New Mobile Tracking & Survey Data: 2014 Mobile Behavior Report

Written by  on FEBRUARY 25, 2014 via ExactTarget Blog:

Digital mobility and connectivity grow more important every day. We know consumers keep their mobile devices nearby, check them frequently, and occasionally use multiple devices at once. But what do they actually click on, download, explore, peruse, and avoid on their mobile devices? Survey responses are one thing, but tracking data—based on actual consumer action—helps to further demystify consumer mobile behavior.

As part of the just-released 2014 Mobile Behavior Report, we tracked 470 voluntary consumers for a month to see how they used their smartphones and tablets to access the mobile web and mobile apps. The research also asked these consumers questions about how they use and view mobile devices in their lives.

Our research sought to:

  • Uncover consumers’ perceptions and preferences about mobile devices
  • Find behavior patterns in how consumers use mobile devices
  • Evaluate consumers’ assumptions
  • Explore relationships with mobile brands
  • Assess mobile devices’ impact on consumers’ lives

Like the societal and personal effects of electricity and the Model T, the smartphone continues to revolutionize daily activities and how people perform them. Through analysis of our smartphone and tablet tracking data (via Luth Research’s ZQ technology) and consumers’ own survey responses, several primary conclusions emerged about the state of mobile behavior.

Here’s just a taste of what we discovered.

  • 85% of our respondents said mobile devices are a central part of everyday life—and 90% of those aged 18-24 agreed.
  • We tracked consumer visits to these five social media sites on the mobile web; Instagram, Twitter, and YouTube experience peak usage levels in the morning (8 a.m. to 12 p.m.) with secondary peaks at night (9 p.m. to 12 a.m.).
  • Tracked visits to the Pinterest mobile website show especially high evening and night usage and especially low morning usage. Facebook traffic is most consistent throughout the day.
  • On average, respondents report spending 3.3 hours a day on their smartphones.
  • Three groups are most likely to own tablets: those earning $75-$100K (81% own tablets); those earning $100K+ (79% own tablets); and consumers aged 35-44 (81% own tablets).
  • Of tablet owners, 65% report using their tablet while watching TV at least once per day, while 41% use their tablet and smartphone simultaneously at least once a day.
  • More than nine out of ten consumers say that access to content however they want it is somewhat or very important; 59% say it’s very important.
  • Consumers use tablets much more than smartphones to access Twitter (76% of tracked Twitter visits occurred on tablets), YouTube (73% of YouTube visits occurred on tablets), Amazon (69% of Amazon visits occurred on tablets), CNN, and Facebook (both CNN and Facebook were accessed on tablets 67% of the time).
  • 83% of consumers say a seamless experience across all devices is somewhat or very important.
  • Forty-one percent of consumers who don’t opt into text messages from brands say it’s because they don’t provide meaningful content.
  • The only three properties that our tracked consumers accessed more on smartphones than tablets were Pinterest (83% of visits occurred on smartphones), weather (82% of visits occurred on smartphones), and Yahoo (55% of visits occurred on smartphones).

These charts show a few visual findings from this research (and these just scratch the surface what we discovered):



Why Zuckerberg Is Buying WhatsApp

Written By JAY YAROW AND JIM EDWARDS FEB. 24, 2014 from Business Insider

Facebook CEO Mark Zuckerberg is a week removed from shocking the world with his decision to pay $19 billion for mobile messaging app, WhatsApp.

Today, he spoke about that deal at Mobile World Congress, or MWC, the giant mobile industry conference in Barcelona. But he spent more time talking about his effort, through, to connect the entire world free of charge to the Internet and the mobile Web.

Zuckerberg wants to find between three and five big wireless carriers to agree to provide the entire planet with free, basic mobile access to the web. Only after the developing world is connected will these companies — or Facebook — see revenue flow from this plan.

Zuckerberg believes connecting another billion people will create 100 million jobs. WhatsApp — with 450 million users — is already on course to connect 1 billion people, he says.

A big theme at this conference is supercheap smartphones. Zuckerberg has been talking about connecting every single person on the planet, and he elaborated on that visions for about 50 minutes. Here is our live blog of his talk. Apologies for the typos, which we are not able to correct live:



Traditional Media Might Be Old, But It’s Not Dead. . .Yet

by Samuel Greengard, Contributing Writer at

As CMOs and other marketing executives attempt to navigate the intricacies of today’s fickle and fast-changing consumer marketplace, it’s apparent that technology plays an increasingly critical role in driving strategies and tactics.

