Thursday, August 21, 2014

Ever Wonder Why Consumers Don't Click on Mobile Ads?

Mobile users see a decent amount of ads: March 2014 polling by Nielsen for xAd and Telmetrics found that 70% of US adults who used smartphones, tablets or both had encountered mobile ads in the past month. Of course, getting an ad in front of a target doesn’t guarantee interaction, and the majority of mobile device users hadn’t clicked on an advertisement in the month leading up to polling. Smartphone owners were slightly more likely to click on a mobile ad, with 43% saying they had, compared with 37% of those with tablets. 

March 2014 research by Survey Sampling International (SSI) for Adobe found that the platform used to serve mobile ads also made a difference in interaction. While apps claim far more time spent with mobile, mobile device users in North America were more likely to click on mobile website ads. More than one-third had done so in the past three months, compared with 26% who had interacted with an in-app mobile ad. Mobile devices used by respondents in this study included ereaders, mobile phones, smartphones, tablets and wearable devices. 

State of Marketing Report 2014

Chief marketers are feeling a high degree of confidence about meeting their business goals: State Of Marketing 2014" report, 81 percent of CMOs said they believe their mandates for top-line revenue growth and market share are both realistic and attainable in the next 12 months.
According to the CMO Council’s eighth annual "

The study, which surveyed 525 CMO Council members globally and across various industries, also found chief marketers are planning to hire more folks in-house. Fifty-five percent of CMOs plan head-count additions and just 22 percent expect reductions. Additionally, 54 percent of marketing chiefs expect heftier marketing budgets than last year.

Wednesday, August 20, 2014

How to tackle mobile consumers

While social advertising might not be the perfect solution for all marketersit's likely that it could help your business reach AND convert mobile consumersso it's worth assessing if it's right for you.

Google's share is largely driven by mobile search adswhich it stronglyencourages desktop advertisers to buy.

Mobile is forcing down the search cost per clickas they cost lessand thenthere's the "Problemof mobile time spent in appswhere the Google searchfield is far less relevant and prevalent.

I will share that social advertising shouldn't be seen as a niche of mobileadvertising but should become your primary focus as you craft and iterate yourmobile strategy.

"Make social the center of my mobile strategyOur social infrastructure is focused on community management and customer support and our agencies are telling us it's all about mobile advertising and apps."

Massive third party and social graph segmentation Better data power lookalikesOff network conversion triggers Real identity over cookie matching Mobile remarketing on and off network A/B + multivariate testing of ad creative and landing pages Crossdevice reach and attribution App install and inapp deep linking Native ad formats Remarkable fullscreen takeover mobile landingpages/social rich media Etc.

If it's essential for your business to reach and convert mobile consumersyou better be using all the tools you have available to assess if social advertising is right for you.

Tuesday, August 19, 2014

Insights into Home Delivery Business of the Independent Neighbourhood Grocery Store (An AaramShop)

Home Order business is turning out to be very significant for the neighbourhood retailers. With double income families increasing, changing life styles, constraints of Cme that modern families are facing increasingly, parking woes in markets, more and more customers are seeking to use the order from home facility to ease their lives.

And the Neighbourhood Grocers and Chemists (pharmacies) are uniquely placed to be able to leverage the Home Order segment. They are located in close proximity to their customers, they employ low cost means of delivery that are almost impossible to match by big box retail, and they are able to respond with alacrity, faster than anybody in the grocery business, to the customer when she needs her household requirements. 

 We found that Home Orders of the stores are very significant. This of course has significant implications for brands from the following points:

a. How to influence the customer when she is planning her monthly purchase b. How to influence her when she is placing the order
c. How to influence her when she is getting the delivery

We found that 60% of the shops surveyed had more than 40% of their business coming from the Home Orders. Y-axis represents the % of business via home orders. 

This report is part of AaramShop's State of Online Grocery Shopping Report.

Please write to us if you are looking for a detailed Category Intelligence report from AaramShop.

Types of Customers

The great thing about experiential marketing is that it allows consumers to become active participants in the marketing effort and a brand gets to interact with the consumer directly, face-to-face.

A new stat says 78% of millennials are more inclined to become part of a brand if they experience the face-to-face interaction of experiential marketing.

There are three challenging experiential customers: the non-loyalist, the independent spirit, and the tastemakers.

The Non-Loyalist is already willing to interact experiential marketing opportunities, the only task left is to display why your brand is the best value, with out a doubt.