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The SMS: Seven Mobile Stories

by Camille Bishop | February 24, 2017

1 - 76% Use Mobile

76% Use Mobile To Shop For Digital Products

By Chuck Martin

Consumers continue to buy in stores, but that hasn’t put a dent in online shopping, both by PC and mobile devices.

However, consumers tend to gravitate to the two devices depending on what they’re shopping for, according to a new study.

It turns out that smartphone purchasing rules for digital products, while apparel shopping is done more on desktops.

Th study by Episerver comprised a survey of 1,100 U.S. consumers who have shopped online within the previous year.

Overall, consumers are shopping online for a wide variety of goods, whether purchased by desktop or smartphone. Here’s what consumers shop for online:

85% — Personal and entertainment

85% — Apparel

82% — Travel

79% — Digital products

74% — Entertainment

74% — Paying a utility bill

71% — Electronics

64% — Home furnishings

telephone pad

Will Phone Numbers Start To Blow Up As The Next Big Identifier?

By Allison Schiff

Some tech providers are looking to phone numbers as the cookie killer – but privacy and user reticence are potential roadblocks.

Digits, however, are a tantalizingly sticky bridge between online and offline, said Guy Weismantel, EVP and CMO of call analytics company Marchex.

“It’s extremely hard to prove ROI when someone goes offline and you lose them from a cookie perspective,” Weismantel said. “That’s why the phone number becomes an interesting proxy.”

For one, phone numbers have a level of permanence that trumps cookies, device IDs and even email addresses.

3 - Study CPG

Study: CPG Now Spends More on Digital Than Traditional Ads, but Shoppers Doubt They Work

By Jack Neff

Packaged-goods marketers now spend more on digital than all forms of traditional advertising combined, according to a new study by Cadent Consulting Group. Yet the firm’s online survey of 600 brand marketers, retailers and shoppers finds the latter two groups give digital lower marks for effectiveness than any other marketing option – something that could cap that growth in years ahead.

The survey also finds shopper marketing, long one of the hottest areas of CPG spending, has plateaued and even started to decline as a share of budgets.

Trade promotion remains the industry’s biggest marketing line items, accounting for 46.2% of spending, according to about 100 manufacturer respondents. But that’s down from more than 49% in 2012, and marketers project they’ll cut it further to around 43% in 2017.

The decline may reflect efforts by such big players as Procter & Gamble Co. and Unilever to reduce the promotional dollars they spend with retailers, or at least get more bang for the buck. P&G Chief Financial Officer Jon Moeller, speaking at the Consumer Analyst Group of New York conference in Boca Raton, Fla., Feb. 22, cited cases where putting products in a retail endcap display at full price could generate higher revenue and profit for brands and retailers alike, without the additional spending on price reductions.

4 - 7 Digital Marketing

7 Digital Marketing Stats That Grabbed Our Attention This Week

By Christopher Heine

  1. In-stream success
    In May, Facebook began running tests for in-stream adsvia the Facebook Audience Network, which lets brands run ads on various third-party websites. Facebook said the video promos have shown promising results for publishers such as Univision and Collective Press. For example, Univision has been usingthe format to help its direct sales business in the U.S., Colombia, Argentina and Mexico—with cost-per-impression in the U.S. reportedly 52 percent higher than with other partners.
  2. Yet another numerical achievement for Mark Zuckerberg
    Speaking of Facebook, its Analytics for Appsprogram is now being used by more than 1 million applications, websites and chat bots,according to Social Pro Daily.
  3. Wanted: more digital transformation
    PwC will release its 10th annual Digital IQ surveyon Feb. 28, and we have a teaser stat: Just 52 percent of participating companies rated their digital IQ as strong/very strong. That number represents a sharp drop from the past two years, so it seems that organizations might be becoming increasingly self-critical in the era of digital transformation.
5 - New Years Nose Dive

New Year’s Nose Dive

By Selena Alexander

Noticed a major drop off in clientele this month? According to new data from Marchex, an advertising analytics company, so will many other club operators around the country.

“Every year around this time we hear the same story of the new year’s ‘resolutionists’ flocking to the gyms in the pursuit to get fit,” said Mike Fast, the analyst who lead the study.

Fast used the term “resolutionists” repeatedly to describe individuals who make commitments to clubs early in the new year, only to fall off shortly after.

According to a press release, analysts from the Marchex Institute examined anonymous data from more than 800,000 phone calls placed to 500 U.S. gym and fitness centers between January 2016 to January 2017. “This data quantifies the very thing we hear about every January – that America’s fitness resolutions are, at best, fleeting,” said Fast. “We wanted to see if we saw similar patterns in our call data, and we did find similar patterns.”

Fast believes the health clubs that are able to communicate effectively over the phone during this period are most likely to win a customer’s business. “We have a lot of clients in the fitness industry who use our technology,” he said. “They have found that phone calls are a strategic way for them to generate new business so we have anonymous data on phone calls to gyms all across the country and technology can break down calls to bring insights to the business.”

6 - Facebook

Inside Facebook’s recent product pitch to publishers

By Sahil Patel

Facebook might be looking to mend relationships with media companies concerned over its role in the spread of fake news, but it also wants to reassure them that it has their business concerns top of mind, too.

On Friday, Feb. 17, Facebook invited dozens of media companies to its offices in New York to talk about the company’s content and product roadmap for 2017. Guests included executives from TV networks like ABC and NBC, news publishers such as The New York Times and The Washington Post, and digital media companies like BuzzFeed, Refinery29 and Vice. More than a dozen Facebook executives — including Campbell Brown (head of news partnerships), Adam Mosseri (vp of product management) and Fidji Simo (vp of product) — were also in attendance. The event was part of Facebook’s ongoing outreach to media companies as it looks to filter out fake news on the platform and help publishers generate video-related revenue.

“As we said when we announced the Facebook Journalism Project, we’re committed to working more closely with the industry on developing products for journalism,” said a Facebook spokesperson. “Last week, our product and partnerships teams held several roundtables in New York and London with 100-plus publishers and learned a lot from them. We’re excited to continue this deep collaboration.”

7 - Rainbow Shine ad blocker

Mobile Ad Blocker Shine Rebrands As ‘Rainbow’ and Tries to Cozy Up to Marketers

By Lauren Johnson

Only one year ago, Shine CMO Roi Carthy candidly called out execs from Yahoo, Google and AOL during a Mobile World Congress panel about ad blocking, comparing digital advertising techniques to “military-grade tracking.”

Times have apparently changed for the Israel-based startup, or at least the company hopes so in terms of its relationship with the advertising community. Today, Shine is renaming and branding itself Rainbow to reflect its evolution from an ad blocker to what the company calls a “co-marketed solution” aimed at consumers.

Rainbow still works with mobile carriers, though the company said it stopped selling them network-level blocking services six months ago. In exchange for opting into a panel program set up by a carrier, advertisers can essentially run surveys with groups of users who have opted in—anywhere from 5 million to 10 million consumers, per CRO James Collier—and track ad performance based on industry guidelines from organizations such as the Interactive Advertising Bureau and the Media Rating Council.

 

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