Revenue Climbs Dramatically for Mobile and Social Media

Mobile Marketing Revenue Climbs Dramatically for Mobile and Social MediaOn Monday, PQ Media – a provider of global media econometrics and emerging media research – published new data showing that total U.S. mobile & social media revenue — including consumer and business access, content, advertising and marketing — increased 30.2% to $45.38 billion in 2011.

PQ Media found that mobile and social media revenue rose at a compound annual growth rate of 28.7% from 2006-2011, and is expected to grow at an accelerating 30.8% annual rate in 2012.

Together, mobile & social media accounted for 4.1% of overall communications industry revenue in 2011, up from only 1.3% in 2006. Eleven of the 44 mobile & social media revenue streams exceeded $1 billion in 2011, and 23 will do so by the end of 2016, according to the report.

The findings were published in the PQ Media U.S. Mobile & Social Media Forecast 2012-16.

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Harnessing mobile trends, technology and tips from industry giants

By Kalie Kimball-Malone of Mobile Commerce Daily

Retail sales across the marketplace have been slumping, but mobile sales are on the rise. More searches are being made from mobile devices, more purchases are being made on the go, and more people are comfortable with sharing their location to get good deals.

So what does that mean for marketers? What are the mobile technologies and services to keep an eye on? And what is the best way for your brand to buck the national dip in sales, and ride the rising tide of mobile commerce?

Get inspiration for your 2012 mobile marketing by looking at some of the hot new trends, cool technologies and companies on the cutting edge.

 

Moving target
Whether or not you are prepared, your customers are on the go, and they are ready to spend. The indicators are staggering: this Thanksgiving, PayPal saw a 500 percent increase in mobile payment over the previous year, while Google saw a 220 percent spike in mobile shopping searches in 2011.

Smart marketers are going to take advantage of these numbers, and fast. They know that customers need to find their brands and products with mobile devices, and they know that those customers will expect both a streamlined mobile experience and incentives to visit nearby retail outlets.

That is why search, location marketing, and mobile commerce will be increasingly relevant to retail businesses in 2012.

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Why now is the time to optimize for mobile

By Dash Teter

Despite mobile being everywhere you turn these days, with soaring usage and engagement rates, mobile advertising revenue continues to lag significantly behind desktop display. Why is there such a mismatch?
There are many possible reasons why mobile ad revenue lags mobile adoption.

First off, many mobile sites are not up to par, so consumers abandon them. A recent survey found that 80 percent of users would abandon a mobile site if the experience was not up to par. 

When a consumer abandons, it also means that she is not buying.

However, these are basic challenges and should not be predictive of the future of mobile advertising.

 

Call to click
Mobile engagement rates are only going to continue to rise and many advertisers could tap into this huge opportunity with something as simple as optimizing their landing pages for mobile devices.

According to data from Nielsen’s Mobile Insights study from July 2011, smartphone market penetration nationwide has reached 40 percent and shows no signs of stopping. 

With mobile phones reaching 97 percent of U.S. residents and the Internet reaching merely 78 percent, the smartphone is an even better place than typical Internet browsing to reach your consumer.

Mobile users are sophisticated and have come to expect well-targeted advertising, with a high quality user experience.

Advertisers now have the ability to reach their audience anywhere they go, but they must follow through with a mobile-optimized user experience to fully capitalize on these valuable impressions.

After all, what good is well-targeted advertising when the post-click experience is lacking?

WITH THE UBIQUITY of mobile phones, in general, and the large and growing penetration of smartphones, mobile campaigns are one of the best places to focus your campaigns and advertising dollars.

But do not forget to have creative and landing pages that are mobile-optimized so that your click-through and conversion rates properly reflect the effect of these valuable impressions.

Dash Teter is director of analytics at LiveIntent, New York. Reach him at dash@liveintent.com.

Consumers Don’t Like Shopping Via Branded Apps

Companies have long felt the pressure to develop apps for customers carrying tablets and smartphones, but according to a new study consumers show a greater preference — by up to 20 times — for browsing the Web to shop rather than using branded apps.

The findings, by mobile and social media merchandising firmZmags revealed that only 4% of consumers prefer to shop using mobile apps, while 87% prefer websites and mobile sites. However, another 87% of consumers prefer to browse and buy from websites via PCs or laptops, followed by only 14% that would opt to shop via mobile websites on their smartphones and 9% with their tablets. The survey was conducted by Equation Research, which polled 1,500 male and female consumers over the age of 18 who own a computer, smartphone and/or tablet.

That’s not to say that tablet owners don’t feel comfortable making purchases from their devices. In fact, nearly nine out of 10 tablet owners did some of their holiday shopping this year, spending about $325. In addition, nearly half of owners said they expect to shop even more on their devices this year.

While tablet shopping is gaining ground across various retail categories, consumers are starting to show category-specific device preferences. For example, 53% of shoppers for electronics said they often use a tablet to make a purchase, followed by toys (39%), clothing (37%) and travel (26%).

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