Thursday, 22 November 2012

CMO Council finds mobile growing among b2b marketers

CMO Council finds mobile growing among b2b marketers
Kate Maddox
November 5, 2012
The majority of b2b marketers have implemented, or are in the process of developing, mobile strategies to engage with customers and prospects—although they still face significant challenges with the platform, according to a study released last month by the Chief Marketing Officer Council.
The study, “Engage at Every Stage,” was based on an online survey of more than 250 b2b marketers, conducted between April and August. It found that 16% of b2b marketers now have a formal strategy for using mobile as a significant channel of customer engagement and 54% are developing such a strategy. Twenty-eight percent of marketers do not have a formal strategy, and 2% were not sure if their companies have such a strategy or are planning to implement one.
Asked how mobile fits into their current marketing mix and media planning, 46% said they are reviewing and evaluating the role
of mobile while 40% are making sure their websites and content are optimized for mobile-device access. Of the marketers responding, 32% said they are allocating more of their budgets to mobile apps and mobile channels of engagement.
When asked how satisfied they are with their progress in accessing and leveraging the mobile channel, 43% of marketers responding said they are not satisfied, 37% said they are still evaluating performance, 14% said they are satisfied and 6% said they are unsure.
“Mobile is an enormously impactful channel for differentiating a brand and creating much closer and more dependable relationships with customers, suppliers and the entire value chain,” said Donovan Neale-May, executive director of the CMO Council.
“The biggest issue is that people are not looking at mobile in a holistic way relative to the customer experience. Most people look at mobile as a way to deliver advertising, coupons and deals, and are not looking at meaningful consumption habits or how mobile is being used for sales, pricing comparisons, product procurement and other activities.”
B2b marketers’ top mobile marketing activities include: notifying and informing customers (51%), delivering content and services (43%), promoting and advertising their brands or special offers (37%), and supporting customer care and handling (23%).
“There’s a whole plethora of areas to use mobile: rewards, loyalty programs, program management—all those components,” Neale-May said. “You can do behavioral-based rewards, take surveys or get customers to buy, refer or advocate. Every aspect of consumer behavior can be rewarded and tracked in the mobile channel.”
For those respondents that have tested or used mobile advertising, the leading channels include: social media (69%), search (54%), news and information (40%), and reviews and evaluations (22%).
When asked how they would rate the success of their mobile advertising efforts, 27% said “good”; 26% said “inconsistent”; 24% said “moderate”; 15% said “not sure”; 4% said “poor”; and only 4% said “very effective.”
“I struggle with the advertising model,” Neale-May said. “Certainly advertising or branded
entertainment can be embedded into activities and events, such as game-playing. As mobile broadband picks up, there will be more rich-media content opportunities, where brands may be sponsoring or underwriting a free service and can embed a message.”
“The real issue for me is that people use this device and it is sacrosanct,” he added. “They don’t want intrusive messages and they don’t want phone calls coming in to their mobile phones.”

Wednesday, 21 November 2012

Over half of mobile media users into m-commerce - survey

Over half of mobile media users into m-commerce - survey
Tuesday 20 November 2012 | 16:24 CET | News
Nearly nine in ten (88 percent) of the world’s mobile media users now engage in mobile content and commerce (up from 82 percent in 2011), according to a 10-country annual survey carried out by MEF, the Global Community for Mobile Content and Commerce, in partnership with On Device Research. Mobile commerce is defined as anyone using a mobile phone for research, purchase or banking.
The report shows that 80 percent of people now use their phone for research, up from 58 percent in 2011, of whome 69 percent then went on to make a purchase via mobile. Among over 35s, the number of people who use their phone for research is 88 percent. Similarly, 55 percent of people have purchased from their mobile but the figure is 64 percent for over 35s. Over a quarter (27 percent) of those surveyed used a card for m-commerce, against just 14 percent making payments via the phone bill (not including purchasing airtime). Entertainment (25 percent) and convenience (26 percent) are the primary reasons for engaging in mobile commerce but trust is also important with 13 percent citing ‘from a brand I know and trust’ as a key reason for purchasing via mobile. Approximately 35 percent of respondents admit that concerns around trust are acting as a barrier to purchasing more from a phone.
Some 64 percent of consumers now use their devices to conduct mobile banking (up from 57 percent in 2011).
The biggest rises in mobile content and commerce are in growth markets, including Qatar (73 percent in 2011 to 86 percent in 2012), India (85 to 90 percent) and South Africa (89 to 95 percent). In contrast, mature markets such as the UK have remained static at 91 percent for 2011 and 2012.
The lion’s share of mobile commerce is still centred on digital purchases rather than ‘real’ ones. However, considerable growth is taking place in the ‘physical’ sector. In 2012, 54 percent bought digital products, unchanged from 2011. Some 31 percent purchased physical items in 2012 rising from 24 percent in 2011.

