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Table of Contents

Lead Story

Will easy money flow to acquirers and ISOs?

Patti Murphy
ProScribes Inc.

News

Industry Update

Financial pressures on Square appear to mount

Heartbleed offers chance to hit 'Reset'

Insider Technologies takes Sentra on the road

Features

Improve merchant retention: Five quick steps

Mobile payments update: An overview on HCE

Jeff Crawford
First Annapolis Consulting

Marketing success in the mobile age

Views

Voices from Transact 14

Education

Street SmartsSM:
A Square peg in a round industry - part 2

Tom Waters and Ben Abel
Bank Associates Merchant Services

Debunking four myths about our future

Jeff Fortney
Clearent LLC

Lower your data breach risk, a mathematical approach

Jake Young
SecurityMetrics

Company Profile

Nationwide Payment Solutions

BPC Banking Technologies

Rapid Advance

New Products

Innovation to facilitate mobile commerce

SwipeSimple
CardFlight Inc.

Mobile card-linked offers for SMBs

OfferPipe
TranSEND Inc.

Checkout made easy

Forte Checkout
Forte Payment Systems

Inspiration

One thing at a time

Departments

Readers Speak

Resource Guide

Datebook

Skyscraper Ad

The Green Sheet Online Edition

May 12, 2014  •  Issue 14:05:01

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The Mobile Buzz:
Marketing success in the mobile age

Tech companies and mobile marketers are beginning to figure out the new omnichannel marketing paradigm. It is a complex, stratified landscape that requires nimbleness to reach the right demographics with the right messages, keep consumers' attention and then convert mobile interactions into sales.

In comScore Inc.'s report, U.S. Digital Future in Focus 2014, the ever more fragmented media landscape is investigated from several angles, including mobile, social media, video and advertising. Optimization of each facet, and combining each into a cohesive, cross-platform whole, is the struggle comScore explores.

Mobile

The researchers said 2013 was a relatively quiet year from a product introduction perspective. The real news was the double-digit growth of mobile device adoption in the United States. As of December 2013, 65 percent of U.S. consumers 13 years of age and up have smartphones, and 34 percent have tablets.

With "marketing dollars following eyeballs to mobile platforms," as the report stated, marketers would be wise to focus on mobile apps. Eighty-five percent of the time spent on the Internet via mobile devices is filtered through apps, according to the researchers. Not surprisingly, the most popular app is for Facebook, followed by Google Play, Google Search and YouTube.

Social media

Social networks are also enjoying increased interactions from mobile device users, at the expense of connections facilitated by desktop computers. An important trend touched on by comScore is the rise of social networks that focus on visuals over the written word. Such platforms as Instagram, Snapchat and Vine are growing because "their highly visual and easily digestible content is immediately resonating with users and attracting new adherents," comScore said.

At the heart of these image-dominated social networks are the cameras on smart devices, which allow users to create content and upload it to networks almost instantaneously. "With smartphones facilitating simple but compelling content creation, they provide the fuel that has led to high intensity interaction and supercharged the growth of these platforms," comScore noted.

Another trend involves "native advertising," which is the practice of social networks embedding advertising into the content streams of their users. ComScore said native advertising is the key to social media monetization. The reason given for this is that native advertising integrates ads into the user's social experience in a less intrusive fashion, and the advertising campaigns function seamlessly between the mobile and desktop realms.

Video

Smartphones and tablets are driving another growth segment in online video, which is seen by comScore as an effective way to realize greater brand recognition and more sales. "Perhaps the combination of sight-sound-and-motion in a lean-forward experience provides greater marketing impact than the lean-back experience of TV," comScore said.

Dovetailing with that statement is that the up-and-coming consumer demographic – the millennial generation – love to watch videos online. The report said this group spends 48 percent more time watching videos online than the average Internet user.

Advertising

In the realm of digital ad delivery, comScore noted that there is still much room for improvement. The report said 54 percent of all ads are not viewable online. Another problem is that the majority of media companies have not yet allocated enough money to digital advertising to realize its potential, according to comScore.

"With the appropriate measurement systems and cross-media comparable metrics in place, dollars can be more optimally allocated towards the media driving the highest brand and sales impact," the report said.

ComScore believes the secret to realizing that impact is by companies investing in integrated marketing campaigns across multiple platforms. "On balance, an integrated approach should result in improved sell-through rates and improved CPMs [cost per thousand impressions] across mobile channels," comScore said.

Profound shifts

ComScore pointed out that the fragmentation and disruption caused by the mobile device revolution presents a golden opportunity for businesses, but only for those nimble enough to navigate the changing landscape. In that effort, businesses must embrace mobile technology.

As comScore stated, "The extraordinary challenges of a fragmented media landscape have created a premium for the ability to solve increasingly complex problems; fortunately, the evolution in technology infrastructure, big data and marketing measurement systems promise to help realize the potential of the digital age."

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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Spotlight Innovators:

North American Bancard | Harbortouch | USAePay | IRISCRM.COM | Humboldt Merchant Services