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Not only does voice-activated search unencumber users from crowded screens, but it disintermediates information from the process of retrieving it, thus providing search results that are more relevant and useful.
You have built an eye-catching mobile ad, and your target user has clicked on it. Everything is going according to plan. But what happens next?
Marketers have often referred to the mobile device as both highly personal and highly social. This is true, depending on context.
A dear mentor of mine, Neiman Marcus cofounder Stanley Marcus (“Mr. Stanley,” he was called in Dallas), defined luxury as “the best that the mind of man can imagine and the hand of man create.”
For mobile commerce to truly take off, the benefits of buying on a mobile device have to outweigh the associated challenges and risks.
Consumers evaluate brands based on their overall experience, rather than differentiating online from offline.
Despite a huge, captive audience that actually eagerly anticipates these commercials, for mobile marketers, the overarching theme has been “missed opportunities.”
Shoppers are natively an impulse consumer. At home they may write out lengthy shopping lists and do hours of research on products, but in the store, 80 percent of their basket is full of products bought on pure impulse.
Print media is said to represent only 8 percent of consumer time, but accounts for 27 percent of ad spending. Mobile also represents 8 percent of consumer time, but only 0.5 percent of ad spending.
Developing a mobile Web site and mobile application can cost around $30,000, let alone the exhaustive man hours it takes to vet ad networks and find the right partner.
Skepticism of tablets has faded as consumers adopt the device in droves. In some regards, it has already outshined the smartphone as the mobile marketing weapon of choice for brands.
Marketers are discovering that applying gaming mechanics to campaigns can be an effective strategy for advancing brand loyalty by increasing participation.
At this time of year, the media is inundated with trend forecasts and predictions from marketing and research agencies, consultants and pundits of all types. These predictions are often based on anecdotal research, old data or large changes in very small numbers.
Last week NRF in New York hosted retail folk, but it seemed as if every show vendor was hawking technology solutions to help retailers track product lifecycle from factory to sale.
Despite soaring mobile usage and engagement rates, mobile advertising revenue continues to lag significantly behind desktop display. Why is there such a mismatch?
Since luxury shoppers often pay premium prices, they feel entitled to a superior online shopping experience consisting of exciting product selection, rich visual content and excellent customer service.
The smartphone and Apple’s high-end devices have opened mobile to the luxury sector. Marketers have a new challenge: getting the best for their brands through this medium.
While it is clear that marketers cannot ignore the tablet as a channel, the mobile device landscape has become increasingly complex and confusing for brands and consumers alike.
Retailers are still learning, however, that mobile technology should augment the traditional shopping experience – not replace it.
The problem is, internally and operationally, the business of luxury fashion retail is still stuck in an analog mindset.
The potential and opportunity of mobile marketing is astounding to professional and do-it-yourself marketers of all levels.