The problem (and opportunity) is big...

The problem (and opportunity) is big...
While nearly 75% of users prefer a mobile-friendly site, 96% of consumers say they've encountered sites that were clearly not designed for mobile devices. This is both a big problem and a big opportunity for companies seeking to engage with mobile users.
Mobile-friendly sites turn users into customers
The fastest path to mobile customers is through a mobile-friendly site. If your site offers a great mobile experience, users are more likely to make a purchase.
When they visited a mobile-friendly site, 74% of people say they're more likely to return to that site in the future
67% of mobile users say that when they visit a mobile-friendly site, they're more likely to buy a site's product or service
Not having a mobile-friendly site helps your competitors
A great mobile site experience is becoming increasingly important, and users will keep looking for a mobile-friendly site until they find one that works for them. That means your competitors will benefit if your site falls down on the job (and vice versa).
61% of users said that if they didn't find what they were looking for right away on a mobile site, they'd quickly move on to another site
79% of people who don't like what they find on one site will go back and search for another site
50% of people said that even if they like a business, they will use them less often if the website isn't mobile-friendly
Non-mobile friendly sites can hurt a company's reputation
It turns out that you can lose more than the sale with a bad mobile experience. A site that's not designed for mobile can leave users feeling downright frustrated, and these negative reactions translate directly to the brands themselves.
48% of users say they feel frustrated and annoyed when they get to a site that's not mobile-friendly
36% said they felt like they've wasted their time by visiting those sites
52% of users said that a bad mobile experience made them less likely to engage with a company
48% said that if a site didn't work well on their smartphones, it made them feel like the company didn't care about their business
While the research confirms what we already suspected -- that mobile users actively seek out and prefer to engage with mobile-friendly sites -- it's a sobering reminder of just how quickly and deeply users attitudes about companies can be shaped by mobile site experiences. Having a great mobile site is no longer just about making a few more sales. It's become a critical component of building strong brands, nurturing lasting customer relationships, and making mobile work for you.
Visit to explore resources to help build a mobile-friendly website.

Keeping mobile customers in your store this holiday season

Keeping mobile customers in your store this holiday season
By a MCD columnist
November 21, 2012
Let us face it: it is no longer a question that consumers will adopt mobile as an interaction and transaction channel.
Over the last year, mobile has proven itself to be a viable medium that will play an increasingly prevalent role this year and in future years. Case in point: mobile retail is poised to set records this upcoming holiday shopping season, with 20 percent of all online sales being conducted through a mobile device.
Mum’s the word
Whether it is a tablet, an iPhone or an Android device, consumers will make more purchases than ever before through their mobile devices, certainly helping to proliferate the concept of “couch commerce.” It is something we as marketers need to embrace by making it easier and easier for customers to engage brands through mobile devices while they are doing other things – such as watching television.
But the growth of mobile interaction is being driven by much more than just couch commerce – it is about convenience, efficiency and accessibility.
Hey, I am a working mom and I spend a lot of time on the road, so if I am sitting in an airport lounge and can switch on my iPad and knock several items off of my holiday list, then that is what I am looking for.
And that same need for convenience, efficiency and accessibility does not end when I get home. It also applies to my in-store shopping trips.
But some of the more traditional bricks-and-mortar retailers I talk to are overly wary of mobile and hesitant to bridge ecommerce mobile initiatives with the in-store experience.
Moreover, they are almost defeatist regarding the efforts of their ecommerce pure-play competitors to turn their stores into expensive showrooms. These retailers need to embrace mobile or they will be left behind.
Case in point: currently four in 10 smartphone users search for an item in a store. As a result, marketers need to find a way to coordinate between the in-store and mobile channels to keep customers in the aisle and close the sale.
Fair comparison
First things first – marketers must accept that consumers will be using their mobile devices to price-compare in store.
I am telling you now, resistance is futile – if price is their motivation, they will do it unless you collect their mobile device at the door which, of course, is not an option. Why?
As, I said before, it is about convenience, efficiency, access to more information.
Instead of fighting the trend, retailers should embrace it and turn it in their favor. How?
First try to understand what your customers are looking to achieve when they are in your store and using their device.
Then, make it easy for them to accomplish those things by giving them an application or letting them scan a QR code that drills down to the features they are seeking: more detail about the product, comparisons, reviews and instant purchase.
Retailers who do this will keep their customers in their store and increase the likelihood of purchase.
Also, remember that, at the end of the day, it is important to define your mobile strategy within the context of your broader presence.
It is not enough to think about mobile as merely a “new channel that will drive transactions” – it is critical to think about how mobile can drive synergy with your existing interaction channels.
Make it easy for your customer to access to new information on their mobile device in-store, so invest in a seamless, mobile version of your site.
It is also critical to remember that your customer may be interacting with you via an iPhone app one minute and through your Web site, phone channel or store the next.
Subsequently, your mobile strategy needs to take these elements into consideration as well as the corresponding technology and technology integration implication.
Ultimately, this means that executing on your mobile strategy requires alignment between marketing and IT.
Combining the consumer and marketing expertise of the chief marketing officer and the technology and implementation expertise of the chief information officer will help to ensure a smooth transition between your mobile medium and other interaction channels.
SO, HERE IS to a great holiday buying season for you and your customers.
If you are already investing in mobile, take a moment to determine whether you are leveraging it to drive the kinds of cross-channel synergy that I have outlined here.
If not, what steps can you take now to do just that?
For those who are not investing in mobile today, step back and reconsider.
Remember, I am probably sitting in an airport lounge somewhere trying to tick a few more items off my holiday shopping list and you can bet I will have my device with me when I am shopping in-store, too.
Elana Anderson is executive director of cross-channel marketing solutions for IBM’s enterprise marketing management group.

