Too many mobile sites, apps and campaigns are ruined by the smallest things, things that are easy to spot and are probably easy and cheap to fix. These little things are a big turn off to your customer, making them feel unwelcome and making it unnecessarily difficult for them to buy your product. So why is this? Are companies not test-driving their new shiny mobile initiative or do they just not care if it works properly?
Everyone wants to make their mobile site/app more relevant and useful. This helps to build traffic, increase time on site, improve search engine rankings, convert site visitors into actual sales, attract more advertisers et cetera. Providing excellent, accurate and oft-updated content that is relevant for your mobile customer is a major part of the mix.
Flurry, a mobile app analytics outfit, predicts that “US app inventory is not only growing at a staggering rate, but also poised to absorb the equivalent of the entire US Internet display advertising spend by the end of this year.”
That means that there is so much ad space within mobile apps that even if every one of the $12 billion spent on Web advertising in the US was channeled into in-app advertising, there would still be unfilled ad space.
Rumor has it that Apple is planning an app store focused on business apps for businesses (we heard it from a mobile developer). This is opposed to ‘business apps’ for consumers, which Apple’s App Store does in abundance.
Industry awards tell you a lot about a business. In recent years, the trends at Cannes Lions – the biggest date in the advertising world’s calendar – show a growing appetite from ad agencies for mobile campaigns. The latest plat du jour is mobile apps for niche audiences, displacing messaging, mobile Web, mobile ads, QR codes, Bluetooth and all the other tools in mobile’s box. It seems the trend is away from campaigns that integrate mobile with other media such as outdoor or magazines, towards mobile app-only campaigns.
Of the $3.3 billion that will be spent globally on mobile ads this year, almost half (49.2 percent) of that will come from Asia, mostly from Japan and South Korea, according to Gartner. By 2015 global mobile ad spend will sky-rocket to $20.6 billion, of which Asia’s share will be one-third (33.6 percent), as North America and Western Europe start to eat into Asia’s lead.
Today’s announcement of a ground-breaking JV on mobile payments (m-payments) by UK operators will only intensify the frenzy of excitement in recent months around Near-Field Communications (NFC). This makes it all the more important to examine whether all the ingredients are in place for NFC to take off anytime soon in North America or Europe or whether should we expect more deployment, more quickly, from Asian nations. This article discusses those essential ingredients and compares the lie of the land in US, UK, France, Germany, China, South Korea and Japan.
Five lucky mobiThinking readers can win free tickets for the AITEC Banking & Mobile Money West Africa which takes place on June 8-9, 2011 in Accra, Ghana.
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If you did not attend the Mobile Marketing Association’s Asia conference, you should read this comprehensive review by Tomi Ahonen. It is full of excellent stats, eye-opening campaigns and analysis. But of particular note is his summary of a presentation by Coca-Cola.