Marketer Perceptions of Mobile Advertising – @iab


Brand marketer mobile budgets surged 142 percent between 2011 and 2013, according to IAB analysis of figures released in this new IAB study, produced by Ovum, which updates the landmark “Marketer Perceptions of Mobile Advertising” survey of 2011. This finding supports the prior study’s prediction that brand marketers’ mobile advertising budgets were on the uptick. In addition, the survey showed that the number of marketers who maintained annual mobile budgets exceeding $300,000 more than quadrupled, rising from merely 7 percent in 2011 to 32 percent this year.

  • This is the second survey based study that Ovum has produced for the IAB’s Mobile Marketing Center of Excellence, building on the first, ground breaking survey conducted in 2011. Both surveys were conducted among marketers at 300 US companies active in mobile advertising.
  • This 2013 iteration uses a fresh sample, provides a B2B and B2C perspective and introduces new questions, reflecting changes that have taken place in mobile advertising over the last two years.
  • The findings presented in this study provide a unique insight into mobile advertising from a buyer perspective, and the results are once again both positive and challenging.

5 Ways to Get the Most Out of Location-Based Marketing – vía @BNDarticles


Opportunity awaits when you’re in the right place at the right time. That’s the exact principle behind location-driven marketing.

Location-driven marketing uses a customer’s current location to send tailored mobile marketing promotions at the most opportune place and time. Its goal is to increase open rates and redemption rates, giving companies a better return on their mobile marketing investment.

Locaid, a Location-as-a-Service (LaaS) provider, recently launched Locaid Campaigns, a cloud-based location campaign management platform that offers location-driven marketing tools to help optimize a company’s mobile marketing return on investment (ROI).

Using Locaid, businesses have access to real-time, location-based marketing and consumer behavior intelligence that can help them send hyper-relevant offers, increase store traffic, analyze text message marketing and push campaigns, and more.

According to the news release, location-enabled advertising spending accounted for 8 percent of total mobile advertising expenditures in 2012. By 2017, it is expected to reach 33 percent. Yet, companies are struggling to optimize their ROI.

[Location-Based Mobile Marketing Soars]

 

http://www.businessnewsdaily.com/5139-location-based-mobile-marketing.html

Teens And Tech: Why Marketers Should Follow Their Lead – thnxz to @cmo_com


For teens, it’s cool to be connected—and connected a lot.
Vía CMO

by Dina Gerdeman Contributing Writer CMO.com
(Abstract)

A study released in March by Wikia and Ipsos MediaCT found that 100 percent of teenagers say they are online for at least an hour per day and nearly half—46 percent—said they are connected to the Web a whopping 10 or more hours per day.

Marketers may want to keep their fingers on the pulse of where teens are choosing to spend those 10 hours a day online because the technology wave young people are riding today could soon become the stuff of everyday life for the rest of us. Plus, the teenage market itself is huge; in the U.S. alone, consumers ages 12 to 17 spent more than $200 billion on products in 2011, according to the consulting firm Packaged Facts.

Full story > here <

“It’s important for marketers to understand what’s happening with this group because these are the future consumers,” said Joe Kessler, president of the Intelligence Group, in an interview with CMO.com. “The trends that emerge from what the youngest consumers are doing tend to spread to the broader population. We’ve got 10-year-olds and 15-year-olds who are the CTOs of their families. They are the influencers helping to educate their parents and grandparents about the use of social media, mobile devices, and other technology.”

So how are teens accessing the Internet and where are they hanging out online for those 10-plus hours a day?

ARTICLE HIGHLIGHTS:

  • The trends that emerge from what the youngest consumers are doing tend to spread to the broader population.
  • For teens, bolting to a new place is a very easy thing to do.
  • Marketers should consider the bigger picture of how teens spend time online since those habits could reveal future trends.

Full story > here <

How to get started in mobile marketing – thnxz to @qrcodepress


Mobile marketing has reached the point of explosion, and it is now perfectly clear to most marketers and businesses that taking part in it and using its techniques is no longer an option. It’s a necessity.

(Abstract)

To start, business owners must recognize that failing to begin a mobile strategy right now could be suicide.

The first step to getting started is to actually begin. It’s not enough to just know that you need to mobile optimize and start reaching out to smartphone and tablet users. You need to act. Just deciding isn’t going to make it happen. Begin to find out what types of approaches are available so that you can consider their implementation.

Full story >here<  🙂

Business owners should find an experienced, professional mobile marketer to help to build this strategy. 

