The document summarizes key findings from research on current and future trends in mobile marketing and measurement. The main points are:
1) A majority (87%) of marketers plan to increase emphasis on mobile in 2013 due to growing belief in the channel's potential.
2) Mobile measurement is new for many marketers, with over half having little experience. Measuring mobile ad effectiveness is a key challenge.
3) While apps and mobile sites are common tactics, integrated mobile strategies are less developed. Location data use is also emerging.
4) Data is helping marketers see opportunity in mobile, with 53% planning increased spending based on metrics.
5) Looking ahead, marketers will
Mobile marketing and measurement snapshot by John Barnes - Incisive Create Mo...Incisive Create
The document summarizes key findings from research on the current state of mobile marketing and measurement. Some of the main findings include:
- 87% of marketers plan to increase emphasis on mobile in 2013 due to growing belief in the channel.
- While most plan to increase emphasis, mobile measurement is new for many, with over half being novice or inexperienced.
- Opportunity exists for brands to create more customer-centric apps that provide utility and inspire repeat use.
- Measuring mobile ad effectiveness is the top challenge faced by marketers.
Big Data and Mobile Analytics - MMA SF Jan13jenveese
This document summarizes Jennifer Veesenmeyer's presentation on leveraging big data in mobile marketing. The presentation covers 7 deadly sins of mobile analytics, 5 table stakes for mobile analytics, and big data ideas for mobile marketing including using multichannel CRM data, location data, and social data. The presentation provides examples of how location and CRM data can be used to target customers, test coupons, and integrate mobile with other channels. It emphasizes getting the right analytics tools, metrics, process and integration plan in place to avoid common mistakes in mobile analytics.
The Waterfall Quick6 LookBook provides an insider’s perspective into how mobile fits into a retail communication strategy so that companies can execute successfully.
This document discusses how to simplify mobile media planning and buying by overcoming the inherent complexities. It identifies that dedicated Mobile Demand Side Platforms can dramatically reduce workload for agencies by eliminating manual processes. These platforms allow agencies to plan, book, execute and optimize mobile campaigns through a single interface in real-time. The emergence of these platforms marks an end to large inefficiencies that have prevented many agencies from considering mobile as a viable advertising channel.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Gone are the days when it was enough to build solutions that handled one specific problem. Organizations must work from a new, contemporary baseline to build out their mobile strategy.
An appropriate Enterprise Mobility Strategy is one that is holistic in nature, meaning that it includes the business and technology as well as governance aspects of mobility.
We lay out a comprehensive set of criteria so that you can establish and manage a complete mobile strategy.
Making the Pieces Fit: Marketing, Technology and the Expanding WebBluespire Marketing
What credit union marketers and IT professionals can look forward to learning:
- How your credit union can use the Web as an online marketing platform
- The very latest in interactive marketing trends (and the underlying technology driving them), including search engine marketing, email and social media marketing, and audience targeting
- Lessons from credit union and other regulated industry marketers who are embracing new trends and testing limits
- The industry standards driving the interactive landscape in the financial services industry
Mobile marketing and measurement snapshot by John Barnes - Incisive Create Mo...Incisive Create
The document summarizes key findings from research on the current state of mobile marketing and measurement. Some of the main findings include:
- 87% of marketers plan to increase emphasis on mobile in 2013 due to growing belief in the channel.
- While most plan to increase emphasis, mobile measurement is new for many, with over half being novice or inexperienced.
- Opportunity exists for brands to create more customer-centric apps that provide utility and inspire repeat use.
- Measuring mobile ad effectiveness is the top challenge faced by marketers.
Big Data and Mobile Analytics - MMA SF Jan13jenveese
This document summarizes Jennifer Veesenmeyer's presentation on leveraging big data in mobile marketing. The presentation covers 7 deadly sins of mobile analytics, 5 table stakes for mobile analytics, and big data ideas for mobile marketing including using multichannel CRM data, location data, and social data. The presentation provides examples of how location and CRM data can be used to target customers, test coupons, and integrate mobile with other channels. It emphasizes getting the right analytics tools, metrics, process and integration plan in place to avoid common mistakes in mobile analytics.
The Waterfall Quick6 LookBook provides an insider’s perspective into how mobile fits into a retail communication strategy so that companies can execute successfully.
This document discusses how to simplify mobile media planning and buying by overcoming the inherent complexities. It identifies that dedicated Mobile Demand Side Platforms can dramatically reduce workload for agencies by eliminating manual processes. These platforms allow agencies to plan, book, execute and optimize mobile campaigns through a single interface in real-time. The emergence of these platforms marks an end to large inefficiencies that have prevented many agencies from considering mobile as a viable advertising channel.
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Gone are the days when it was enough to build solutions that handled one specific problem. Organizations must work from a new, contemporary baseline to build out their mobile strategy.
An appropriate Enterprise Mobility Strategy is one that is holistic in nature, meaning that it includes the business and technology as well as governance aspects of mobility.
We lay out a comprehensive set of criteria so that you can establish and manage a complete mobile strategy.
Making the Pieces Fit: Marketing, Technology and the Expanding WebBluespire Marketing
What credit union marketers and IT professionals can look forward to learning:
- How your credit union can use the Web as an online marketing platform
- The very latest in interactive marketing trends (and the underlying technology driving them), including search engine marketing, email and social media marketing, and audience targeting
- Lessons from credit union and other regulated industry marketers who are embracing new trends and testing limits
- The industry standards driving the interactive landscape in the financial services industry
Recruiting for Quick Serve Restaurants via Mobile MarketingPurplegator
The document discusses how mobile technology has changed recruiting and advertising strategies. It outlines how mobile platforms allow for precise targeting of job candidates based on their location, demographics, interests and behaviors rather than broad geographic targeting. The company presented provides end-to-end mobile advertising solutions for recruitment campaigns, including ad design, media placement, optimization and reporting to help clients efficiently reach qualified candidates.
