Tag Archives: mobile

Study: iPad Accounts for Almost 95 % of Tablet Web Traffic

 

Aiming to get a sense for how powerful the tablet is, online advertising network Chitika looked at what devices it was serving ads to and found that it was almost exclusively Apple tablets.

For every 100 iPad impressions, Chitika is serving slightly more than one ad to a Samsung Galaxy and Asus Transformer Prime and under one ad to the Motorola Xoom, BlackBerry PlayBook and Kindle Fire. The Nook Tablet share is even lower, though clearly both the Nook and Kindle are marketed less as Web browsing devices and more as media consumption tools.

In total, the iPad accounted for more than 94 percent of ads, Chitika said.

It shows that not only are iPads outselling their rivals, but each one that is sold is also more heavily used, at least when it comes to Web surfing.

“Going forward the competition is going to be hard pressed to find a way to overthrow the seemingly omnipotent Apple,” Chitika said. “Not only do they offer a great product, they have the undying devotion of their enthusiasts.”

Creating a Well-Rounded Marketing Media Strategy

If you find yourself questioning the value of traditional media in your marketing strategy because:

  • Digital investment is generating lots of clicks to your website,
  • Your competition recently launched a web or mobile campaign,
  • And your inbox is flooded with promises from digital media vendors to deliver engaged consumers, premium content and targeting technologies at an unbelievably low cost?

The digital age has had an unquestionable positive impact on the ability of advertisers to zero in on consumers fitting their ideal demographic, geographic and psychographic profiles, with the proficiency of a star athelete like Lebron James or Eli Manning to hit their respective targets. But, just as you can’t put Eli Manning on the basketball court or put Lebron James on a football field and get the same results, you can’t expect digital media alone to accomplish all of the media goals and objectives in your marketing media strategy.

The purchase cycle
Big ticket purchases like cars, furniture, jewelry, and medical services are some of the most important retail investments affecting individuals—and the consumer doesn’t want to make a mistake.

Digital marketing is great at attracting audiences concerned with making the best decisions—people who are proactive about their purchasing decisions. And often, those who are proactive about searching are also proactive about engaging. This likelihood to engage means digital should be a core component of any well-balanced media plan. But marketers have a long purchase cycle to consider, during which awareness, information, reassurance and loyalty must be established and sustained to help the consumer confidently choose to invest in your brand above all others offering similar services. That’s where traditional media shines.

A good media strategy takes all kinds
Traditional media and their digital counterparts are vital media engines, and through the basic mechanics of media mix theory1, are inclined to fuel each other in the long purchase cycle.

Here’s a quick breakdown media mix theory, from Media Planning:

  • To reach people not reached with the first medium.
  • To provide additional repeat exposure in a less expensive, secondary medium after optimum reach is obtained in the first medium.
  • To leverage the intrinsic values of a medium to extend the creative effectiveness of the campaign (such as sight and sound on TV, intimate conversation on radio, long copy in print media and precise targeting in digital mediums).
  • Synergism, where an effect produced by the sum of the parts is greater than expected by adding together the individual components.

Traditional and digital media are equally and uniquely important in your media strategy mix and you build an effective media mix that contributes to profitable growth, that includes both traditional and digital media.

2012 : Retailers all about Customer Interaction

In an effort to build customer engagement, capture wallet share and accelerate sales growth, retailers in 2012 will focus on a number of customer-centric functions, including IT and ecommerce investments, enhancing customer service initiatives and, building on their mobile platforms. Those findings are from a new report from the National Retail Federation (NRF) Foundation by KPMG.

Retail Horizons: Benchmarks for 2011, Forecasts for 2012,” surveyed 247 retail executives from various sectors, outlines retailers’ top strategic initiatives for 2012 including merchandising, ecommerce, store and field operations, supply chain and human capital, among others.

“Retailers are poised to enter 2012 with a renewed focus on building up and building out many of their most important operations, hoping to establish a new sense of brand loyalty with all of their customers,” said NRF President and CEO Matthew Shay. “Though customers are always a company’s top priority, customer satisfaction will get a huge facelift this year. From increasing their brand visibility through cross-channel initiatives to providing unique, personalized shopping experiences through every channel, retailers have indicated 2012 is all about the customer.”

According to the survey, nearly 67% of companies rank customer satisfaction as the top strategic initiative for 2012 and, similarly, 82% say customer service strategies will be their top priority in the coming year, up from 75% last year.

