Strategic market analysis, research and information for high tech business-to-business professionals. Providing online advertising, marketing, social media and industry event intelligence, plus statistics and strategies critical to success in a dynamic technology marketplace.
The number of smartphone owners using mobile Internet shot up 45 percent from 2010 to 2012. You don’t need to be a business mogul to see the growth there, and you probably don’t need to be told that the trend shows no signs of slowing down.
For email marketers, this means that mobile optimization needs to happen now. The sooner, the better. An infographic put together by email marketing firm GetResponse illustrates the importance of mobile optimization sooner rather than later, offering some crucial demographic data and quick tips to painless implementation.
1. Rise Of HTML5 Mobile Platforms
PCWorld, Macworld, and TechHive, get a big boost in click-through rates with high-impact ad placements
SAN FRANCISCO— Two months after the launch of redesigned HTML5/responsive websites, IDG Consumer & SMB is seeing encouraging results from its changes to PCWorld.com and Macworld.com, along with newly launched site TechHive.com. Overall, ad placements are delivering an average click-through rate (CTR) around 80% higher than pre-redesign levels.
IDG Consumer & SMB’s sites are also performing well against industry benchmarks. Ad units scheduled as run-of-site are delivering an average 0.38% click-through rate, compared to the tech industry average of 0.11% (MediaMind Global Benchmarks 2012). All three sites have better than average click performance with content and user targeting as well.
“We’re very pleased with these metrics,” notes IDG Consumer & SMB Chief Revenue Officer Brian Gleason. “We focused our redesign efforts on giving users visually-rich and intuitive websites that work across devices. We also wanted to make sure our advertising partners had a prominent place among our content. We’ve hit the mark for both readers and marketers.”
Marketers are an optimistic lot. More than a third (34%) of the 2,620 marketing pros responding to a survey fielded by theAmerican Marketing Association andAquent said their levels of job satisfaction increased in 2012. But–all praise Lennon and McCartney–things appear to be getting better all the time for members of the marketing tribe. Forty-four percent of them expect the situation at the office to become even rosier next year.
Faced with mounting pressure to make better use of advanced data analytics and to adapt to rapidly growing channels such as mobile, one could well assume that the marketer’s lot was one of stress and drudgery. But these new challenges may have had a rousing effect instead. “Big changes like this can often cause people to be invigorated in their jobs. Marketers are now able to use data to predict customer behavior instead of just making guesses,” says Nelson Rodriguez, VP of global marketing for Aquent, an agency that provides companies with temporary marketing talent. “They feel they’ll be learning new skills, and that can be exciting.”
Aquent joined the AMA to sponsor the online survey, conducted last November, which sought to discover salary levels, strategies, and trends in the marketing community. A quarter of the respondents worked at agencies, with the remainder representing industries including healthcare, financial services, and retail. They ranged from entry-level marketers to senior-level executives.
The explosion of the mobile Web has sparked a debate over the best approach for developing applications that give consumers and employees what they have come to expect: access to whatever form of content they want, whenever and wherever they want it. In fact, 2012 may be remembered as the year HTML5 – the catch-all term used for the latest protocols that define the content, layout, and navigation of Web pages through browsers – took the Internet by storm. Yet concerns surrounding HTML5’s architecture linger, along with a debate concerning the use of native mobile apps versus apps developed for the mobile Web.
Why should anyone care? Because as consumers spend more time on their smartphones surfing the Web, downloading apps, playing games and streaming movies, app creators must determine how best to create richer and more functional experiences across an ever-growing number of device platforms. The wrong choice can result in considerable extra expense, or in users being dissatisfied with poor quality and lack-luster performance.
Compared to previous versions of HTML, HTML5 makes it easier to create feature-rich Web-based applications that can be updated remotely with new functionality without requiring users to download and install an update each time. Generally speaking, HTML5 helps reduce the functionality gap between mobile websites and apps.
HTML5 is a new technology that allows developers to build rich web-based apps that run on any device via a standard web browser. Many think it will save the web, rendering native platform-dependent apps obsolete.
So, which will win? Native apps or HTML5?
A recent report from BI Intelligence explains why we think HTML5 will win out, and what an HTML future will look like for consumers, developers, and brands.
With the growing popularity of mobile websites, HTML5 rich media banners have become an excellent way for advertisers to communicate with their target audiences. Rich media has always elevated the click-through rate of banner advertisements, and now with the help of HTML5, the level of engagement in mobile advertising is increasing.
HTML5 rich media banners top the banner advertisements of the past, which were designed exclusively to drive traffic to external mobile-formatted websites. There are a number of advantages to creating banners with HTML5. For example, HTML5 can be used to incorporate a variety of interactive elements and content into banners, including video, music, and games, which help to engage viewers.
The development of HTML5 is also enabling businesses to expand the reach and depth of their marketing campaigns. The open, cross-platform rich media standards of HTML5 technology are compatible across the broad range of mobile devices that are available today, including Apple iOS and Android. Apple and Android developers have tried to create their own solutions.
Next generation of IDG’s consumer brands built on sleek, HTML 5 publishing platform delivering engaging content across all screens
IDG Consumer & SMB (www.idgcsmb.com), home to trusted tech media brands Macworld and PCWorld, announced today the launch of TechHive.com. Created by a team both passionate and expert on consumer technology, TechHive offers analysis, insight, and conversation to an audience of enthusiasts who build their lives around technology.
HTML5 is the latest iteration of the standard used by web programmers and developers. When completed in 2014, it will enable developers to write-once-run-anywhere (WORA) for consistent, cross-platform experiences across all operating systems and browsers. For example, a developer could create a single application with identical performance across Facebook, iPhone, Android, BlackBerry or any other mobile platform. Developers like the cross-platform compatibility and users appreciate real-time access to applications via their browser, without a download. By 2015, IDC predicts rapid adoption: