The proportion of online retailers with mobile-tailored sites has tripled in the last year but still remains small, according to a new study. In its second annual mobile commerce audit, digital strategy firm Acquity Group found that 12% of the top 500 Internet retailers had sites optimized for mobile phones, up from 4% a year ago.
And despite all the buzz around mobile apps, the share of companies with downloadable mobile apps is only 7%, up from 2% last year. Only 5% had both a mobilized site and an app and only 2% had an e-commerce-enabled app. In terms of specific devices, 11% had apps for the iPhone — up from 1% last year — but few had ones geared to other smartphone platforms such as Android, Palm or the BlackBerry.
Only 12% of retailers had mobile sites that allowed customers to complete a transaction through checkout on at least one type of smartphone, and only 2% offered apps with check-out capability. Read more at www.mediapost.com |
By far, the biggest barrier to an effective measurement strategy is a lack of budget and resources, named by over one-half of responding companies. Fewer than one-third selected any other issue. Budget problems were more severe than in 2009, when 45% of respondents complained of them.
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Agencies disagreed somewhat with their clients, claiming a lack of understanding was the top issue, but admitting companies were improving in this area over 2009.
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In the comScore panel, we are able to see cookies passing between Web sites and panelists’ computers; and we are able to see and identify the different persons using those computers at those points in time.
We recently conducted a study across some major online ad sales entities to determine how often the identifying cookie is associated with the behavior of a single user. Across 17 major entities — publishers, ad networks, and third-party services — we found an average of 44% of cookies were associated with a single user. Among the 56% of cookies that point to multiple users, if we assume that the wrong user is identified 50% of the time (which strikes as a conservative assumption), then on average, 28% of the time (half of 56%) the cookie involved in direct audience guarantees is pointing to the wrong person. Read more at www.mediapost.com |
Online marketers had better not be negligent. Good creative makes a successful campaign, but data from Dynamic Logic suggests that the worst-performing campaigns can actually negatively affect brand metrics.
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Top-performing campaigns, by contrast, boosted online ad awareness, message association and aided brand awareness by more than 8 percentage points each.
Read more at www.emarketer.com |
The first half of 2009 has drops in ad spending across all media—even online—but advertisers are more optimistic about the latter part of the year, according to JPMorgan.
The company’s “Advertising Outlook 2H’09 and 2010” survey found that more than one-half of US media buyers and planners polled think second-half spending will be higher than first-half outlays. Only 10% predict spending declines.
The majority of media buyers and planners reported they were paying less in 2009 than the previous year for ads across all media. Nine out of 10 respondents said prices had gone down for radio and outdoor, while 85% reported the same for magazines and newspapers.
Read more at www.emarketer.com |
The 2009 Omniture Online Conversion Benchmark Survey, conducted in July, reveals that most marketers miss opportunities to increase conversions. About 80% of the 1,000 online or interactive marketers responding to the survey do not serve up personalized content to Web visitors, not do they promote Web site content based on performance metrics. |
Forty-two percent of marketers participating in the survey spend less than five hours per week optimizing advertising media. Less than one-third frequently test online content. And 70% of the content decisions that appear on Web sites are made by one person, unsupported by data. |
SUMMARY: Which best practices are marketers NOT using to effectively manage their marketing-to-sales process? The one that stands out here is the ability to hand leads back to marketing when they have proven not to be sales worthy.
These are usually qualified prospects that simply aren’t ready to purchase. And not having process to handle this is a missed opportunity by allowing these future sales to fall through this gaping crack in the pipeline. |
Closely aligning marketing and sales is essential to creating a productive new business pipeline. As this chart demonstrates, many marketing and sales organizations are collaborating at the shallow end of the pool ” by mutually engaging in best practices like defining what a sales-ready lead is ” but few are diving deeper to make the pipeline flow in both directions. Read more at www.marketingsherpa.com |
The latest Ad-ology Research study, “Advertising’s Impact in a Soft Economy,” analyzes consumer perception about businesses that continue to advertise, and those that do not, in the current economy. |
More than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Likewise, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business. |
Other key findings:
- 40% of consumers use coupons more now than a year ago
- Most consumers are as willing or more willing to pay more for ‘healthy’ or ‘organic’ products than they were a year ago
- A ‘deeply discounted price’ was the number-one factor that would make consumers more likely to purchase a big-ticket item (+$1,000)
- TV, newspaper, direct mail, and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action
- Store Web sites ranked second only to search engines as the way consumers research products and shop online
Read more at www.marketinginsightstoday.com |
Dominos discovered the power of viral marketing this week when two employees filmed a “prank” video of themselves stuffing cheese up their noses and then putting it into sandwiches. The video went nuts on YouTube, and Twitter lit up with disgusted customer complaints.
Dominos has since apologized and put its own CEO on YouTube, and the employees have been fired, sued, and charged with the crime of “delivering prohibited food.” But consumer perception of Dominos quality has already gone from positive to negative on YouGov, and a spokesman says folks who have been customers for decades are now “second-guessing” this relationship. |
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Despite Mobile Buzz, Only Fraction of Major Websites Have Mobile Sites
