Category Archives: ‘Mobile Marketing’

Mobile Marketing Articles

Mobile Advertising – Making The Case

Mobile Advertising has arrived. We didn’t say that it’s the rage. We said “It has arrived”. This is bad for so many businesses that don’t even have a traditional website, let alone be up on mobile technology.

We say to that “It’s time to make the donuts.” If advertising is going to play a heavy role in your business’s success, then you have to get up very early to learn what it’s all about. Then learn what mobile marketing is all about.

Here’s an article from Mobile Marketer posted on April 28th, 2011 titled:

Mobile ads driving purchase intent among smartphone users: Google

By Giselle Tsirulnik

April 28, 2011

Mobile ads drive purchase intent

A study by Google Inc. found that mobile ads drive smartphone users to take actions such as visiting a Web site or making a purchase.

Google’s “The Mobile Movement: Understanding Smartphone Users” study found that 71 percent of smartphone users search after being exposed to ads online and offline. A whopping 82 percent notice mobile ads and 74 percent make a purchase as a result of using their phone during the shopping process.

“The findings of the study have strong implications for businesses and mobile advertisers,” said Dai Pham, a member of the mobile ads marketing team at Google, Mountain View, CA. “Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information.

“Incorporate location-based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users,” he said.

In fact, 88 percent of those who look for local information on their smartphones take action within a day, Google found.

The study was commissioned by Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 U.S. adult smartphone Internet users at the end of 2010.

General smartphone usage
There is no argument when it comes to the role that smartphones play in the daily lives of consumers.

Consumers are increasingly relying on their smartphones to multitask and consume other media.

Google’s study found that 81 percent of smartphone users browse the Internet, 77 percent search, 68 percent use an app, and 48 percent watch videos on their device.

The smartphone has turned into the always on companion. Consumers are using their devices even while they are consuming other forms of media.

In fact, 72 percent use their smartphones while consuming other media, with a third claiming they use their device while watching television.

At one point the mobile device was a means of reaching consumers on the go. But that has now changed.

With 93 percent of smartphone owners using their device while at home, the mobile phone is now a means of reaching consumers at all times.

Action-oriented searchers
Google’s study found that smartphone users rely on mobile search to navigate the mobile Web.

Search engine Web sites are the most visited mobile Internet destinations, with 77 percent of smartphone users citing this, followed by social networking, retail and video-sharing sites.

What is interesting is that nine out of 10 smartphone searches result in an action such as purchase, visiting a business or a click-to-call.

Additionally, Google found that 24 percent of smartphone searchers recommended a brand or product to others as a result of a smartphone search.

Almost all smartphone users are looking for local information. And, consumers are ready to act on the information they find.

Google’s study found that 95 percent of smartphone users have looked for local information and 88 percent of these users take action within a day.

These findings indicate that there is a need for immediate information among smartphone users. A whopping 77 percent have contacted a business, with 61 percent calling and 59 percent visiting the local business.

Purchase-driven shoppers
At the end of the day, marketers are trying to drive sales. And smartphones have become an important part of the shopping process. They help shoppers research and make a purchase decision.

Google’s study uncovered that 79 percent of smartphone consumers use their phones to help with shopping via activities such as comparing prices, finding more product info and locating a retailer.

Seventy-four percent of consumers that use their mobile device during the shopping process make a purchase online, in-store or on their phones.

The study also found that 70 percent of consumers use their smartphones while in the store.

Reaching mobile consumers
A cross-media approach is the best way to influence the largest number of smartphone users. Different people use their devices for different things. In the end, as a marketer, it would be nice to reach them all.

A majority of smartphone users notice mobile ads, which leads to taking action on it.

In fact, 71 percent search on their phones because of an ad exposure, whether from traditional media (68 percent), online ads (18 percent) or mobile ads (27 percent).

Eighty-two percent notice mobile ads, with most noticing display ads and a third noticing mobile search ads.

Half of those who see a mobile ad take action, with 35 percent visiting a Web site and 49 percent making a purchase.

“Develop a comprehensive cross-channel strategy as mobile shoppers use their phones in-store, online and via mobile Web sites and apps to research and make purchase decisions,” Mr. Pham said.

“Last, implement an integrated marketing strategy with mobile advertising that takes advantage of the knowledge that people are using their smartphones while consuming other media and are influenced by it,” he said.

Contact Us at to learn how we cal help you get started with your local mobile presence. It’s more affordable than you believe.

Android Takes Over in 2011

We’ve said it before and, guess what? We’ll say it again. Diversity will win over product in the mobile wars. Why would you not believe us? You’ve seen it before. Think PC versus MAC for a minute. This in reality was operating system versus operating system.

PC has won that battle handily. Look, we are believers in making products that can be applied widely and not only on a choice few items. Apple lost the battle before it began when they made a mobile operating system that could only work on their line of products.

Sure, you do belong to an exclusive club when you own an iPhone or an iPad. The problem is that just by the nature of this club, limits are felt all around. Limits on forums, limits on support, tutorials, and ability to dominate the marketplace. The only advantage Apple exercises right now is in the applications marketplace, and that was gained through “seniority”, being around forever.

Here’s what Greg Sterling, a contributing editor at Search Engine Land, has to say about it.

Mar 29, 2011 at 12:56pm ET by Greg Sterling

Tech consulting firm IDC has predicted that Google’s mobile operating system will become the dominant mobile platform this year, achieving a global market share of 39.5 percent. The next in line would be former global leader Nokia with 20.9 percent. Apple comes in at 15.7 percent.

