Posts Tagged ‘Mobile’

Testing Mobile Pages — Simpler Than Thought

August 25th, 2010 No comments

Many marketers have yet to explore mobile webpages as a marketing opportunity. If you are putting off tests because you think they are too complicated, take a look at this case study on mobile page testing we published today.

Mike Brown, VP, Internet Optimization,, and his team tested if catering to a mobile audience could improve site performance. The team showed mobile visitors a homepage and category pages designed for their devices. The test was a proof-of-concept on whether to invest in an end-to-end mobile experience for

The tests successfully improved site metrics such as bounce rate and conversion rate (see the case study for details), and Brown’s team plans to rollout more mobile pages this fall.

Brown said these tests were easier than his team anticipated. From our conversation, I understood two criteria the team met to successfully run them:

- Mobile traffic present

Testing mobile pages only makes sense if your website receives mobile traffic. The team looked at its site analytics and noticed mobile visitors accounted for 7% of traffic, and growing rapidly.

- Testing and page design expertise

The team had extensive testing experience with Brown as the head of Internet Optimization. Also, the team used SiteSpect‘s multivariate and A/B testing tool to run tests. SiteSpect team members helped Brown’s team learn to create mobile pages, which Brown noted was surprisingly easy.

So if your team has capable developers, some mobile traffic and good testing experience, there should be little preventing you from running similar tests. And remember: you don’t have to dive in with a full investment. Brown’s team only dipped its toe and is now comfortably moving forward.

Rich Media Mobile Ads

March 10th, 2010 1 comment

As the mobile market continues to grow, mobile advertising opportunities are growing right along with it. The capabilities of the ads, too, are quickly expanding.

This week the Mobile Marketing Association released a Rich Media Mobile Advertising whitepaper. You can take a look at the free six-page guide to get a quick introduction to the types of rich mobile ads in the market (not including apps or games).

While mobile display advertising mimics some aspects of online display advertising, there is one key difference I noticed from the whitepaper’s examples. Mobile ads are more likely to expand into a full-screen experience—which is not a common feature in online display ads.

“As highly interactive and feature-rich smartphones continue to dominate new mobile device sales, rich media mobile ad units will comprise an ever-growing portion of the mobile advertisement display market in the U.S. and around the world,” according to the MMA’s whitepaper.

In the fourth quarter of 2009, an average of 19% of mobile advertisers used rich media mobile ad units, according to the whitepaper. These ads include:
o Ads with video, sound or interactive features
o Expandable ads
o Animated ads
o Floating ads

Take a look at the report for great examples from promotions involving The Weather Channel, Alice in Wonderland and Lincoln. The examples include high-quality screenshots and brief descriptions of the ads’ functionality.

If you’re interested in rich mobile advertising, the report can give you a few examples for inspiration, and a few guidelines around sizing, functionality, and why you should give users “close” and “skip” buttons in the ads.

Are you buying these types of ads? If so, let us know what you think of them in the comments…

Integrate SMS and Social Marketing

January 13th, 2010 No comments

Two of the latest marketing trends–social networking and SMS messaging–are becoming routine for some marketers, and their roles are becoming more clearly defined.

Chad Hallert, Director, Ecommerce, Eldorado Hotel Casino, and his team have experimented with building and promoting to a list of SMS subscribers since early 2009. In some ways, the team uses SMS similarly to how they use Facebook and Twitter. However, they’ve found SMS messages attract more immediate attention to promotions.

The team’s tried sending channel-specific promotions to SMS subscribers and social followers, but without fantastic results, Hallert says.

“We tried stand alone offers with mobile, social and email…when you break them up to pieces, nothing really competes with email, and the other two don’t look as valuable as they are.”

Instead, the real value of SMS and social are their ability to improve the results of an integrated campaign, Hallert says. He’s seen results improved by 5% to 8% by adding an SMS alert and Facebook updates to campaigns that already included website, paid search and email promotion.

This is due in part, Hallert says, to customers subscribing to more than one promotional outlet. A person who receives a text message and email about an offer is more likely to convert than a person who receives only one of the two.

The marketing power of the team’s SMS subscribers and social followers is likely to improve as the lists grow in size in relation to the team’s email subscribers. Currently, their SMS list is about 10% of their email list in size, Hallert says.

For now, the team is seeing social and mobile marketing add more value to integrated campaigns than the channels could generate by themselves. Watch our consumer marketing newsletter for a case study describing how Hallert’s team leveraged the immediacy of SMS to take advantage of the weather’s impact on hotel bookings.

GPS Ads Drive Store Traffic

October 30th, 2009 No comments

Marketers have increased response by segmenting online consumers by location, especially with paid search marketing. These strategies often use IP addresses to target online ads to visitors from specific regions or cities.

Now GPS is being added to mobile devices. The coordinates are accurate within a matter of feet, rather than miles. This is opening an opportunity for much sharper location-based advertising.

GPS-based location-driven ads have the potential to be very effective, according to a survey by Marketing Research Services Inc., on behalf of NAVTEQ. NAVTEQ provides digital mapping services to companies including Garmin and BMW.

MRSI sampled 757 users of NAVTEQ ad-enabled GPS devices who were 18 and older with an average household income over $50,000. They found:

o 72% viewed the ads as acceptable to the navigation experience

o At least 50% of respondents recalled seeing an ad for each of the advertised brands (aided and unaided)

o 19% of people who recalled seeing a specific ad clicked through for more information

o Up to 6% visited a business location because of seeing an ad on their navigation device

The release describing the survey lacks some important details, such as what the ads look like, if they included offers and what “up to 6%” really means. However, I do not dispute the validity of the data. I expect that GPS-targeted ads will become very popular and effective in the mobile advertising world.

