Nothing frustrates the mobile consumer more than forcing them to view your desktop site on mobile.
Today’s consumers are educated and nimble on mobile and their expectations are significantly heightened when engaging a brand on tablet.
With 43% of tablet users spending more time on tablet than on desktop, companies are increasingly optimizing tablet browsing and shopping to make it easier for consumers who want a seamless experience across all channels.
AR (augmented reality) gets a tough rap in digital marketing circles. To date, the technology is still most visible powering children’s games and providing 3D thrills that use your tablet or smartphone to layer digital information or graphics over real-world objects.
With wearable tech exploding off the tradeshow floor at CES, and Google Glass finally infiltrating mainstream press, it’s time to take a serious look at augmented reality in modern marketing and the enterprise.
Here are three reasons why I’m betting on seeing more use of AR from savvy brands and agencies in the year(s) to come.
21% of the global population will be using mobile apps by the end of the year. Your company may need an app too, but should you build your app for iPad, iPhone or Android?
One and a half billion people will be using mobile apps by the end of the 2013, equivalent to 21% of the global population.
Of course, mobile-optimised websites are clearly vital to communicate with your audience, with the balance now tipping in favour of responsive website design, but there’s still a strong case to be made for providing one or more apps as well.
While the iPhone which provides half of Apple’s revenue is its foundation, the iPad is its bellwether for growth.
Gartner has upwardly revised its growth projections for tables to a whopping 54% this year, against an 11% drop in PC sales. This makes it no surprise that Apple has set its course in this direction.
As Willie Sutton answered when he was asked why he robbed banks, the answer is obvious, its where the money is.
But it goes further than retail. The iPad is a gateway to incremental media, software sales and services purchases. There are 170m of them in circulation, and Apple is moving to gain new users and upgrade its installed base.
And along the way gain increased wallet and mindshare while depositioning its rivals.
Net-A-Porter has launched a new mobile app, called The Netbook, that steps up the retailer’s move into social commerce.
The iOS app is based on the ‘Live’ feature that sits on the site’s homepage and acts like a carousel ticking through the latest products that customers have purchased.
Until now the product feed was anonymous, so the new app is an attempt to give customers an online identity on Net-A-Porter which then creates an additional social layer to the site and makes the recommendations more powerful.
Once they’ve created a profile users can create a wish list within the app by ‘loving’ different products and also follow other users by ‘admiring’ them.
The Netbook is currently invite-only and the launch was timed to coincide with London Fashion Week so that Net-A-Porter can sign up bloggers, stylists, designers and other members of the fashion glitterati. Everyone else will have to join a waiting list.
There’s no denying that the tablet is more than a passing fad.
With tablet shipments expected to grow 58.7% in 2013, rising from 144.5m to reach 229.3m, and with 34% of the US population currently owning a tablet, it’s important for brands to approach the tablet design process in an entirely unique and different way than the smartphone and desktop.
Rather than being an extension of these channels, there’s a huge opportunity to turn the tablet into a unique channel for engagement, capable of delivering strong conversion and incremental revenue.
Premier Inn recently unveiled a new iPad app alongside a revamped iPhone version as it seeks to increase mobile sales and repeat bookings.
The hotel chain took more than 100,000 bookings through its iPhone app in 2012 and the updated version has already seen average daily sales conversions increase from 3% to 5.9%.
Designed by Grapple, the new apps feature improved navigation, redesigned booking function, Trip Advisor ratings, the ability to add extras such as breakfast, and a simplified process for booking repeat stays.
The iPhone app has been downloaded more than two million times since it was first launched in January 2011, so to find out what the fuss is about I tried out the new iPad version…