Tag Archive | "Mobile Advertising"

Mobile Promotions, Ads and Coupons Increasingly Being Shared

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Mobile Promotions, Ads and Coupons Increasingly Being Shared


If you’ve set up a mobile advertising campaign, you may wonder whether users are more likely to share the things that you have to offer them. After all, mobile devices are being used not only to browse the web, but also to access social media sites, which are all about sharing. There was a study done last month and published by Market Watch that sheds some light on the topic, which should give some good information for marketers, affiliates and e-commerce site operators.

One of the first things mentioned in the survey is that young adults, between 18 and 35 years of age are much more likely to use mobile devices when transacting online, of which a sizable proportion prefer their mobile device as their primary way of shopping online. Of course, this isn’t really a surprise, as we all knew that younger people are more likely to use mobile technology and to shop online on a mobile as opposed to a PC. The survey of 1 500 adults in the USA shows that those under 35 have a 30% chance of saying that they enjoy using the internet more on their mobile device than on a PC.

Additionally, 47% of users state that they’ve clicked an ad they saw on a mobile web page or an app. 55% made a mobile purchase within the last 6 months, however this also includes “mobile specific” content, such as music, images, ringtones, apps, etc. The same amount (55%) admit to using their smartphone to make comparisons between prices offered by different merchants at least once a week.

But what is even more important for online merchants is this: 50% of users indicated that they shared coupon codes, sales materials or promotions with others by using a mobile device at least once during the past month. A good proportion of these users (19%) are even more engaged and responded that they share this type of material 3 times or more every month.

What this means to marketers is simple: create mobile ads and use marketing materials or strategies that are easily shared via social media. Coupons are among the favorite type of content by those who share online shopping information, for several reasons. First, they don’t seem as “spammy” as just sharing an ad. Second, they allow the user’s friends to save money, so if someone is happy with getting a good deal thanks to the use of a coupon code or link, they are more likely to share that happiness with their friends, especially if they believe that these friends will be interested in the type of merchandise sold and will benefit from the coupon.

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Invalid Clicks a Growing Concern for Mobile Marketers

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Invalid Clicks a Growing Concern for Mobile Marketers


Mobile advertising is something that’s relatively new. It has only been about 3 years that the availability of innovative devices, combined with well priced data options has caused many consumers to use the internet on smartphones on an increasing basis. Naturally, what followed was an explosion in the demand for mobile advertising solutions. Of course, some of the major ad distribution networks such as Google Adwords have stepped in, ready to cater to the needs of advertisers, publishers and consumers. There are also many smaller networks, some of who are just new start up companies that are trying to get their name out there in the mobile advertising scene.

 

But no matter whether you deal with a giant or with a smaller network, there are some problems that have started being reported with mobile ads and which marketers and advertisers everywhere are following with a closer look. Publishers who run ads on their websites naturally want to maximize their earnings by getting as many people to view or click the ads they run. Advertisers want traffic. But just like with regular PC traffic, they want good quality traffic, meaning clicks from users who are actually interested by the ad and who have a chance of buying something from the advertiser or taking any other action that they want, like downloading an app for their smartphone.

 

But a new study that was recently published by Market Watch shows many problems with the mobile advertising industry. Up to 18% of clicks on mobile ads were probably fraudulent and 22% are probably accidental.

 

These accidental clicks can happen even on a PC, but on a smartphone, they are unfortunately more likely to occur, as it is much easier for someone’s fingers to slip and cause them to click on an element of the page that they didn’t really want to. Accidental clicks are usually characterized by a user who stays on your page for a couple of seconds and then leaves to return to the previous page right away. The only way to prevent these is to ensure that the sites where you publish your ads on are well designed and don’t have important elements, like menus, located in an area very close to your ad, where the chance of accidental clicks is a lot more common. Advertisers that target mobile sites should therefore be more selective on the sites where they advertise on. If they notice that there is a large number of accidental clicks coming from a few websites only, then there is more than likely a problem with the way these sites are laid out.

 

But there is a percentage of clicks that aren’t accidental, but are rather downright fraudulent. Click fraud has one simple goal: to get paid for clicks sent to your site which don’t come from a legitimate visitor.

 

Tomorrow we will examine more closely some of the methods that you can use to rapidly detect and prevent click fraud before it starts to become a major problem for your business. This is something you should look into if you advertise online, whether you target mobile users or are simply targeting PC traffic, as with click fraud, you’re paying for visitors that are of no use to your business.

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The Future of Mobile Advertising: What Users Want

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The Future of Mobile Advertising: What Users Want


When dealing with digital marketing and advertising, it is important to pay attention to what consumers actually want to get. This will help marketers create ad campaigns that are more successful, as they’re more likely to be well received by their targeted audiences. Yesterday, we’ve seen that mobile advertising, in general, is very well received by users. As opposed to being bothered by it, mobile phone users see ads as a way to learn more about a certain product or service that may be of interest to them.

 

Mobile marketing is still an industry that is quite young. While internet usage has started to become extremely popular since the year 2000, smart phone usage gained in popularity only about 3 years ago, caused by the introduction of new web enabled mobile phones and data plans.