For the first time in the survey’s ten-year history, retailers’ websites or online channels eclipsed physical stores as the top channel for marketers (81% for brick-and-mortar vs. 86% online). As such, retail executives say they will invest in programs that directly resonate with today’s shopper. According to the survey, 85 will emphasize  increasing online sales, up from 83% in 2011, and 38% will have a greater focus on increasing mCommerce sales over the next year, up from 29% in 2011. Additionally, more than half (53%) of those surveyed say they will specifically focus on web personalization engines in the coming months, which includes such enhancements as location-based services and tracking methods unique to shopping habits.
To better serve mobile-savvy shoppers in their stores, retailers also stated enhancing handheld technologies, such as mobile point-of-sale, will be a core focus over the next 18 months. While 17% already use mobile POS technologies in their store, an additional 33% indicate they plan further POS investments during that timeframe.

“Compared to the past few years, retailers have turned their attention to growth acceleration, with an emphasis on improved customer engagement strategies and tactics,” said Mark Larson, KPMG’s global head of retail. “Harnessing the vast amounts of customer data they have at their disposal to create unique consumer interactions will be critical, especially as digital sales grow. Clearly the retailers who master the one-to-one customer approach, and who also leverage the full potential of e-and-mobile commerce platforms, will be in a much stronger position to gain wallet share.”

Aiming to grow that customer interaction, 45% of companies are actively developing widgets, gadgets or advanced links that can be incorporated with their social media pages, and another 41% are planning to develop these items over the next 18 months.

Other KPMG/NRF survey findings:
• Thirty-three% reported increases of greater than 5% in same store sales in 2011, up from 21% in 2010. Additionally, 63% reported gross margins greater than 40% in 2011, up from 40% in 2010
• After years of practicing cost containment, this year more than half (52%) of respondents plan to increase their IT budgets
• Nine in 10 (91%) respondents said they will focus on leadership assessment, development and succession, up from 83% in 2011. Additionally, 52% will increase associate training, up from 39% last year
• As the number of multichannel shoppers continues to grow, so will retailers’ focus on price optimization – more than one-third (35%) of respondents will focus on solidifying their price optimization technologies over the next 18 months
• Nearly six in 10 (59%) say new customer acquisition is their top strategic priority for 2012, up from 55% in 2011

Here are the latest online video advertising numbers

December 29, 2011
image

Though advertisers and agencies are often increasing their investments in digital video advertising at the expense of offline/traditional branding/advertising efforts, findings from DIGIDAY and Adap.tv suggest funding also comes at the expense of current display advertising budgets.

According to a November study, advertisers were more likely to fund their online video advertising efforts from offline channels such as print and broadcast TV than their agency counterparts. Advertisers most often planned to shift budget from print (41%), while 29% said they would take dollars from broadcast TV to fund their digital video advertising efforts. Just 24% planned to pull from display.

Agencies said boosts to online video budgets would most come at the expense of display (43%), indicating a general move away from less dynamic ad formats, such as banner ads, in favor of those with greater engagement potential.

Channels Their Clients Plan to Shift Budget from to Fund Online Video Ads According to Agencies and Advertisers in North America, 2010 & 2011 (% of respondents)

In addition, 39% of agencies said they would fund video from broadcast TV budgets. Though findings appear to suggest advertisers and agencies are shifting budgets away from TV toward video ads, more than half (56%) of respondents viewed online video as a direct complement to—and not a replacement for—their TV ad programs. Just 11% looked to online video to replace their TV ads, reported eMarketer.

In the past year, both advertisers and agencies have shifted their primary video advertising objectives from brand awareness to brand engagement, perhaps suggesting marketers are moving away from viewing digital video as a mere extension of TV ads and moving toward embracing online video for its ability to more directly engage viewers in a dynamic way.

By enabling video ads with social sharing and other calls to action, marketers can use digital video as a springboard to additional online engagement on social networks, their website and even mobile apps.

Online Video Ad Objectives According to Advertisers in North America, 2010 & 2011 (% of respondents)

Mobile is a growing area of interest for video advertisers, yet publisher offerings lag brand adoption. For example, 42% of advertisers and agencies have purchased iPhone-compatible video ads, yet only 35% of publishers supported such ads. Differences for Android video ads (31% vs. 28%, respectively) and iPad ads (41% vs. 35%) were similar.

Are Daily Deal Sites a Good Deal for Small Businesses?

A new report from Cambridge, Mass.-based Forrester Research indicates that the majority of consumers who redeem prepaid vouchers already were customers of the brand or business that was offering the deal. For clothing and shoe stores, this number is as high as 80 percent, according to the report.

Meanwhile, more than half of the customers surveyed for the report, called “Myths And Truths About Daily Deals,” say they would have made a purchase regardless of having the coupon voucher.