Tuesday, 20 November 2012

Mobile-friendly websites key to Christmas retail success: Google

Retailers “must embrace mobile” this festive season if they want to keep up with tech-savvy consumers, Google’s head of retail says.

Google’s latest trends report showed up a 20% spike in shopping-related searches, with an unprecedented 40% coming from mobile devices.
Indeed, the number of enquiries from mobiles and tablets has more than doubled in the last 12 months, according to the report, but only one in three retailers has a mobile-tailored website.
The search engine’s retail head Ross McDonald said retailers should adapt their sites now to keep up with shifting demand patterns.
“Not having a mobile website is like operating a shop but hosing the door 40% of the time,” he said.
McDonald said if nothing else, they should make sure operating hours and location are prominently displayed.
After years of doom-and-gloom on the retail front, McDonald said 2012 looks to be a bumper year for Christmas trade.
“I am in the fortunate position at Google that I am able to say Christmas will be bigger this year for retailers than last year, and potentially bigger than the last five years,” he said.
“But retailers should certainly improve their chances by capitalising on these mobile device trends.” can help retailers ‘mobilise’ their websites with an easy and affordable, yet feature rich mobile site builder.
“We just want to emphasise that if retailers don’t have a mobile website, it’s not too late, with most of the searches due to ramp up in December,” McDonald said.

Sunday, 18 November 2012

Building the Case for a Mobile Marketing Strategy

Building the Case for a Mobile Marketing Strategy
Posted by Savage on November 15th, 2012
No matter what business or industry you’re in, when you hear predictions like Microsoft Tag’s stating that by 2014 mobile Internet should take over desktop internet usage, it’s clear that mobile is significantly changing the online landscape for everyone – B2B and B2C companies alike.
Even if you are excited and ready to start forming a mobile strategy, odds are that you’ll still need to prove the point to someone else in your company that mobile does indeed need to be part of your 2013 strategy.
We’ve compiled some convincing facts and stats that will help you get the rest of your team on board and make mobile a part of your 2013 plans:
Mobile Internet usage has reached a tipping point:
A majority of American adults with cell phones are now using them to go online, and within that group, 31 percent  use their phones for the majority of their Internet use.  (Source: Pew Internet & American Life Project)
Your target audience likely uses mobile Internet:
Age groups with high levels of cell phone Internet usage include adults 18-24 (75% of cell owners in this age group use their phones to go online) and ages 35-44 (68% of cell owners in this age group use their phones to go online). (Source: Pew Internet & American Life Project)
Mobile traffic is growing significantly:
Mobile phones and tablets now account for 1 in 8 Internet page views in the U.S.  (Source: ComScore)
Mobile search is growing too:
One in seven searches happens on a mobile phone. (Source: Google)
Mobile users expect high-functioning mobile optimized web experiences:
Mobile users do not have much patience for retrying a website or application that is not functioning initially — a third will go to a competitor’s site instead. The majority of mobile web users are only willing to retry a website (78%) or application (80%) two times or less if it does not work initially.  (Source: Gomez)
While these stats will help frame the growing importance of mobile, it also helps to pull some of your own stats. There are two simple ways to show that this trend applies to your brand too:
In Google Analytics or your preferred site analytics platform compare mobile traffic to your site from Q3 in 2010, 2011 and 2012. We bet that whether you are B2B or B2C, you’ll be surprised by the change.
Take a look at the number of leads, customers and prospects who have viewed your recent emails on a mobile browser compared to two years ago.  Again, the numbers here will be telling.
And if at any point someone in the group you’re trying to convince of the importance of mobile starts to look at their phone, you can stop stop, take a picture and end your argument there.  It’s a simple illustration, but it proves your point: mobile matters now, it’s here to stay and it needs to be part of your business and marketing plans.