Archive for the ‘Mobile’ Category

Mobile Marketing: 50% of marketers do not know how many customers interact with their local mobile marketing

January 24th, 2013

In the MarketingSherpa Mobile Marketing Benchmark Report, we asked marketers about their local mobile marketing efforts …

Q: What percentage of customers/prospects interact with your organization’s LOCAL mobile marketing tactics?


While marketers who do track these numbers saw some very impressive results (about a quarter of marketers finding that more than half of their customers engage with social check-in, opt in to geo-fencing communications, and redeem mobile coupons), the biggest surprise is the number of marketers who simply don’t know.

“The fact that the research suggests 50% don’t know how effective they are is evidence that although mobile consumption is increasing and marketers are increasingly adopting it as a marketing channel, analytics and measurement have still yet to catch up,” said Grant Osborne, head of agency, FIRST. “I believe tracking and analysis of mobile (both mobile Web and apps) will be a great source of gaining competitive advantage in this space this year.”

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Mobile Marketing: 63% of marketers view increasing sales conversion and revenue as a top objective

January 15th, 2013

In the MarketingSherpa Mobile Marketing Benchmark Report, we asked marketers about their business objectives for mobile marketing …

Q: What are your TOP BUSINESS OBJECTIVES for mobile marketing in the next 12 months?

Top business objectives for mobile marketing

As always, we turned to our audience for insights on this data. Here’s what they had to say …

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Mobile Marketing: Providing relevant content dynamically

January 3rd, 2013

It’s always fascinating to dig into research on the world of marketing. While recently looking over the MarketingSherpa 2012 Mobile Marketing Benchmark Report, I found this chart:



Fast loading mobile pages should certainly be a priority, but one finding in this chart disappointed me. Look way down, close to the bottom, and see where only 11% of surveyed B2B marketers reported planning on using dynamically personalized mobile content to improve relevance and engagement.

I think this is a great oversight on the part of marketers active in the mobile marketing channel.

When someone interacts with your mobile website — or your regular website — on a mobile device, that engagement is almost certainly going to be a more intimate experience than someone viewing on a laptop or ultrabook, and certainly more so than on a desktop.

And, that person is very possibly interacting with your content in a more personal space than a dedicated work area or desk.

For B2B marketers, that means you are potentially reaching that person away from a traditional business setting.

Additionally, consumer marketers must consider the possibility that the mobile customer might even be actively shopping and engaging in showrooming, where they are in a brick-and-mortar store and looking at price or feature comparisons.

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Mobile Marketing: Use video content as a tactic to engage your customers

December 27th, 2012

In the MarketingSherpa 2012 Mobile Marketing Benchmark Report (free excerpt at that link), we asked …

Q: How much do you expect your organization’s mobile marketing budget to change from 2012 to 2013?             

Click to enlarge


A combined 71% of respondents said they would see budget increases, with over half of those reporting increases seeing more than 10%.

While this is great news for many marketing teams, it’s also a tough challenge: Mobile is still a new channel with several unknowns. So today’s MarketingSherpa blog post will share our discoveries in the hopes that our findings can aid your strategy planning efforts for the upcoming year.

I sat down with Benjamin Filip, Research Manager, Data Sciences, MECLABS, and a lead data analyst for the report, for a look at what we can learn from the data to help you get the best use of your (hopefully bigger) mobile budget.

“It really depends on what an organization’s goals are,” Benjamin said. “Some factors to consider in planning how to spend a bigger budget are usage, effectiveness and difficulty.”

According to the data below, from the 2012 Mobile Marketing Benchmark Report, when comparing the factors of usage, effectiveness and difficulty, we can find some good opportunities. For example, our respondents reported “Includes video content” as a highly effective tactic that is not very difficult to implement, yet it is not highly utilized.

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Mobile Marketing: 27% of marketers don’t know their customers’ mobile adoption rate

December 13th, 2012

For the recently released MarketingSherpa Mobile Marketing Benchmark Report, we asked marketers about their understanding of customer mobile device adoption …

Q: How well does your organization know the level of mobile device adoption of its customers?


Damir Saracevic, Director of Digital Marketing, Catalyst, shared his thoughts on the data …

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Mobile Marketing 101: 5 ideas to help you begin a conversation with your team

August 31st, 2012

Since cavemen gathered around the first fire, technology has changed the way humans relate to each other, and modern times are no different. For marketers, it’s about figuring out at which fire their consumers are.

