Why Mobile Advertising Should be Discussed in Your Next Marketing Meeting

Jason Pinto
Posted on in General

There is no doubt that mobile is changing the world of marketing. In fact, after attending the DMA 2011 conference, I would like to report the following (very unscientific) numbers:

  • 85% of all attendees were carrying a smartphone
  • 60% of the exhibitors had QR Codes on signage, collateral, or clothing
  • Nearly every session mentioned how mobile is changing [fill-in-the-blank] (options include: web browsing, social networking, online video, searching, commerce, payments, etc.)

As businesses seek to adjust resources to reach the mobile audience, one item that should be looked at is advertising.

Many companies still spend quite a bit online advertising. But as people shift their web browsing habits from their desktop/laptop to their smartphone, businesses will need to adjust their advertising strategies. They may need to make changes to their creative, their messaging, their data collection process, and their tracking methods.

Will it pay off to make those changes? We will have to wait and see. But that doesn’t mean that companies should not invest in the mobile ad space yet.

eMarketer recently published some statistics and estimates on that subject.

eMarketer chart on mobile advertising

They estimate that “advertisers will spend nearly $1.23 billion on mobile advertising this year in the US, up from $743 million last year.” Also, they project that the number will be $4.4 billion by 2015.

Clearly, as the number of smartphone owners increase, thus will increase the number of people that will no longer see the banner ad that you are paying for on someone’s blog or website. We certainly must be ready to start reaching those people with mobile advertisements and campaigns that will appear on mobile websites.

What happened to the big screen?

Jason Pinto
Posted on in General

Yes, I am still slightly jealous when I walk into a friend’s house and I see a 72-inch television in their living room. I am slightly jealous that places like theirs will always be the go-to places when it’s time together to watch a big game.

But you know what? For the most part, I am quite content watching videos and TV shows on small screens at my house. Even screens such as the one on my iPhone.

According to a recent report recap from eMarketer, I am certainly not alone. One highlight from the report is that “56% of Gen Y internet users stream video on a weekly basis”… certainly, a lot of that streaming is happening on mobile devices.

Of course, when we look at a chart like this one, a bit of perspective must step in:

Chart on TV watching habits, by device

Yes, the typical TV device still dominates. However, we certainly are all aware that ownership of smartphones and tablets will continue to rise. As that happens, certain generations will become even more familiar and comfortable with watching video on those devices.

Thus, even if your company does not produce online video now, that trend will affect us all. We will need to be sure that all of our online content can be served up in a way that meets the needs of the emerging mobile audience.

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Adding Social Network Links to Your Mobile Website

Jason Pinto
Posted on in General

Mobile Website with Social Networking Links

When it comes to best practices for a company’s corporate website, most people acknowledge that there should be some form of social network integration.

Whether it’s simply including icons that make people aware that you have a presence on social networks (and let them click through!) or by putting social-sharing buttons on your articles, marketing efforts today can absolutely benefit by having website/social integration.

However, should things be different when it comes to our mobile websites?

Things to Consider

When designing a mobile website, companies often have to make decisions as to what content and features should not be included. This is not necessarily an easy process. From what I’ve seen personally, there are quite a few mobile websites that have excluded any mention of their social networks.

Should we do the same?

The answer is absolutely no. And here’s why — more and more, people are turning to their mobile devices to access and update their social networks.

According to a recent report from comScore, “three of every five smartphone owners age 13 and older accessed social networking or blog destinations on their mobile devices”. We can certainly project that as more and more people become owners of smartphones, the number of folks accessing social networks on those devices will increase as well.

Thus, if we are fortunate enough to have someone access our website with their mobile device, we should recognize the fact that they may certainly be willing to access our social networking pages on their phone as well.

Advancements in Mobile Payments

Jason Pinto
Posted on in General

There’s a fairly fascinating article on ReadWriteWeb about some of the advancements that MasterCard is pushing in the avenue of mobile payments.

