand communications yet experienced in marketing.
**To take advantage of its unique capabilities, however, successful marketing strategies must evolve beyond the employment of a unidirectional approach to communicating with customers.
**The digital natives of today’s hyper-connected world seek contextual relevance in their engagements with brands. Their experience is defined not only by the message itself, but the context in which the message was presented.
**Marketers who effectively solve the variables associated with the mobile medium will provide unique experiences for consumers, irrespective of the constraints of time or space, in ways differentiated, highly relevant, and intensely personal.
**Only then will they realize the power and influence of marketing in the moment.
Scott Forshay posted this wonderful piece on his blog mobiluxe.com today. Great information and insights as always.
This article was originally written for, and appeared in, Fashion’s Collective (www.fashionscollective.com)
Intro: (Sorry this is so long, it was so good, it was hard to edit)
The essence of any coveted brand is the story it tells. Its history conveys mystery, passion, and intrigue and creates in consumers an insatiable desire to be among a select few bit players in the theatricality of the brand experience. These narratives are communicated through a variety of channels. Artful photography displayed in print tells a tale. The runway provides the dramatic stage. The store is the epicenter of the encounter.
Digital media voices a story and the shared experience platform enabled by social media allows the consumer to contribute to the brand dialogue.
Successful brands tell stories and deliver experiences through each medium uniquely, artfully orchestrating events that leverage the inherent strengths of each in an ornamental array of disconnected, yet consistent, transmedia vignettes.
The question remaining to be effectively addressed, however, is how best to weave these disconnected encounters together in a more unified fashion – how best to allow consumers the ability to carry the narrative with them, irrespective of time or space.
That is, until now.
The mobile medium is inherently transitive in nature, providing the vehicle for consumers to navigate an ever-evolving ecosystem of digital screens. Aware of location, sensitive to time, and ever connected, the mobile medium delivers contextual relevance to brand communications and allows marketers to truly engage consumers in the moment. Unlike other more stationary channels for consumer interaction, successful strategies for mobile marketing require precision aim at moving targets.
The mobile medium is unique in its ability to transport the brand’s narrative in transmedia storytelling models. Given that the device is ever connected, contextually relevant, and always within arms’ reach,
**the opportunities for brand marketers to engage consumers with consistency, relevance, and personalization are tremendous.
"Check-ins have given consumers a glimpse of the power of location and the deals they unlock. But there’s another world awaiting as mobile users learn to appreciate the era of “persistent location,” in which a user’s location is passively used to deliver relevant information. That’s the term used by Xtify CEO Josh Rochlin, whose company has built a geo-messaging platform that allows companies and brands to target their customers with location-specific messages.
This piece was written by one of my favorite people, Scott Forshay for iMedia Connection. Great information you need to know to engage and do business effectively with the mobile audience.
No matter what business you're in, you can't avoid the always connected mobile audience. You can no longer market at them, you have to learn to market to context and, in turn, remain (or become) relevant.
Here's are the highlights of this article:
The variables associated with a successful mobile marketing campaign are:
**the immediacy, mapping, interaction, and collective aspects
**Each variable must be planned for to deliver a relevant experience between brand and customer, and to strengthen this mutual connection
**Today's digital-native consumer is empowered with more information and access to brands than ever before
**They are also hyper-connected to an influentialsocial graph where tribal knowledge is constantly being shared
**The margin for error in any connection is slight, so considerations must be made for each changeable element to ensure the experience is on brand and on point
Here is one thing of the points that caught my attention:
**The mobile medium is in the moment. Unlike other communications vehicles that are stationary and heavily presentation-oriented, the mobile medium is:
**Given the limited time intervals of engagement opportunity, brands must ensure that communications are:
This was posted by Guy Kawasaki and there are statistics about this exploding industry that are very important for anyone doing business in today's marketplace.
