Mobile

The Mobile Marketing Association (MMA) released a report titled, How Big is the Mobile Marketing Opportunity, which explores the mobile ad market opportunity for both marketers and mobile ad/media sellers.

The average lead time for researching retail products via mobile among smartphone and tablet users varied by cost, with research for items priced at $1,000 or more starting 45 days in advance of buying, on average. Even for the lowest price range though, $1 to $49, research typically began about 10 days before the purchase was completed.

Millward Brown Digital released the Getting Mobile Right report, identifying the optimal approach for marketers to drive brand growth through effective mobile marketing strategies.

An overwhelming majority of moms currently have a smartphone (88%) and tablet (83%) by their side. This may represent a plateau for mobile-device adoption by mothers, but the survey reveals that moms’ firm embrace of mobile usage is growing.

41% of consumers conduct more searches on mobile devices than their PCs. Thenew study shares insights that can help marketers better understand and engage mobile searchers.

Briabe Mobile announced the launch of ‘Latina Glam” a mobile-social platform targeting Latina women, designed to connect brands and influencers with consumers in the digital space.

We all live increasingly on our smartphones. In the U.S.—where 171.5 million people (71%) own such a device—smartphones have become the staple of everyday life and the on-the-go tool of choice for consumers looking to catch up on emails, tap their social networks or even tweet about a recent sports game.

Avocados from Mexico (AFM) announced it will kick off its 2014-2105 retail promotional activity this Hispanic Heritage Month with “Échale al Asador” (Toss it on the Grill) a fully integrated program for Hispanic accounts. 

comScore, Inc. published The U.S. Mobile App Report. The report provides an in-depth analysis of the medium that is currently driving the majority of digital behavior in the U.S. As mobile apps continue to play a more significant role in digital, it’s more important than ever before to gain a complete understanding of these audiences.

U.S. Hispanics are ahead of the curve when it comes to digital. They lead in adoption of new devices. They are power users of mobile and over-index in video consumption. But despite the facts, these consumers are vastly underserved, and the opportunities to reach them through digital remain largely untapped. But what, exactly, should marketers be doing? To see what’s working (and what’s not), Vice President of Americas Marketing at Google, Lisa Gevelber, looked at the strategies of leading brands and forward-thinking marketers. Here are the top lessons she learned.

This month’s MarketPulse is exploring how Hispanics choose to communicate and engage. If you consider the facts, outlined in the graphic below, you’ll see that not only are Hispanics more likely to own smartphones instead of landlines, but they’re more likely to browse and stream on their phones as well. These numbers represent a new generation of the U.S. Hispanic market, who embrace technology and use it frequently.

If everyone has a mobile device, why is mobile marketing so difficult for marketers?  Why are the companies tasked to deliver mobile marketing opportunities so challenged in the marketplace?  The answer is surprisingly simple, as was recently stated very clearly by a colleague of mine, Jeff Frantz.  Mobile is a “meta-channel,” as he puts it — exactly the right phrase and one I sincerely wish I had thought of first.

There’s no question that mobile is here to stay. Just look at smartphone penetration, which stands at 70 percent in the U.S. And the ramp-up has happened almost overnight, as the average American now spends seven more hours each month with their phones than they did in 2013.

The Mobile Marketing Association (MMA) in partnership with adidas announced the release of The Mobile Marketing Playbook. Created as a tool for brands and agencies, this resource aims to explain when, where and how companies can consistently use mobile around the globe as core to their marketing efforts. The playbook also provides insight on how marketers can understand the impact mobile has in the marketing mix.

When it comes to marketing campaigns, success or failure can be measured in a variety of ways. Performance metrics are vital to advertisers who need solid figures to prove the efficacy of their campaign — to demonstrate how their marketing spend is clearly translated into sales leads.

As data continues to demonstrate that the path to purchase increasingly runs through smartphones and tablets, how do we optimize visuals, message and conversion mechanics within mobile video to make the environment ultra-shoppable? 

eMarketer projects 19.0% of US retail ecommerce sales will stem from mobile devices this year. By 2016, the share will rise to 25.0%. Traditional retailers, ecommerce players and mobile-only businesses are all vying for the money consumers are increasingly spending through their smartphones and tablets, according to a new eMarketer report, “Mobile Commerce Deep Dive: The Products, Channels and Tactics Fueling Growth.”

Now that over 50% of the general population is regularly using tablets and smartphones, the shift from desktop to mobile is taking center stage. While we continue to gain a clearer picture of the impact of mobile tools on shopping behavior, we also strive to understand the complex interactions that take place within the multichannel, multi-device path to purchase.

The research found that among smartphone and tablet users worldwide whose devices had replaced other media, print newspapers saw the most abandonment, with 50% of tablet owners switching over to mobile news, and 41% of smartphone users doing the same.

Consumers are spending more time on their apps than ever before. Over the past half-decade, the proliferation of mobile devices has transformed us into an app-driven society, presenting marketers with new opportunities to connect with consumers by creating more interesting and sophisticated apps to command their attention.