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BizReport : Research archives : August 25, 2011

Survey: Retailers like mobile, don't like click-thrus

Tablets and smartphones are flying off store shelves, consumers are increasing their data plans and spending more time consuming content via these devices. That means mobile is ripe for the advertising pick, right? Not so according to many marketers, who like the potential of mobile but don't like click-based mobile campaigns. Instead, these brands are looking for a new way to integrate mobile strategies.

by Kristina Knight

New data from Millenial Media indicates that mobile consumption rates continue to increase. Android based devices were responsible for more than 60% of ad impressions for Millenial Media's networks; Windows Phone 7 saw impressions increase 71% from June to July 2011 while Apple, HTC and HUAWEI devices doubles their impression share.

For retail brands though, the trend isn't just the impression.

Coming to the forefront for more than 80% of retail mobile brands, according to data from Pontiflex, is the sign-up based campaign. Rather than requiring consumers to click on an ad - an action that has been shown to be accidental in many cases - sign-up ads and campaigns require the shopper to actually sign up for email or social-based marketing efforts. The Pontiflex survey finds that over half of retail brands in mobile believe that email or social avenues are a bigger priority than simple clicking.

The strategy seems to be working. Early adopters of the technique, Lilly Pulitzer and Ouidad report large gains in the sizes of their social communities as well as their email list size. Ouidad saw a 140% ROI increase after implementing the email/social strategy.

As for the importance of a mobile strategy, new data from Bizrate Insights and Forrester Research forecasts that tablet adoption rates will increase at a 51% CAGR through 2015; nearly 80% of tablet owners also own a smartphone. While online via mobile devices most are shopping.

Tags: Forrester Research, m:commerce, Millennial Media, mobile commerce, mobile consumption, mobile marketing, Pontiflex

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