Will be sold in 2013. What’s your tablet strategy?
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This article is a good look at five trends that are already starting to disrupt traditional marketing. Worth the read if only for his great turn of phrase that “content is currency” in the content management section. That’s a great way of thinking about content outside the square.
Here’s a handy overview of the state of digital marketing. Sure, it’s Australia, but our numbers are always very similar and if anything this shows the direction we’ll be heading. This is your chance to get ahead of the curve. The most interesting thing for me is while everyone knows the users are all on mobile, not enough marketers are there yet.
Here’s a useful infographic showing some of the current numbers around tablet and mobile shopping. The most interesting takeaway for me is that more than half of app recommendations still take place in person.
As apps go mainsteam and are no longer the territory of early tech adopters companies and brands wanting to be found will find discoverability and even bigger issue with apps than with websites.
Here’s a report from the center for media research:
According to the Return Path global bi-annual mobile email report, 37% of people are now opening email on mobile devices compared with the 30% opening through webmail in a browser. Mobile open share has increased 300% since 2010, and shows no sign of slowing, says the report, with four out of 10 emails sent being read on a mobile device.
Mobile usage is greatest among the retail (40%), consumer product (40%) and real estate (38%) industries, says the report. The study also found that the type of information being reviewed impacts open rates on mobile devices. A significant amount of banking-related emails (60%) are still opened on desktops, likely for security reasons.
Matt Blumberg, CEO of Return Path, says “… marketers who rely on open rates… to evaluate campaign success… without using analytics to gather email intelligence… stand to lose significant revenue… ”
Ensuring email marketing campaigns are optimized for both mobile and the desktop has emerged as a necessary step for marketers, notes the report, as mobile email has twice as many click-through conversions than search or social. Email users still make most of their online purchases through a desktop computer, proving that optimizing for both platforms is essential, says the report.
The study shows a variance in mobile usage by region, as more Americans open email on mobile devices than their European and South American counterparts. In most regions, Android and iOS dominate the mobile marketplace. And, the study uncovered data that suggests mobile behavior varies depending on the smartphone operating system:
- More Apple users are using their devices to open and read email than any other group, with the iPad seeing more growth in email opens when compared to the iPhone
- Windows Mobile saw an 85% increase in email opens since April 2012, but still only comprise 0.3% of total email opens on smartphones
For more information from Return Path, including access to infographics, please visit here.