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BizReport : Email Marketing : December 14, 2011

RTB, ecommerce options may open more mobile wallets

New data finds consumers are spending with mobile content - magazines, newspapers, etc. - than they are with printed copies. That news will push more brands into the mobile space, to engage consumers with more content as well as shopping options. Two arrivals to the mobile scene should help advertisers and merchants better connect with mobiles.

by Kristina Knight

First, from Nexage, a private exchange which allows mobile publishers and developers to integrate sales channels to include direct sales. Built on the Nexage Exhange, a real-time bidding platform, it includes price floors, ad identification and blocking and optimized revenue performance.

"Nexage's private exchange gives our premium publisher and developer customers the ability to seize on the efficiencies and liquidity of the market, while controlling their operations in a way that best suits their needs," said Ernie Cormier, CEO and president of Nexage. "Mobile advertising is growing--and growing up fast--and we are proud to be taking the lead in launching the market's first mobile private exchange."

Next, a quick-checkout platform can be embedded into a merchant's mobile app. Called TapBuy, it stores customer data so that it can be easily used from merchant to merchant - as long as the merchants are using the platform. According to the company this functionality has increased conversions up to 15 times. It has been licensed by comparison shopping channel TheFind and can be used from their iPhone app.

Why worry about mobile check-out processes? Because of research from Knotice which notes email open and click rates are up more than 50%. As more people upgrade to smartphones, email apps are gaining more attention because they can check email from the car, the train, in the store, etc. Many of those messages are from online merchants; Experian CheetahMail reports email volume is up 20% Year over Year. Discount-based emails (50% off, for example) are up about 30%.

"Each year, email volume increases dramatically over the holidays and retailers are constantly refining their strategies to ensure their offers are top of mind with their subscribers. While discounting has been considerable, our customers are also sending more relevant and targeted content to their subscribers and in many cases have reduced email send volumes for 'bulk' emails year over year. The combination of great offers, great content, and mailing to engaged customers has yielded terrific results thus far," said Rachel Bergman, general manager, Experian CheetahMail.

By simplifying the check-out process for mobiles it should increase conversions.

Tags: ecommerce, ecommerce trends, email marketing, Experian CheetahMail, mobile marketing, Nexage, TapBuy

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