White paper # 2 mobile performance marketing in 10 steps Kwanko
This document provides an overview of mobile performance marketing campaigns in 10 steps. It first discusses the growth of mobile advertising and key performance indicators. The performance model is then examined, noting that it allows advertisers to only pay for results. Various distribution levers for mobile performance campaigns are explored, such as display, search, social media, and native ads. Commission models like CPC, CPA, CPL are also covered. The document concludes by outlining the 10 steps to running a successful mobile performance marketing campaign, including setting goals, choosing partners and levers, campaign duration, and monitoring.
Periscopix and Google are partnering to discuss opportunities in mobile search and performance. The presentation covers trends showing rapid growth in mobile internet and device usage, and how to optimize websites, campaigns and measurement for the mobile environment through testing, analytics and multi-channel attribution modeling. Proper implementation across search, display and mobile sites can help drive both online and offline sales and conversions.
Econsultancy and ethology: Digital Marketing Strategy for the Three ScreensMike Corak
From inspiration to conversion and beyond, discover how each type of screen in a consumer’s life is playing a different role, & what marketers need to know to best connect. Learn how a consumer behavior varies by screen and understand the implications that should be reflected in your audience-focused digital marketing strategy.
content marketing, content strategy, digital marketing strategy, econsultancy, ethology, mike corak, mobile marketing, social media strategy
The document summarizes key findings from a study of global chief marketing officers. Some of the main findings include:
- CMOs feel underprepared in the areas of data, social media, and customer alignment.
- Understanding individual customers is still less prioritized than traditional market research and strategies.
- CMOs plan to increase use of social media and mobile but invest less in customer listening technologies.
- Developing social media policies is a higher priority in Benelux than measuring ROI of digital technologies.
- More work needs to be done internally in Benelux to ensure employees embrace and live the corporate brand character.
- By 2015, ROI is expected to be the leading measure of
This document discusses the impact of technology on the future of marketing. It notes that while marketing fundamentals have not changed, technology has transformed the practice of marketing as dollars increasingly migrate online. Most companies have increased their online marketing spending in recent years. However, marketers face challenges in obtaining an integrated view of customers across online touchpoints and interpreting the resulting data. To address this, the document recommends that marketers adopt technology-enabled collaboration, multichannel marketing, and personalization to deliver optimized customer experiences and drive revenue.
Dm arts d1-workshop-steffen ehrhardt-google-innovations in displayDigital Marketing Arts
The document discusses innovations in online display advertising, highlighting trends like the growth of mobile and the importance of contextual targeting to reach the right audiences with the right messages. It promotes Google's display advertising solutions like Interest Categories and remarketing as ways for advertisers to better target and measure their campaigns across different formats and devices.
Developing a Successful Mobile Strategy ap iv2Pete Morano
Presented at the American Press Institute's "Mobile Media: Opportunities on the Move" conference July 18-19 in Washington, DC.
Pete's talk discussed the inevitability of adopting a mobile strategy for your business. A successful mobile strategy must have reaching your customers and your market as its central goal (and this doesn't necessarily require developing a native application). Pete shared several important elements to consider when developing a mobile strategy, including methods for connecting with a mobile audience, effective audience engagement, mobile platform differences and the impact this can have on market reach.
As applications continue to migrate toward the web, mobile devices are becoming inextricably linked with our everyday lives. According to The Mobile Internet Report released by Morgan Stanley, within five years, more users will connect to the web via mobile devices than desktop computers.
This document provides an overview of key topics in mobile marketing across Asia-Pacific in 3 parts and 6 sections. It covers the transformational impact of mobile on consumers and brands, trends and opportunities across the region, and highlights award-winning mobile marketing campaigns. Experts discuss mobile as a strategic imperative, the importance of location data and measurement, and how mobile is changing advertising, content consumption and the customer experience. The document is a valuable resource for understanding developments and best practices in mobile marketing across Asia-Pacific.
We have built our company around our clients by taking the time to personalize their social media campaigns to fit their needs. We are a full-service firm offering Facebook, Twitter, YouTube and other social media outlets to ensure your business maximizes its reach via multiple channels.
Web Design in Malaysia
This document summarizes a presentation for print management organizations about offering intelligent 1-to-1 print marketing solutions through MarketLink Systems. It discusses trends driving demand for more personalized marketing across channels. MarketLink helps organizations improve revenue and margins by integrating print marketing with digital channels and analytics. Adopting these solutions allows print providers to protect existing client relationships and capture new revenue in the growing market for personalized print marketing.
The document presents the findings of a survey of over 1,300 marketers on their mobile marketing strategies and effectiveness, including that few track customer mobile adoption, speed and efficiency are top priorities, and mobile works best when integrated with other tactics.
"Social Media and IT - What IT Needs to Know" - Lotusphere 2012Mark Heid
This document discusses how social media is impacting marketing and IT. It notes that social media compresses information relevance and speed, forcing businesses to re-examine processes like sourcing, sales, and customer service. The majority of CMOs feel underprepared to manage social media's effects. Understanding customers through interaction, attitudinal, descriptive, and behavioral data from both traditional and social media channels is key. When developing a social media strategy, businesses must determine the right balance of offense and defense and properly organize ownership of various social media tools.
Marketing Profs - Mobile Marketing Success StoriesSionne Roberts
This document discusses 19 case studies of companies that have found success using mobile marketing tools like SMS, mobile websites, mobile ads, and Bluetooth marketing. It covers 11 business-to-consumer examples that show how mobile can help build customer relationships, catch prospects, manage customer response, and reach hard-to-reach audiences. It also shares 8 business-to-business examples of using mobile to attract leads, increase event engagement, and boost reach through expanded services. Overall, the case studies provide ideas for how various companies have effectively leveraged mobile marketing.
