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Black Friday Was The Perfect Opportunity For Online Shopping

sale-on-black-friday

Although there was no shortage of in-store mayhem this Black Friday, shoppers are increasingly opting to take advantage of the major discounts online and mobile commerce.

Online sales broke new records this year, with mobile traffic outpacing PC traffic for the first time ever leading up to Black Friday. By analysing customer transaction data, browsing on smartphones and tablets accounted for 52.1% of all online traffic, and online sales that day were up 14.3% compared to 2013.

“Mobile has become the new Thanksgiving tradition as consumers find the best deals with their fingers as well as their feet,” Jay Henderson, Director of IBM Smarter Commerce said in a statement. “We saw retailers harness the power of data to engage shoppers, identifying the unique preferences of their customers while quickly capitalizing on online, mobile or in-store trends as they emerged.”

Thursday’s mobile milestone fueled record online purchases on Black Friday, which saw a 9.5% year-over-year increase in overall online sales. Mobile sales accounted for 27.9% of these sales, up 28.2% over 2013. The data acquired from PayPal similarly reflected mobile growth, with a 43% global increase in the number of customers shopping through PayPal mobile on Thanksgiving 2014 compared to Thanksgiving 2013. Fashion was the top mobile shopping category, driving almost twice as much PayPal global mobile payment volume as the next category, electronics.

Black Friday shopping is also increasingly pushing back into Thanksgiving Day. Online sales that day increased 14.3% over 2013. Black Friday sales were 63.5% higher than Thanksgiving Day this year, a decrease from 2013 when they were 70% higher than Thanksgiving Day.

However, although mobile commerce was huge for online shoppers this year, desktop is not “dead” yet. When consumers did choose to use their PC or desktop, they spent more with an average order value of $135.33 compared to $116.02 for mobile shoppers, a difference of 16.6% of overall purchasing.

The Mobile Movement: Understanding Smartphone Users (Infographic)

A new survey has been conducted over 5,000 adult smartphone Internet users. The survey examined the general smartphone usage, mobile and local searching behavior, mobile purchasing patterns and users’ receptivity to media. This is an in-depth and comprehensive look at the rise of the smartphone craze. Here are some key points:

  • 81% of smartphone users access the Internet on their mobile devices
  • 59% use the Internet on their phones while waiting
  • 43% would give up beer if they would otherwise have to give up their smartphones

Here is the full report, presented in a infographic.

mobile-movement-infographic

 

Your Mobile Strategy Shouldn’t Start With The Mobile Phone

the-importance-of-mobile-strategy

A mobile strategy is about the phone. Still, it shouldn’t start with the phone.

Imagine you read this post five years ago. Chances are, you wouldn’t have been reading it on the same device (or even brand of device) that you are using now. Mobility can involve technology, but at the heart of a mobile strategy lies the users.

There is a number of mobile strategies that didn’t even involve a smartphone. The user has context- and location-dependent needs, challenges, desires, and pain points that provide the starting point for any winning mobile strategy. The key to being successful with mobile is not to start with technology, but to start by looking at why the humans are mobile, and what you can do to solve their problem.

In that sense, the way to “think mobile” is first to start with the actual journey that the humans are taking (not the purchase funnel, but their physical journey) and how it relates to your product. One of the best mobile strategy examples is the one employed by the Texas-based convenience store chain Buc-ee’s. It understands Maslow’s heirarchy of needs. Before you can tend to the desire for gas. You need to address your physical needs.

The company addresses the needs of their mobile humans by maintaining what many refer to as the cleanest rest rooms in America. Buc-ees literally wants you to “hold it,” passing up the other travel plazas along the highway, so that you can “treat” yourself to the rest room experience at Buc-ees. In fact, even though there isn’t even a mention of a smartphone, or an app, this short video about Buc-ees is about the best place you could ever start while you are planning your own mobile strategy.

It doesn’t matter how big your brand is. If the organising principle of your mobile strategy is differentiating by how you treat people, you are on the right footing. Put the human side first, understand why they are mobile, what they are doing, and where they are, and your mobile strategy will reveal itself, with or without app.