Windows Phones to Overtake Apple (via Nokia)

These figures are very aggressive in terms of Android’s share and Nokia’s decline. But they’re consistent with the remarkable growth that Android has enjoyed over the past year.

By 2015 IDC projects that Google will own 45.4 percent of the global smartphone market. The next largest player would be Windows with 20.9 percent — based on Nokia’s adoption of the Microsoft operating system. If that in fact happens Nokia and Microsoft’s gambit will have paid off.

Interestingly RIM (BlackBerry), just behind Apple at 14.9 percent this year, remains relatively stable through the forecast period, winding up with 13.7 percent of the global market in 2015.

I think these numbers are potentially problematic for the following reasons:

  • RIM is unlikely to be able to maintain its current position unless its next-generation OS (QNX) is radically better.
  • These numbers assume no lower-cost iPhones and only moderate success of the anticipated iPhone 5.
  • They also appear to assume Symbian’s share will simply transfer over to Windows (far from a given)

Windows Phones appear to be selling modestly well, though not in the US market. We’ll have to wait (until 2012 apparently) to see the outcome of the “Nokisoft” collaboration. Microsoft must continue to build its library of apps, which recently crossed the 10K threshold, to maximize its chances of success with Windows Phones.

Right now, in the absence of the Nokisoft phones, there no evidence that IDC’s Windows Phone market share prediction will come true.

Advertising Implications of Android’s Dominance

With a few exceptions Android devices are Google search devices and drive mobile search volumes accordingly. Google dominates mobile search today by a margin the size of the Pacific Ocean (according to StatCounter):

Recently investment firm Macquarie Group put out a research note (using Efficient Frontier data) that showed effectively 97 percent of the US mobile search spend was going to Google.

All of this is browser based search of course. And there are hundreds of millions of mobile queries coming through apps that almost nobody is tracking right now.

Yet Google is overwhelmingly the leader in mobile search share and associated revenue, far exceeding even its dominant position on the PC. In mobile display Google is also the revenue leader in the US, according to IDC — followed by Apple (with iAD) and then Millennial Media.

Too Much Success?

If IDC’s handset sales projections come true Google will continue to enjoy near-total dominance of browser-based mobile search ad revenue, which will run into the billions by 2015. (Google also enjoys search dominance on the iPhone as well.) Its ownership of AdMob will also give it a potentially dominant position in global display advertising on Android devices — though this is less assured.

At this point Android’s success has wildly exceeded Google’s most optimistic scenarios. In fact it’s so successful that Android is likely to become a target of regulatory and antitrust scrutiny at some point in the next couple of years.

Want to read more about The Mobile Web in general or Local Mobile Marketing in particular? Go here to our homepage: The Mobile Web is Made For Small Business.

62% Say They Have Bought Physical Goods On Mobile Devices

Is Mobile Shopping Just For Virtual Products?

The belief is, that just like you can’t give a person a haircut over the telephone, certain types of product is best sold in person. Face to face. Is that really the case?

Adobe Scene7 examined mobile shopping trends over the last 12 months and found that times are changing rapidly. It may do you well to pay attention, especially if you’re not a big believer in technology. Here’s the article excerpt, click the link below to read the entire article.

Adobe owns and markets the popular graphics design software platform, Photoshop.

Posted By Dan Butcher On February 14, 2011 @ 5:00 am,

A majority of the respondents to an Adobe survey – 62 percent – said that they have bought physical goods from their smartphone devices in the last six months.

The greatest number of respondents – 45 percent – spent $249 or less over the last 12 months. By comparison, the average annual online spend per shopper in 2010 is estimated at $1,139, per Adobe. Of those who have purchased from their mobile devices, a majority report spending more than an hour a week mobile shopping, on both mobile Web sites and downloadable applications.

Read more

Still think this ‘Mobile Marketing’ Thing is a fad?

2011 To Become The Year Of The Smartphone?

We saw many mobile advances in 2010, but from all indications, 2011 seem to be the year to watch. The marriage between the iPhone 4 and Verizon earlier this year was one such indication. Another key indicator was Ebay’s announcement that mobile sales amounted to close to 36% of their overall income.

Look out for many more revelations in the near future.

Posted: 26 Jan 2011 01:41 PM PST

Article credit:

Mobile Marketing 2011 To Become The Year Of The Smartphone?While 2011 has unofficially been branded many things, such as the “year of the tablet,” there’s also reason to believe that 2011 will also become the “year of the smartphone.”

When Verizon Wireless announced its Q4 earnings earlier this week it said that only 26% of its 94 million subscribers are smartphone users.  Interestingly though, 75% of contract subscribers are buying smartphones, meaning overall smartphone penetration is set to grow dramatically at Verizon this year — especially with the introduction of the iPhone 4 with attractive unlimited data plans.

The same shift happening at Verizon is happening at the other big three operators as well.  In total, more than 75% of Q4 2010 postpaid net subscriber additions purchased smartphones.  According to Nielsen, 28% of US mobile subscribers had smartphones as of November 2010, with that number rising to 35% by the start of 2011.  By the end of this year, smartphone adoption is projected to hit the all-important 50% threshold in the US, equally roughly 150-160 million mobile subscribers.

Mobile Marketing 2011 To Become The Year Of The Smartphone?

Though smartphone penetration has been building for several years now, it’s still relatively small in looking at the big picture.  All signs are pointing to 2011 becoming the year smartphone adoption hits critical mass, resulting in a true “year of the smartphone.”

For more articles like this or to view the article in its original setting visit 2011 Smartphone.

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