What caught my attention:
The Ripe Age for Mobile Transactions:
**People between the agess of 20 and 44 appear to be most interested in mobile transactions such as mobile banking, payments, coupons and shopping
*Clothes at a retailer
*phone bill at a local wireless store
*coffee at a local coffe shop
*sofa at a furniture store
**Things are just getting started - obstacles to mobile payments is a security issue but that happened with the web as well, it's still early but the statistics on the digital wallet in the future are staggering.
This piece was written by Ruhani Rabin on his blog
These days they aren’t only one of the most widely used gadgets in the world, they’re mini computers we can fit in our pockets and do just about anything on.
Here are a few statistics on social mediaengagement on mobile and who's doing it.
**Figures show that, on average, the highestpercentage of mobile social media users are between the ages of 25 and 35, and a biggerpercentage of women are online more often than men.
**Social media used on mobile phones is the only kind of entertainment that people still partake in whileengaged in other forms of entertainment.
**Statistics show that more than 100 million people access Facebook through their mobile phones and the number is steadily growing, while morethan a third of Twitter users access it using their phones.
The location services reward the businesses with the most check-ins by ranking them higher in their search results. Have they worked for your business?
All the services offer businesses free window clings and stickers to encourage check-ins to get specials and find friends. They also provide merchants with check-in data, giving businesses valuable insights about their customers.
**Foursquare’s merchant dashboard summarizes total daily check-ins, recent and most frequent visitors, visitors’ gender and most popular time of day for check-ins. You can also see how many of your customers who check in are broadcasting their whereabouts on Twitter and Facebook.
**To determine which promotions will drive the most traffic, try scanning your Facebook and Twitter pages and those of your competitors to see what product or service people are talking about.
**Determine what you can afford to promote with discounts or freebies and target those for promoting. And when you sign up for these platforms, really commit to supporting them. Be sure you make time to work them, frequently pushing out updates and engaging with your audience.
The following is a guest post James Bentham on behalf of Mobile Interactive Group.
With the majority of large retailers in the UK choosing to capitalise on the mobile commerce channel, those who have been left behind are now scrabbling to catch up.
**Still in its relative infancy, mCommerce has developed quickly throughout 2011 and shows no signs of slowing. The brands who have benefitted most were the ones not afraid to innovate and take some risks.
Amazon and eBay both set up strong mobile presences during 2010 and both have seen huge returns, forging a path for other brands to follow. Amazon optimised their site for mobile phones as well as offering apps for the iPhone and Android operating systems in various territories.
**They were one of the first to introduce cross platform accounts, with users able to add products to their basket via their mobile phone and then purchase them next time they log in on a computer.
General Growth Properties Inc. operates 166 shopping malls in 43 states. Encouraging consumers to shop at those malls is crucial to the company’s success, and mobile marketing provides new ways to accomplish that, Jeff Cloud, director of customer relationships and mobile marketing at General Growth, said today at Internet Retailer’s Mobile Commerce Forum 2011 in Houston.
Topics: Eric Holmen, General Growth Properties, Jeff Cloud, location-based marketing, MCF 2011, Mobile Commerce Forum 2011, Mobile e-mail, Mobile marketing, proximity marketing, shopping malls
Here's are a few interesting statistics that caught my attention:
** Cloud said, General Growth who is researching a variety of ways to leverage knowledge of where a consumer is to send her the offers that will most appeal to her.
**General Growth is paying a lot of attention to such possibilities because the consumers who shop its malls are more likely to use mobile devices than the average consumer.
**A survey in the first quarter showed 50% of General Growth mall shoppers owned smartphones, versus 41% of U.S. consumers at that time.
**A survey in the first quarter showed 50% of General Growth mall shoppers owned smartphones, versus 41% of U.S. consumers at that time.
**The survey also revealed that six in 10 moms that shop General Growth malls check e-mail on a mobile device, 53% search for coupons and offers via mobile and one in four purchases on mobile phones or tablet computers.
