Publishers are literally driving engagement between the print product and digital platforms by linking print magazines directly to smartphones. The idea aims to neutralize the “either-or” aspect of print and mobile and merge the strengths of both.
“We’re connecting print to mobile because we believe we’re well poised with our demographic—they are glued to their phone,” says Jason Wagenheim, vice president and publisher of Teen Vogue. “We did a study earlier this year that found that 9 out of 10 of our readers are shopping with their mobilephones. They’re not just making purchases, but using their phone while they’re shopping, searching for coupons and texting friends photos of dresses when they’re in a store.”
Forrester Research released a method for benchmarking a company’s “mobile maturity,” as campaign budgets continue to rise. The guidelines aim to help marketers understand different growth stages, and determine budgets to create a cross-media strategy and road map. Advertisers will spend $77 billion on interactive marketing by 2016, similar to the amount today spent on television, Forrester estimates. Search marketing, display advertising, mobile marketing, email marketing, and social media will comprise 26% of all advertising spend as marketers embed more media in the mix.
“The Score Your Mobile Marketing Maturity” report describes three processes: Organization, Planning and Execution, and Measurement. Each section lists a series of questions, such as “How does your organization view the importance of mobile marketing,” along with possible answers like “Mobile marketing is the connective tissue between online and offline channels and is key to any marketing campaign.”
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.