CTRs for Android and iOS Ads Have Increased, Opening More Opportunity to Newcomers

click-through-rate-for-mobile-app

Recently, the CTRs (Click-Through Rates) for mobile ads on iOS devices have reached a new level. The increasing is five times than last year. Meanwhile, the CTRs for Android were nearly three times higher.

Latest report from Fiksu revealed that 7.1 million iOS apps were downloaded daily in March, up 41 percent from a year ago. Fiksu stated that programmatic solutions, better targeting and various ad formats (app install, video ads, and mobile-specific ads) have helped to keep marketing costs manageable even as activity has increased.

The cost per installment that could be directly attributed to advertising for iOS apps has raised up just 2 percent from February to $0.97 in March. On Android, the cost per installment fell 16 percent from February. Here is the detailed report from Fiksu:

cost-per-install-apps-march-2014

On the other hand, the cost per app launch (the indicator of customer engagement and lifetime value) was cheaper on both Android and iOS in March. The cost per launch on Android fell 5 percent from February to $0.10, a drop of 37 percent from the previous year. On iOS the cost fell 10 percent to $0.17, a slight increase of 2 percent year-over-year.

cost-per-launch-apps-march-2014

Fiksu stated that the impact from app giants like Facebook, Twitter and Yahoo (and soon Google) have had on the market with the introduction of ad formats designed specifically for app marketers. With better resources, “marketers are getting smarter about leveraging the right ad formats, ad creatives and targeting tools to reach the right users. Otherwise, without these optimisation and targeting capabilities, the CPLU Index would have likely seen an increase of 20 percent year-over-year,” the report concludes.

22 Quick Facts About Australian Mobile World

Mobile Marketing

Mobile world has become a very fascinating area in online marketing and every online marketers need to know the latest facts about it. This way, they can always stay updated about the latest news from mobile world and take the right decision when the problems arise. Here is a list of 22 quick facts about Australian online, mobile and tablet usage.

  1. 67% of Australians own a smartphone.
  2. 11.19 million Australians have a smartphone.
  3. 37% of Australian homes now have tablets.
  4. 7.5 million Australians accessed the internet via their mobile phones (42% of adults).
  5. Almost half of Australian mobile subscribers have switched providers in the past 3 years.
  6. 40% of Australian mobile subscribers are considering a change in the next 12 months.
  7. Only 43% of Australian smartphone owners are on a one or two-year contract.
  8. Australia has the fastest mobile download speed in the world.
  9. 7 in 10 Australians are active social media users.
  10. 60% of Australians are active Facebook users.
  11. There are 12 million users of Facebook in Australia.
  12. There are 9 million daily active Facebook users in Australia.
  13. There are 7.3 million daily active users of the Facebook mobile app in Australia.
  14. Australian tablet owners spend 50 mins/month watching video on a tablet.
  15. Australian Smartphone owners spend 1 hour 20/month watching online video on their phone.
  16. iPhone devices made up 35.2% of Australian smartphone sales in December 2013 versus sales of devices running Android at 57.2%
  17. 82% of Australians spend almost a day per week online (23.3 hours).
  18. 38% of Australian households have four or more internet enabled devices.
  19. 74% of Australians consume TV and internet simultaneously.
  20. 13.08 million Australians had downloaded a mobile app.
  21. 27% of mobile internet users do not have fixed-line internet at home.
  22. 62% of online Australians use three or more devices to access the internet.

Mobile Marketing: Should You Build A Mobile Website Or Mobile App? (Infographic)

With the fast paced growth of mobile world, the decision between building a mobile website or a mobile application is quite important to your business. If possible, you should consider to develop both in order to leverage these two powerful platforms. If only one can be chosen, you have to take a look at your goals and resources. The differences detailed in the following infographic will be useful to grasp the targeted audiences that you want to reach. This way, you can truly tell which mobile method will provide more value, advantages, and opportunities with the massive mobile market.

mobile-app-or-mobile-website-infographic

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Everything You Need To Know About Mobile Phone (Infographic)

Mobile Websites for Australian Business

Mobile Websites for Australian Business

The booming of mobile Internet technology lately has slowly taken over many aspects of our daily lives. People are gradually looking forward to optimise their mobile strategy in order to build a solid online marketing management. Today, mobile technology has incredible reach, and is increasingly being used by people to ease communication processes.