**Cloud also reported that 17% of the e-mail General Growth sends its customers is opened on mobile devices, with about two-thirds being opened on Apple Inc. 3 Apple Inc. Computers / Electronics Online Sales:$5,227,500,000 Growth:23.0% See More ’s iPhones.
This guest post was written for Fast Company by Brett Burky from Call Loop and Greg Rollett from the ProductPros. It was curated by Janlgordon Scoopit covering her topic: "Content Curation, Social Media and Beyond" on Scoopit.
"Building the brand of ‘you’ online is something of an art. Maintaining the niche you carved out for yourself takes dedication and focus as you continue to grow within your respected discipline.
Here's what caught my attention:
According to Frost and Sullivan,
**the open rate for SMS messages is as high as 97%, considerably higher than through email marketing.
**Another amazing reality is that, as a society, people have officially been inducted into the mobile era.
**This represents an incredible opportunity to connect your audience with your brand. There has never been anything quite like this in the history of marketing and advertising.
**Marketers from centuries ago couldn’t have imagined the direct contact that we now have access to.
Welcome to a world of disruption, with twists of generational difference, tectonic ad spend changes, and lots of confused citizens.
Ken Doctor wrote this great piece — author of Newsonomics and longtime watcher of the business side of digital news
It was hard to decide what to excerpt, it was so good.......
Okay, it’s 11 p.m., and you are in bed.
What do you reach for? There’s no wrong answer here, but if you are in the news/information mode, you may reach for your Android smartphone or scoop up your iPad. So many choices, at this oddly news-consuming time of day. We know that evening is when tablet usage peaks, and, yes, such companies as Zite tell me that 11 is a top hour.
Digital disruption is now increasing. Audiences are even more up for grabs than they were a couple of years ago.
As Ipsos OTX President Bruce Friend recently put it: iPhones and Androids are, yes, our lovers. “It’s almost always turned on. It never leaves you. You have an intimate relationship with it.” Yet love is so short-term these days: “The tablet is rapidly becoming a companion or even a competitor to the smartphone. Tablets reduce smartphone as entertainment devices. The tablet will take the place of that.”
We’ve got so many emerging studies of our fast-changing habits that comparing them can leave you dazed and confused. What they all add up to, though, is a simple learning: Digital disruption is now increasing.
Let’s look at some of this emerging data, and begin to make sense of what it means and where revenue is likely to flow into the next several years, in the newsonomics of disruption.
Of people who own smartphones in the United States, 55% use the device for some kind of location-specific task, according to a study published today by the Pew Internet and American Life Project.
Of people who own smartphones in the United States, 55% use the device for some kind of location-specific task, according to a study published todayby the Pew Internet and American Life Project. In total, 23% of all American adults use location services on their phones or via social media sites on the desktop.
Does this mean that Americans are suddenly check-in-happy Foursquare fanatics? Not quite. The survey's definition of "location services" is pretty broad. The majority of respondents who said they participated in such an activity were referring to things like mapping out directions or receiving location-based recommendations on their phones.
This is exciting, Yelp is on a roll with no end in sight! They have successfully aggregated reviews, deals, checkins and much more!
In the seven years since its inception, Yelp has grown from a small website into a monster web property that infamously turned down an acquisition from Google in 2009. The ball appears to be rolling downhill for Yelp, with no end in sight.
This post gives you great information on how to market to the mobile user in real time. This article was originally written for and appeared in Fashion's Collective (www.fashioncollective) by Scott Forshay. (@mobiluxe on twitter)
Excerpt: Mobile is an action-oriented medium. Mobile shoppers are moving targets, so stationary forms of traditional branded engagements need not apply. Effective mobile marketing strategies accentuate the unique strengths of the medium and must work to solve the numerous elements of variability associated with marketing in the moment.
The mastery of managing high levels of volatility will prove to be of great worth. The opportunity to engage consumers in a contextually relevant manner, based on knowledge of both time and space, with campaigns that provide increased interaction and social relevance, is unrivaled in any other communications medium.