Research: online ads efficiency, influence of purchase intentMitya Voskresensky
Online video ads were once much more effective at increasing brand awareness than other formats, but this advantage has diminished over time. However, online video still drives purchase intent more than rich media or simple flash ads. While awareness for video has declined as its novelty wears off, purchase intent from video ads continues to rise. Custom video ads targeted towards specific audiences can be even more effective at influencing purchasing decisions compared to repurposed television ads.
This document discusses how print management organizations can offer intelligent 1-to-1 print marketing through MarketLink Systems to improve revenue and margins. It describes how MarketLink allows organizations to bridge print and digital marketing by using data to personalize print campaigns. The document also notes that if print management organizations do not adopt these solutions, their clients may seek other vendors that can provide digital capabilities.
How to build sustainable revenue from digital media 2014 john barnes John Barnes
The document discusses strategies for generating sustainable digital revenue for publishers. It describes the publisher's evolution from a print-first model to a multi-screen strategy focused on engaging audiences across devices. Key points discussed include tracking users across devices using identifiers like MD5 hashes; using data to understand user behaviors and build custom audiences; generating automatic personalized emails; and monetizing audiences through programmatic advertising and private exchanges. The publisher's system called Scout allows them to combine audience engagement data with revenue metrics to improve retention and customer lifetime value.
Google Analytics Training: Optimizing Mobile ContentFunMobility
If you’re looking for a fast-paced crash course in Google Analytics training, consider us your very own mobile marketing Mister Miyagi. This free webinar offers a quick & simple approach for setting up your content for optimal attribution of activity & performance across your entire campaign.
How do you attribute activity to mobile content that can be accessed anywhere?
How do you optimize marketing spend for in-store mobile engagement?
Where do you need to update message and creative for better results?
See exactly what your marketing dollars are buying you in terms of audience & engagement, and adjust your creative, messaging, and budget allocation accordingly.
Fully integrated into the NX suite, AnalyzerNX
Digital WorkSpace NX includes the Mobile Edition: reflecting the trend of taking knowledge and expertise from the field of digital marketing and ecommerce and applying
it to the mobile world.
Recruiting for Quick Serve Restaurants via Mobile MarketingPurplegator
The document discusses how mobile technology has changed recruiting and advertising strategies. It outlines how mobile platforms allow for precise targeting of job candidates based on their location, demographics, interests and behaviors rather than broad geographic targeting. The company presented provides end-to-end mobile advertising solutions for recruitment campaigns, including ad design, media placement, optimization and reporting to help clients efficiently reach qualified candidates.
White paper # 2 mobile performance marketing in 10 steps Kwanko
This document provides an overview of mobile performance marketing campaigns in 10 steps. It first discusses the growth of mobile advertising and key performance indicators. The performance model is then examined, noting that it allows advertisers to only pay for results. Various distribution levers for mobile performance campaigns are explored, such as display, search, social media, and native ads. Commission models like CPC, CPA, CPL are also covered. The document concludes by outlining the 10 steps to running a successful mobile performance marketing campaign, including setting goals, choosing partners and levers, campaign duration, and monitoring.
Periscopix and Google are partnering to discuss opportunities in mobile search and performance. The presentation covers trends showing rapid growth in mobile internet and device usage, and how to optimize websites, campaigns and measurement for the mobile environment through testing, analytics and multi-channel attribution modeling. Proper implementation across search, display and mobile sites can help drive both online and offline sales and conversions.
Econsultancy and ethology: Digital Marketing Strategy for the Three ScreensMike Corak
From inspiration to conversion and beyond, discover how each type of screen in a consumer’s life is playing a different role, & what marketers need to know to best connect. Learn how a consumer behavior varies by screen and understand the implications that should be reflected in your audience-focused digital marketing strategy.
content marketing, content strategy, digital marketing strategy, econsultancy, ethology, mike corak, mobile marketing, social media strategy
The document summarizes key findings from a study of global chief marketing officers. Some of the main findings include:
- CMOs feel underprepared in the areas of data, social media, and customer alignment.
- Understanding individual customers is still less prioritized than traditional market research and strategies.
- CMOs plan to increase use of social media and mobile but invest less in customer listening technologies.
- Developing social media policies is a higher priority in Benelux than measuring ROI of digital technologies.
- More work needs to be done internally in Benelux to ensure employees embrace and live the corporate brand character.
- By 2015, ROI is expected to be the leading measure of
This document discusses the impact of technology on the future of marketing. It notes that while marketing fundamentals have not changed, technology has transformed the practice of marketing as dollars increasingly migrate online. Most companies have increased their online marketing spending in recent years. However, marketers face challenges in obtaining an integrated view of customers across online touchpoints and interpreting the resulting data. To address this, the document recommends that marketers adopt technology-enabled collaboration, multichannel marketing, and personalization to deliver optimized customer experiences and drive revenue.
Dm arts d1-workshop-steffen ehrhardt-google-innovations in displayDigital Marketing Arts
The document discusses innovations in online display advertising, highlighting trends like the growth of mobile and the importance of contextual targeting to reach the right audiences with the right messages. It promotes Google's display advertising solutions like Interest Categories and remarketing as ways for advertisers to better target and measure their campaigns across different formats and devices.
Developing a Successful Mobile Strategy ap iv2Pete Morano
Presented at the American Press Institute's "Mobile Media: Opportunities on the Move" conference July 18-19 in Washington, DC.