But somewhere between mobile, social media, and other digital channels lies an easy-to-forget reality: Old media hasn’t exactly disappeared. Indeed, television, radio, and print remain viable and effective tools for promoting a brand and capturing mind share and market share.

Sorting through this complex environment is a growing challenge–and one that requires a clear perspective. As Brian Babineau, senior vice president of content strategy and activation at Arnold Worldwide, told “Great scale and awareness can still come out of traditional media vehicles. Some of the most innovative advertising campaigns that have a digital, social, or content play have, at the core, made great use of television and other traditional tools to help bring the campaign story out to a larger audience.”

How can CMOs best navigate the chasm between old and new media? What goes into making effective decisions about how to define a strategy and allocate dollars? And how can an organization adopt an approach that leads to maximum synergy and bottom-line results? While there’s no template for producing results, one fact is perfectly clear: Success increasingly depends on using both old and new media effectively–and often in complementary ways.

Said Alton Adams, U.S. lead for the Customer Strategy and Growth Practice at KPMG Consulting, in an interview with “The goal is to ensure that you’re maximizing your marketing reach and not leaving certain customers behind because they have an affinity for old media.”



Facebook Gives Advertisers More Targeting Options

, February 21, 2014

Facebook is making some changes to the way advertisers can target their ads to Facebook users. They are introducing multiple new targeting features, which will help advertisers drill down the audience for their ads, by four primary targeting types, location, demographic, interests and behavior.

Facebook has received some criticism about how advertisers can target ads and the types of users their ads are displayed to, particularly due to the fact that advertisers are limited in the audience their ad reaches on Facebook. This is resulting in a lot of likes on paid Facebook ads made by fraudulent spam users.

Facebook’s new targeting options should help advertisers narrow down their Facebook ad campaigns and impose greater restrictions on exactly which Facebook users are seeing and engaging with their advertisements.

Advertisers now have a lot more control over how they target their ads based on location. Advertisers can target campaigns to combinations of geographical locations now, such as country and city, country and state, state and city, and for U.S. targeted advertisements, state and ZIP Code.

There are many new demographic options added, where advertisers can target based on specific types of education, or even if the job or workplace title that Facebook user holds. For example, you could target CEOs or managers, based on their work title. The only downside is it requires people to actually include that information on the Facebook profile, and the wide variety of titles people use when describing their roles in companies can make it difficult to determine what job titles to target

One really interesting addition is that advertisers can target specific people based on changing life events, such as a new relationship status or a newlywed, based on a Facebook user making that change to the profile relationship status within a set specific period of time. For instance, an advertiser can target someone who is either newly engaged or newlywed within the past six months.

Facebook has also expanded how you can target Facebook users based on their interests. Instead of simply having the ability of targeting based on broad categories and keywords, advertisers can drill down to specific topics, such as all people who liked hockey on Facebook can now be targeted as group.

Advertisers can also target based on behaviors, which target campaigns to people based on the types of off-line activities they are doing, such as website visits, purchases, or device usage. This behavior advertising is done through their Partner Categories, which is now also been added for U.S. advertisers through the Ads Create Tool.

This should help encourage some advertisers to try Facebook advertising once again, with these new controls over where their ads are appearing. However, like any targeting on any advertising platform, it remains to be seen how accurate Facebook’s targeting is, and this accuracy will definitely influence the amount of advertising users do on Facebook.



Yahoo Gemini Unites Mobile Search and Native Advertising

By Jason Abbruzzese from Mashable


Yahoo is blurring the line between its native and mobile-search advertising.

The company on Wednesday announced Yahoo Gemini, a new platform that combines mobile search and native advertising into a single marketplace.

“With Yahoo Gemini, advertisers get the performance and ease of search, combined with the scale and creativity of native advertising,” Yahoo wrote in a Tumblr post. “By bringing the two together, advertisers can now buy, manage and optimize their mobile search and native ad spend in one place — driving greater performance and higher impact for their businesses and brands.”

Yahoo CEO Marissa Mayer has made no secret that she sees an opportunity in the advertising space around mobile ads and contextual search.




