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Many marketers aren’t functioning at the top of their mobile game, and they’re not likely to admit it. But it’s time to get hip, friends. Mobile adoption is increasing and there’s still time to get it right (assuming you’re not already) – and win. And here are some stats to frighten you into acting now!
Recent research from PunchTab shows the “global mobile wallet market is expected to reach 1,420.8 million users by 2020” – and Apple Pay just kicked that figure into overdrive.
Why should you care? Online is quickly encroaching on your brick and mortar store – and consumers will buy where it’s convenient. Much like accepting credit cards, mobile pay will soon be the norm. You have a little bit of time, Mom and Pop shops, but not much.
The outlook for online brands requires a more immediate response though. We had a Q&A with Marla Schimke, VP of Marketing at Zumobi around the “unprecedented opportunity mobile apps have created for impactful content marketing campaigns.”
ST: How should companies gauge whether their content marketing efforts are a success?
MS: Currently 42 percent of marketers are satisfied with their content marketing efforts, which is an impressive number for a young industry. However, there is room for improvement. Content marketing is all about audience engagement so effective ways to measure are increased in-app session times, conversions and retention. The aim is to create a customer journey that keeps users coming back for more.
ST: How can content marketers make mobile content marketing more effective?
MS: According to Flurry Analytics, time spent on mobile devices grew in the US by 9.3 percent, from 2 hours and 42 minutes to 2 hours and 57 minutes; on the other hand, time spent on TV has remained flat at 2 hours and 48 minutes daily.
By implementing content curation/automated solutions like mobile content marketing platforms that assist marketers with aggregating all of their content where their clients are (on mobile devices), they have access to granular insights on what’s working, what’s not, and why.
ST: Can you provide an example of this in action?
MS: For example, if a retail brand posts three DIY blogs to their mobile app’s content hub, with a mobile content marketing solution marketers can visualize in real-time which blogs are performing the best (i.e., which blog is being opened the most/the least, how much time is being spent on each piece of content, whether or not they click through to a related piece of content, etc.).
With this insight, marketers can better understand the individual customer journey and tailor their content marketing efforts to present content that is the most on-demand and personalized for the user. They can then use this information to inform their other marketing channels like email and event print marketing. Thus, marketers will see increased ROI both online and in-store.
ST: How important is curating/automating in real-time?
MS: Very. With mobile marketing content solutions, marketers can use a dashboard to immediately see what is working and what, perhaps, is not. They can then make adjustments on the fly to ensure that the app user has the best experience possible, manifest in the user’s returning to the app again and again.
ST: What’s next for content marketing and mobile?
MS: Mobile content marketing solutions will help brands monetize their users in new ways by introducing relevant products and services based on their expressed interests. It is exciting to see how the data analytics generated by these solutions can help marketers gain valuable insights into consumer behavior and concurrently enhance customer profiles for their cross-channel marketing efforts.
The convergence of mobile apps and content marketing is here – and adopting an omni-channel approach that takes EVERY channel into account is critical.
And be sure to keep the corresponding importance of incorporating Mobile Pay into your overarching mobile strategy because beyond reaching them, “consumers seek fast and easy ways to pay – and retailers must accommodate this new path to purchase – or watch their share of basket get chipped away by those who do.”
Where do YOU see mobile marketing taking us in the next year or two?
Read the full article here on Adweek.
Consumer consumption of content has undergone a revolution because of mobile. As a result, brands must develop and maintain personalized relationships with their target audiences.
The mobile platform bridges the physical and digital worlds by providing access to desired content during every hour of every day and every night. According to Nielson research, U.S. adults spend nearly two full days per month using apps or Web browsers on their phones.
That’s roughly 2,880 minutes a month, 720 minutes a week, and 103 minutes a day. One thing is certain: Mobile usage has tipped, and mobile is the future. In order to survive and stay ahead of competition in 2015, brands and marketers must realize that the way we make, share, communicate, purchase, and sell has completely changed.
As we quickly move into 2015, we’ll continue to see mobile taking the front seat of every marketing/advertising initiative. If you’re not thinking mobile, you’re severely missing the boat. Here’s why:
The Web is swiftly being replaced by mobile apps: So quickly that 86% of all time spent on iOS/Android devices is in apps, leaving a mere 14% of users’ time spent in mobile Web browsers, according to Flurry Analytics. It’s imperative brands shift their marketing strategies away from mobile Web and toward new platforms, like mobile content hubs, which maintain the convenient interface, but increase accessibility, usability, and consumer engagement.
This will be the year that brands truly embrace the mobile first mind-set: Accompanying this trend, mobile content marketing spending will continue to increase as brands experience the value of engaging the opted-in consumer with relevant content marketing.
In fact, mobile ad spending in the US will hit $19 billion this year and $58 billion by 2018, according to eMarketer. Global mobile spend is projected to jump 85% to $32.71 billion this year. Additionally, as noted by Adweek, mobile sales figures at both Facebook and Twitter are soaring, with each enjoying double-digit gains per quarter.
Meanwhile, the process and ability to effectively advertise on mobile devices may have gotten even easier with Facebook’s launch of Atlas, which allows marketers to track campaigns across platforms (smartphones, tablets, and desktops). Even Nielson is taking a large piece of the mobile pie by developing tools for TV networks that will align mobile views with TV ratings. It’s only a matter of time before tech giants like Google enter the equation.
Mobile beacons will leave cookies in the dust, so brands must develop a local mobile strategy: According to a recent Forrester survey of digital executives with responsibility for mobile within their companies, 4% are using beacons already, but an astounding 30% plan to use beacons in 2015. Corporations from retailers and hotels to restaurants and banks will place beacons in their physical locations so that they know who is in their store, airport, branch, and restaurant so they can personalize the experience. According to the data, 23 percent of online consumers expect their mobile experience to change based on location.