Strategy must be discussed from the ground, up, and it should address the following components:

• Mobile web – optimization of the original website or the development of a new site designed specifically for the smaller screen.
• SMS (short message service) – also known as text messaging, which can send discounts, contests, and other promotions to consumers, regardless of whether they have smartphones or feature phones.
• Mobile ads – these are typically a hard sell, but in specific circumstances can be highly beneficial.
• QR codes – two dimensional barcodes help to bring the real world and mobile world together and are exceptionally inexpensive to create, implement, and use.
• Check-in apps – last year saw a skyrocketing use of these applications among users of smartphones.

Full story >here<  🙂

Global Mobile Advertising Revenues Surge 82.8% in 2012 – thnxz to @iab


Mobile advertising revenue continues to be dominated by the search segment, which represented 52.8 percent of total global mobile advertising revenue, or $4.7 USD (€3.6 billion EURO) in 2012, $2.5 billion in 2011(€1.9 billion). Display advertising accounted for 38.7 percent and messaging 8.5 percent.

The share by region of the global figure of $8.9 billion (€6.9 billion) for 2012 is:

  • Asia-Pacific: 40.2% ($3,558 million/€2,769 million)
  • North America: 39.8% ($3,525 million/€2,743 million)
  • Western Europe: 16.9% ($1,499 million/€1,167 million)
  • Central Europe: 1.3% ($112 million/€87 million)
  • Middle East & Africa: 1.2% ($109 million/€85 million)
  • Latin America: 0.6% ($50 million/€39 million)

descarga

Growth year-over-year was strong across the board, led by North America, which saw a 111 percent surge over 2011 figures. Western Europe also saw a major increase, 91 percent over the previous year. Other year-over-year upswings include:

  • Latin America: 71%
  • Central Europe: 69%
  • Middle-East and Africa: 68%
  • Asia-Pacific: 60%

“Mobile is coming into its own as a powerhouse advertising medium,” says Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, U.S. IAB. “Today’s advertising is happening in a world where ad campaigns can be planned and bought across global networks on multiple media, but the massive and continuing acceleration of mobile’s international impact provides new and exciting frontiers for content and communication.”

Full article? +INFO here!

Mobile Marketing Isn’t About Devices, It’s About Behavior – thnxz to @annabager


Vía adage.com

Marketers can’t remember this often enough: Mobile is not one screen or two screens. Or three screens (smartphone, tablet, and e-reader). Or four (ultrabook). Or five (phablet). Or six (fill in the blank with whatever connected device consumers will be flocking to next.)

Google Glass? The Apple iWatch? Mobile is a behavior. The only common thread uniting the vast and diverse mobile arena is that consumers are taking a connected device with them on the go. 

By: Anna Bager

(Abstract…)

Some of the most forward-thinking creatives and mobile leaders have begun to answer these questions, creating campaigns and products that demonstrate “liquid creativity,” mobile creative that flows like a liquid across devices and fits flexibly into the distinct opportunities each has available. IAB is featuring these people and their accomplishments  at our June 18 session at the Cannes Lions International Festival of Creativity entitled “Liquid Creativity: Secrets of the Mobile Superstars.”

(…) Full article? + INFO

Responsive design often comes up as an answer to liquid creativity. This is the idea that a web server can recognize the device in which it is supposed to render content, and make adjustments for qualities like screen size. But do we trust computers to make decisions about ad content? Do marketers still want to approve each permutation of an ad? Responsive design can disrupt long-held norms of digital advertising.

(…)

Flexibility is an pportunity. Marketers need to approach mobile not by device, but by their individual objectives. Select the ideal combination of right time, right environment and right consumer, and then incorporate whichever device or devices best serve the intention.

(…) Full article? + INFO

 

ABOUT THE AUTHOR

Anna Bager is Vice President and General Manager, Mobile Marketing Center of Excellence, IAB (Interactive Advertising Bureau).

‘HTML5 for Digital Advertising 1.0 : Guidance for Ad Designers & Creative Technologists’ – @iab


IAB Ad Operations Council and Mobile Marketing Center of Excellence Release ‘HTML5 for Digital Advertising 1.0’ for Public Comment

The “HTML5 for Digital Advertising 1.0” document flags challenges in adopting HTML5, as well as solutions for overcoming those hurdles. It features time and cost-savings guidance, an HTML5 wiki resource for designers and developers, and also addresses:

  • HTML5 display ads (non-rich media)
  • File and ad unit size, code and asset compression
  • In-banner video advertising and animation
  • Efficient ad creative packaging
  • Ad server compatibility communication recommendations

“With multi-screen advertising growing at such a continued rate and increasing in demand daily, it’s mandatory that we (as an industry) demonstrate how marketers can strategically and effectively bring HTML5 ad development into the mainstream,” said John Percival, Senior Creative Technologist, PointRoll, and member of the IAB HTML5 Working Group. “As new screens emerge, and people change the way they view and interact with content, advertisers will need a standard ad solution that’s ubiquitous in the ever-changing environment.”

