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I recently hosted an Econsultancy roundtable discussion where senior client-side marketers shared their successes and challenges in regards to mobile marketing.
The roundtable was subject to the Chatham House Rule so attendees will remain anonymous.
Brands are making progress with their mobile strategies, though there's still plenty to be done.
Here are a few key findings from the report...
Consumer use of smartphones and tablets incorporates a range of different activities and behaviours, including search, email, social and the mobile web.
And a new survey has found that businesses are responding to this by developing their capabilities over a range of mobile channels.
When asked which mobile channels they plan on using during the next 12 months just over half (55%) said apps, followed by mobile advertising (51%), optimised emails (50%) and tablet-specific sites (50%).
Mobile search and commerce were also cited by precisely half (50%) of client-side respondents.
Here are some of the most interesting digital marketing stats we've seen this week.
Stats include mobile strategy, desktop use in Australia, personalisation, mobile search, tablet apps, ad targeting, international ecommerce sales and conversion rate optimsation.
For more digital marketing stats, check out our Internet Statistics Compendium.
It’s been Easter this weekend and the clocks have gone forward, signalling the end of Q1 and the beginning of a fresh quarter.
So to mark the shift into Q2 I’ve rounded up the surveys and reports our research team has published so far this year including some of the most intriguing and useful stats.
The topics include mobile strategy, marketing budgets, data driven business culture, user experience and the state of digital in Australia.
So, here are the stats...
Responsive design is just one of a number of options available for businesses currently devising a mobile strategy, however it is seen by many to be the only sensible long-term option.
For the uninitiated, responsive design allows websites to work from a single set of code that resizes itself to fit whatever screen a particular visitor is using, thereby negating the need for a separate mobile site.
We previously investigated the benefits of the technology in our posts looking at why Google loves responsive design and this roundup of 10 brilliant examples of responsive design in ecommerce.
But as with any new technology there are also potential downsides that businesses need to consider.
Smart phones penetration in developed nations has jumped significantly over the past several years, mobile internet usage has skyrocketed and there are now literally billions of mobile devices in use around the world.
As it stands, Google Play and Apple’s App Store have around 700,000 live apps each, followed by Windows with 126,530 and Amazon with just over 50,000 apps. As app numbers continue to increase, so is the competition for search-friendly and visible apps.
A number of people are starting to talk about app store SEO as developers and marketers look for ways to ensure their apps can be found across the app stores.
We’ll be focusing on both the App Store and Google Play for this post, solely because there currently isn’t enough research on SEO for Windows Marketplace or Amazon's Appstore.
Smaller screens, limited functionality, lagging conversion rates... these are all reasons digital marketers and web teams attribute mobile with the position of the poor cousin of desktop. But it’s a big mistake to do so.
Whether you are just starting out on your mobile strategy or you have had one in place for a while, one thing that we know is that mobile is growing fast. And this means you will need an approach to optimisation.
It’s apparent to everyone in digital marketing that all businesses need a mobile strategy, yet a number of brands are still dragging their feet.
Noting that 80% of brands still don’t have a mobile optimised site, Andrews said that the opportunity was now too big to ignore. "You are losing money by not doing it properly now – if you’re not doing it then someone else is”.
He said that on average 18% of the population in a given market uses 3G, and predicted that within the next eight years nearly all consumer behaviour would be driven by mobile.
The key areas that need to be mobile optimised are:
There has been some interesting debate on Econsultancy recently looking at the pros and cons of mobile apps and mobile websites.
For me, the most interesting discussion point is not the technical merits of both, but the importance of customer experience in defining mobile strategy.