Another big issue is exactly how many people are paying attention to these deal offers, especially over email. “While Groupon vaunts the size of its ‘subscriber base,’ all evidence points to the medium becoming less important,” says Forrester vice president and senior analyst Sucharita Mulpuru, who co-authored the report. “A significant portion of people who once subscribed to these emails no longer do, and many simply don’t want to because they have no need for more clutter in their inboxes.”

300+ million users now access Facebook via mobile apps

Facebook is being boosted by app use, with it being reported in the last couple of days the world’s largest social network saw monthly active users of its mobile apps pass 300 million users.

Enders Analysis analyst Benedict Evans writes that the figure is correct as of 27 December, with iOS and Android applications accounting for more than two-thirds of mobile app use on the social network.

Evans uses Facebook’s own mobile data, comparing iOS, Android, BlackBerry, Windows Phone, Symbian and featurephone use, to the network’s 800 million total users and 350 million mobile users, which the company announced at the end of September.

fb Report: 300 million users now access Facebook via its mobile apps

Evans writes:

Quite unsurprisingly, these are dominated by the two platforms that have traction, iOS and Android. As Techcrunch pointed out a few days ago, Android has now passed iOS in DAUs, though Apple has passed the round 100m MAU figure.

Windows Phone remains quite insignificant, though that may change next year as Nokia’s efforts come fully on stream. Meanwhile around 70% of RIM’s 70m active users have installed the Facebook app. That’s a high penetration rate (it comes to around 50% for Android and iOS) on what is supposed to be a corporate product, pointing to RIM’s strength in messaging, but also to the way that the mix is shifting away from business customers and towards emerging markets and teenaged girls (in the UK at least).

From his breakdown, Evans deduces that 70% of mobile users and more than 30% of all users used apps to access Facebook.

Facebook has worked hard to rebuild its mobile websites, partnering with operators worldwide to offer free access to its service. The company also introduced social app discovery on its mobile website, making it almost as feature-rich as its apps.

Apple’s Siri Could Destroy Local SEO

It’s worth taking the time to learn more about the iPhone 4S’s digital ambassador Siri , as it could represent the future direction of local search engine optimization.

On the surface, Siri — the voice recognition app that allows iPhone users to control their cell phones verbally — seems like a cool party trick, sending text messages from your spoken instructions, checking the weather and setting up calendar reminders. But does this added functionality really mean the end of traditional local SEO as some experts are predicting?

In some ways, yes. The real impact of Siri isn’t just that she acts like a personal assistant. The potentially huge ramifications for local SEO come from the depth of information Siri is able to access and the range of actions she can perform.

For example, Siri can call you a cab after a night on the town by automatically processing information about local cab companies in response to the query, “Call me a cab.” Automating the search process means you never look up “cab companies in your area” in the search engines, avoiding the traditional search engine results pages and pay-per-click advertisements entirely, therefore limiting their importance and influence.


Little is known about how exactly Siri collects and processes information, although it’s reasonable to assume that the program is drawing on well-cultivated public data sources, including Google Places, Yelp and similar sites. If Siri is eventually able to pull information from third party apps — as many predict she will be — she could effectively eliminate traffic to some traditional websites. As an example, automatically checking people in to Facebook places eliminates the need to visit those places’ websites.

 And when you take into consideration that the iPhone 4S has become the company’s best-selling iPhone in just a few short weeks, due in large part to the innovative Siri technology, localbusiness owners should take note of this trend and invest time in optimizing their sites for mobile discovery.

Here’s what you need to do to make your business website as accessible as possible to Siri and related voice recognition tools:

Optimize your website for mobile. This isn’t new advice, as the rules for mobile SEO — and the idea of local SEO in general — have been around for years. But as some sources estimate that 30 percent of all searches could include a local component by 2015, it’s more important than ever to make local SEO a priority for your business.



In addition to thinking about how consumers access your website while on the go, consider whether or not Siri can access important information about your business as well. Here’s what you need to do:

  • Add a mobile site template. Having users land on a mobile version of your website willmake them much happier, and it isn’t difficult to do, as mobile-ready themes already exist for publishing platforms including WordPress, Joomla and Drupal.
  • Enhance your local SEO. Prominently feature your physical address, local phone number and operating hours on the home page of your site for maximum local SEO benefits.
  • Remove data obstructions. Yes, Flash graphics and Javascript are already “no-no’s” when it comes to mobile optimization, but also consider how easily Siri can access the information on your site. Burying pertinent information in PDFs and sub-pages could put your site at a disadvantage.

Enhance your digital presence. It’s no longer enough to simply set up profiles on Facebook and Twitter and call it a day. Instead, establish a profile on any of the following directories and review sites and encourage customers to rate your business there for maximum exposure.