If you have a chance, please read the article here >>

The article mentions applications that include QR Codes, Near Field Communications (NFC), and another technology that would let your phone “listen” for advertisements.

Mobile Web Usage to Take the Lead in 2015?

Jason Pinto
Posted on in General

Images for 2015

A new report from International Data Corporation states that “more U.S. Internet users will access the Internet through mobile devices than through PCs or other wireline devices by 2015″. (Click here to read eWeek’s post on the report.)

There is no doubt that as more and more people become owners of smartphones and tablets, mobile web consumption will certainly rise. Most likely, there is already a fairly decent percentage of folks that are looking at your web content on their mobile devices today.

How can companies deal with that growing trend? Here are 5 suggestions:

  • If you don’t have one, create a mobile website.
  • If you’ve printed QR Codes or other barcodes that do not point to a mobile website, change them.
  • Put yourself in a prospect’s or customer’s shoes and try to search for your company on your phone. What happens when someone sees your company in the results? What happens when someone clicks on your link? Can they quickly find what they are most likely looking for?
  • Look into the possibility of running mobile banner advertisements.
  • Don’t overreact! Yes, web consumption might continue to move toward mobile devices. But there are still going to be plenty of people looking at you from their laptops, PCs, etc. Thus, do not neglect that channel.

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Your Mobile Phone and Coupons

Jason Pinto
Posted on in General

Most companies would agree that people are turning to their mobile phones to help them in the buying process.

This may include searching for product information, comparing prices, asking for opinions and reading through other user’s reviews, and in some cases actually buying the products on their phone.

But what about finding and accessing coupons on their mobile phone?

eMarketer recently published some statistics related to that question. Here is one of the charts:

Mobile Phone and Coupons: Stats and Chart from eMarketer

From this chart, we can see that one in ten mobile users are redeeming coupons.

Will that number rise as more people become smartphone owners? We will have to wait and see. But I think businesses will need to do the following things to increase adoption:

  • Educate consumers on the steps involved in the process. This could be in the form of online video, printed collateral with QR Codes, blog posts, and more. But if companies can demonstrate that it’s easy and convenient to redeem mobile coupons, they may increase adoption rates.
  • Educate employees on the process! One of the worst things that can happen to a technology is if the consumer thinks they know how it should work, and they think the process should be easy… but then because staff members were not properly taught, the technology appears to fail in front of the consumer.

How-To: Export the Results from your Mobile Website Forms

Jason Pinto
Posted on in General

Answers --- How to find these from your iFlyMobi mobile website Forms

Mobile websites should make life easier for the visitor.  Whether they are trying to find directions, or register for an event, or contact a company, a mobile website should enable someone to easily accomplish those tasks on their phone.

One way that our mobile website builder application helps with that is through the Forms feature. You can easily setup forms that are designed to look and function properly on a mobile phone. You can add fields to your forms that seek to collect contact information, answers to questions, or other feedback.

While this feature may make life easier for the person visiting your website, how about for you? Is it easy for you to find out what people are saying?

How iFlyMobi Allows You to Access Responses to Mobile Website Forms

There are two ways that you can easily view and access responses to your Forms.

First, you can set up an email notification. Our application will instantly email you the moment that someone responds to a form inside of your mobile website. It will provide all answers that they’ve provided to the questions you’ve asked on the Form.

But you can also view and download responses to your Forms within the iFlyMobi application. Here’s how:

  • Click on the “My Forms” button.
  • To the right of the Form Name that you want to find responses for, click the “View” button under the Reports column.
  • There, you’ll be able to see a list of all responses that have come in so far.
  • If you want to export the responses, simply click the “Download Results” button.

We hope that you find this information helpful.

If you have any questions, please let us know.


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40 Percent of U.S. Mobile Users Own Smartphones

Jason Pinto
Posted on in Inspiration, News

According to July 2011 data from Nielsen, 40 percent of mobile consumers over 18 in the U.S. now have smartphones. Along with publishing this data, they also shared the chart below that breaks down the usage across OS too.