Pete's talk discussed the inevitability of adopting a mobile strategy for your business. A successful mobile strategy must have reaching your customers and your market as its central goal (and this doesn't necessarily require developing a native application). Pete shared several important elements to consider when developing a mobile strategy, including methods for connecting with a mobile audience, effective audience engagement, mobile platform differences and the impact this can have on market reach.
As applications continue to migrate toward the web, mobile devices are becoming inextricably linked with our everyday lives. According to The Mobile Internet Report released by Morgan Stanley, within five years, more users will connect to the web via mobile devices than desktop computers.
This document provides an overview of key topics in mobile marketing across Asia-Pacific in 3 parts and 6 sections. It covers the transformational impact of mobile on consumers and brands, trends and opportunities across the region, and highlights award-winning mobile marketing campaigns. Experts discuss mobile as a strategic imperative, the importance of location data and measurement, and how mobile is changing advertising, content consumption and the customer experience. The document is a valuable resource for understanding developments and best practices in mobile marketing across Asia-Pacific.
We have built our company around our clients by taking the time to personalize their social media campaigns to fit their needs. We are a full-service firm offering Facebook, Twitter, YouTube and other social media outlets to ensure your business maximizes its reach via multiple channels.
Web Design in Malaysia
This document summarizes a presentation for print management organizations about offering intelligent 1-to-1 print marketing solutions through MarketLink Systems. It discusses trends driving demand for more personalized marketing across channels. MarketLink helps organizations improve revenue and margins by integrating print marketing with digital channels and analytics. Adopting these solutions allows print providers to protect existing client relationships and capture new revenue in the growing market for personalized print marketing.
The document presents the findings of a survey of over 1,300 marketers on their mobile marketing strategies and effectiveness, including that few track customer mobile adoption, speed and efficiency are top priorities, and mobile works best when integrated with other tactics.
"Social Media and IT - What IT Needs to Know" - Lotusphere 2012Mark Heid
This document discusses how social media is impacting marketing and IT. It notes that social media compresses information relevance and speed, forcing businesses to re-examine processes like sourcing, sales, and customer service. The majority of CMOs feel underprepared to manage social media's effects. Understanding customers through interaction, attitudinal, descriptive, and behavioral data from both traditional and social media channels is key. When developing a social media strategy, businesses must determine the right balance of offense and defense and properly organize ownership of various social media tools.
Marketing Profs - Mobile Marketing Success StoriesSionne Roberts
This document discusses 19 case studies of companies that have found success using mobile marketing tools like SMS, mobile websites, mobile ads, and Bluetooth marketing. It covers 11 business-to-consumer examples that show how mobile can help build customer relationships, catch prospects, manage customer response, and reach hard-to-reach audiences. It also shares 8 business-to-business examples of using mobile to attract leads, increase event engagement, and boost reach through expanded services. Overall, the case studies provide ideas for how various companies have effectively leveraged mobile marketing.
Research: online ads efficiency, influence of purchase intentMitya Voskresensky
Online video ads were once much more effective at increasing brand awareness than other formats, but this advantage has diminished over time. However, online video still drives purchase intent more than rich media or simple flash ads. While awareness for video has declined as its novelty wears off, purchase intent from video ads continues to rise. Custom video ads targeted towards specific audiences can be even more effective at influencing purchasing decisions compared to repurposed television ads.
This document discusses how print management organizations can offer intelligent 1-to-1 print marketing through MarketLink Systems to improve revenue and margins. It describes how MarketLink allows organizations to bridge print and digital marketing by using data to personalize print campaigns. The document also notes that if print management organizations do not adopt these solutions, their clients may seek other vendors that can provide digital capabilities.
How to build sustainable revenue from digital media 2014 john barnes John Barnes
The document discusses strategies for generating sustainable digital revenue for publishers. It describes the publisher's evolution from a print-first model to a multi-screen strategy focused on engaging audiences across devices. Key points discussed include tracking users across devices using identifiers like MD5 hashes; using data to understand user behaviors and build custom audiences; generating automatic personalized emails; and monetizing audiences through programmatic advertising and private exchanges. The publisher's system called Scout allows them to combine audience engagement data with revenue metrics to improve retention and customer lifetime value.
Google Analytics Training: Optimizing Mobile ContentFunMobility
If you’re looking for a fast-paced crash course in Google Analytics training, consider us your very own mobile marketing Mister Miyagi. This free webinar offers a quick & simple approach for setting up your content for optimal attribution of activity & performance across your entire campaign.
How do you attribute activity to mobile content that can be accessed anywhere?
How do you optimize marketing spend for in-store mobile engagement?
Where do you need to update message and creative for better results?
See exactly what your marketing dollars are buying you in terms of audience & engagement, and adjust your creative, messaging, and budget allocation accordingly.
Fully integrated into the NX suite, AnalyzerNX
Digital WorkSpace NX includes the Mobile Edition: reflecting the trend of taking knowledge and expertise from the field of digital marketing and ecommerce and applying
it to the mobile world.
An overview presentation regarding mobile trends, mobile advertising, the TopSpot approach to mobile analytics, and the future of responsive usability & design.
The February 2014 Mobile Analytics Report provides insight into mobile data subscribers’ daily usage patterns and the impact this behavior has on operators’ networks.
Findings from the report address topics such as mobile advertising and social networking, mobile network usage by content type and time of day, mobile games, mobile health and quantitative examples of measured mobile data experience.
The document discusses strategies for leading without formal authority. It suggests leading by asking questions to understand various perspectives, embrace responsibility and share lessons learned. It also recommends leading by answering "why" questions to provide insight and inspire others. Additionally, it advises leading with enthusiasm as emotions are contagious, and people are drawn to passionate leaders who raise energy levels and rally others around a shared vision, even without a formal position of authority.
