Mobile

Today, a mobile strategy is an essential component of any marketing plan striving to connect with the 55 million Hispanics in the U.S. that spend over $1.5 trillion per year.  By Lee Vann /  Captura Group

Cross-channel attribution has been a tough nut to crack for marketers, who hoped digital media would bring them a more trackable, more ROI-focused future.

While people are more connected than ever, they are grappling with the fear of being left behind and missing out, according to new research by global marketing and communications firm Havas Worldwide.

Consumers’ growing reliance on mobile tech devices and services is forcing marketers to rethink almost everything they do. In its fifth Next Generation (NextGen) Competition, GfK is urging undergraduates to submit proposals for innovative market research projects studying the interactions among consumers, mobile technology, and brands.

This will be a benchmark year for ad spending in the US, as mobile surpasses desktop spending for the first time, eMarketer predicts. Mobile will account for 51.9% of total digital spending in 2015. That’s a higher figure than eMarketer forecast earlier this year.

The Mobile Marketing Association (MMA) announced two new resources to help brands and publishers measure and demonstrate the impact of mobile advertising.

Cellphones and smartphones have become a mainstay in the lives of many Americans, and this has introduced new challenges into how users and non-users alike approach basic social norms and etiquette.

With roughly three-quarters of Americans owning a smartphone, the ability to connect via mobile is now a necessity—for consumers looking to connect with content, as well as for marketers looking to connect to them!

In today’s world, people — particularly young people — are continually finding and adapting new ways of communicating electronically to fit their needs.

This study from the Media Insight Project, a collaboration between the American Press Institute and the AP-NORC Center, highlights similarities and differences by race and ethnicity in the technology use and news habits of Millennials.

Easier said than done, right? It’s much easier for one person to commit to making behavioral changes and adopting a new technology to improve personal health. But getting an entire marketing organization to adopt a new technology or methodology and incorporate it into their day-to-day is much harder.

The Mobile Marketing Association (MMA) announced the results of the latest Smart Mobile Cross Marketing Effectiveness (SMoX) study, a scientific examination conducted for The Coca-Cola Company in China earlier this year.

“Marketing” is a terrible word for the business of making connections. And in this age of cyber attacks, “mobile marketing” conjures up horrors of the ever more stealthy, privacy-invading, personal security invasions of the cyber netherworld.

Engaging Millennials on mobile devices has never been harder, or more crucial for a brand’s success.

eMarketer estimates that US adults will spend 5 hours, 38 minutes each day with digital media on PCs, mobile devices and other connected devices (such as connected and smart TVs and connected game consoles) this year, representing 46.7% of daily media time. Meanwhile, TV will grab 4 hours, 15 minutes of adults’ daily media time, or 35.2% of the total.

Marketers remain stuck on the basics when it comes to personalization, and recent research reaffirms that notion that it’s still early days for such efforts, with plenty of room for growth in effectiveness and targeting, for example.

Data from GfK MRI’s Survey of the American Consumer show that more than four in 10 (44%) US adults live in households with cell phones but no landline telephones; this cell phone-only population has grown by 70% since 2010.

Marketers continue to grapple with questions and concerns about mobile measurement. Yet some of those concerns stem from misconceptions about mobile measurement capabilities and data availability. Craig Palli, chief strategy officer at mobile marketing technology provider Fiksu, spoke with eMarketer’s Cathy Boyle about where marketers are getting things wrong with mobile and why several common misconceptions about mobile advertising persist.

With roughly three-quarters of Americans owning a smartphone, the ability to connect via mobile is now a necessity—for consumers looking to connect with content, as well as for marketers looking to connect to them!

Unfortunately, most marketers have not been able to take advantage of that opportunity. By the time that they can connect the dots, the user has already moved on. They either purchased their product elsewhere or lost interest. Blame the fickle attention span of today’s on-demand mobile consumer.