Tag Archives: smartphones

Mobile Display Ads Are Worthwhile

More and more firms are experimenting with mobile display advertising. 2012 ad spending is projected to hit $1.8 billion, which is triple the amount spent in 2011. Despite metrics about impressions, there are still many who question whether or not it is worth money. The digital marketing agency can ease client fears by pointing them to a new eMarketer survey of brands that have spent money on mobile display ads.

55% of those brands report positive findings on their ads. 26% found the spending to be inconsistent, which is not necessarily a negative. Only 4% of those respondents had a negative experience with the advertising.

The digital marketing agency also needs to work on developing better tracking. Mobile users are known to use multiple screens within a single purchase decision and a better way to track these users would help advertisers make ads more effective. Better tracking might also turn some of the inconsistent results into consistently positive results.

Mobile Display Proves Its Worth

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Facebook Tests new Mobile Sponsored Stories Layout

In their Facebook mobile news feeds some users will be seeing a new type of ad format. Actually, the ad format remains the same and instead the layout is different. Most mobile users see a box containing suggestions for three brands they might like because some of their friends like those brands. A small number of users will now see a very large photo for a single brand and then a statement that some of their friends like the brand. The new ad layout is much more visual and reduces the number of brands form three down to one.

While the testing is still out, this is probably a good development for the education marketing company. Discussing this new ad layout, Facebook has acknowledged that mobile news feeds are interacted with differently than the right sidebar on the desktop version. Users want a more visual layout. There might be some concern about the drop in the number of brands, which will minimize exposure but that drop is going to be outperformed by the visual nature of the new layout. The drop in the number of suggested brands also makes the ad seem less intrusive into the news feed, as though it were one ad instead of three.

Facebook Gives New Mobile Page Ads More Color And Context To Make Every Pixel Count 


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Holiday Emailing Tips

As we move into the holiday season it is also the time for the digital marketing companies to step up its email marketing programs. Social networks are great for ginning up the visibility of content, however, email is still an important place to reach out to people. These days more and more people are checking their email on their smartphones. This means emails need to be optimized to take advantage of this new development. Lynn Baus, the creative director at Responsys, has some suggestions for the digital marketing companies.

The first and easiest thing to do is scale the email for iOS devices. This is easily done with just a little code. The second thing to do is use the top of an email to pull in customers. Most mobile email clients show the first few words of an email, so the agency needs to use the first few words beyond the subject line as a way to get the user to open the email. Once opened, then the customer needs to see an email that targets holiday shopping needs. With these suggestions the holiday emails will be more effective and help boost conversions.

Mobile Email Marketing: Tips For The Holiday Season


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Mobile Sales This Holiday Will Jump

A survey of customer intent for this coming holiday season shows that the numbers of people expecting to make purchases on their mobile devices will nearly double over last year’s number. The 2011 holiday season saw 11% of customers use mobile devices at least once. This year that number will move to 21%. However, that number is slightly misleading. That number measures customers making at least a single purchase on a mobile device. The percentage moves up to nearly half of all customers when what qualifies as use is broadened. This year many will use mobile phones to comparison shop. The devices will be used to look for deals nearby as well as to match up offers in stores to online vendors.

The social media agency needs to make sure its clients are also operating on the broader definition of what is a mobile sale. It used to be sufficient to have a mobile optimized web site that then allowed the viewer to make purchases. These days, the web site needs to be mobile optimized and it needs to have information. Education just like a showroom floor is now the order of the day for merchant’s websites. The content that powers these web sites is also the very type of content that becomes sharable across the social networks, so the good web site also provides a marketing component besides simply facilitating sales.

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Foursquare Updates Mobile App Again

Not too long ago Foursquare announced a new app for mobile devices. The app was streamlined and faster and now Foursquare is announcing that it has updated its app again to make it even faster and more streamlined. This app also introduces a couple of other new changes. There are now personalized search categories to make it easier for the user to find what she is most likely looking for. The new app also makes it easier to save places to lists as well as to see only previously visited places as well as places visited by friends. The new app is compatible with iOS 6 and is also optimized to take better advantage of the new iPhone 5.

In a world where Apple Maps has credibility issues for helping the user find businesses, this update will help users find businesses. The social media agency can see this as an opportunity to not only appeal to Foursquare users but also an opportunity to recruit new users into the social service. The updated app does not require any additional effort from the social media agency, but should increase the number of people that return to the service as well as the frequency they use the network. It is a valuable resource for the business as a way to attract customers.

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Mobile Web Losing Ground to Apps

As smartphones proliferate the expected growth of both apps and views of mobile optimized web sites is expected to grow. However the growth in apps is far outpacing the growth in the mobile web. In March 2012, according to a new study by Nielsen, mobile apps garnered 101 billion minutes in usage. That is double the amount of time spent on them in March 2011. That 100% growth rate is compared to a more modest 44% growth in time spent on mobile web sites.

