By Gavin O’Malley
Worldwide, more people now rely on mobile gadgets than desktop computers to browse the Web, research shows.
Occurring at some point last October, the shift marks a major milestone in the way we communicate, consume and share information.
By the end of October, mobile and tablet devices accounted for 51.3% of Web usage compared to 48.7% by desktop, according to a report from StatCounter.
Remarkably, the landmark moment comes at a time when many businesses have yet to make the necessary mobile modifications, according to Aodhan Cullen, CEO of the analytics firm.
“This should be a wake-up call … especially for small businesses, sole traders and professionals to make sure that their websites are mobile friendly,” Cullen notes in the report.
In the United States and the United Kingdom, mobile has yet to overtake desktop computing — but the shift is coming.
In the U.S., desktop computing still accounts for 58% of Web usage, while smartphone and tablets account for 42% Web usage. In the U.K., the distribution is 55.6% to 44.4%.
By Maggie Chan Jones
Ten years ago, if you asked the question, “What does a small business need to be successful in marketing itself?” you’d likely get answers such as direct mail, email, or search engine optimization. Five years ago, the answer to the same question would have been something along the lines of creating a successful online presence and using social media platforms.
See a common thread? As technology has evolved, every aspect of the way businesses operate has transformed to keep up. In today’s digital age, it’s now all about engaging your customers seamlessly across the buyer’s journey and delivering the right message, at the right time, via the right channel. Customer experience is expected to overtake price and product as the key brand differentiator in the very near future. With customers’ digital footprint available to us through myriad touchpoints online, data is the name of the game.
According to a 2016 study conducted by IDG, large enterprises have already embraced the rise of data and analytics, with 78% agreeing that data strategy, collection and analysis have the potential to completely change the way they conduct business.
By Chuck Martin
Mobile shopping may get a whole new meaning.
Buying from a store was always pretty straightforward before the Net. A person would get up and go shopping. No big deal.
The commercial Web of course changed all that, at least from a knowledge standpoint. A consumer could buy online, but they also could research online at home and still get up and go to the store, which is still what most people do from a product purchase standpoint.
Mobile moved the research part of shopping to be real-time, all the time. It did the same for online purchasing, making it a totally portable activity.
But now the market is starting a move toward yet an additional shopping source, the networked car.
Back in early 2014, at the annual CES convention in Las Vegas, General Motors and AT&T teamed to present their vision of the car of the future and how commerce could fit in.
At the time, it was more of a concept than a reality. The recent announcement by GM that connected Chevrolet’s now can come with an unlimited data plan for $20 a month opens the door to car commerce, the next version of mobile shopping.
By Laurie Sullivan
Mobile advertising grew 42% to $41 billion in 2016, and for the first time generated 55% of all online display advertising revenue, according to one estimate. By 2020, mobile will contribute 75% to online display ad revenue.
IHS Markit released a white paper Sunday at the Mobile World Congress in Barcelona, outlining some of the mobile worldwide trends that companies will see in 2017. Those trends include an uptick in display advertising, adoption of native ads and instant messaging apps, and the adoption of virtual reality.
With the shift, measuring the return on investment for everything from search and display to native advertising has become a major challenge for marketers as more of them move a larger chunk of their advertising budgets from desktop to mobile.
By Jessica Davies
Cookies are out; persistent IDs are in.
The rise of mobile, which can’t be tracked effectively with cookies, has led to an increase in using data from logged-in users to provide more accurate and individually personalized ad targeting. Facebook was the godfather of the “people-based” marketing approach, and now many companies use it. And lately Google has started depreciating the cookie in its own products. Marketers now must use Google’s identity-based, not cookie-based, tools on YouTube for example. The notion of the persistent ID is gaining steam.
WTF is a persistent ID? This is an identifier that can provide a single view of an individual across numerous devices — across desktop, mobile web, and in-app, without duplication. This ID is formed using deterministic data (not probabilistic data), which is gathered from log-ins. If a person logs in to a social media or email account, or any online account, and remains logged-in, they can then be recognized wherever they are on the web or mobile. So for marketers, better data.
By Marty Swant
Facebook today is taking the next step in its rollout of Snapchat-like features with a version of Instagram Stories for Facebook Messenger.
Messenger Day, as it’s called, has all the same features as Stories (and snaps), along with the stickers and filters familiar to anyone who’s used the disappearing posts on either platform over the past couple of years. The move comes just a few months after Facebook launched a built-in camera feature for Messenger.
“Billions of photos and videos have been sent capturing all those heartfelt, funny and serious messages that make the Messenger community so powerful,” Stan Chudnovsky, Facebook’s head of product for Messenger, wrote in a blog post introducing Messenger Day. “We love seeing how much fun people are having with Messenger’s new visual tools, especially our most popular art and effects like floating hearts and recently, Mardi Gras frames.”
By Kevin O’Reilly
While much has been said about complementary media strategies, the secret to making it truly work is cross-channel attribution. And to make cross-channel attribution successful, marketers must think about two things: 1) the technology used to make it happen; and 2) the role of business-critical elements (media, marketing and so on) and how they work together.
First, let’s look at multi-touch attribution (MTA) and marketing mix modeling (MMM) and what they can tell marketers.
MTA vs. MMM: What about both?
Recently, there’s been a lot of noise around cross-channel attribution, with vendors launching new products or features — whether it’s marketing mix modeling (MMM) on top of a multi-touch attribution (MTA) platform or linear TV attribution based on traditional econometric modeling.
MTA and MMM models are critical components to making cross-channel attribution happen, but there are pros and cons to each.
An MTA model answers the question, “What is the true contribution of a measurable marketing action?” It can tell you whether a specific action changed the outcome of a customer conversion and, if so, by how much.
Where MTA is constrained is in providing a full view of the customer journey, especially in relation to how offline impacts online.