Internet of Things (IoT) - We Are at the Tip of An IcebergDr. Mazlan Abbas
You are likely benefitting from The Internet of Things (IoT) today, whether or not you’re familiar with the term. If your phone automatically connects to your car radio, or if you have a smartwatch counting your steps, congratulations! You have adopted one small piece of a very large IoT pie, even if you haven't adopted the name yet.
IoT may sound like a business buzzword, but in reality, it’s a real technological revolution that will impact everything we do. It's the next IT Tsunami of new possibility that is destined to change the face of technology, as we know it. IoT is the interconnectivity between things using wireless communication technology (each with their own unique identifiers) to connect objects, locations, animals, or people to the Internet, thus allowing for the direct transmission of and seamless sharing of data.
IoT represents a massive wave of technical innovation. Highly valuable companies will be built and new ecosystems will emerge from bridging the offline world with the online into one gigantic new network. Our limited understanding of the possibilities hinders our ability to see future applications for any new technology. Mainstream adoption of desktop computers and the Internet didn’t take hold until they became affordable and usable. When that occurred, fantastic and creative new innovation ensued. We are on the cusp of that tipping point with the Internet of Things.
IoT matters because it will create new industries, new companies, new jobs, and new economic growth. It will transform existing segments of our economy: retail, farming, industrial, logistics, cities, and the environment. It will turn your smartphone into the command center for the both digital and physical objects in your life. You will live and work smarter, not harder – and what we are seeing now is only the tip of the iceberg.
Enterprise Mobility Solutions: Enterprise operations on the moveSoftweb Solutions
The concept of mobility, the adoption and trends of mobility amongst the enterprises, the benefits acquired from implementing enterprise mobility solutions, and what advantages can be obtained from mobile solutions in the future by the businesses – are explained comprehensively in this White Paper.
Forrester Research mobile analyst Melissa Parrish takes you on a guided tour of how brand marketers are going from experimentation to executing high-impact, rich media mobile marketing campaigns.
El estudio "AdReaction 2012: Marketing in the Mobile World" llevado a cabo por Millward Brown y Dynamic Logic en noviembre de 2012 destaca la influencia de los anuncios de televisión en usuarios de dispositivos móviles a la hora de realizar búsquedas, descargar aplicaciones y visitar webs de empresas.
Making and Marketing Mobile Apps - Time Inc. 2012Rachel Pasqua
The document summarizes the key steps in the mobile app lifecycle from ideation through post-launch marketing. It discusses how two developers came up with the idea for an RSS reader app after identifying limitations in existing apps. It then outlines how they validated the market need, designed the app through documentation of business and functional requirements, and tested a beta version with friends matching the target audience.
This document summarizes 10 key online marketing trends for 2010 based on a survey of 155 marketers. The trends include: 1) Marketing budgets and focus continuing to shift online. 2) Marketers working harder to keep email relevant. 3) Search remaining an important channel but growing in complexity. 4) Increased use of website targeting and personalization. 5) Proliferation and adoption of emerging online channels like mobile and social media. 6) Mobile marketing growing in significance. 7) Increased use of social media marketing. 8) Efforts to unify web analytics across channels. 9) Adoption of on-demand marketing solutions to overcome IT bottlenecks. 10) Personas becoming a mainstream tactic.
The document discusses the importance of establishing a mobile governance program to maximize the return on investment in a company's mobile strategy. It defines mobile governance as creating defined processes, roles, and standards to execute a mobile strategy. The key components of an effective mobile governance program include developing strategies and standards around mobile strategy, portfolio management, project management, design, development, security, and tools/services. Establishing these governance practices helps align mobile initiatives with business goals, improves consistency, and increases measurable outcomes like employee productivity and revenue growth.
The State of Mobile Apps 2012: A Survey of Enterprise Plans Kony, Inc.
MGI Research conducted a survey of over 200 organizations around the world to paint a holistic view of the current state and the future of mobile apps. This document outlines the summary of the results.
Mobile advertising matters because half of brands still have no mobile strategy as smartphone usage increases. A successful mobile strategy involves four steps: planning the audience and goals, creating engaging mobile content, marketing the mobile assets, and analyzing campaign performance using analytics tools. Marketers are finding mobile success with social calls to action, full-page ads, and contextual ads.
The mobile technology has completely transformed business work processes worldwide and the key to mobile success for any organization is building a strategic mobile practice that allocates user requirements, business goals, and growing mobile technology.
Best Practices for Reaching and Engaging Your Mobile AudienceOrigami Logic
How Top Brands Measure and Optimize Mobile Ads Campaigns:
Today’s marketers have embraced mobile advertising, and the landscape continues to evolve at a rapid pace. Changes in human behavior, and the explosion of mobile-specific technologies, audience targeting techniques, and mobile content channels have made it difficult for brands to build an effective mobile strategy.
Join Origami Logic and Tim Hayden to learn how to:
- Boost Customer Engagement: Ensure that your mobile web and app are cohesive and user-friendly, with built-in capabilities to track performance and high value customer attributes.
- Succeed with Mobile Advertising: Use mobile audience insights and the newest mobile advertising technologies to augment your cross-channel campaigns.
- Measure Mobile Performance: Build a comprehensive view across paid, owned and earned mobile efforts to act on mobile opportunities quickly and effectively.
About Tim Hayden
Tim has two decades of experience in leading high growth technology firms and marketing agencies. Before Brain+Trust Partners, he was head of marketing at Zignal Labs, head of the Mobile program at Edelman Digital in North America, and has been a founder of agencies and technology ventures serving as a catalyst for transformational change in some of the world’s leading brands.