Branded Value via Mobile

July 7th, 2009 No comments

Getting your target audience to have a positive experience with your brand is, of course, beneficial. However, not enough marketers are providing real value to their audiences, says Steve Rubel, SVP and Director of Insights, Edelman Digital. More marketers should strive to create a positive and useful experience in a branded context, he says.

Rubel is responsible for keeping Edelman Digital and its clients “ahead of the curve” with the latest ways to effectively manage public relations and marketing. He is also the author of the popular Micro Persuasion blog and maintains a personal Twitter feed with over 27,000 followers. Edelman is the largest independent PR firm in the world with 3,300 employees in 50 offices worldwide, Rubel says.

Rubel cited two companies that are providing useful, branded experiences via the iPhone:

1. Kraft’s iFood Assistant – this app sells for $0.99 in Apple’s iPhone store. It has the following features:
o Recipe browsing
o Recipe of the day
o Shopping lists
o Directions to nearby markets
o How-to cooking videos

2. Tylenol PM’s Sleep Tracker – this app is free and has the following features:
o Log your sleep hours and moods
o View your sleep and mood history over time
o Create a sleep journal
o Get tips for better sleeping

Of course, the iPhone is not the only channel for providing a valuable, branded experience. I am currently working on a Sherpa article that describes how marketers for a cable television channel created a series of SMS alerts that provided valuable, relevant tips alongside a reminder to tune in to a weekly show. The team was able to take a weekly reminder and make it more attractive by adding useful information.

Categories: Channel Marketing, Mobile Tags: , ,

Consumers’ Mobile Shopping Preferences

May 27th, 2009 No comments

Billing Revolution released some results today from a survey it commissioned on consumers’ mobile shopping preferences. Harris Interactive conducted the survey and queried 2,029 US adults, ages 18 and older, from April 29 to May 1 of this year.

Of adults who receive bills from cell phone and credit card companies, 57% said they trust card companies more than cell phone companies for accurate billing. Here’s a pie chart with more results (you can click it for a larger version):


Of mobile users, more younger users (59%; ages 18 to 34) thought it was at least somewhat safe to purchase through a mobile phone than older users (34%; ages 55+). More male mobile users thought it was at least somewhat safe (50%) than female users (39%).

Of those willing to make purchases:
o 75% would be willing to buy entertainment items, such as:
- Event/movie tickets (58%)
- Music (41%)
- Games (34%)
- Mobile video or TV content (24%)

o 68% would be willing to purchase food or drink items, such as:
- Pizza (59%)
- Fast food (42%)
- Coffee (25%)

o 43% would be willing to purchase hotel rooms
o 40% would be willing to purchase travel tickets


Mobile Campaigns for Luxury Cars

April 2nd, 2009 1 comment

When browsing the Web today, I came across a report of a mobile marketing campaign by a luxury auto brand—not unlike the mobile case study from BMW we published in our B2C newsletter today. Mobile Marketing Magazine covered the campaign well last year, and I want to pass along a few choice bits from their report.

Jaguar Cars created a WAP site in 2007 to promote its new luxury car, the Jaguar XF. The site included:
- Images of the car
- High- and low-res videos
- Downloadable wallpapers
- Jaguar dealer locator
- Email submission form to request a brochure
- Performance stats, innovation info
- Quotes from the press

The site was launched in November to coincide with the Los Angeles Motor show, and was promoted solely through mobile banner ads on sites such as MSN Mobile and Yahoo! Mobile. The ads generated:
- Over 15 million ad impressions
- Over 85,000 UVs to the WAP site
- About a .6% CTR

Results seen on the WAP site include:
- 12,000 video downloads
- 16,000 wallpaper downloads
- Users clicking beyond the homepage stayed for about 2 minutes, 12 seconds, on average
- 1.2% of users submitted their email address for a brochure
- 2.6% of users located their nearest dealer

BMW and Jaguar are not the only auto brands dabbling in the mobile space. A San Diego-based Cadillac dealership ran an SMS campaign in January, and Kia launched a mobile site last year to promote its car Soul. It looks as if high performance, luxury auto brands–brands consumers associate with cutting edge innovation–are delivering campaigns in one of the newest, fastest growing platforms.

Three Conclusions From AMC, Mad Men/Twitter Flap

December 15th, 2008 No comments

I am a huge fan of the AMC television series Mad Men — a drama about the ad men and women of Madison Avenue in the 1960s. That’s why a blog post about the shutdown of Mad Men Twitter feeds caught my eye.

Apparently, fans were posing as Mad Men characters, creating Twitter profiles for them, and posting regular Twitter updates. AMC asked Twitter to shut down the feeds, which angered fans. Read more…

Start Marketing to Smartphones: It’s a No-Brainer

November 17th, 2008 No comments

The BlackBerry Bold has been unveiled, and many folks compared it at launch to the iPhone. For what it’s worth, I think that’s a good thing for BlackBerry marketers. Because, no matter the brand, smartphones are not going anywhere.

There will be more brands entering this particular technological fray; some might actually outdo both the iPhone and the BlackBerry Bold. And they will drive the wireless market further into the future. Read more…

Build 2.0 Engagement with Incentives

October 30th, 2008 No comments

I’ve run across a quick tactic for those of you battling to get users to engage with your Web 2.0 marketing strategies.

I recently wrote stories about companies that offer social networking services through smart phones. Two of the companies–Kiwibox and Buzzd–have rewards programs to encourage engagement. Read more…