• Foursquare
• Savings.com
• Retailmenot
• Judy’s Book
• Citysearch
• Superpages
• Yellow Pages

To determine which of these options are the best fit for your business, do a quick search to see which business sites in your geographic area and industry are ranking well in Google and create profiles on whichever of the following sites they’re using.

Implement microdata. If you’re savvy in the ways of SEO or have an IT manager who is you’ll want to consider adding “schema tags” to your website. Schema tags allow your site to incorporate relevant microdata — local business, address, telephone and open hours, for example — that could help Siri and the search engines process important information about your site more quickly.

While Siri on her own doesn’t necessarily spell the end of local SEO it’s worth taking note of the popularity this mobile data management system has gained in a relatively short period of time. As Siri evolves and other operating systems adopt similar technology, the businesses that benefit most will be those that best understand how their customers interact in a mobile environment and optimize their sites to engage them.

 

40% of Tablet /Smartphone Owners Use Them While Watching TV Almost 20% searched for product information, coupons or deals while watching TV

American consumers are increasingly connected and our recent survey shows they are increasingly multitasking when it comes to multimedia.

Roughly 40 percent of tablet and smartphone owners in the U.S. used their devices daily while watching TV, while only 14 percent of eReader owners said they watched TV while using their device every day.

And what are smartphone and tablet owners doing while watching TV? Checking email. Email was the top activity for both men and women during television programming and commercial breaks. In addition, women reported engaging in social networking more than men, while men checked sports scores more often.

q2_2011-simultaneous-usage-cm11-3943

Advertisers should take note that while viewers may be splitting attention between two (or three!) screens, 19 percent of smartphone and tablet owners searched for product information and 13 percent searched for coupons or deals while the television was on.

Getting a Clearer Picture of the Digital Consumer and Your Customer

Most marketers and advertisers still don’t have a clear view of customer behavior. For every metric related to click-throughs, conversions and engagement, much of the data does not present a unified view of the customer. Instead, decisions are being made based on separate and distinct actions.

Consider the number of touchpoints a consumer has with a typical brand. Are they finding information or interacting with the brand on its website, via its Facebook page, on its Twitter feed, using a Groupon deal or through a mobile app? What about an in-person visit to a store or a call to customer service?

The challenge for marketers is not to track this data—they already do—but to aggregate it so they get a consistent view across all online channels and also account for offline behavior.

In fact, many marketers who believe they’re making decisions based on a unified view don’t
really have one. A survey from IBM found that among marketers that said they had an integrated view of customer behavior, only 30 percent were viewing mobile behavior and just 34 percent were looking at social media behavior.

The industry should continue to go toward enhanced audience data,  Offline data should begin to play a bigger role.”

No place is this holistic view more crucial than the retail industry, where customers may exist across almost every online and offline channel. In her keynote at the Shop.org Annual Summit in Boston, Stephanie Tilenius, VP of commerce for Google, said that for retail, “The lines between online and offline are going to blur and become one…The addition of the smartphone and new technology like geo-targeting and near field communication technology is going to enable new dialogue between retailers and their customers—much more of a one-on-one dialogue.”

The growth of smartphones and tablets is further muddying how advertisers and brands reach consumers, since much of the action mobile users take is done in an “offline” environment. For example, Nielsen found that roughly 40 percent of smartphone and tablet owners use their devices daily while watching TV. What are they doing? Checking email was the top activity, followed by surfing for unrelated information, and visiting social networks. Interestingly, these actions were done consistently during programs and during commercials.

Which is one reason apps related to TV shows have seen solid results on mobile devices. HBO, for example, created a rich media mobile ad campaign to promote the premiere of the third season of True Blood. The ad, developed by Medialets, was placed in iPhone apps from Flixster, Variety and inventory on Jumptap’s mobile ad network. The apps were populated with bloody fingerprints, which led to the messaging for the show. Both auto-expand and user-expand versions of the ad ran, and despite it being an interruptive experience, 7.9 percent of users watched the video in the auto-expand version, and 2.9 percent who received the user-initiated ad watched the trailer.

Watching buyer behavior

A clearer picture of how mobile and offline behaviors are beginning to merge comes from Tesco, the global supermarket chain. In South Korea, Tesco rolled out a virtual supermarket in the Seoul subway system. The pillars and screen doors of the Sonreung station became virtual displays of more than 500 of the market’s most popular products, including milk, apples, pet food and stationery. Commuters could scan the QR code beneath the desired item into their smartphones and the items would be delivered directly to their homes.

