Mobile Commerce Engagement Grows As User Acquisition Costs Drop

Dennis Mink, VP of Marketing, Liftoff

Earlier this week Liftoff released our annual Mobile Shopping Apps report, highlighting the latest trends in mobile user acquisition and app engagement. The good news for ecommerce marketers is that as mobile purchases are on the rise, the cost to acquire new mobile shoppers has declined over the past 12 months.

As we inch ever closer to the holiday shopping season, marketers should take note of several important mobile shopping trends. August and early September is an opportune time to focus on new user acquisition. With mobile ad inventory costs at near lows for the year, marketers can acquire new users cost effectively, just ahead of the holidays. This is also an excellent time to test and optimize ad creative, before inventory costs shoot up. If you wait until October, you’ve already missed the window of opportunity as more competition ramps up spending, driving up costs for everyone.

Weve, Axonix and Statiq – the next frontier of location marketing?

Tom Pearman, Managing Director at Weve

Last weeks’ announcement that Telefónica’s Axonix had purchased Statiq, the three year old mobile location targeting business, was exciting news not just for the Telefónica teams across Weve and Axonix, but also for the industry. Statiq have been creating waves since they launched, breaking the mould by detaching media from supply and giving buyers what they want – control of the data.

How Marketers Must Harness Alternative App Stores To Reach Greater Audiences

Peggy Anne Salz, Lead Analyst & Founder at MobileGroove

The mobile app market is a monstrous place for marketers and brands. We are witnessing an avalanche in the number of mobile apps, triggered by unprecedented growth in smartphone adoption and usage globally. The good news: the global App Economy is firing on all cylinders. The not-so-good news: this rapid expansion is stretching the search, marketing and brand protection models that have allowed this new economy, and the global business ecosystem it supports, to flourish.

In short, massive growth confronts marketers with massive challenges.

How retailers can use mobile data to help drive shopping behaviour

Warren Mills , Client Partner: Entertainment, Media, Retail & Technology at Telefonica

As an industry, we’re increasingly understanding the critical role mobile plays at at each stage of the consumer journey. While these journeys will undoubtedly change and fragment, the role of mobile is here to stay as mobile data plays an ever-important role in how we identify, target and measure retail behaviours.

Historically, we’ve always treated the retail journey as a linear process, with the key aim to move the customer through the funnel: building awareness, driving consideration and intent and, ultimately, encouraging purchase. The importance of loyalty and advocacy were only considered once the customer had been acquired, rather than considered as an integral part of an evolving process.

Wired2016: The Democratisation of Information

Timothea Horwell, Jr. Marketing and Research Manager at Weve

It’s estimated that 40% of the world is connected in one way or another, with this expected to rise to 100% over the next 20 years. Ultimately, this will democratise internet access, but result in 8 or 9 billion people requiring network capabilities. With the burgeoning digital revolution 2.0 and the exponential need to connect ‘things’ as well as people, a reliable and dependable infrastructure will be critical. It seems fitting then that the Wired2016 conference was sponsored by Telefonica, one of the world’s largest telecommunications providers, as the emergence of IoT and M2M blur the lines between sectors, and telcos become increasingly tasked with connecting millions of devices, machines and users.

The End of the ‘Water Cooler Moment’

Claire Valoti
Head of Agency Relations Facebook

Mobile has changed the way we talk about TV shows. That ‘water cooler moment’ that used to happen the day after your favourite show had aired now happens in real-time, online.  And a lot of it happens on Facebook, through mobile devices.

The fact that people talk about TV on Facebook has never been in doubt however it has often been assumed that TV-related Facebook interactions happen outside the show airing – not in real-time.  This is not the case.

The industry has also not truly understood the volumes of this chatter, since historically, we haven’t shared much information on this in the past.  Now, thanks to our new partnership with SecondSync, we will be sharing this information on an on-going basis to help clients understand how people are using Facebook to talk about topics such as TV.

The ‘Battle for the Living Room’ doesn’t exist

Theo Theodorou,
Senior VP
EMEA
Videology

One of the most exhausted phrases in our industry is the so-called ‘battle for the living room’. We’re still talking about this supposed need for advertisers to control a room in the house where people interact with videos.

Advertising on TV used to be a straight-forward concept when the trusty box-in-the-corner was the one screen in the home. Thanks to the meteoric rise in connected devices – from smartphones and tablets, to next-generation game consoles – we now live in a world where there is no ‘main’ screen. A huge 69 percent of British mobile users owned smartphones in 2012 – a figure set to rise further still – and we’re using this newfound connectivity to complement and augment viewing experiences across multiple devices.