Smartphone Marketshare from Nielsen: 40% of US Adults Have a Smartphone

While we were quite excited to see that 40% number, we are also sure of the fact that the number will continue to grow in the months to come.

As that number grows, so will the number of people that are looking at your website on a screen of just a few inches.

Will you be ready? :-)


Tip: Adding Links to Twitter Profiles from your Mobile Website

Jason Pinto
Posted on in General

Twitter Logo (this blog post contains tips for adding Twitter links to your mobile website)

This tip comes from the fine folks in the interlinkONE customer support department.

When you are building a mobile website inside our application, you may choose to add a link to your Twitter profile via our “Links” feature. This can absolutely be a useful way to create awareness of the presence that you have on that social network (and as a bonus, Twitter has a great mobile website).

The process of adding a link to a mobile website in iFlyMobi is very easy. However, there is something that you want to beware of when it comes to building your Twitter link.

Best Practice for Adding a Link to your Twitter URL

Let’s say that I wanted to add a link to my Twitter account. If I were to head to Twitter, the URL in my browser will say “http://twitter.com/#!/jasonpinto“. While that works fine for me when I’m on a laptop or desktop, you may run into trouble if you were to paste in that exact link into your mobile website.

Our suggestion is that you remove the portion of the URL that contains the hash character and explanation point.

So, the URL that you would enter into your mobile website should simply be “http://twitter.com/jasonpinto

Screenshot from the iFlyMobi Website Builder Application: Adding a Link to Twitter

Please note: some phones/browsers may absolutely be able to handle the URL with the hash character properly. But because we have seen and heard reports of trouble from customers on various devices, we just wanted to publish this recommendation.

We hope it helps! Let us know if you have any trouble.


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The Business of Mobile Advertising

Jason Pinto
Posted on in General


Maybe I should not have been surprised by this.

But the headline “Mobile Ads Now Claim Half of Pandora’s Total Ad Revenue” absolutely caught my attention this week.

Since mobile advertising is reaping positive results for Pandora, I thought it’d be worth exploring why they might be having success in an area that so few companies have dived into.

3 Reasons Why Mobile Advertising Is Working for Pandora

The Captive Audience:

If Pandora has one thing, it’s a passionate and committed audience. Many of its supporters swear by the service even if there might be other music options available on the web with a better selection. Many of these people use Pandora for long periods of time; once they’ve turned it on, it’s on for good. They are not looking to browse for another “channel” if a one song doesn’t suit their taste. Because the listeners are fairly committed to listening to Pandora, mobile advertisements may not necessarily be unwelcome.

If listeners are generally happy with the songs being played and they’re not apt to change where they are getting their music from, the advertisements may fit nicely into the stream.

Personalized Offers & Content:

One of Pandora’s big selling points has always been that they can make radio become a personalized experience. They are able to learn someone’s likes and dislikes. They may be able to discern and/or gather demographic information. With that data in hand, they certainly have the ability to serve up personalized advertisements that may appeal to the listener.

Multiple Touches, Multiple Senses:

From my own personal experience, advertisements on Pandora tend to be repeated on a fairly frequent basis. I’m sure this varies based on spend, demographic information, and other items… but for the most part, I hear the same advertisement multiple times each day. And guess what: even the bad ones tend to stick in my head!

Another thing that works to Pandora’s advantage is that their advertisements can touch people across multiple senses. If you were to look down at your phone, you’ll see the graphics from the advertisement. Meanwhile, you’re hearing the advertisement through your speakers as well. That multiple-touch, multiple-senses approach can certainly help to increase the impact of the advertisements.

Moving Forward

Yes, Pandora is certainly in a very good place to capitalize on the growing mobile advertising space. But maybe they are not the best place for you to try some mobile ads on. But even if that is the case, you may be able to borrow some inspiration on why things are working well for Pandora right now.


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