In fact, buying behavior is not just a multichannel issue, but the full decision-making process typically crosses between online and offline resources. A 2011 analysis that examines consumer behavior during the purchase path;  Smart consumers, they note, move frequently between online and offline options during research, decision-making and purchase.

Consider, for example, what consumers told them about shopping for clothing and footwear. Since it is mostly about look and feel, “going to a store to look at products and try them on is the most helpful thing people do.” However, they will go to the manufacturer’s website to see what is available, and once a purchase decision is made, they will use a price comparison engine to get the best price. Issues such as “speaking to specialized sales personnel” have lost favor, since many customers feel they have more expertise than the staff, they noted.

Other companies are looking to move offline behavior online in an effort to get a clearer measure of what customers are doing. It’s old hat for stores to ask for a customer’s email address at the moment of sale, or to have a place for customers to sign up for special offers. Today, these same stores are turning to mobile devices to empower their customers to share their experiences because these engagements can be tracked. “The mobile device is increasingly blurring the lines between online and offline integration,” said the CEO of a frozen dessert chain. “We are actively working on innovating mobile technologies that will allow our customer to engage online as part of the in-store experience.”

At Lucky Brand Jeans, online and offline are integrated to provide more of a unified view. The chain operates more than 170 retail stores across the U.S., and it also operates a well-trafficked webstore. Yet its customers exhibit different behaviors depending on which segment they come from, according to Charlie Cole, Lucky Brand. The company has an email list of 1.1 million names, of which more than half are verified Lucky Brand purchasers. Cole notes that 500,000 of the names are from people who typically buy in-store, and 100,000 buy only online. Offers vary depending on that buying behavior–it would be silly to tempt an in-store buyer with free shipping, for example. “There’s surprisingly little cross-over,” Cole says. “People are creatures of habit. I don’t want to pound them with offers [that are not appropriate].”

In-store customers can be notified of specials via email, and on the flip side, Lucky Brand also wants to be sure to have in-store offers that can be delivered in-person to online buyers. Lucky Brand is able to identify online customers if they make a purchase in a brick-and-mortar store (based on CRM data), and can provide them with offers that can be redeemed online at the point of sale. “We have some online exclusives such as shoes and we will give an offer such as free shipping at the point of register to shop for those exclusives online,” Cole says. The key, he notes, is to maximize the value and service given to these cross-channel customers, who are Lucky Brand’s most valuable.

Lucky Brand also tries to segment its offers based on other online and offline behavior metrics. For example, customers that buy its jeans at full price behave quite differently from those who only respond to discounts. The company is willing to retarget full price shoppers who have visted its site, but does not do this when a person is identified as a discount purchaser. “It’s really about pushing someone across the finish line,” says Cole.

Ultimately, it all may come down to adapting Web analytics to a multichannel world. Marketers will need to think about how they are tracking offline behavior and how those actions can be incorporated into online systems, and vice versa.

Shift in future TV habits as content goes cross-platform

 

A new study finds 54% of broadband Internet users watch TV content streamed or on an alternative platform weekly.  Non-traditional viewing now accounts for 10.8 hours a month, or 7% of total viewing time, with 149.4 hours still dedicated to traditional TV.

Horowitz Associates’ Multiplatform Content & Services 2011 says 18-34 year-olds spend substantially more time with TV content across all platforms.  Incidence of non-traditional TV viewing is higher among young adult broadband Internet users, with three-quarters (74%) of 18-34 year-olds doing so weekly— accounting for 10% of their total viewing time.  Broadband users 18-34 who watch on non-traditional platforms also spend more time with traditional TV, reporting an average of 167.7 monthly viewing hours—18+ hours more than average.

On non-traditional platforms, YouTube remains the most popular destination.  Study findings suggest, however, that TV brands developing a strong online and mobile presence can translate their success to new platforms.  ESPN is the most frequently mentioned destination for sports on the PC/laptop and on mobile devices.  CNN (closely followed by YouTube) is the main destination for news, as is HBO/HBO GO for those who view premium TV content.

As business and revenue models for non-traditional platforms evolve, the study suggests an increase in customers’ receptivity to online advertising.  Among broadband Internet users, self-reported incidence of clicking on banner and pop up ads increased by 127% since last year.

Content is content, and whomever owns it is going to get eyeballs and ad support for it, regardless of the way it is distributed. Many of the spots created for traditional TV are the same spots that roll into mobile and online TV programming. The money still gets spent on the traditional network and production company content holders, many of which are current networks that have migrated programming online. The losers in this migration may well be the cable operators and satellite companies from folks cutting the cord. For instance, Time Warner Cable just lost 128,000 video subscribers in its residential services in Q3.