News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How mobile devices are changing engagement for brands
Before the 2013 holiday season, many experts said tablets and smartphones would have a huge impact on sales; however, the final results showed desktop purchasing remained in the driver's seat. But, while consumers may not be buying a lot from mobile devices they are consuming content. Here are the trends brands need to watch:
Kristina: What trends are you seeing in the tablet space?
Josh Koppel, Co-Founder and Chief Creative Officer, ScrollMotion: It's a mixed bag out there, but generally speaking, enterprises are struggling with how to best take advantage of tablet capabilities. Some are failing: tablets are wasted as email devices or displays for static content like PDFs. Others are discovering the true power of tablets, and our building interactive apps that fundamentally change how they do business. I'm impressed with how our own customers understand the impact of interactivity and are re-imaging how they sell, how they communicate with their own employees, how they train people. I've seen PowerPoint libraries that would put the best of us to sleep be transformed into highly engaging content that crisply communicates complex concepts, informs and inspires. It's truly amazing.
Kristina: How are mobile devices, specifically tablets, changing the way brands and customers communicate?
Josh: [One] impact I've seen is how the users themselves respond to our apps. One of our customers is a leading professional services firm employing experts with 30+ years of experience. I expected to see a lot of resistance, as these people have been working with clients using the same techniques for longer than many of us have been alive. To the contrary, they embraced their apps with great enthusiasm--calling on more clients per week than ever before, eager to show off their new content. And as importantly, they were able to engage clients like never before, closing business with shorter sales cycles. And, they feel really cool.
Kristina: Do you believe mobile devices will begin to take some share from PCs this year?
Josh: While sales for tablet and smartphone devices decreased slightly during the holiday season, the market for mobile devices remains bullish. According to the latest figures from Gartner, PC shipments declined 8.4 percent in 2013 while tablet shipments increased 53.4 percent over the past year. We expect this trend to continue in 2014. I believe this growth is understated; the confluence of enterprises gaining a better understanding on how to use tablets with the rapidly evolving improvements in technology will drive faster adoption as a competitive weapon.
More from Josh and ScrollMotion tomorrow, including his top 3 tips to improve mobile conversions.
Image via Shutterstock
- Demandbase: What won't happen in 2015
- Ecommerce Roundup: Shoppers findings leads on social media
- Report: Analysis high on B2Bers New Year List
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...