Zuck Says Ads Aren’t The Way To Monetize Messaging, WhatsApp Will Prioritize Growth Not Subscriptions

by  (@joshconstine),  (@anthonyha) from TechCrunch

Facebook won’t be throwing its advertising weight behind its new acquisition WhatsApp like it did with Instagram. But WhatsApp also won’t be focusing on rolling out the $1 a year subscription fee it currently charges in some countries. Instead, with the financial security Facebook brings, it will dedicate itself to growth.

Monetization was the big topic on today’s analyst call after Facebook announced it acquired WhatsApp for a jaw-dropping total of $19 billion. That’s $4 billion in cash and $12 billion in stock, and it reserved $3 billion in restricted stock units to retain the startup’s employees. But Facebook CEO Mark Zuckerberg, CFO David Ebersman, and WhatsApp CEO Jan Koum all said that won’t be a priority for the next few years. And when the time does come to monetize aggressively, it won’t be through ads.

“Our explicit strategy for the next several years is to focus on growing and connecting everyone in the world,” Zuckerberg said. Currently, WhatsApp has a strong presence internationally with 450 million monthly users, but it’s a fragmented market with many competitors. Outpacing them right now is critical, Facebook’s CEO explained. ”Once we get to being a service with 1 billion, 2 billion, 3 billion people, there are many clear ways that we can monetize.”

Zuckerberg bluntly stated “I don’t personally think ads are the right way to monetize messaging.” Beyond WhatsApp, that could mean Facebook doesn’t plan to use ads to monetize its own Messenger app, either. That makes sense, as the highly personal and intimate nature of messaging would cause ads to stick out like sore thumbs.

The comments on the call reiterate a point that Koum has made in the past. In a 2012 blog post, he argued, “Advertising isn’t just the disruption of aesthetics, the insults to your intelligence and the interruption of your train of thought” — it also means that companies have to mine user data. (When asked about the age of WhatsApp’s users on the call, Ebersman couldn’t say, because the app doesn’t ask for that data.)

Koum made a similar commitment today in his post about the acquisition, writing, “You can still count on absolutely no ads interrupting your communication.”



Crush Content Marketing in 2014: 5 Outside-the-Box Techniques That Get Results

, February 19, 2014 via Search Engine Watch

Crush Content Marketing in 2014

There’s no other way to put this:

If you aren’t upping your content game in a big way this year, you’re going to struggle.

A lot.

With big brands going all-in with content marketing, the competition has never been fiercer. That means people that take the “I’ll publish twice a week and see what happens” approach to content are going to be invisible.

Don’t let that be you. Stand out from the noise with these five techniques that flat out get results.

1. BuzzFeed Style Headlines

Love ’em or hate ’em, BuzzFeed and its “Facebook crack” counterparts are generating obscene amounts of traffic.

Their secret?