“Flash-formatted ads are packaged for delivery to Flash players, and the end-to-end integration is seamless in this proprietary environment. In comparison, when deploying HTML5 ads, some manual packaging is necessary to guarantee superior and complete delivery, as well as a uniform ad experience,” said Steve Sullivan, Vice President, Ad Technology, IAB. “The shift from visual design to code-based design will increase companies’ operational overhead, which could potentially be magnified if publishers and ad developers lack a common framework for HTML5 ad optimization.”

“HTML5’s ability for seamless transition across a multitude of digital screens is a tremendous boon for the interactive advertising community,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “This guidance offers marketers, creative designers, publishers and other stakeholders in the digital ad ecosystem the practical knowledge required for effective ad creation and distribution.”

Download HTML5 document…
Leer más “‘HTML5 for Digital Advertising 1.0 : Guidance for Ad Designers & Creative Technologists’ – @iab”

Latest post | portent/blog.com | An Internet Marketing Company


Holiday Internet Marketing: Bring Joy to Your Q4

Once again we’re in make-or-break Q4—the time of year businesses worldwide prep (and hope) for a flood of holiday business. The time of year that can determine the difference between a going concern and concern whether you can keep going. Be it crafting a quality, attention-grabbing email campaign or optimizing a mobile marketing strategy, this […]

Continue Reading

The Dos and Don’ts for Google’s New Disavow Links Tool

For the first time in what might be ever, Google has followed Bing’s lead and announced a tool to disavow links. We asked (or demanded), and they listened! Cleverly named the Disavow Links tool, Google Webmaster Tools’ latest feature gives power back to webmasters and takes it away from spammers. Here are our tips for […]

Continue Reading

Steal This Product Listing Ads Dashboard Before Wednesday

If you’ve followed my blog musings in the last year or so at Portent, you’ll know that I’m a bit of a dashboard nut. My Perfect Google Analytics Dashboard post took off in ways I never imagined. (Thanks guys!) But here’s the thing: I was lying to you all – or misleading you, anyway. There […]

Continue Reading

Google AuthorRank: Heir to the Throne

A bold ruler ascends—going by the name Google AuthorRank – and his reign will be a long one. Because, in the very near future, information will take a back seat to who supplies it. We can no longer trust content – there’s just too much of it.  And many of “the facts” are flat-out wrong.  […]

Continue Reading

Facebook political update: Debates, spam and a polling slam

This post is part of a series on social media, Facebook data and the 2012 Presidential election. It updates Portent’s initial research. You can read the original report here. This year’s presidential race continues to be a great marketing study: The niche brand with a universe problem versus the hesitant big brand. After the debate […]

Continue Reading

Optimize Your New LinkedIn Company Page in 7 Steps

LinkedIn has finally rolled out the new company pages to everyone. Along with a bunch of little changes, there are a few major ones: The redesign itself, cover images, and the fact that company pages are now visible through the LinkedIn mobile and iPad apps. These hip new LinkedIn company pages are sort of like […]

Continue Reading

Guidelines, Standards & Best Practices – iab


Interactive Advertising Bureau -- Dedicated to the growth of interactive advertisingView the IAB Operating Agenda: Beyond Time and Space, a top-level objective of the IAB, guiding the creation of new initiatives and advancing existing endeavors.

The IAB addresses major issues in supply chain, measurement and simplifying the processes associated with buying, planning and creating interactive media.  Browse our work below.