The document discusses enterprise mobility strategies and best practices. It notes that mobility adoption is increasing and will account for 10-12% of IT spending by 2020. Enterprise mobility can transform businesses by creating new revenue channels and improving productivity. However, risks like technology obsolescence must be managed. The document recommends developing a comprehensive mobility strategy aligned with business goals and priorities. It also suggests establishing a center of excellence and partnering with specialists to effectively implement mobility solutions.
Velti is a large mobile marketing and advertising technology provider operating in 35 countries with over 600 employees. The document discusses how retailers are increasingly using mobile apps and websites for marketing but often without an overall strategy. It then summarizes Velti's services for enabling data-driven mobile marketing, including planning, executing, and optimizing campaigns across media channels and measuring results. Finally, it provides a case study of how Velti helped Argos interact with over 3 million customers per month through mobile notifications and segmentation.
An Insider's Guide to Mobile AdvertisingOrigami Logic
This document provides an overview of best practices for mobile advertising. It discusses:
- Leveraging mobile within cross-channel campaigns by taking advantage of mobile's unique targeting capabilities.
- Capturing mobile audiences at scale by advertising on top apps with high traffic volumes or through highly targeted campaigns.
- Enhancing relevance through location-based targeting using methods like geofencing, shopping apps, and location-aware apps.
- Driving conversions through the top four social media channels for mobile - Facebook, Snapchat, Instagram, and Pinterest.
- Creating engaging mobile ad experiences through native ad formats that match the layout of app content.
- Improving organic mobile search traffic by optimizing mobile website speed
Enabling your Enterprise Mobility to tap New Growth OpportunitiesNIIT Technologies
Enterprise Mobility is a powerful tool that promises to bridge the gap between business and IT and truly make IT a business enabler by providing the capability to tap new opportunitie
Choosing the right mobility strategy is key for enterprises to leverage the latest technology trend and stay competitive. More often enterprise tend to either prolong the decision on mobility strategy or adopt a short sighted approach. The rapid evolution of mobile technology and its proliferation into enterprises is unprecedented, which led to many misconceptions in the mind of enterprise IT. This document clarifies the misconceptions enterprises have in mobility strategy.
Mobile coaching provides a new way for sales organizations to provide on-demand, situation-specific coaching to mobile employees through their smart phones and tablets. It allows companies to optimize sales leader performance and reduce coaching expenses by 20% or more by extending strategic coaching into the field. A demonstration of the My Mobile Coach platform showed how it can deliver customized, short coaching tips, videos, and feedback surveys directly to salespeople on their mobile devices.
Location technology provides context about consumers that can be used to customize their experiences. Emerging technologies allow predicting consumer behavior in real-time and delivering highly relevant content across devices. A unified platform is needed that can collect, analyze, and act on location data to connect with consumers in meaningful "mobile moments".
Mobile strategies should focus on achieving business objectives by engaging audiences in relevant ways. It is important to consider the entire customer journey across channels and how mobile can interconnect. To maximize success, brands should pick the right platforms for their audiences, focus on usability, leverage ubiquity, offer uniquely personal experiences, embrace social aspects of mobile, and ensure their mobile presence is easy to find. Effective planning, tracking, creativity and testing are also critical to leveraging the mobile channel.
Mobile strategies should focus on achieving business objectives by engaging audiences in relevant ways. It is important to consider the entire customer journey across channels and how mobile can interconnect. Effective mobile apps and sites are usable, ubiquitous, personal, social, and easy to find. They provide value to the user and are tailored for the platform. Tracking performance allows optimization to maximize success.
RETAIL: The Power of Personalizing The Mobile ExerienceVideoBeet.TV
In questa ricerca i retailers identificano i 3 punti prioritari per una strategia di personalizzazione mobile: informazioni sui nuovi prodotti, disponibilità e prezzo.
Il sondaggio chiamato: The Power Of Personalizing The Mobile Experience, è una guida per i retailer che intendono sviluppare strategie di personalizzazione vincenti.
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2. Contents
1 Executive summary
2 Intro to research
3 Current mobile landscape
4 Future of mobile marketing & measurement
5 Respondent demographics
Google Confidential and Proprietary 2
3. Executive summary of research findings
Savvy organizations starting to
A majority of marketers move faster in mobile, gaining
(87%) are planning to more expertise integrating social
increase emphasis on / location data with mobile and
mobile during 2013, belief measuring across channels. For
in channel is rapidly growing example, 26% of brands are
stronger. already customizing mobile
experiences based on location
While a majority are planning to data.
increase emphasis, mobile
measurement is new for
many: more than half (59%) of
marketers are either novice or While mobile advertising remains
completely inexperienced. a challenge to measure, this is
solvable by assigning specific,
measurable mobile
conversions to campaigns in
Opportunity for brands to create order to better understand ROI
apps which will be used from mobile and unlock the value
repeatedly and provide a high of the channel.
level of utility. Many brands still
focused on branded or content-
driven apps which are not
necessarily customer-centric.
Google Confidential and Proprietary 3
4. Intro to research
Mobile is changing marketing, and brands need to
quickly move mobile from experimental tactic to a
practice area that takes center-stage.
Industry indicators are increasing: from apps
created (600,000+ on Google Play alone) to
revenue generated for entrepreneurs (projected:
$46 billion by 2016 according to ABI Research).
We believe mobile marketing and measurement
need to be an integral part of every brand’s
strategy, not an afterthought.
That’s why Google Analytics teamed up with ClickZ
to research marketers globally – across all types
and sizes of organizations – to understand today’s
mobile marketing and measurement landscape and
where it’s headed next.
Sources Google, ABI Research Google Confidential and Proprietary 4
6. Current State of Mobile
Mobile-optimized sites are still the most used tactic
Mobile initiatives brands
have developed:
50%optimized sites
36%
strategies
35% 34%
applications
advertising
campaigns
Many brands approaching mobile tactically,
or in silos from other digital efforts.