Spring Cleaning Your Marketing: 25 Strategies for 2014 – ExactTarget Blog

Written February 18, 2014 by 

No matter the size of your marketing team or programs, you need to decide what the rest of 2014 holds for your strategy. This time of year, the winter lulls can start to creep in, and all those impressive 2014 plans you created in December and January can begin to fade into the background. Use these recommendations (inspired by our 2014 State of Marketing research) to help “spring clean” your marketing strategies, prune the weeds, and plant the seeds for success that grows over the rest of the year. Focus on customer engagement. 1. Map your customer journey to understand at exactly what points your customers engage with you. 2. Develop a plan around how you manage those engagement touchpoints and think through how you could improve each.Develop a clear data strategy. 3. Take inventory of the data you have today and the data you need to collect. 4. Create a plan to collect that data over time and across multiple customer interactions—because asking for a lot of information at once can be a barrier to engagement. Consider your channel options. 5. Use this report to compare the channels you’re using to the channels other marketers are using. 6. Form a strategy around your presence on those channels—whether you flock to the most common channels or you choose to stand out by using an underutilized channel, like mobile. Email: Evaluate your lifecycle campaigns. 7.  Take inventory of your programs across all four lifecycle stages—acquire, onboard, engage, and retain. 8. Identify gaps across the lifecycle stages and implement campaigns to ensure that you have some form of engagement with your customers during each of these critical stages. Email: Roll out responsive design. 9. Determine how many of your subscribers open your emails on a mobile device. 10.  If you have a substantial amount of mobile opens—like most marketers reported—put a responsive design plan into action right away. Social: Start small. 11. Evaluate the social media channels available and create a pros and cons list for each. 12. Choose one or two channels to focus your efforts on first—then you can more easily scale successful strategies to other channels later on. Social: Hone in on clear objectives. 13. Establish measurable goals to avoid feeling unsure of whether your social media efforts are performing. 14. Add consistency to the list, and create metrics around how often you will post content, how quickly you’ll respond to customer messages, etc. Mobile: Don’t ignore the importance of mobile. 15. For most businesses, mobile is still a largely untapped opportunity—evaluate if mobile is right for your company. 16. Use this report to see what pioneers in mobile are already doing and see if any of those strategies are relevant to your customers. And since mobile marketing is still in its infancy, don’t be afraid to try out a few of your own ideas, too. Mobile: Integrate your mobile efforts. 17. Map your broader marketing strategies alongside your mobile strategy to determine areas where the two can work together. 18. Bringing your email and mobile efforts together can be one of the easiest ways to see an instant return and pilot the success of mobile integration. Customer Journey: Take a deep look at how customers are currently experiencing your brand. 19. Whether online or offline, and whether it’s a function of marketing or another department entirely, examine and document the current brand experience your customers have at every touchpoint. 20. Remember that these touchpoints transpire anywhere from call center to social media to brick-and-mortar and beyond. 21. What are your gaps and areas for improvement? These should be addressed in your new activation plan to both establish the ideal customer journey and develop a strategy for incrementally getting there. Personalization: Start communicating 1:1 with your customers. 22. Collecting behavior-based data is the best way to start working toward high-quality personalized messages. 23. Launch a more robust preference center to give customers the opportunity to voluntarily share the data they’d like to shape future messages. Personalization: Think about personalization beyond email. 24. Today’s marketers are unveiling personalized web experiences that reach far beyond email-only personalization to reach customers wherever they are. 25. Begin working toward cross-channel personalization for social, mobile, and web if your email personalization is already top-tier. Marketers experienced industry-affecting change last year, from the sale of Tumblr to Yahoo to Pinterest’s announcement of sponsored pins and beyond. 2014 won’t be any exception—agile marketers will lead 2014 and win customer attention in an ever-crowded marketplace. For more tips and strategies for marketing that grows all year-round, take a look at our 2014 State of Marketingresearch, a survey of over 2,500 marketers.



How to Use SEM as a Testing Tool – Adobe Blog

By  on February 17, 2014

Search is one of the only mar­ket­ing medi­ums in which the con­sumer is actively seek­ing out a solu­tion (e.g. a prod­uct or an answer). Because of this, mar­keters have a unique oppor­tu­nity to see what cus­tomers are search­ing for and what is pop­u­lar based on search terms. SEM (that is, paid search) updates in real time and allows for more cus­tomiza­tion than in SEO, so it is the best way to under­stand what cus­tomers want. The rela­tion­ship between searchers and search results can yield a lot of infor­ma­tion about prod­ucts, search terms, and mar­ket­ing cam­paigns. The smart SEM mar­keter will use this infor­ma­tion as a test­ing tool, and here are three ways you can too.

1. Deter­mine the Most Effec­tive Prod­uct Names

Using SEM as a vari­a­tion of A/B test­ing, you can show cus­tomers dif­fer­ent names in your SEM ads and then use search data to see which of the names sparked the most cus­tomer inter­est. SEM is cheaper than using focus groups and more dynamic than using social media, plus SEM data can show you what search terms are most pop­u­lar with searchers and which of these terms cus­tomers are most likely to click.

If, for exam­ple, you sell mobile phones, you may want to know what type of phras­ing is most inter­est­ing to cus­tomers. You can run one SEM ad that adver­tises “mobile phones,” another that fea­tures the phrase “smart­phones,” and a third that men­tions “cell phones”. Using these vari­a­tions in your search ads, you can see which terms cul­ti­vate the most cus­tomer inter­est, i.e. click-throughs, and searches. You might also con­sider the cost-per-click in rela­tion to the pop­u­lar­ity of some terms over others.



Hit the bullseye with search marketing – Adobe

Hit the bullseye with search marketing. Download now

To boost conversions for your search and display ads, you need to understand the customer experience across all channels. But that’s not always easy when you’re juggling a multitude of SEM campaigns. This Forrester Research report can help you see the big picture. Download it now so you can:


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