With more than 90% of retail happening in traditional brick and mortar stores, retailers can use Amazon’s strategies to their own advantage.
When you think about mobile, what are some of the things that come to mind? Fast, personal, ready, fun and connected are a few terms that come up. People think about mobile much differently than they do personal computers. How many times has someone almost bumped into you on the street as a result of their eyes being fixed on the screen in their hands? This is a familiar interaction in today’s device-obsessed contemporary culture.
Tags: AdTruth, device monetization, device recognition, mobile advertising, mobile analytics, mobile app developers, mobile device marketing, mobile devices, mobile marketing, mobile media, mobile monetization, mobile tracking
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At this time last week, I was #200 in a line of 400+ marketers unsuccessfully trying to break down the doors to attend OMMA’s SXSW Mobile day. Consider that a lesson learned. When Urban Airship’s Mobile Saturday rolled around, I was first in line for what turned out to be an amazing discussion of the mobile landscape and what it takes for brands to really, truly create long term engagement through the mobile phone.
So why are brands focusing on engaging customers on the mobile phone? There are 1B smartphones on the planet today, generating staggering growth of mobile web and mobile commerce usage. And as more and more smartphones are activated, more and more engagement opportunities become available. 65% of shopping starts on the mobile phone and 20% of mobile engagement is done within the retail store. Within a few years, smart phones are going to have a bigger impact on the world than desktop Internet ever did.
Everyone has a mobile phone, so how do you create an engaging mobile experience?
Make a good impression: The mobile experience you build is the FIRST mobile experience your customer has with your brand.
Be respectful: Be honored to live in the pocket of... Read more
Toyota’s mass recalls demonstrate how using digital to address issues head-on helps lessen negative brand perceptions.
2012 could be dubbed the ‘Year of the Recall’ for the auto industry with various automakers calling back more than 14 million cars in 12 months for inspections and repairs involving safety issues. For perspective, nearly 14.5 million cars and light trucks were sold last year. The number of cars sold versus those recalled was a near wash by year’s end.
And it was recently announced that Toyota plans to settle an estimated $1.3 billion in class action claims involving sudden, unintended acceleration first reported in 2009 in certain Toyota, Scion and Lexus vehicles. The anticipated settlement would be the largest payout by any auto company, ever.
What’s interesting about 2012 is that in spite of widespread safety issues, auto shopper interest saw negligible impact. In fact, year-end sales were 13 percent better than 2011 and the best we’ve seen in the past five years.
So, what’s going on here?
Maybe it’s a recovering economy or a testament to the loyalty of certain car shoppers who, despite all odds, remain steadfastly devoted to a particular brand. Or, perhaps it’s consumer indifference, which has adapted over time to safety issues... Read more
While mobile is hardly new, it was not until last year that the advertising industry was officially required to adopt a brand new marketing medium – Mobile Advertising. It barreled onto the scene, took center stage, and quickly cemented itself as the marketing medium of the future. The mobile industry had plenty to celebrate in 2012 as the fabled “Year of Mobile” had finally arrived but its arrival also caused disruption, particularly for online publishers.
During a period when online publishers were already improvising monetization efforts to compensate for the rise of programmatic buying, mobile introduced yet another variable that would further complicate the situation, forcing a shift in focus. Already squeezing every last cent out of online CPM’s, mobile traffic immediately made its presence felt as online audiences were no longer restricted to a computer screen as a means of accessing their favorite digital content. As a result, mobile traffic began cannibalizing impressions from the desktop impressions, further impacting an already depleting bottom line. Digital publishers reliant on online advertising revenue were suddenly dealt with a brand new form of supply to figure out and monetize immediately, or face a slow death at the expense of mobile's rapid growth.
By... Read more
Tags: advertising, apps, buyer experience, content strategy, media, mobile, mobile advertising, mobile best practices, mobile marketing, mobile site, mobile strategy, Online publishers
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