Archive for mobile web

Understanding how mobile influences purchase intent

Posted in Mobile Marketing with tags , , , , , , , on January 12, 2011 by andrealidesigns

Let me just start with a study by Adology research firm who focuses on specific demographic, psychographic, geographic or verticle market segments most likely to be the best customers for specific sectors and what motivates them to buy.

Consumers who report that mobile applications or marketing influence their purchasing are primarily male of which comprise 54.4 percent of consumers engaging with mobile advertising and branded smartphone applications. Additionally adults ages 25-34 influenced comprise 31.9 percent with homeowners coming in at 63.9 percent.

Almost half of the casual clothing buyer surveyed, or 46.6 percent say mobile applications or advertising influenced their purchase and 44.0 percent of jewelry buyers were also influenced.

For Industries relating to apparel and accessories using mobile advertising and smartphone applications to keep in touch with customers by sending promotional texts and offering a store related mobile application that could feature information such as a style guide, store locator and upcoming sales events is becoming more important to engage the influx of savvy consumers.

“Retailers may find success utilizing direct mail and mobile apps or advertising,” the study says. ” One possible strategy is to send out mail pieces that promote the business’s mobile app or text promotion, or allow readers to sign up for direct mail pieces via the text messaging or mobile applications.

“It appears that a healthy mix of online and offline marketing can influence a variety of purchasers,” it says. ” Mobile use continues to increase, and there is a large market for not only new smartphone users, but also for those who upgrade their smartphones.

“Retailers should be utilizing these marketing methods in anticipation of this expected continued growth.”

As far as media usage is concerned more than half, or 53.7 percent, of consumers influenced by mobile applications or advertising use a smartphone.

Iphone users lead the pack with 14.8 percent, followed by BlackBerry at 13.4 percent and Google Android at 9.1 percent. By type of phone the breakdown is as follows:

Adology said that the reason why Iphone users report the most influence, may be due to the prevalence of Apple’s iTunes, which is considered the leader in mobile application sales.

However, as other mobile app stores gain prominence, it is likely that users of other smartphone types will report increasing influence by mobile marketing.

Approximately 98 percent of recent consumers who report form mobile applications or advertising use the internet.

To reach more readers online, businesses may want to consider broadening the scope of their other online activities, particularly those that are the most popular among consumers influenced by mobile apps or advertising.

These activities include checking the news, weather, conducting online banking and shopping. Specifically, internet activity via smartphones in the past year includes downloading applications, visiting mobile web sites and watching mobile web.

Among influenced consumers, the most popular social networks are Facebook used by 73.8 percent and YouTube at 43.3 percent.

“Cross-promotion of both social network profiles and mobile apps or marketing could be successful way to capture even more consumers’ attention,” the Adology study says.

These numbers should be perceived like writing on the wall. As we enter the new Millennium of Gen Y Affluents understanding how to engage with your market will be critical to the success of your brand. The internet is here to stay but more importantly how we use the internet to be social, shop, research and live will dictate how we should evolve our own marketing efforts to meet the needs of our consumers.

 

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Complete Transparency in 2011

Posted in My Thoughts... with tags , , , , , , , , , , on January 10, 2011 by andrealidesigns

As we roll into the new year I have come to realize that many industries specifically fashion are in need of a restructuring in their business models. We are living in a world that is rapidly changing due to mobile capabilities with smartphones, mcommerce, millienial technologies, mobile marketing campaigns, consumer engagement on social media platforms and much more.  In all my recent research to educate myself on such trends to launch my own new business concepts meant to dove tail off my jewelry design I have found that the rabbit hole goes much further that I could have ever imagined. In fact that hole becomes deeper everyday. The rate of which information is pouring in on a daily basis with the dozen blogs I subscribe to along with the links off the articles themselves is tailspinning me into a world of technology that one can easily become overwhelmed by. Figuring out how to cut through the subterfuge of irrelevant information to find the information that is relevant and how it pertains to your specific industry. Then learning how to apply such tactics so that there is a visible  return on the usage is an art form that takes time. An art form that I am currently a student of. After all the mobile marketing campaign the Coca-cola launches would not apply to an independent designer whom does not have the type of brand recognition the corporate giant carries with it. So how can small independent design houses take advantage of all the technology and marketing tactics associated with them?

Welcome to the new format of my blog. As I find what trends, technologies and tactics can be utilized in a way that makes sense to the independent designer I will be posting my findings on this blog in efforts to help educate my community of designers to make their own brand successful in the new millennial consumer era we all suddenly find ourselves in. Like many of you who did not grow up with the internet the base line of savvy in such trends is limited at best however I aim to change the perception of accessibility to this new revolution of mobile marketing by pursuing the informational gateway that will important in the continuum of success in this new era.

In addition to my postings here I will be tweeting great articles that I stumble upon. Follow me on Twitter under Andrealidesigns.