With the introduction of any technology, it’s always best that brands are transparent in order to gain consumer trust and provide insight on the value of the technology in an effort to avoid creeping out consumers like brands originally did when they introduced cookies online.
Personally, I am ready to embrace this innovation when presented with the appropriate content and personalization strategy. If I were already in a store looking to buy some jeans, why wouldn’t I want a 25% off coupon? It’s not only a great incentive to purchase from the retail perspective, but it also establishes brand loyalty, as I’ll be more inclined to return to the same store based on my positive experience. Beacons are really a win-win.
Looking Ahead While it’s uncertain exactly what 2015 will bring in terms of technological advancements, one thing is sure: Brands, publishers, marketers, and advertisers are all betting big on mobile and all innovations associated with mobile devices. From phone calls creating content hubs to text messages, social media, apps, games, etc., the mobile device is one of the single most important and powerful computing devices--and 2015 will continue to showcase the power of mobile.
Read this predictions peice by Marla Schimke, Zumobi's VP of Marketing here on Content Marketing Insider.
In 2014, mobile moved quickly – Apple unveiled the iPhone 6 and the phablet-sized iPhone 6 Plus joining the ranks of fellow phablet sellers like Microsoft, Android and Samsung therefore solidifying the “bigger the screen, the better” trend. According to Flurry Analytics, apps commanded about 86 percent of U.S. consumers’ mobile time with the average U.S. consumer spending 2 hours and 42 minutes per day on mobile devices. For the first time ever, mobile devices accounted for 55 percent of Internet usage in the US, with mobile apps making up 47 percent of that total, surpassing PCs; and last month’s Cyber Monday recorded $40 billion in e-commerce revenue, up 15.4 percent from 2013.
As the year quickly comes to an end, we’re expecting mobile in 2015 to not only keep up with 2014, but actually outpace it. For many years now, marketers and publishers have been proclaiming each year as “This is the year of mobile.” But until now, these proclamations haven’t come to fruition. Expect that to finally change: 2015 will be the year of mobile, really and brands need to be ready to embrace their mobile moments.
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The Apple iPhone 6 Plus, the latest and most popular phablet-sized smartphone to join the pack, has a 5.5-inch LED-backlit widescreen and multi-touch display. The Samsung Galaxy Note 3 has a 5.7-inch HD display. Microsoft’s Nokia Lumia 1520 has a 6-inch IPS LCD display. So what do these upgraded features mean for marketers?
Clearly: Bigger screens = more mobile real estate. And this means new opportunities to provide branded content.
According to mobile analytics firm, Localytics, bigger mobile screens are “doing something tablet-like” with owners spending 13 percent longer in apps and opening apps 11 percent more frequently on these larger devices. Additionally, users of phablet-sized phones return to a mobile app 38 percent more often and stay in-app 10 percent longer than owners of smaller mobile screens. Brands should capitalize on this by looking beyond conventional banners and standard ad units to embrace digital through online video, entertaining short and long-form content, blog feeds, and social platform engagement. These larger screens provide the optimal vehicle to create unique in-app mobile content marketing experiences – experiences that will entertain, inform, delight and retain consumers. After all, today’s consumer only wants to interact with engaging content, and it’s the job of the brand to provide just that.
iBeacons and Geo-Targeting that Enable Relevant Content Will Influence Purchasing
Brands will continue testing iBeacons and geo-targeting to provide new opportunities to target consumers and provide relevant content. According to Adobe's U.S. Mobile Benchmark Report, 18 percent of mobile marketers already use Apple iBeacons, and 49 percent of marketers already use device positioning to deliver content, with 37 percent planning to add it over the next 12 months. In 2014, brands that employed geo-targeting methods, combined with mobile content marketing, were ahead of the curve.
As it relates to mobile commerce, branded apps that utilize the power of mobile content marketing and data to personalize content and connect with their customers in more meaningful and engaging ways will triumph. Branded apps are well suited to utilizing mobile content hubs because they merge utility and content. Via mobile Content Hubs, brands can power targeted content that will keep users coming back and most importantly, continue buying.
Mobile Consumption in 2015: Bytes now Bites
The mobile platform has significantly impacted the way we ingest and interact with content. Our consumption of content has dramatically changed the human landscape and altered not only how we communicate with each other, but also the methods in which we do so. Content consumption has become snackable, with bytes delivered in bites to be easily and quickly indulged, saved and/or socially shared. Reading a text, skimming your Twitter feed, listening to a TED talk on NPR, watching a six second mashup on Vine – all of this is evidence of the emerging “bite-sized” content culture on mobile.
In 2015, we anticipate emerging technology companies to embrace this unprecedented business opportunity by providing vehicles like mobile Content Hubs within mobile apps, which give consumers on demand access to the most relevant, interesting and custom tailored content.
2015: The Year of the Mobile Moment
Mobile is moving at warp speed and shows no signs of slowing down. Screens are getting bigger, standard banner ads are getting boring, content is crowned king, and sharing behavior is progressing towards a more personalized experience. So what does this rapid shift of consumption and behavior mean for mobile content marketers? According to the Content Marketing Institute, 74 percent of content marketers aim to create a better mobile strategy in 2015. With numbers that staggering, it’s imperative that you avoid being in the 26 percent. All eyes continue to be on mobile and next year will not see this pace slow down – 2015 will be the year of mobile. Really.
Catch the full scoop here on WIRED.