Category Archives: Mobile

The battle for your home screen

social media appsThe battle for first swipe is something you may not have heard much about. With wearable tech and the Internet of Things dominating the headlines, the struggle for control of your mobile’s home screen has been largely ignored. However, a series of recent launches suggest this is an area of serious interest.

Twitter is trying to put messages in front of people before they even unlock their phone and recently acquired smart lock screen app, Cover. The Android app lets the user customise the applications they see and when they see them and works by displaying apps contextually based on actions and locations. Widely regarded as a move to compete with Facebook’s Home service, Cover may give Twitter the chance to deliver tweets and messages outside of its dedicated app and further highlights the social platform’s mobile-first ethos. Read More »

Could mobile coupons be a secret retail weapon?

coupn by HA! Designs - Artbyheather FlickrTraditional couponing is big business in the UK. According to figures from coupon experts Valassis, 257 million coupons worth £850m were redeemed in the first half of last year, and shoppers are currently saving an average of £5.70 a month using them.

They initiate intent, create a psychological contract with the brand, act as a reminder to buy, help to signpost the product in-store and obviously deliver a compelling incentive to purchase by reducing price. In fact, in our experience, they remain one of the single most effective tools in our arsenal to drive trial. Read More »

Mobile footfall tracking: the Google Analytics of the offline world

ShoppingArcadeWhen it comes to shopper insight, online retail has long had the edge when it comes to seeing how shoppers are moving around the virtual shop floor, what they are buying and how often they revisit a site. Wifi and beacons are changing all that.

With the introduction of both, physical retail now has the tools to readdress this imbalance. The footfall tracking capabilities of both technologies enable retailers to follow shoppers’ mobile phones as they move around from street to store.

Beacons’ promise of cost-effective, targeted, localised, personalised and timely messaging to shoppers in or before store has been exciting retailers. However, delivering communications direct to the mobiles of people on a shopping mission is only one of their uses. Because they can be used to triangulate shoppers’ positions and create a real-time store movement map, they are an unbelievably rich source of shopper insight and store data. Read More »

5 ways charities can make websites more donation-friendly

Online payment by EP TechnologyThis week we published our 2014 charity website survey which looked at how effectively the top 50 UK charities use their websites to drive donations.

Our research threw up some significant differences in the ‘donation-friendliness’ of these leading charities with some important lessons to learn ahead of the key pre-Christmas fundraising season: Read More »

10 questions to ask when choosing a mobile agency

Mobile dataIn a market that is increasingly diverse, fast-moving, and difficult to understand – the challenge of choosing the right mobile agency has never been greater. Here are ten of the most important questions (and answers), to help you decide: Read More »

Advertisers should see the value in cookieless technology

IpadgirlIt has been more than 18 months since Safari began blocking third party cookies and it is possible other browsers will follow suit, with continued threats from Mozilla. As the mobile channel and Safari emerge as drivers of conversions, now more than ever advertisers need to concentrate on cookieless technology.

Read More »

Joining the dots with HTML5 cross-screen advertising

HTML5 – not just the latest buzzword in this content crazy worldLast year saw extraordinary growth in mobile advertising with a 105 per cent increase in global mobile ad spend. What’s more, predicted growth for 2014 is almost as high as advertisers continue their quest to reach today’s distracted, on-the-move consumers. By the end of the year, mobile is expected to account for almost a quarter of digital ad spend worldwide.

With all the noise around mobile advertising, it’s easy to believe that mobile is actually replacing other screens such as desktop, but while mobile use is increasing, consumers still interact with traditional screens just as often as they do with tablets and smartphones. Consumers are not only on the move, but are continually switching between devices for different uses and expecting a seamless transition along the customer journey. Rather than being a separate media bucket, mobile should be considered as part of a wider strategy that enables cohesive advertising campaigns across every conceivable device including gaming consoles, connected TVs, and desktop. Read More »

Eliminating the mobile middlemen

smartphoneThe Wolf of Wall Street is perhaps the must see movie of the year due to the way in which it encapsulates the trading that went on in the late 80s. Aside from the glorification of debauchery, great acting and amazing cinematography, it did deliver some serious messages. At the time, individuals were making huge amounts of money in unscrupulous ways. There was money to be made by capitalising on the confusion caused when clients were unsure exactly of what they were buying and the methods used to trade.

Fast forward 25 years and what can we learn from it when analysing today’s media landscape? Mobile advertising for example is certainly an area where practices have recently been brought into question by a small proportion of uncertain clients. With so many companies laying claim to the possibility of delivering adverts across a complex framework of inventory at the best possible price, it can often be difficult for the brand marketer to really identify what success should look like and value for money is. Read More »

The smartphone: balancing convenience with privacy

smartphoneThe smartphone has become completely integral to our everyday lives in recent years. Just think for a moment about the device you reach for when you first wake up in the morning.

What’s in your hand when you’re making coffee, or when you’re sat on the tube or the bus on your way to work?

It doesn’t seem that long ago that I would leave work on a Friday night to meet some friends, unconcerned about the amount of battery my phone had.

Now it’s different. There’s a charger at the office, at home, and I even have a spare. Just in case. So important is the device now, that most of our plans and correspondences are stored within it.

Read More »

Marketing Continuity: creating a unified view of your customer

mobile phoneA recent comScore report showed that consumers now spend 37% of their time online on mobile devices – and growing. However, with every advancement in mobile experiences it becomes increasingly hard for marketers to piece together what their customers are doing.

Today’s marketer looks holistically at the entire customer experience, but the customer experience is increasingly fragmented.

Customers have multiple devices, interact with campaigns in unpredictable ways, and don’t follow the “ideal” path that the marketer has carefully constructed.

Read More »