Opportunity exists for brands to develop
strategies and integrate execution with
other tactics.
Research question: Which of the following mobile initiatives have you developed? (check all that apply)
Google Confidential and Proprietary 6
Data based on 2318 respondents.
7. Current State of Mobile
Integrating mobile technology is still new territory
How brands use mobile to improve local
Not yet using any mobile
integration services / technologies 53%
Personalization of content based
on location
26%
Customized advertising messages 21%
Integrating location with social data 19%
more than
50%
of brands are not
Specials or offers based on
proximity
Other 3%
18%
yet integrating mobile
technologies or services
Research question: How are you using mobile services / technologies to provide a better local experience? (check all that apply)
Google Confidential and Proprietary 7
Data based on 2318 respondents.
8. Current State of Mobile
Branded & content make up ½ of apps created
Types of mobile apps marketers have built:
Branded apps: 27% Two types of apps: branded
and content together make up
Content apps: 23% 50% of the total apps
marketers are creating.
Service / support apps: 21%
This is likely due to simplicity to
Social apps: 12% develop, however brands
should also explore utility-
Entertainment / gaming-
related apps: 9% focused applications that
provide a benefit to consumers
Loyalty apps: 8% and inspire repeat use.
Research question: If you've built a mobile app, which types of apps have you built? (check all that apply)
Google Confidential and Proprietary 8
Data based on 2318 respondents.
9. Current State of Mobile
17% target a non-mobile experience in mobile ads
Where marketers currently spend mobile advertising budgets:
Brand advertising and awareness
dominates mobile advertising with
45% spending a majority of their
budget here. A surprising 17% of
mobile advertising is targeting a non-
mobile site or experience.
These two indicators point to
opportunity for marketers to
establish mobile conversion goals in
addition to awareness, as well as
provide a mobile-optimized
experience for all mobile ads.
Research question: If you're engaged in mobile advertising, on what do you spend a majority of your advertising budget?
Google Confidential and Proprietary 9
Data based on subset of 1471 survey respondents who participate in mobile advertising.
10. Current State of Mobile
Fluency in measuring mobile apps is an emerging skill
Extremely
6% Sophisticated
we’re not really sure where to start with
mobile app measurement
12% Advanced we’re starting to measure apps and
are just learning
23% Intermediate we measure our apps but feel like we're not
seeing the whole picture
36% Novice we measure apps in a comprehensive
manner but the data is in a silo
23% No understanding we measure our mobile apps
integrated with other initiatives
Research question: Rate your sophistication of using mobile analytics to measure a mobile app.
Google Confidential and Proprietary 10
Data based on 2318 respondents.
11. Current State of Mobile
Marketers want to measure full app lifecycle
Metrics that matter to marketers:
71%
Engagement /
56%
Revenue generated
51%
Advertising metrics
revenue generated from in-app or
usage of apps from apps spent on acquisition
55%
Insights into app
38%
Cross-device
32%
Crash reporting /
marketplaces tracking troubleshoot
information
& downloads
of apps
Research question: What mobile metrics are important when choosing a mobile app analytics solution? (check all that apply)
Google Confidential and Proprietary 11
Data based on 2318 respondents.
12. Current State of Mobile
Top mobile measurement challenges faced
Measuring mobile ad effectiveness
39% Measuring ad effectiveness is
the number one challenge for
Measuring mobile consumption of content marketers in mobile, and
presents an opportunity for
27% brands to ensure they are
following a best practices
Measuring mobile websites approach to mobile ads: such
as ensuring ads are campaign-
19% tagged properly and
establishing mobile conversions.
Measuring mobile apps
15%
Research question: What is your largest mobile measurement challenge at the moment?
Google Confidential and Proprietary 12
Data from 1806 survey respondents who face challenges with mobile measurement.
13. Current State of Mobile
Reporting mobile results is new for many
How marketers report mobile site & app metrics
present a measurement dashboard to
17% stakeholders tracking a holistic set of metrics
18% have a dashboard, but would like it to be more robust
25% share successes as they happen, but lack formalized dashboard
don’t yet report on / are not yet
42% accountable for mobile metrics
Although 42% of marketers aren’t yet accountable for mobile metrics, an
encouraging 1/3rd of marketers are already sharing internal dashboards to
prove mobile marketing accountability.
Research question: How do you report / share mobile site or app metrics?
Google Confidential and Proprietary 13
Data based on 2318 respondents.
14. Current State of Mobile
Integrating mobile technology is still new territory
How brands use mobile to improve local
Not yet using any mobile
integration services / technologies 53%
Personalization of content based
on location
26%
Customized advertising messages 21%
Integrating location with social data 19%
more than
50%
of brands are not
Specials or offers based on
proximity
Other 3%
18%
yet integrating mobile
technologies or services
Research question: How are you using mobile services / technologies to provide a better local experience? (check all that apply)
Google Confidential and Proprietary 14
Data based on 2318 respondents.
15. A glimpse into where we’re going in the future
Google Confidential and Proprietary 15
16. The Future: What’s Next For Mobile
A new digital divide is emerging between
Those fluent in the ability to
take advantage of mobile
through effective data-driven decisions.
Those still marketing to a
static, wired world.
Google Confidential and Proprietary 16
17. The Future: What’s Next For Mobile
87%
of marketers are planning to
increase their emphasis in mobile
for the next year.
Research question: How do you forecast your emphasis on mobile marketing / measuring mobile change in the next year?
Google Confidential and Proprietary 17
Data based on 2182 respondents.