However, not everyone thinks alike. Some people even think that mobile marketing approach is useless. This opinion has given rise to a pretty diverse opinion on the usefulness and capabilities of mobile technology. While it is an undeniable truth that the widespread range and ability of the mobile phone has influenced human behavior and activity to a large extent, the benefits (or the lack thereof) of mobile phones are a widely debatable issue.

In today’s infographic, we can get a clear insight into the various opinions that people have about the usability of mobile technology. The question that needs to be asked is, how do mobile phone users themselves feel about the overwhelming preponderance of mobile technology? Find out the answer in the infographic below.

this infographic explains about the statistics of mobile phones users in the world

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Mobile SEO Tips: 11 Facts about Mobile Optimisation in 2014

The mobile world has different techniques. The handheld devices are much more flexible, with the fact that operator’s data networks are more reliable, data plans are more affordable. All of this has led to a boom in mobile web search. Thus, it is important that mobile visitors find your site whether they are searching on Google.

Search engine optimisation (SEO) is one of those areas that are complexed with jargons and theories. However, the rules are very simple. SEO is not about machines, it’s more about people. Search engines want to deliver the site that is the most relevant and best-equipped to answer the mobile searcher’s query. Search engine robots that patrol the Web indexing sites and content are designed to emulate human visitors. The secret to good SEO, in many cases, is to making sure your site serves the mobile user/searcher better. Here are 11 important facts about mobile optimisation in 2014.

1. Going mobile

Websites should be optimised for the user’s mobile device. There are two things to deal with mobile devices: adapting with the limitations of the device and taking advantage of unique features of the device. Let’s start with the limitations. These devices come in numerous shapes and sizes, but generally have a much smaller screen than a PC and less computing power, typing on them is more difficult and generally they connect via mobile operator networks, which generally aren’t as fast and efficient as a wired Internet connection. This means sites designed for PC typically do not perform well on mobile devices, unless they have been made mobile friendly. So, as search engines want to deliver the best results, given the choice, they will prioritise a mobile or mobile-optimised site ahead of one that might work badly on a mobile device.

Last year, Google issued some new guidelines for mobile-optimised sites, these included some recommendations to avoid common errors, including: using videos that don’t play on mobile devices; faulty redirects (redirecting mobile visitors to the wrong page on your mobile site); pages that deliver 404 (page unavailable) errors to mobile visitors; linking to a PC site when the same content is available on a mobile site and greeting visitors with a download-our-app interstitial ads.

Google search now takes these issues into account while maximising search results. And who can blame it? Fixing these errors will make your site more user-friendly for mobile visitors and easier for Google’s spiders to crawl your site. Mobile optimisation and search optimisation go hand-in-hand.

So how big a problem is this? Here is the fact: two-thirds of the Fortune 100 risk being downgraded in mobile search, for failing to follow Google’s guidelines on mobile optimisation of Web content.

2. Make the most of its features

Next, let’s look how playing to the advantages of mobile devices will improve the mobile experience, thus add the SEO juice.

The terms mobile-friendly site and mobile-optimised site are often used indiscriminately, but they are different (see point 6). Mobile-friendly means the site will work well on a mobile device, where the mobile-optimised site is designed to take advantage of the functions of mobile devices such as SMS, voice, camera, global positioning system (GPS) and so on. These are functions that don’t exist on a PC and/or don’t make sense on a PC site. For this reason the mobile-optimised site is usually a different Website from the PC site.

Here are some features of mobile-optimised sites:

  • Click-to-call. This is the most commonly used mobile-only feature. When the visitor clicks/touches the phone number on the mobile site’s contact page, phone automatically dials (subject to a confirmation) the number on the visitor’s handset. It’s a simple, but very effective use of mobile’s unique application: the voice call.
  • Mobile coupons. Many retailers are supplementing printed coupons with mobile coupons that are delivered by SMS (so only works on mobile devices), which can be redeemed in-store, without the need to print anything off. This builds loyalty, drives sales, attracts search traffic for “mobile coupons” and encourages links.
  • Store locator. Using the device’s GPS for a store locator is another good example of a feature that is very useful on mobile, but nonsensical on a PC. Combined with mobile mapping, this feature can guide the visitor straight into your store. There’s no wonder that it’s becoming increasingly common on retailers’ mobile sites. If your site is still asking mobile search visitors to enter their zip code/post code, then it’s time to move into the 21st century with location-based services (LBS). This is a user-friendly way to answer the common query “where is the nearest…?”
  • Barcode scanner. Sears is leading mobile Web innovation with the introduction of a mobile scanning function to its mobile site. This enables a user to scan a product’s barcode when at home or in a competitor’s store (this type of search is called “show-rooming”), to find out if it is available, how much it costs, then purchase it. The same function, i.e. product scanning, would have no place on PC site.

Unfortunately a lot of mobile innovation is locked away within native/download applications. It is frustrating for SEO experts that more brands don’t bring similar mobile innovations to mobile sites, which would both enhance the customer experience and help to drive inbound traffic to the site from both search and links from other sites.

3. Mobile is a different beast

In addition to being a different physical device to the PC, the context (like where you are, what you are doing and what you want) can also be different. Both factors influence what mobile users search for. The obvious examples focus on the device itself, so mobile users might search for “mobile coupons” (PC uses tend to search for “printable coupons”), “ringtones”, “android apps” or “mobile games”.

This gives mobile-optimised sites a head start over mobile-friendly sites when it comes to search optimisation. The difference is clear when you compare the dedicated mobile sites of Gameloft and EA, which assert their mobile games content, while Disney’s, which serves the same content to both the PC and mobile audience, does not.

Great examples of mobile context-related search are motoring incidents such as breakdown, accidents or broken windshield. Because these situations are most likely to occur while out on the road, the first port of call is the mobile Web. This means there is a higher incidence of mobile searching for terms like “towing” and “roadside assistance”, than for terms like “auto insurance” where PC searches dominate.

4. Take care of it

When you understand the mobile context of the user, and what they are likely to be looking for you are in a better position to define the purpose of the mobile site and the content therein. Make sure that site sections, navigation and pages are all given titles and URLs that accurately describe the site and what is on the page, using common terminology e.g. “contacts”. Take into account what will appeal to the mobile searcher and what language they are likely to use when they search.

Start each page with a descriptive introductory sentence, use logical heading and sub-headings (humans and search-engine spiders, alike, scan pages to find out what’s there). Make Web links obvious and label them accurately so they describe the page to which you are linking – avoid ‘read more’ or ‘click here’.

SEO experts refer to the words commonly used in searches (relevant to your site), as keywords or search phrases – allowing these to influence these naming conventions and your copy-writing is known as on-page optimisation. If you are a “Hotel in Times Square” or if you make “mobile games” make this the focus of your Webpage(s). The key rule is to design the site and write the copy for the user, while making sure you have ticked the boxes for the search engines, never the other way round.

Keywords helps humans and search-engine spiders understand what is contained on a Webpage. Use them where they would naturally occur, but don’t force keywords in or needlessly repeat them for SEO purposes – search engines take a dim view of such manipulation.

All sites should also take note of accessibility. Visually-impaired people use screen readers to “read” Websites, these require images to be described in alt-text and screen-readers also struggle to read non-html content such as Flash. Luckily, search engine spiders have similar preferences to screen readers. So accessibility improves search optimisation.

5. Content is still the king

Content is the heart of all mobile sites – the more useful, compelling and regularly updated the content, the more frequently people and spiders will visit, and the more readily people will recommend the site, by linking from other sites and social media. There are three levels to this:

  • Content that promotes and sells your company and its goods and services.
  • Content and services that ad value to the sale, including in-depth product information, advice and reviews, and regularly updated offers that drives opt-ins and increases loyalty.
  • Helpful articles and information, entertainment, giveaways and competitions that are related to the business/customer relationship, but may not necessarily drive sales.

This third stage is called content marketing. Done well, this service should be useful to the visitor/customer, as well as being a big benefit with SEO. This scenario fits well with health and beauty retailers, which can offer help and advice on matters of health.

6. Mobile friendly or mobile optimised?

There is some debate about which type of mobile configuration gives the best SEO. As we have pointed out throughout this guide, put the mobile user at the centre of your mobile strategy and good SEO will follow. There are three main types of mobile site. All are supported by Google. These are often confused and in practice mobile sites will blend the approaches.

  • Responsive Web design (RWD) uses the same content for PC and mobile devices. All content is sent then reconfigured to suit the device using cascading style sheets (CSS).
  • With a dedicated mobile site, the site detects the visitor device (using a tool such as dotMobi’s DeviceAtlas) and redirects them to a mobile-optimised site on a separate URL (e.g. from site.com to site.mobi or m.site.com).
  • Adaptive Web design (AWD) or dynamic serving also detects the visitor device and serves a mobile optimised site, but this is done on the same URL (e.g. site.com).

While Google supports all three approaches and has no intention of making business decisions for you, it has recommended RWD for smartphone sites. This led advocates to claim that Google asserts RWD sites over dedicated mobile sites, but this does not appear to be the case.

There is much in favor of RWD, but it has its drawbacks. Firstly, RWD does not work for feature phones – people forget that almost half of mobile phones in use even in western nations such as the US and UK are feature phones – for these Google prescribes dedicated mobile sites either on different or the same URL. Secondly, RWD sends the same content for PCs and mobile devices, which is fine as long as mobile and PC visitors want the same thing, but it makes it difficult for sites to capitalise on all the things that make mobile different e.g. GPS, camera, SMS and voice, or to theme the site to maximise appeal to mobile searchers, when they are searching for mobile-specific things.

7. Make it local

Survey results and keyword research suggest that mobile searchers are more interested in the right here and right now than PC searchers. The survey found that 94 percent of smartphone users had conducted a search for local information and 84 percent had taken action as a result. This is having a massive effect: local mobile search volumes are growing rapidly in 2014.

As anyone who has searched on Google and other search engines with a mobile device will have noticed, your location (if you share it) has a major influence on results (whether or not you wish it). It is essential that companies capitalise on this trend. Anticipate that mobile users will search on “vegetarian restaurant in [your locality]”. If that’s your business, make sure your mobile site clearly states what you do and where you are. Anticipate want they want: menu, offers, reservations, call, location and map.

Consider, the coffee chain, Starbucks, for example. People search for the nearest Starbucks on their PC, but many more people search from a mobile device. Analysis of Google Keywords shows that 72 percent of people who are searching for a Starbucks using terms such as “navigate to Starbucks”, “24 hour Starbucks” or “drive thru Starbucks” do so on a mobile device. Companies that see similar patterns with mobile queries should ensure that visitors get what they are searching for – perhaps creating dedicated landing pages for these terms.

Recent research shows that searches for ATM location (99 percent), restaurants (88 percent), bars (97 percent), android apps (69 percent) and ringtones (73 percent) mostly commonly come from mobile devices. The research was conducted using Google’s Keyword Tool, which has since been replaced by Keyword Planner. This is a disappointment for mobile SEOs because Keyword Tool, unlike its predecessor, does not distinguish between searches from mobile and PC searches. Google is expected to fix this.

8. Make it social

Mobile searchers are social, and it’s important to give them options to share your content, offer or recommend your services using their favorite social platforms, by providing links with those instantly recognisable icons. Social networks have become an important influence on all search engine discoverability, but majorly so when it comes to mobile, as so many users access social networks from mobile devices. For example, 874 million or 74 percent of Facebook’s monthly users worldwide are mobile, according to Facebook’s Q3 earnings.

Adding the ability to share your content on social networks will make your content more visible in general, but especially to those users who access social networks primarily on mobile devices. Facebook’s share buttons work on dedicated mobile or responsive sites. Sharing/social networks provide easy-to-use plugins for mobile sites, see AddThis for example.

9. Be fast

In August 2013 Google announced new speed guidelines for smartphone sites. Google recommends that the key content of the page, called “above the fold” (because it is visible without needing to scroll down) should be delivered and be displayed on a user’s handset in one second or less. Unfortunately the average mobile page takes more than seven seconds to load.

