If you believe experts like Mary Meeker, mobile advertising is getting hotter every day, but a true revolution is still a ways off. The dollars spent on mobile marketing do not come close to lining up with the amount of time we spend with our devices, and “traditional” media like print and broadcast still attract the lion’s share of spending. In other words, we’ve had our mobile advertising “big bang,” but we haven’t yet fully adapted to life in our brand-new universe.
IDG News Service (San Francisco Bureau)
SAN FRANCISCO - Google has reported a profit of US$2.79 billion in the second quarter, up 11 percent over the same period of last year, in the company’s first financial statement since it finalized its acquisition of Motorola Mobility in May. Motorola brought in $1.25 billion in revenue in the quarter that ended June 30, about 10 percent of Google’s total revenue. But Motorola also accounted for an operating loss of $233 million, which brought Google’s total operating income down as a percent of its revenue by 6 percentage points.
Google’s total revenue, including Motorola sales, was $12.21 billion compared to $9.02 billion a year earlier. During a conference call to discuss the results, analysts asked Google executives what changes the company might make at Motorola. They declined to give specifics.
U.S. mobile users are getting used to seeing ads on their devices. A recent survey by Prosper Mobile Insights found that 74% of mobile users pay full attention to ads on their device – broken down to over a third (35.3%) who “regularly” pay attention to mobile ads and 38.7% “occasionally”. A new study from the Interactive Advertising Bureau looks deeper and reveals that mobile users are also acting on those ads, once spotted. The IAB’s Mobile Marketing Center of Excellence report, “Mobile’s Role in the Consumer’s Media Day”, surveyed 552 U.S. consumers who use a smartphone at least once a week and 563 U.S. tablet users who also are on their device at least once a week.
Worldwide, growth in the adoption of mobile devices is set to continue apace for the foreseeable future. So it makes sense, then, that marketers would be moving quickly to adapt to this new channel. But an April 2012 survey of business leaders worldwide by email marketing services provider Strongmail found that 55% of respondents were not currently using mobile as a marketing channel.
Despite this, those currently without mobile campaigns seem to see the writing on the wall—43% of them planned to integrate mobile into their campaigns within the next year. Another 32% said they planned to develop mobile campaigns in a year or more, while only 25% said they had no plans for a mobile campaign at all.
Mobile marketing is one of the fastest and most innovative ways to reach new and existing customers for both small and large companies. Mobile interactions are a part of our everyday life. More people have access to mobile devices and smartphones than they do a regular computer. Consumers are increasingly using their smartphones to make online purchases and download customized apps in order to make their lives easier. Not only does a proper mobile marketing strategy allow you to reach consumers when they are closest to buying, but it is also highly targeted and cost-effective. Here is a list of 12 Mobile Marketing Statistics every business should be aware of:
What’s the biggest challenge in mobile marketing today? Many would say that’s like asking which star in the heavens is the twinkliest, or which grain of sand on a beach is the grittiest. But I think there’s an answer, at least from the perspective of brands’ embrace of mobile.
Too many companies still believe that because smartphone browsers can render web content, their existing website can serve them equally well as a mobile landing page. In reality, anyone who has navigated to such a PC-optimized page on a phone knows that while the content may render, web pages designed for PC screens will be squashed down, requiring the viewer to “pinch and pull” to zoom in on sections of a page. Some components may not appear at all. And the whole thing may be unappealingly slow to load. The user experience can be adequate, but it’s hardly enjoyable, and companies that rely on it miss opportunities to build better relationships with their mobile customers or prospects.
What does the IAB mean by a “mobile-optimized” website? Four things: