Posts Tagged ‘mobile’
Studies: digital, particularly cellular, driving trillions in offline retail spending
The $354 billion in 2016 e-commerce gross sales is small potatoes in contrast with offline retail spending: over $four.5 trillion in response to US authorities figures. However what’s additionally bigger than e-commerce is offline spending influenced by the web — between $1 and $2+ trillion, relying on the estimate. Based on a brand new…
Read More7 key components to a winning mobile marketing budget in 2017
Now that 2017 is here, it’s time to start planning your mobile strategy for the year. If you think mobile success is about landing pages and app install ads, I have some news for you: In 2017, your mobile marketing strategy will have to include a lot more than just an advertising plan for your…
Read MoreIndividualization: Mobile marketing’s next step
Throughout my column this year, a few topics have come up again and again. Most notably, I’ve discussed the Mobile Engagement Crisis — the idea that marketers are failing to connect with users, despite spending a huge amount of resources on winning them over in the first place. Yes, they’re getting the initial download. But getting…
Read MoreSEO in 2017: Mobile optimization as a competitive advantage
In 2016, the inevitable happened, and mobile overtook desktop as the primary device used to access websites. This didn’t come as a huge surprise because, as far back as 2015, Google reported that more searches were conducted on mobile than on any other device category. In many industries, this may be conservative and, at the agency I…
Read MoreCross-device ad tech: How to vet potential partners providing this critical stack element
CMOs are charged with managing a brand’s relationship with consumers, but the CMO’s most tangible relationships are more likely with the partners and service providers that comprise their full tech stack. Building, selecting, integrating and managing the right tech is the first step in understanding and interfacing with consumers. At best, both the advertising and…
Read More51% of US adults have bought something online via their cellphones [Pew data]
It’s no secret that the cellphone has had a huge impact on commerce — whether online or in-store. More than three years ago, we were writing about “showrooming” — when consumers research products in-store but buy online — and more recently we’ve talked about “webrooming” — the flip side of that. The latest e-commerce report…
Read MoreShould you create device-specific PPC campaigns?
On February 6, 2013, Google announced Enhanced Campaigns, coupling devices together to encourage (nod nod wink wink) the development of mobile-first campaigns. Bing, of course, followed suit soon after. The PPC world at large was not pleased. I think I speak for many of my peers when I say we’re a group that relishes precise control. While…
Read MoreFinally going mobile-friendly, but on a collision course with Google’s mobile-first index [Case Study]
This fall was packed with announcements about Google’s mobile-first index. First, Gary Illyes gave a keynote at Pubcon and dropped a bomb that Google intended to roll out a mobile-first index in the near future. Sure, Google had been hinting about the mobile-first index for a while, but now we had real information from a…
Read MoreReport: 91 percent would use abandoned apps again if disliked issues addressed
Mobile apps command about 60 percent of digital media time according to comScore’s 2016 Mobile App Report. However that time is concentrated in a relatively small number of top apps that people use regularly. App discovery and retention have become a high-stakes game for publishers, brands and retailers. Evidence of this is the fact that…
Read MoreGoogle’s shift to mobile-first: mobile moments that matter
Kashin / Shutterstock.com Eric Schmidt predicted that sales of smartphones would surpass PCs more than six years ago, as the then-Google CEO prepared the world for the “mobile-first” culture at the Mobile World Congress in 2010. Fast forward to today, and we’re witnessing the birth of a new mobile era where consumers interact and convert in…
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