Once upon a time, the Click-Through-Rate (CTR) was the holy grail of engagement metrics.
“Marketers only using clickthrough rates (CTRs) to measure mobile ad performance may need to take a step back and re-evaluate, based on a September 2014 report by xAd, Nielsen, and Placed,” explains a recent eMarketer report. “According to the research, while CTR has been the standard metric for online banner ad engagement, it doesn’t completely cut it when looking at mobile ads.”
Posted in Announcements, Marketing Strategy, Mobile Advertising, Mobile Analytics, Mobile Devices, Mobile Marketing, News, Platforms
Apple Pay, the new mobile payments system, is here.
Now available to consumers, the system is being praised by direct response and retail brands. Apple Pay allows users to store their credit card information on their iPhones and pay from their devices.
But there’s more on the horizon.
Posted in Announcements, Mobile Commerce, Mobile Payments, News, Platforms, Smartphones
In case you missed it, here are some of the top stories in mobile marketing and advertising we’ve been following this week.
There are a lot of buzzwords out there — and a lot of confusion about what to do when there’s a dearth of data. Marketers are wrestling with everything from “programmatic buying” to “native content” to “mobile marketing,” yet many don’t have the tools to properly use the tech.
Recent research shows e-mail marketers are getting better at what they do, but most people still have a love/hate relationship with e-mail.
Posted in Announcements, Mobile Marketing, News, Platforms, Technology
According to a new report from Forrester, eBusiness teams are “doubling down on rebuilding their legacy desktop site experiences.”
The end goal? To make their web presences truly responsive across all web-enabled touchpoints.
But as the report notes, this is an enormous undertaking and “few organizations have the budget or risk appetite to ‘responsify’ all of their web assets in one fell swoop.”
Posted in Announcements, Marketing Strategy, Mobile Devices, News, Platforms, Resources
Marketers need clear attribution strategies. It’s essential to validating that their offline lead generation is having an impact. Call measurement and analytics technology company Telmetrics knows this — and has some recommendations for best practices.
According to the company, calls are a “critical way to measure offline ad engagement and, for many categories, are a must-have part of the attribution toolkit.”
Posted in Announcements, Best Practices, Marketing Strategy, Mobile Devices, News, Platforms, Smartphones, Technology
Bolstered by the 12% growth logged during the 2013 holidays, online retailers are expecting even bigger business this holiday season.
In a survey of 200 retailers highlighted recently by Marketing Land, 86% expressed expectations for higher holiday sales this year. Not a single online retailer said they expected a decline.
The holiday season in the U.S. will be compacted this year with Thanksgiving coming in the last week of November and CyberMonday falling on December 1st.
Posted in Announcements, Marketing Strategy, Mobile Commerce, News, Platforms, Technology
You have to admit it. In some places, it’s easier to go digital, or offer premium content, than in others.
No small town in Iowa is going to have the easiest time of it. But take a city like Sound Bend, Indiana — where the gold dome of Notre Dame shines like a beacon in the sky — and you have another situation entirely.
Recently, Kim Wilson, the publisher of the Schurz-owned South Bend Tribune, decided to flip the digital switch on its decades-old Notre Dame Insider sports vertical this year, adding continuous news updates and video to what had been a static, if profitable, venture.
Posted in Announcements, Marketing Strategy, Mobile Devices, News, Platforms, Resources, Technology