Within the apps environment there is also divergence in growth. 58% of the time spent on apps is consumed by the top 50 apps. The good news here, however, is that one year ago the percentage was at 74%. The apps ecosystem is open and apps are able to enter and capture time from smartphone users.

This is important for the social media agency because it means its clients need to increasingly be present on apps as the mainstay of its mobile strategy. A mobile web site is important, but that will be less and less important as apps improve and consolidate their user bases. The other task for the social media agency is determining which apps offer the best presence. Most apps take data about businesses for free, so there are few tough decisions to make. However, maintaining the accuracy of those data sets involves effort and time and that needs to be prioritized for maximum efficiency.

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FaceBook Updates Insights to Include Mobile Browsing

FaceBook has released several updates to its Insights analytics package over the past month. The latest change allows brands to measure mobile devices as a specific unit. Under the traffic tab there is now a heading for mobile devices only. The mobile traffic statistics will show referrals that originate in specific areas such as the feed, Timeline, bookmarks, searches and there is also an unknown referral category. It used to be that this data was lumped into non-mobile data, so knowing the specifics was not possible.

FaceBook Insights is also revealing demographic data about mobile visitors. That information includes, but is not limited to, age, gender, language and the type of device being used. If the update does not include as many demographic variables as Insights normally provides, then we can expect to see that gap close in time. The device breakdown also tells if the viewer is looking on FaceBook’s mobile web site or if an app is being used.

This is helpful for the social media agency, especially if a brand is trying to make sales online. Those brands involved in e-commerce will be able to better use FaceBook as a referral source to where purchases can be made online. It is hard to make sales conversions online on a mobile device and this update can help the agency refine messages and conversion attempts.

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Image Strategy Is Needed

As mobile devices become more powerful, users are better able to take pictures and upload them. Users are also increasingly capable of viewing images on those mobile devices. Not only is the hardware becoming more image oriented, but the trend in software and internet services is to emphasize those images and allow sharing them. This trend was easy to spot before Pinterest even if most were unable to do so.

Chas Edwards has an opinion piece at Adage.com about the need for social media agencies and their clients to adopt an image strategy. Customers are increasingly exposed and reliant on images. There are some moments when the designed image is the closest thing to content about a brand that customers will see. Pinterest’s great advancement is the ability to pin a single image. That image then serves similarly to the +1 button or the like button.

Not only can an image serve as a logo for a brand but the image can operate contextually. Where the image links is able to change depending upon where the image is clicked. Videos can be served up or static pages, such as a homepage, can be offered. As Pinterest grows then other social networks will begin incorporating more sophisticated techniques and effects. Before this becomes a normalized practice, the social media agency needs to create and implement an image strategy.

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Twitter’s Promoted Tweets Now In Mobile Timelines

Twitter launched promoted tweets many months ago, but until now they did not make it into mobile device’s timelines. The promoted tweet will not only appear in the timeline regardless of a user’s follow status of the tweeter. The promoted tweet will also float as the user scrolls. Twitter experimented with floating technology last year with its Quick Bar. That endeavor was yanked almost a month later because users complained about it being too intrusive. This new attempt is seen as a compromise.

Twitter is expected to have a 84% bump in advertising revenues this year. Focusing on lacing ads into mobile timelines is an important step in this process. Having advertising and monetized tweets on the web site were a big help, but given how many people access their Twitter timelines when on the go means mobile needs to be a cornerstone of their approach. The social media marketing agency should find this news exciting. Not only is local search important, but being on people’s mobile devices is also a boon even if it is not in search. This is also a first step as Twitter can also begin location based tweets as well as delivering promoted Tweets along a semantic model.

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LinkedIn’s Mobile Site Receives an Update

LinkedIn has just made changes, very good changes, to its mobile site. This is not the same as its mobile app, however, rather the update is to the in-browser mobile site. LinkedIn claims 11% of its page views are in mobile devices and the growth rate on the views is near 400% over last year.

The immediate change is the ease of sharing. Links and some content are dragable into a dialogue box in the upper right corner. LinkedIn also allows the user to instantly tweet about the shared info as well decide with whom the content is to be shared.

Another nice feature is what happens when a user clicks on content shared by a contact. Instead of loading the entire article, LinkedIn will display a summary of the article. That saves time and bandwidth, which is important on a mobile device. The content summary also still allows the user to open the profile of the person sharing the content.

The site is also very easy to navigate into a groups setting instead of seeing all contacts and all the shred content they have provided. This seems to be one of the biggest advantages because it helps trim the fat for each session, which is important for mobile sessions.

All in all, the updates seem to be about making LinkedIn a preferred social network destination for users on mobile devices. While that does not directly translate into more dollars or views for the social media marketing agency on the network it does boost the importance of the network. The more people using the service in mobile settings does drive the more use in non-mobile sessions where there is branding to be done.

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