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AdReaction 2012 - Global Report: Marketing in the Mobile World
Research on Warc, Millward Brown, December 2012
Smartphone and tablet ownership, and time spent on mobile devices, are rocketing around the world. This report from Millward Brown reviews how individuals use and relate to smartphones and tablets, which are becoming increasingly central to our lives.
Smartphone and tablet ownership, and time spent on mobile devices, are rocketing around the world. This report from Millward Brown reviews how individuals use and relate to smartphones and tablets, which are becoming increasingly central to our lives. It shows that while most consumers will tolerate mobile marketing, few consumers are favourable towards it. However, by demonstrating greater respect for the platform and audience, attitudes can be improved. Employed correctly, mobile is highly effective at brand building and can play a number of diverse roles in the media mix. Best practice guidance for delivering effectively in the mobile world is also included.
Five tips for connecting with a branded app (Landor Perspectives 2012)
Richard Swain, WPP Atticus Awards, Highly Commended, 2012
This article suggests ways of using branded smartphone apps to connect with consumers. These include determining how the app can contribute to the brand's overall strategy, what the purpose of the app is and how to be certain the app is a believable extension of the brand.
This article suggests ways of using branded smartphone apps to connect with consumers. These include determining how the app can contribute to the brand's overall strategy, what the purpose of the app is and how to be certain the app is a believable extension of the brand. Advertisers are also advised to realise that a branded app is not just a tool to market a brand but a product that needs marketing itself. The article also warns that brands must think about the future and ensure that branded apps behave responsibly towards society.
How mobile is transforming Asian travel marketing
Low Lai Chow, Warc Exclusive, Web in Travel Conference, December 2012
The Web In Travel Conference 2012 in Singapore heard how mobile is transforming Asian travel marketing.
The Web In Travel Conference 2012 in Singapore heard how mobile is transforming Asian travel marketing. Anecdotal evidence, such as Japan Airlines' introduction of ten mobile apps, was backed up with a range of hard statistics. Almost a third of traffic to Travel.jp, a Japanese travel search engine, comes from mobile, while Google reported nearly a quarter of APAC-wide hotel queries came from mobile in Q2 2012. Japan is the fastest growing market in terms of mobile travel queries, up 136% year-on-year.
The social media report
Nielsen, State of the Media, 2012
This report examines the state of social media in the US in 2012, showing that social media continues to grow rapidly and has become an integral part of consumers' daily lives.
This report examines the state of social media in the US in 2012, showing that social media continues to grow rapidly and has become an integral part of consumers' daily lives. Its growth is being driven by the increased usage of smartphones and tablets and by the proliferation of new social media networks, as well as other websites adding social features or integration. Consumers' usage of social media is evolving with social TV, making TV-watching a more immediate and shared experience. In addition, nearly half of American consumers voice their satisfaction and complaints about brands and service providers via social media channels. Social media's impact on marketing is to amplify word-of-mouth, make consumers hyper-informed and allow for greater engagement and attention.
Decoding the digital wallet: Insights from MasterCard, Forrester and MediaVest USA
Geoffrey Precourt, Event Reports, ANA Mobile Marketing, November 2012
This report from the ANA Mobile Marketing Conference looks at three particular developments in mobile: the digital wallet; the use of mobile as a shopping tool; and using location data to improve services for shoppers.
This report from the ANA Mobile Marketing Conference looks at three particular developments in mobile: the digital wallet; the use of mobile as a shopping tool; and using location data to improve services for shoppers. MasterCard is having to reconsider not just a future without cash but very possibly one without plastic either. With mobile-enabled payments forecast to increase almost fourfold to more than $600 billion by the end of 2016, Mehmet Pasa said the company has worked to develop standards across all channels and devices in order to grab a share of that market for its PayPass Wallet. Denée Carrington of Forrester Research believed mobile point-of-sale purchase capability offers an attractive new category of payment for consumers and expects a huge uptick in proximity payments by 2017. Consequently, marketers will need to contend with digital-wallet innovations around offers and coupons, product information, open payment and loyalty rewards. Amanda Richman of MediaVest USA saw mobile as a relationship facilitator, with the challenge for brands being to distill a wealth of data into the building of enhanced consumer experiences. With half of all impressions reaching Americans on mobile devices, she suggested that where people are matters as much as who they are in terms of message development.