 

A study published by Market Watch in the beginning of the month has asked smart phone users what they would want to see in the future with regards to mobile marketing content. These were the most common answers given:

 

  • Receiving alerts by email, SMS or social media message when products that shoppers regularly use, or are planning to get become available in store, or are subject to a promotion, discount or price reduction.
  • Having the ability to pay for an item through their mobile phone and then pick up that item in store, thus simplifying the check out process and making shopping faster.
  • Better access to unbiased product information (user comments and reviews from experts and consumers alike).
  • Easier ways to compare prices, for example listing a product on a website and then showing how much it costs at different local stores or e-commerce sites.
  • Receiving loyalty points, discounts or special promotions when shopping for an item by mobile phone.
  • Faster and more reliable browsing experience. Websites that are specifically designed to be used on mobile devices, giving better text clarity and readability.
  • Development of a standard for mobile wallet services. While there are a few “mobile wallets” currently in service, they are still something relatively new and few brick and mortar merchants currently support payments made by scanning a mobile device.
  • Better access to coupons from their favorite stores and brands, which can then be scanned at the register like a normal coupon would.

 

These are the main comments received from users with regards to shopping from mobile phones. Business owners, both large and small, as well as independent marketers, affiliates and webmasters should take note of these and see whether they could implement something that would make life easier for shoppers who are using mobile devices.

 

Of course, there is no doubt about the fact that mobile shopping will evolve in the next couple of years and that new innovations will take place. But just like with many other industries, those who are the first to implement positive changes and innovative solutions are those who will profit from them the most.

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Mobile Phone Users Actually Like Mobile Advertising

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Mobile Phone Users Actually Like Mobile Advertising


Digital advertising can come in many formats, such as search ads, content ads, personalized social media ads, video ads that play before a user can access content, etc. Then, there’s mobile advertising.

 

One of the main issues of digital advertising is how well it’s received by the users. The questions are: do the users targeted by the ads welcome them, or oppose them. And more importantly, do they actually pay attention to the ads, or just do their best to ignore or skip over them. The last part is of great importance, as it’s not sufficient to just display an ad to a user, but a marketer also needs to create some engagement. This is one of the main reasons why pop up ads are in decline now, even though they were very popular about a decade ago. They had the effect of annoying users, who simply closed them without even looking. To take things even further, “popup blocker” tools and browser add ons have gained so much popularity that they’re now a regular feature in web browsers.

 

When it comes to mobile advertising, do users like the ads that they receive and do they pay attention to them? According to information from a study done by the Interactive Advertising Bureau in May of 2012, the majority of survey respondents (70 percent), saw mobile ads in a favorable light, viewing them as an invitation to learn more about a certain product, rather than an unwanted intrusion.

 

The survey also asked smart phone users what they used their phone for when they were shopping. 28% of respondents stated they used it to find out more about a product or service, 18% used a phone to look up store locations and 12% used a web enabled phone to compare the prices of certain items.

 

Even though their numbers are growing, there are still few mobile phone users who reported making purchases of non digital items on their mobile phone (5% of respondents).

 

What this shows is that, for now, users consider their smart phone to be a platform with which they look up information, rather than to make purchases on. They still prefer to buy most items from a retail location, or from a regular PC.

 

This means that marketers need to ensure that their brands and products are visible to mobile phone users. This can be accomplished by building a mobile friendly version of their website, by using advertising channels that target smart phone users, and if they have a physical retail location, by ensuring that their business can easily be found by someone who is out of their house and looking for either a specific business, or a product / service that they would need but don’t really know where they can find it.

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All Types of Online Advertising Have Seen Growth in 2011

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All Types of Online Advertising Have Seen Growth in 2011


In the United States alone, revenues for internet marketing have totaled more than $31.7 billion in 2011. This is seen as an increase of around 23 percent from 2010 and there have been a few reasons cited for this jump in growth. One of them is the increase of mobile marketing and advertising.

 

According to data from PricewaterhouseCoopers, online advertising revenues have gone up in a steady way all through the 2011 year, reaching a peek during the fourth quarter, at $8.97 billion in reported revenue. Many would be interested in seeing a breakdown of this revenue, to see where businesses have spent their online advertising dollars in 2011. Search related spend is still at the top, with 46.5 percent of all online ad revenue in 2011. Display advertising, such as on site ads, were in second place with 34.8 percent of advertising spend during the year. However, mobile advertising did play a sizable part, contributing just over 5 percent to total ad revenues. According to statistics collected during the year, mobile ad spending has reached $1.60 billion.

 

Even though mobile ad spending is still a relatively small part of the total ad spend that businesses put out, it is rapidly gaining ground and is expected to increase in the near future. The reasons behind this growth may seem pretty obvious. An increasing amount of consumers own internet enabled mobile devices, such as smart phones. Furthermore, a large amount of them are using the devices to either shop online, or to look for a brick and mortar business that they would want to visit.

 

For purchases made online, digitally delivered content of various sorts, such as games, music, wall paper graphics, adult entertainment content and ring tones are still very popular purchases made from mobile devices. However, the popular e-commerce sites are also reporting that there is a growing amount of consumers which are ordering goods directly from their smart phones.

 

There are many people who would be interested in knowing that mobile related ad spending is growing. First, there is the ad networks themselves, which are rapidly implementing mobile advertising solutions that are getting increasingly targeted. Advertisers are now able to select certain criteria to serve mobile ads, such as geographic area, type of mobile device used, demographics of the website being advertised on, etc. There are also ad networks and specialist marketing companies which are appearing on the market, who offer advertising and marketing solutions that are made to reach the mobile audience.

 

Businesses of all kinds, as well as affiliates that are promoting their products are also seeing an interest in mobile advertising solutions. By being among the first to develop a complete mobile marketing plan, they can stay ahead of the competition and attract those in their targeted market who are using mobile devices to browse the web. But in any case, businesses are still seeing the value offered by traditional online advertising channels, such as on page display and inclusion of their site in paid search results.

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