Mobile marketing is going to make some major moves in 2013 - just not how most imagine.
Following up on our list of Top 10 Mobile Marketing Initiatives of 2012, it's time to look at some trends we'll see emerge and/or evolve in the year ahead.
Among the most prominent (not necessarily in this order):
5. Mobile Advertising Picks Up Speed (For A Time)
According to Forrester Research, mobile ad spend will boom next year - to $15 billion. Why? Because consumers now spend 10% of their media consumption time on mobile devices, yet mobile attracts less than 10% of ad dollars. The firm reasons that the old school Internet's ad growth from 8% of spend to 22% of spend means mobile must follow course (even though marketers get less and less from that increased Internet spend). But, the firm says, even a small step toward closing the gap will mean big dollars for this medium.
I'm not completely convinced. As a marketer, I find mobile advertising a bore (even some of the newer, much hyped expandable ad units). As a consumer, I find it all a snooze fest.
Mobile's far more powerful than just trying to replicate ad models from the old school Internet and... Read more
Retail metrics during the holiday season are typically focused on aggregations like overall retail sales are down 0.7% year over year, or activity on Black Friday, Super Saturday, or Christmas Eve was above or below last years numbers. While this macro level of reporting is interesting, it is limiting in terms of competitive insights and actionablity.
Placed recently released its Holiday Shopping Insights providing in-store activity reporting down to the retailer. As part of this analysis, Placed looked at the busiest days for some of the largest retailers in the US including Walmart, Target, Toys 'R' Us, Macy's, Best Buy, and Kohl's.
This analysis highlights that a single days performance does not make or break a retailer's Christmas. Rather these insights highlight consumers' retail preferences are variable based on time of year. For example, Target's busiest day was Christmas Eve, while for Best Buy is was December 22nd. The ability to look past macro retail trends and dive into retailer level insights enables marketers to react in season to offline behaviors of consumers.
As consumers retail preferences change based on time to Christmas, marketers are able to leverage consumer behaviors to drive incremental sales. The ebbs and flows in terms of relative in-store visits were... Read more