Digital Marketing News


26 key insights on mobile marketing

Apr 09, 2014

Mobile marketing process diagram
At FIRST we spend a lot of time doing research and finding ways to provide the best results for our clients. Previously, we gave you our top key insights on metrics, analytics and conversion optimisation, and now we’re sharing key insights on mobile marketing.

  1. 73% of Australians aged between 15 and 65 currently own a smartphone (Frost & Sullivan).
  2. Maximising app installs using SMS, here’s a collection of brands using this tactic (vendor sales pitch). (Source: tatango.com)
  3. Apart from the obvious issue of users being split across iOS and Android, I’d say the mobile marketplace challenge is mostly related to user density for a specific location. (Source: techcrunch.com)
  4. Mobile tactics that include video are deemed most effective at engaging users – that’s why Facebook’s launch of their new mobile CPA app install ad type, with an intro video, makes a lot of sense. (Source: marketingsherpa.com)
  5. Research firm Ovum estimates a staggering US$23 billion of SMS revenue was lost in 2012 due to the popularity of smartphone chat apps like WhatsApp. (Source: bbc.co.uk)
  6. We’re predicting that this will become a key global ad buy for all app developers: Facebook’s mobile-device targeted app install ads are now offered on a CPA basis, with an app video preview option! (Source: searchenginejournal.com)
  7. The long term war for winning the hearts of app developers has just accelerated, at least at the “please just take care of the backend stuff” level. Google Tag Manager is from the same strategic play book (one tag to rule all tags). (Source: venturebeat.com)
  8. Mobile Operating Systems share in Australia: Android is the winner with 57% (GeekWire).
  9. A third of in-store shoppers find information on their smartphone as opposed to contacting employees (Google – Mobile In Store). (Source: vocus.com)
  10. Copywriting for responsive design: “If you can define content types based on what they include at a semantic level, you can create sound rules to guide how they bend and reshape: You can let your content go, without fearing where it will end up.” (Source: blog.kissmetrics.com)
  11. Forrester: “Mobile is the most important strategic change in retail banking in over a decade.” (Source: blogs.forrester.com)
  12. Use the new Google ROI/CPA calculator to understand how mobile drives in-store sales, phone calls, app downloads, cross-device purchases and mobile site purchases. (Source: techcrunch.com)
  13. Users are demanding quality apps but also speed: 59% want apps to load within 2 seconds or less (n=3,534). (Source: techcrunch.com)
  14. BI Intelligence report: Bank of America predicts $67.1 billion in revenue from smartphone and tablet retail purchasing by European and U.S. shoppers in 2015. (Source: businessinsider.com.au)
  15. Need to drive some serious app downloads? AdWords’ new app promo ad template will auto-detect the device AND platform. Result? Single-click download direct from SERP. (Source: searchengineland.com)
  16. App promotion using AdWords, now much easier with the “App and Digital Content Ad” template. (Source: wordstream.com)
  17. Sound thinking from Francois, one of our FIRST consultants: Why you will follow Google’s advice, whether you want to or not. (Source: first.com.au)
  18. Mobile advertising quadrupled in 2013, increasing 305 percent year on year to reach AU$349.2 million in the 12 months ending 31 December 2013″ (Source: iabaustralia.com.au)
  19. Amazon continues to set the benchmark in whatever they do, this time #1 for mobile e-com (n=6,200). (Source: mediapost.com)
  20. Nov FB mobile app update resulted in a 60% increase in the 2G/3G overall signaling load and a 25% increase in the airtime consumed. At some stage these sort of app updates will start to hurt the battery. (Source: alcatel-lucent.com)
  21. If FB can successfully navigate the privacy storm, they’re onto a winner. (Source: mobile.bloomberg.com)
  22. eMarketer: “By 2014, one in four mobile phone users will redeem a coupon via a mobile device” (Source: emarketer.com)
  23. App Store Optimization (ASO) feels like the early days of SEO: “Having a keyword in your title can improve your app’s search ranking for that keyword by an average of 10.3%” (Source: blog.kissmetrics.com)
  24. Right, so now we have hard data to suggest that the average iOS app is “on average 8% better” than the average Android app. Short term? Interesting. Long term? Google Play will dominate the market, app quality will follow and so will app developer revenues. (Source: readwrite.com)
  25. Microsoft isn’t very happy with Google right now… “It seems to us that Google’s reasons for blocking our app are manufactured so that we can’t give our users the same experience Android and iPhone users are getting. The roadblocks Google has set up are impossible to overcome, and they know it.” (Source: blogs.technet.com)
  26. Wow, scary to hear how badly April has turned out for freemium (ad supported) app developers on the Microsoft platform. Seems the monetisation options for Windows Store Apps are either “Paid App” or “Stop”. Let’s hope Microsoft can turn this around. (Source: itworld.com)