Mobile

Un adecuado emarketing | vía ramoncano.com


Multinivel y Marketing Online
Blog de Consultoria de Multinivel y Negocios de Marketing Online

http://www.ramoncano.com | http://archive.aweber.com

12 pasos…

  1. Un adecuado emarketing – 2012-06-22 14:00:02-04
    {lang: ‘es’}Dada la versatilidad de potenciales clientes en Internet, el emarketing debe poseer un claro mensaje que indique a qué público está dirigida la venta de un bien o servicio. Es fundamental no solo saber a qué segmento de mercado apuntar sino también trasladar eso al contenido de cada promoción y publicidad. Tiempo perdido De […]
  2. La red social del marketing – 2012-06-25 14:00:49-04
    {lang: ‘es’}En Internet son muchas las redes sociales en las que se puede promocionar un producto o servicio, pero en la actualidad, la más eficiente ha demostrado ser G+, donde los usuarios realmente interactúan, recomiendan y la red de contactos se amplía totalmente. Cómo aprovechar la herramienta Para sacar el máximo beneficio del marketin en […]
  3. Cuidados con el mobile marketing – 2012-06-27 14:00:16-04
    {lang: ‘es’}Cuando hablamos de mobile marketing nos referimos al contacto personalizado con el cliente o potencial cliente a través del celular en sus diversas formas: MMS, SMS, Mail, links y otros. Una excelente oportunidad que requiere de mucha atención y ciertos cuidados para no perjudicar la imagen de la empresa. Puntos a tener en cuenta […]
  4. Hacer un correcto multinivel marketing – 2012-06-29 14:00:04-04 Leer más “Un adecuado emarketing | vía ramoncano.com”

¿Confían más las pymes en el Mobile Marketing?


techpuntocero.com

English: Survey on a mobile phone
English: Survey on a mobile phone (Photo credit: Wikipedia)


Inversión en nuevas tecnologías y pequeñas empresas, empiezan a dejar clara y publica su buena relación. Si hasta el momento veíamos como existían buenas intenciones y nada más que eso, de cara a este año 2012 muestran una firme decisión de invertir en aquellas áreas que creen más rentables.

Hasta ahora solo grandes compañías y marcas habían realizado grandes inversiones de dinero y tiempo en un mundo que se antojaba prometedor y muy nuevo. Según previsiones que realiza en uno de sus informes Ad-ology, las pequeñas compañías ha confirmado su intención de participar más en estrategias Social Media y Marketing On Line en general de cara a este año que acabamos de empezar.

El Marketing Móvil pasa a convencer más a este segmento empresarial, más de 20 % destinarán recursos en esta área, frente a 12 % del año anterior. Si lo comparamos con el mismo informe del año 2009, tan solo el 2% tenía intención de tomar alguna decisión en este sentido, impresionante.

El Móvil se siente más cercano.

Que el Móvil haya calado de forma más convincente entre el segmento empresarial más pequeño, pero más numeroso, puede deberse a la facilidad de entender el medio. En el universo Social Media, nos hemos esforzado en explicar: qué era, para que servía y cuál era o podía ser su alcance; en el marketing móvil, esto casi no ha sido necesario, todos somos usuarios de dispostivos móviles: particulares, empresarios, consumidores… sabemos como funciona, sabemos de la importancia y necesidad  en la comunicación móvil y lo vemos mucho más cercano y amigable. Leer más “¿Confían más las pymes en el Mobile Marketing?”

Social Media And The Growth Of Mobile Marketing [INFOGRAPHIC]


By Shea Bennett | AllTwitter | http://bit.ly/JqEg6I

 

Did you know that the mobile web is expected to reach nearly two billion users by 2015, which will outrank desktop usage?

Mobile is big, and it’s getting bigger. For marketers, this presents new challenges. While the gender split between mobile users is almost equal, men and women use their phones differently when it comes to shopping. Moreover, while more than a third of mobile users social network on their phones, the smaller screen size limits a brand’s effectiveness to display an ad, certainly in a way that will be welcomed by their target audience.

This won’t stop them from trying, though – mobile advertising is on track to pass $5 billion by 2015.

Ultimately, it could be money well spent – nearly one third of consumers cite mobile as their preferred shopping method. This infographic from Hightable takes a closer look at the power and growth of mobile marketing.

 

(Source: HightableSmartphone image via Shutterstock.)

“La Analítica Web es la brújula de todo negocio online”

Tristán Elósegui, es uno de los máximos exponentes en Analítica Web y Marketing Online de España. Sus respuestas dejan patente la necesidad de las empresas de medir los resultados conseguidos con su actividad en Internet para identificar los éxitos y “corregir los errores”.

Ligado al Marketing Online desde 1999, Tristán Elósegui ha sido testigo de la evolución constante de una disciplina donde, por su trabajo, consigue día a día situarse como un referente entre el gremio de profesionales de Internet. De esa etapa primitiva en la que “las cosas se aprendían sobre la marcha”, Elósegui participa activamente en un escenario plagado de herramientas que, utilizadas estratégicamente, son sinónimo de oportunidades de mejora para cualquier negocio online.