So W. Jeffrey Rice, Senior Research Analyst at MECLABS, has a point when he says, “I believe smartphones have changed not only the way we interact, but what our expectations are.”

For more than half of Americans, 50.4%, their smartphones are that gathering place, according to a March 2012 study by Nielson. Really, that number only stands to grow (and it already has — up from 47.8% in the same study in December 2011) since 33% of Gen Y Internet-user moms have let their children use a smartphone by the age of two, according to a BlogHer study. Laptops barely beat them out at one percent more.

Essentially, smartphones are babysitting your future consumers.

According to research by Antenna Software, many businesses are planning to invest in mobile projects in the coming year, but where to begin? Jeff’s advice when entering the world of mobile email marketing is simple:

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Marketing Research in Action: 84% of SMBs saw increase in business thanks to mobile marketing

June 8th, 2012

How can small and medium businesses take advantage of mobile marketing? Aman Devgan, VP of Marketing,, joined us in the studio for the latest episode of Marketing Research in Action to talk about how you can apply discoveries from recent research by and MarketingSherpa …


If you’d like to jump ahead in the video, here is what Aman and I discussed:

0:32 – 84% of SMBs saw an increase in new business activity due to their mobile marketing efforts

1:12 – Surprisingly, providing better service to existing customers is a bigger motivator to invest in a mobile presence than attracting more local customers

1:54 – Top 2 hurdles in leveraging mobile marketing

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Mobile Search [Infographic]: 72% of smartphone users look for information on the go

May 11th, 2012

I’m a fan of gallows humor. So, as a Borders shareholder (until it went bankrupt), I love the sign a Borders store employee posted as the chain was going out of business …


No Public Restroom

It’s hard to deny that e-commerce has significant advantages over the traditional brick-and-mortar store:

  • Lower overhead and inventory costs
  • Open 24/7, often to any customer in the world with a connection
  • High gas prices that convince customers to drive less
  • No sales tax (although that playing field will likely level in the near future)
  • The ability for customers to easily find what they’re looking for, comparison shop, and respond to offers

But now it’s time for B&Ms to fight back … at least when it comes to that last advantage. As this infographic created by Kaci Bower, Senior Research Analyst, MECLABS, shows, 72% of smartphone users look for information on the go.


Click to enlarge

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Consumer Marketing: 3 mobile tips for consumer marketers

March 8th, 2012

This week’s B2B newsletter article, “B2B Marketing: 7 mobile and social media tactics,” features three industry experts providing insight into mobile and social media marketing. Although there is some overlap in practices, the complex B2B sale involves some channel techniques that don’t completely apply to consumer marketers.

But, luckily for B2C practitioners, one of the experts, Tim Hayden, Chief Marketing Officer, 44Doors, a mobile marketing solutions provider, had a few ideas for the consumer channel, too.

Here are a few quick-and-dirty ideas to hopefully improve your mobile marketing efforts. Some ideas you may have heard about before, and some might be completely new practices.

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Mobile Marketing: Get your audience’s attention – wait till they’re bored

February 17th, 2012

As a culture, we are rarely separated from our mobile phones. We take them to work, grocery stores, restaurants, the gym — you name it. Whenever there’s a timeout at a kid’s soccer game, mom pulls out her phone to decide where to take the kids afterward.

In April 2011, Google found that 89% of smartphone users fiddled with the device throughout the day. Pew Research Center found that 42% of cell-owning adults used their devices to cure boredom, and that figure hit 72% in the 18-to-29 age category.

R.J. Talyor, Senior Director, Mobile Products, ExactTarget, summed up the typical consumer attitude toward mobile phones when he shared the following image last week at MarketingSherpa Email Summit 2012.

“It’s a great metaphor for the consumers we are marketing to these days,” Talyor said. “They have the phones almost embedded in their arms, always with them.”

Rather than assuming what people will be doing at certain times of day and building a mobile marketing campaign around that assumption, Talyor suggests that marketers try targeting “granular moments,” or specific situations the audience encounters.

“How can I take advantage about the location of that individual, and how can I take advantage of what I know about that individual’s market?” Talyor said.

He provided these two examples.

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