18. The Future: What’s Next For Mobile
More than ½ of marketers focusing on sites, but a broad
mix of tactics is planned
Planned mobile marketing tactics next year
Create a phone
and/or tablet Integrate mobile Engage in mobile Developing a Marketing a
optimized website with social advertising mobile app mobile app
52% 49% 48%
41% 39%
Research question: What mobile marketing tactics do you intend to implement in the next year? (choose all that apply
Google Confidential and Proprietary 18
Data based on 2182 respondents
19. The Future: What’s Next For Mobile
Data is helping marketers decide: 53% of marketers who analyzed
mobile metrics say there is a lot of opportunity in mobile and plan to
increase spending.
Increase spending Keep the same Decrease spending We’re not yet
focusing any
spending on mobile
there is a lot of opportunity we’re already allocating we’re not seeing
here the right amount any value
53% 20% 1% 26%
Research question: Based on what you've learned from your mobile analytics, how do you plan to change your budget on mobile marketing in next year?
Google Confidential and Proprietary 19
Data based on 2182 respondents.
20. The Future: What’s Next For Mobile
Tools and technologies are sought more than talent:
68% plan to increase technology and ad investments, 32% in talent.
Planned areas of focus for marketers
Increase Increase amount Hire / outsource Hire / outsource
additional
investment in spent on mobile additional marketing /
technology advertising developer talent analyst talent
38% 30% 18% 14%
Research question: If you plan to increase budget dedicated to mobile, in what areas do you plan to focus?
Google Confidential and Proprietary 20
Data based on 1671 respondents planning to increase emphasis on mobile
22. Demographics
Respondent level in organization
CMO
VP
Associate
2%
coordinator 4%
10% Marketing Manager
28%
Director 13%
17%
Analyst 26% Owner/Chief
executive officer
Research question: Which of the following best describes your level in your organization?
Google Confidential and Proprietary 22
Data based on 2318 respondents.
23. Demographics
Digital specializations (besides mobile) also
practiced by respondents
75%
71% SEO /SEM
49% Social Media
34% Website
Marketing
Video Testing
44% 60%
16%
Viral 39% Display Email
Marketing Mobile Advertising Marketing
Marketing
Research question: Which digital marketing specializations do you practice? (check all that apply)
Google Confidential and Proprietary 23
Data based on 2318 respondents.
24. Demographics
Survey respondents’ mobile apps / marketing efforts fall
into the following industries
Technology Retail Media/ Travel
entertainment
14% 14% 6%
11%
Business (B2B)
30% Finance
5%
Public Sector
3%
Food/Drink
3%
Research question: Which vertical does your application or mobile marketing best fall into?
Google Confidential and Proprietary 24
Data based on 2318 respondents.
25. Demographics
Size of the 2318 brands researched (employees)
1381
387
176 153 143
26% 78
0 -100 100 - 500 1,000 - 5,000 10,000+ 500 - 1,000 5,000 - 10,000
Research question: How many employees are at your company?
Google Confidential and Proprietary 25
Data based on 2318 respondents.
26. Connect with Google Analytics & ClickZ for the latest
research, trends and tips on analytics
Blog: analytics.blogspot.com Blog: ClickZ.com
G+: +GoogleAnalytics G+: +ClickZ
Twitter: @GoogleAnalytics Twitter: @ClickZ
John Barnes
E: john.barnes@incisivemedia.com
T: +44 (0)20 7316 9007
Twitter: @johnmnbarnes
Google Confidential and Proprietary 26
Editor's Notes
Good afternoon.My name is Tara Walpert Levy and I lead our Ads Marketing team at Google. It’s funny; I’ve spent most of my career in television and if you had told me five years ago, even three years, ago, how integral the web would become to how we consume video, I wouldn’t have believed it. I mean, back then, even just a few years ago, you couldn’t reliably load a multimedia page much less an episode of Modern Family.Many of you in this audience may have been a little quicker to catch on than I was. And most of you at this point likely believe that the revolution that is taking place in media – and in video in particular -- means you have new opportunities to build even stronger relationships with your or your client’s customers. The question of the day – at least it’s the question I wake up with most mornings -- is how. Right now, I’m sure many of you feel like you’re constantly working to make what you do work for the web. Insert example What we really want to do at Google is to make the web work for you. So over the next 20 minutes, I’m going to share how we think about making online video work for you from a marketer’s perspective.
With mobile trending up and to the right, marketers cannot take a “check the box” mentality to mobile. Not with all mobile metrics: from apps created (600,000+ on Google Play alone) to revenue generated for entrepreneurs (projected: $46 billion by 2016 according to ABI Research). Mobile needs to be fleshed out as part of everyone’s strategy. That’s why Google Analytics has teamed up with ClickZ to understand the current mobile marketing and measurement landscape, and where it’s going next.
Marketers are overall still new to mobile marketing initiatives, with varying levels of experience. Mobile marketers with experience across tactics have an edge over their peers, who mostly have not been involved in more than one type of mobile initiative yet.
If you've built a mobile app, which types of apps have you built? (check all that apply)
NOTES: visualize a divide in this slide (perhaps with a Google- colored rift in the screen between these two areas.1 Including pay-per-download, in-app purchase, subscriptions and in-app advertising.Source: ABI research, eMarketer.com, comscore, Flurry, Gartner, IHS Screen Digest, internet search.
Marketers are planning a mix of mobile tactics in the next year, with more than half (52%) planning the creation of mobile-optimized sites. Developing apps still lags behind, indicating continued opportunity to create a highly-adopted app and be ahead of the curve.
A “mobile divide” is emerging between the 73% marketers embracing mobile marketing and the 26% who don’t yet focus spending here.
Marketers are projected to focus spends on tools and advertising as opposed to talent, with 68% of marketers planning to increase spending there (and just 32% planning to increase spends on human resources).