"La Analítica Web es la brújula de todo negocio online"

Tristán Elósegui, es uno de los máximos exponentes en Analítica Web y Marketing Online de España. Sus respuestas dejan patente la necesidad de las empresas de medir los resultados conseguidos con su actividad en Internet para identificar los éxitos y “corregir los errores”.

Ligado al Marketing Online desde 1999, Tristán Elósegui ha sido testigo de la evolución constante de una disciplina donde, por su trabajo, consigue día a día situarse como un referente entre el gremio de profesionales de Internet. De esa etapa primitiva en la que “las cosas se aprendían sobre la marcha”, Elósegui participa activamente en un escenario plagado de herramientas que, utilizadas estratégicamente, son sinónimo de oportunidades de mejora para cualquier negocio online.

Analítica Web: El poder de la medición de resultados en Internet >>> Leer más ““La Analítica Web es la brújula de todo negocio online””

Put Your Best Foot Forward With Mobile Barcode Best Practices

When one considers the current economic climate, there is little doubt we are becoming a global community defined by constant connectivity and ultra-convenience. Mobile devices are a major factor in this as they are now ubiquitous and one’s device fulfils a multitude of requirements, connecting them to a plethora of information and facilitating all types of interactions. Mobile marketing and more specifically, mobile barcodes play a pivotal role in this new world of enhanced communications and on-demand information.

As the IAB’s Mobile Buyer’s Guide points out, mobile barcodes are an important way of activating traditional media, furthermore they can help boost sales, increase customer engagement, build brand loyalty, and educate an audience. These small black and white squares, reminiscent of ink blots, represent a great opportunity for marketers to bring traditionally static marketing and advertising to life so brands can instantly engage with their target audience. For example, adding a mobile barcode to a print or outdoor advertisement, on pack or at shelf that links to a discount, sweepstakes or provides additional information on a product or service provides an opportunity for the brand to engage with their target consumers 24/7/365.


By Laura Marriott (@kanadawomaninus) | http://www.iab.net/iablog

When one considers the current economic climate, there is little doubt we are becoming a global community defined by constant connectivity and ultra-convenience. Mobile devices are a major factor in this as they are now ubiquitous and one’s device fulfils a multitude of requirements, connecting them to a plethora of information and facilitating all types of interactions. Mobile marketing custom barcodesand more specifically, mobile barcodes play a pivotal role in this new world of enhanced communications and on-demand information.

As the IAB’s Mobile Buyer’s Guide points out, mobile barcodes are an important way of activating traditional media, furthermore they can help boost sales, increase customer engagement, build brand loyalty, and educate an audience. These small black and white squares, reminiscent of ink blots, represent a great opportunity for marketers to bring traditionally static marketing and advertising to life so brands can instantly engage with their target audience. For example, adding a mobile barcode to a print or outdoor advertisement, on pack or at shelf that links to a discount, sweepstakes or provides additional information on a product or service provides an opportunity for the brand to engage with their target consumers 24/7/365.  Leer más “Put Your Best Foot Forward With Mobile Barcode Best Practices”

Which Facebook Deal is Best for your Company

Types of Facebook Deals:

Individual Facebook Deal – To claim this type of deal, users need to only check into a venue once. When the user checks in, they click “Claim Deal,” which changes their phone screen to say, “Show phone screen at register to redeem.” Any venue offering these giveaways should be sure that the staff is well-versed on how to fulfill the deal.

The individual deal is best for venues looking to attract new visitors. Each time a person redeems a deal, it’s posted to his/her Facebook wall, making your venue front and center for his/her 100-1,000 friends.

What to be aware of: Deals are new for most users, so messaging and staff training are a necessity. Also, a major challenge for new users of Facebook check-ins is that instead of waiting for their phone to auto-populate with nearby locations, they have the option to create their own venue if they can’t find yours. If they make their own, they’ll never see your official location or your deal.


At the dismay of my friends that are not engulfed in social media, I’ve been doing quite a bit of research into LBS programs and what works and doesn’t work with each one. For the past month, I’ve been looking into Facebook Places, more specifically its new Deals program.

If you’re not up to speed, Facebook enables companies to claim their venue so when smart phone users check-in, the location is tied back to the official Facebook page (see The San Diego Museum of Art for example).

Once a company has claimed its venue, the admin of the official page can create a Facebook Deal. The challenge of marketers is to decide “which type of deal is right for my brand?” I’ve come to find there are some loopholes in some of the deals that marketers should be aware of before deciding. Leer más “Which Facebook Deal is Best for your Company”