Regardless of whether your site is responsive or uses dedicated HTML, take steps to make it as fast as possible. Google warned that slow-loading pages may be penalised in search ranking and that speed would be increasingly scrutinised in the future.

But why are we focused on what Google thinks? Consider your human visitor: how long do you expect them to wait for your page to load before returning to the search page and trying the next Website?

Test the speed your Website loads and receive recommendations on improvements, by using Google’s PageSpeed Insights tool and Akamai’s MobiTest.

10. Don’t hide content from search engines with apps

If you create a mobile experience that is meant to be accessed through a native/download application, you are severely limiting the visibility of your content. Not only will this shut out all other platforms (i.e. an iOS app won’t work on Android, Blackberry, Kindle Fire or feature phones), but it also excludes the only platform that search engines really serve: the Web.

Yes, it is possible to make your app more discoverable within app stores using “app store optimisation” and mobile advertising, and Web search engines may find the Webpage that features your app. But search engines, such as Google cannot search and index in-app content, in the same way as they will a mobile site, so however excellent your article or feature; or compelling your offer, it isn’t going to display in mobile search results.

The same goes for human links. Links are the life-blood of the Internet – this is how humans, and search-engine spiders, find your latest content, its how things are recommended in the digital world. The problem with native apps is that they don’t lend themselves to linking in the same way as Websites. So someone might read your content, if they have your app on their handset, but they can’t recommend that piece of content with a link on their site, via social media, email or SMS. They can only link to a Webpage where the app is available for download. If you have to prioritise between an app and a mobile site, your first priority should be creating a mobile-optimised Website. There’s a time and place for apps, but if you want your content to be discovered by a wider audience, it needs to be on your mobile site.

11. Get found

There are plenty other ways of letting the world know about your mobile site, or the new content, offers or features it contains – other than search engines. Use your existing mobile channel, such as SMS and email. Add your mobile site URL, or use a quick response (QR) code, to marketing materials, books or brochures and out-of-home or print advertisements. This is likely to prove more effective where there is a contextual relevance. Airlines are particularly good at this, printing their mobile site address directly on napkins, in-flight magazines and banners in the airport.

Eight Fundamental Aspects of Mobile Marketing

All of us have heard of the traditional marketing mix, but there isn’t much information on the mobile world. In today’s post, The Website Marketing Group will provide a nice summary of eight fundamental aspects that build up the mobile marketing landscape. The list begins with:

1. Apps

In the past if someone said the word ‘App’, you might think there’s two letters, ‘L’ and ‘E’ missing from it. In fact, it is short for ‘Applications’. Thus, an app is a small piece of software that performs a certain action. Whether that’s a social network, a calculator, the news, a game or a map, these apps have an intended purpose, and are either pre-installed on your smartphone or can be downloaded from an app provider / store.

2. Mobile Advertising

One thing that mobile apps bring to us is the ability for ads to be displayed on the mobile devices. Just like ads that have appeared on your computer, nowadays gaining extra revenue from mobile ads has become primary target. The great thing about mobile ads is the company can ‘own’ that small screen. Whereas on a website there might be a few ads popping up, on a mobile ad most likely only one can appear.

Here are four forms of mobile ads:

  • Mobile banners and displays: graphical images or text that could include rich media
  • Mobile PPC: ad appears when you search for something in the paid listings
  • Contextual mobile ads: similar to PPC, but more on websites/apps rather than search listings
  • Idle screen advertising: ads shown while the user is waiting for a page or app to download

3. M-Commerce

After the word E-commerce was coined from buying online, the term has been applied to the mobile world as well. M-Commerce is the act of purchasing a product or service through your phone. So that could be anything from purchasing apparels to train tickets. As long as it’s purchased via a phone device, it can be called M-Commerce.

M-Commerce itself has revolutionised buying online as you can pretty much buy anything from anywhere. M-Commerce sales are rising rapidly and will more than likely explode over the next few years. Although the security aspect of buying via your phone is still a worry for some.

4. QR Codes

Known formally as Quick Response Codes or informally as QR Codes, these little things have become a quickly growing aspect of the mobile landscape. Basically, a QR code is a “barcode” that can appear on paper, a product or a billboard, and can be read using a smartphone or a dedicated QR reading device and contains a URL within it. So once you have captured the QR code the link could take you to anything from a website to a message or to a special offer.

