Lumped under the collective heading of 'mobile', a lot of marketers think that smartphones and tablets are the same thing when it comes to mobile marketing.
The truth is, people use tablets in a completely different way than they do their smartphones, and your marketing should reflect that.
Here are five reasons why tablets are different than smartphones, and why they should be treated as such by marketers.
Google recently launched its new mobile playbook, replacing last year’s edition, in which it gives details on how marketers can improve their mobile strategy.
Here we’ll take at a look at the key points that Google raises, mainly the five questions which it believes businesses need to ask themselves in relation to mobile marketing, and provide you with Econsultancy’s own research and understanding within each area.
After looking at the pros and cons of NFC (near field communication), it’s clear there’s a place for tapping to enjoy content as well as to pay for products.
However, the customer’s willingness to tap a poster with their phone is dependent on how well many initial NFC campaigns are carried out. Some clunky efforts, with terrible landing pages and insufficient incentives have risked putting users off for good.
This is changing as brands start to use the technology in better surroundings and to better purpose. A mall is the perfect environment to encourage users to tap with their friends.
To that end, from this week, shoppers can “turn on, tap and enjoy” content and competitions at Westfield shopping centres in London through CBS Outdoor digital pods, which use Proxama’s TapPoint NFC platform.
Mobile commerce sales have doubled in the space of a year and now account for almost a quarter of total online sales, according to a new report.
It again highlights the growing importance of m-commerce at a time when many retailers are still struggling to develop effective, user-friendly mobile sites and apps.
The new data from IMRG and Capgemini shows that sales completed through mobile devices accounted for 23.2% of total ecommerce sales in Q2 2013, up from 11.6% in the same period last year.
A separate survey included in the Econsultancy Mobile Commerce Compendium found that half of smartphone owners (51%) hadn’t made a purchase using their smartphone in the previous six months, which shows that there is still huge potential for m-commerce sales to continue rising as a proportion of total online sales.
I recently wrote about mobile NFC being dead in the water. Since then a few dissenting voices have piped up. Understandably, some working in this area.
One of the voices was Proxama’s. It runs TapPoint, which is a cloud-based SAAS. I spoke to the MD, Miles Quitmann, and he was refreshingly honest enough to turn my oil tanker of beef around and leave me excited about the possibilities of loyalty ‘on tap’.
So here’s a summary of emerging possibilities for marketers, using the growing number of NFC enabled smartphones in the market.
With the explosion of mobile devices in recent years, your email campaign could be opened at any time and in a much wider variety of locations and situations than a few years ago, when practically all emails were checked on a desktop computer.
So what are some of the most popular locations that your emails could be opened? And are your subscribers likely to convert from your email when they are in that location?
Alternative payment methods are pretty much the hottest topic around, and last week EE previewed its new NFC smartphone wallet. Retailers, however, are pretty adamant NFC wallets are not worth their time.
At the same time, marketers are still plugging away with new advertising campaigns using NFC technology to deliver content. Is this anything other than a fad?
In this post I look at the uses of NFC, assess some recent campaigns, and ponder what the future holds. (Major hat tip to NFC World, where I found a bunch of the campaign info).
We’ve pretty much reached the stage where tablets and smartphones are no longer lumped together under the mobile umbrella, as each device encourages entirely different user behaviours and outcomes for brands.
For example, we’ve seen a huge amount of evidence which shows that tablets drive more traffic and higher conversions that smartphones.
And just to drive the point home, a new report from Adfonic again underlines the fact that tablets outperform smartphones by almost any advertising measure.
Throughout 2012 Adfonic tracked a steady increase in the number of ad impressions viewed on tablets, rising from 9% in Q2 to 14% in Q4.
The importance of tablets to ecommerce is well-documented, with research consistently showing that the devices convert at a much higher rate than smartphones.
And new data from Adobe shows global websites are now getting more traffic from tablets than smartphones, at 8% and 7% of monthly page views respectively.
This is particularly impressive considering that the device only came to market three years ago, and it’s also good news for ecommerce sites.
In December we reported that conversion rates from tablets were four times higher than on smartphones, and actually peaked above desktop on Cyber Monday.
Of all the major social networks, Twitter is perhaps the one that is most inherently suited to mobile due to the transient nature of 140 character tweets.
Of course that doesn’t necessarily mean that it has been any more successful than the others in coming up with a coherent policy for monetising its mobile apps.
But even so, this infographic shows just how much potential lies in Twitter’s mobile platform. The social giant has more than 10m users in the UK, of which 80% access the network using a mobile device.