Tagged 'mobile marketing'

Response is not always RESPONSE

Posted by Bill Guild on November 1st, 2013 at 7:42 am

Ad responders are clear about their preferred methods and channels for responding to ads.
Every year ChoiceStream polls consumers to find out how they think and behave around digital advertising, and every year I learn something new and actionable.  This year’s ah ha moments didn’t come from one specific question, but from the combination of several questions and our experience in programmatic campaign optimization.  We cross tabulated several questions and interpreted results from one cross tab in light of the results from others then matched those findings to our experience optimizing campaigns.  Here’s what we learned.
Survey Finding: More people respond to ads by searching or browsing than respond by clicking.
Programmatic Experience: Optimizing for clicks takes a completely different campaign setup than optimizing for conversions.  Usually optimizing for clicks will reduce conversions.
Take-away: If your attribution model doesn’t give significant credit to view-throughs you are: a) missing more than half of the effect of your ads, and b) giving your advertising partners incentive to hunt clicks instead of hunting customers.

Survey Findings: 1) The percentage of people who have shopped at least once on a mobile device is catching up to the percentage of people who have shopped on a computer (see the... Read more

Google Research: 70% of Mobile Searchers Call Businesses

Posted by Jason Wells on October 24th, 2013 at 2:31 pm

Mobile marketers have long thought that about 50% of mobile searchers called businesses as a result of their search. These people tap the phone number on a mobile landing page or the number in a paid ad itself and immediately connect with a business.

Google now says that number is low.

According to new data from Google, the number of people that call a business immediately after a mobile search is much, much higher than previously thought. Google says that 70% of mobile searchers call a business immediately after their search. They tap. They call.

After the all-important map look-up, calls are the next action of choice following a business search on a smartphone. Searchers want to connect with businesses immediately.

Google published this new data a few days ago.

Here are some highlights:

- 70% of mobile searchers report they click-to-call directly from the search results to a business

- Google is now driving 40 million calls each month directly to businesses

- Google found that "calls are not only an important channel for research and transaction, but even the presence of a phone number in search results can strongly influence the perception of a business's brand."

- 76% use call features to make an appointment for local... Read more

Three Essential Tech Tips Small Businesses Should Know

Posted by Devanshi Garg on October 4th, 2013 at 11:44 am

Technology and small business go hand-in-hand. The premise is fairly simple — most technology solutions offer a level of automation that can handle increased workloads, giving you the ability to take on new business, expand to more regions and enter new markets.

Why The App Won The Software War

Posted by Devanshi Garg on August 30th, 2013 at 9:39 am

The word "app" has become ingrained into the global lexicon of software development. As time has passed and technology has evolved, people have viewed software from progressively different perspectives. Microsoft Office is a piece of software—yet so is a video game. And so is PayPal, for that matter.
As Marc Andreessen, co-founder of venture capital firm Andreessen Horowitz, eloquently puts it, “Software is eating the world.”
But as software rises, we use the term less and less. Andreesssen's statement, meant to describe how software companies are disrupting entire industries and challenging the norm, is best manifested in the proliferation of apps. In 2013, we’ve been inundated with the concept of apps—on smartphones, tablets and laptops, of course, but also more unusual domains like cars and refrigerators.
The term's newfound ubiquity raises an interesting point about how we perceive the software that now surrounds us. What exactly is an "app"? When did a package of code meant to execute a function stop being a "program" or a "piece of software"? And is there a difference that goes deeper than a linguistic fad?
Software Is Old And Busted, Apps Are The New Hotness
Prior to the proliferation of mobile devices, downloading software and experimenting with new programs... Read more

5 Ways Technology Eases Car-Buying Anxiety

Posted by Nick Matarazzo on August 22nd, 2013 at 9:33 am

For me, walking the car lot on a Saturday is nearly as fun as a day at the golf course. The shoptalk is great, I get to take something for a spin, and even if I don’t come out with the exact score (or price) I had in mind, I walk away with a sense of satisfaction. But, for many, the thought of having to negotiate one-on-one can be intimidating, and can turn the thrill of buying a new car into pure anxiety.
Choosing what to buy—make, model, trim, and a seemingly endless number of options like warranties and infotainment—is only the first step. Once the vehicle and options are selected, the real research begins: What is a fair, good, or great price—and how do I get it?
Here at Jumpstart Automotive Group, we found that 69% of shoppers listed price as a top criteria when deciding to purchase—making it the second-most important factor behind safety and reliability. This mindset is hardwired into consumers across categories—from apparel to appliances—but price is especially integral to the car-buying process, primarily due to the level of investment and the lengthy duration of ownership.
And I think there is added pressure to get a good deal... Read more