10 trends in mobile
James Fergusson, Warc Trends, December 2012, pp. 32-33
The explosion in popularity of the smartphone had led to an increase in the use of and desire for new services and apps.
The explosion in popularity of the smartphone had led to an increase in the use of and desire for new services and apps. Brands can capitalise by acknowledging and engaging with these 10 trends. They include the use of location-based services. If marketers look to Asia, they will see that almost 63% of Singaporeans are already using the feature. Now is the time for these services to come of age as consumers are realising that sharing their location offers some kind of reward in terms of a discount or deal. Another trend in mobile is in advertising that is relevant to the user's interests. Also, brands that can move beyond static information and fuse interactivity with entertainment will be rewarded with a greater affinity with consumers.
MMA LatAm & Hispanic Forum
Jonathan Carson, Nielsen, Mobile Marketing Association, November 2012
In this presentation to the Mobile Marketing Association forum in Latin America, Jonathan Carson from Nielsen offered statistics on mobile device ownership around the world, the uses of smartphones and more detailed usage data from the US.
In this presentation to the Mobile Marketing Association forum in Latin America, Jonathan Carson from Nielsen offered statistics on mobile device ownership around the world, the uses of smartphones and more detailed usage data from the US. Mobile is particularly important for American Hispanics, as demonstrated by data split by ethnic groups. Mobile phone ownership has also grown dramatically in Latin America, with further growth potential and it is possible mobile media will affect the LatAm media landscape beyond what has been achieved by PC-based internet access. Further detail about Latin American usage includes types of websites visited on smartphones, brands most accessed by mobile internet, and smartphone sales by operating system and device.
Tablets, mobile and apps - Global Media Trendbook 2012
Martha Stone, Research on Warc, World Newsmedia Network, 2012
The Global Digital Media Trendbook captures the trends in revenue and usage patterns for a variety of digital media and then analyses and projects the future of these digital media segments.
The Global Digital Media Trendbook captures the trends in revenue and usage patterns for a variety of digital media and then analyses and projects the future of these digital media segments. This chapter examines tablet and mobile device sales, alongside the development, sale and usage of apps. Tablet computers continue to become more mainstream, altering the way content is accessed and how it is designed for users. The outlook for e-reading, tablets and smartphone devices is robust for the foreseeable future and according to the data in this report, the tablet has the potential to become one of the most powerful channels of content distribution and monetisation.
The dawn of mobile influence: Discovering the value of mobile in retail
Deloitte, October 2012
This report forecasts smartphone ownership in the UK and considers the potential of this media for payments.
This report forecasts smartphone ownership in the UK and considers the potential of this media for payments. Advances in smartphone technology and unprecedented consumer adoption rates have pushed mobile to the forefront of many retailers' agendas. This UK survey assesses smartphone usage among consumers and the influence of mobile, excluding tablets, on in-store sales. Key findings include that 58% of today's UK consumers own a smartphone, and by 2020 an estimated 100% of UK consumers will own a smartphone. Smartphone ownership is forecast to grow to 81% by 2016. 64% of smartphone users today use their mobile to make payments or their bills. However only 1% if those surveyed had paid in store using their smartphone. Examples from Africa show that mobile payment has massive growth potential.
Interactivity and Out-of-Home
Kinetic Futures, October 2012
This article summarises the use of interactivity in out-of-home (OOH) or outdoor advertising and challenges advertisers to reconsider how they communicate outside of the home.
This article summarises the use of interactivity in out-of-home (OOH) or outdoor advertising and challenges advertisers to reconsider how they communicate outside of the home. Previously, OOH has predominantly been a one-way communication and evaluated largely upon reach of message, but providing for audience engagement will provide further benefits. Two forms of interactivity in this medium are through digital signage, which is interactive in itself, and through mobile devices, which allow for individual and personal connections. The specific implications for each method is considered in this article, as they address two different types of audiences.
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