5. Mobile Coupons

A mobile coupon is an electronic ticket or message sent to someone’s mobile phone usually via a SMS or MMS text for the person to redeem an offer or gain a discount on a product or service. This is a great way to drive either footfall to your store or traffic to your website. Mobile coupons are usually well targeted as they either know you would be interested in the offer, or you are in the local area and could take advantage of it.

6. Location Based Mobile Marketing

There are two types of this kind of marketing. The first is interrelated with the previous point about mobile coupons and being in the right location to redeem them. Targeted advertising using GPS is a fantastic way to reach a vast audience and is growing fast. The second part combines two aspects: apps or websites with location (known as geo-location). The most obvious example of this type is Foursquare, where the app allows you to post an update of where you are. Recently, Facebook’s ‘Check in’ and other social networks location finders have integrated mobile and location together to enable you to tell the world where you are.

7. Mobile Payments

Here is the situation: your friend wants to buy something online but has run out of money or someone owes you money. Instead of waiting ages for the cheque to clear you can now make that payment quickly through your mobile. That’s because by downloading an app money can be transferred into your account instantly through the power of your mobile device.

8. Mobile Websites

Finally, the most important aspect in mobile marketing  is mobile optimised websites. Yes, it is a website that accommodate mobile devices. If you typed this into a search engine on your mobile then this would be the interface you’d see. The site is more compressed with design, usability and navigation features that enable the site to be viewed from a small screen on a mobile.

Four Great Examples of Mobile Marketing Case Studies

With the popularity of smartphones, mobile marketing becomes more important for online marketers all over the world. Mobile is not a separate entity from the rest of your marketing strategy. It should be combined with social, analytics, and cloud technologies to achieve maximum effectiveness. Various mobile channels can expand your customer base and increase brand equity if utilised properly. The companies featured below are all at different stages of mobile maturity but they have shown a big improvement.

1. LG Ticket Hunter

The campaign is aimed to help LG reach a younger female audience for its L-series handset campaign. A Twitter-based mobile game called LG Ticket Hunter was created in order to create buzz, and demonstrate what the LG brand is about.

LG used social and mobile channels to increase user engagement throughout the campaign. Over 9,000 people visited the LG’s site and spent on average 6 minutes on the site. Overall the L-Series phone saw a 28% increase during the 5 day campaign.

2. Ikea Catalog Application

Ikea has been promoting their catalogues the same way since 1951. The use of a mobile app aimed to re-inject inspiration into the world’s oldest direct marketing campaign: the IKEA catalogue, transforming it into an interactive platform.

Globally, the Ikea Catalog app was the number one downloaded marketing app for a brand in 2012and the catalogue received three times the attention of the 2011 catalogue. The revamped experience was felt across print and app increased engagement significantly. Users spent an average eight minutes with the app compared to three minutes with just the catalogue.

3. Starbucks Mobile Payments

Starbucks has been a trailblazer in the mobile payments arena. They have created the impression of their customers as early adopters who are tech-savvy. There is a certain novelty to mobile marketing campaigns because it gives customers a new and exciting way to use their phone. When Starbucks introduced a program that made it easier for customers to buy coffee it was met with tremendous success.

The brand was ahead of the curve on mobile payments, a segment that is still in its infancy in the U.S. 7 million users utilize the Starbucks payment app because it is an efficient way to pay and engages customers in a unique way.

4. Vegas.com

Having a website optimized for mobile viewing is essential to reach customers on the go. 46% of mobile users say they are unlikely to return to a website they had trouble accessing from their phone. Visitors to mobile site could access general information, but couldn’t perform basic transactions such as booking hotel rooms or show tickets. As a result, the Vegas.com’s mobile site was converting less than 3 percent of its visitors and had a 50 percent abandonment rate.

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To fight these issues, the destination website created mobile versions of the: Homepage, Category pages and Hotel room search tool with special functionality to improve the mobile customer experience. An improved mobile experience resulted in a 22% lower bounce rate and a double digit lift in conversions. This concluded that mobile web optimisation is important for any brand to retain and grow their customer base.