3 Mobile Trends Marketers Simply Can’t Ignore

Mobile Marketing Trend

Australians adoption of smartphones has mobile internet usage growing at a rapid rate. Nowadays the mobile device facilitates communication (talk, text and social network interaction) , entertainment (mobile TV / video & gaming) and provides access to information anytime anywhere – making it the one device that no one can live without.

It therefore comes as no surprise that it’s one of the key channels that marketers need embrace with open arms now and in years to come. But it is not only the sheer amount of time consumers are spending on their devices that makes the channel valuable, it is the context in which consumers are using them that will make marketers stand up and take notice!

Below are 3 key trends which I believe no marketer can ignore.

Trend 1: Second Screen Mobile Usage Is Significant

According to a recent study by YuMe, some 60% of TV audiences are distracted by their mobile phone while watching TV. However according to Nielsen and Yahoo’s research, second screen usage is as high as 86%. Although the 2 surveys present a discrepancy in second screen usage both surveys indicate that the trend is significant and this presents an opportunity for marketers – an opportunity to integrate! Now more than ever marketers therefore need to think about how to transition audiences from a traditional TVC to a mobile device. Strategies include but are not limited to;
• SMS – to find out more or to enter competitions / promotions
• Mobile Search – recommending consumers to search for a particular phrase relevant to the ad content and
• Augmented Reality – A few brands have already experimented with AR to deliver a richer 3D / augmented experience. This might be just what the doctor ordered to reinvigorate dull brand TVCs

SmartphonesTrend 2: Mobile Usage In Store

Not only are mobile phones monopolising the in-home entertainment experience, mobiles are also playing an increasingly influential role in-store. According to research conducted by iModerate Research Technologies more than half of smartphone owners are using their mobile in store to enhance their shopping experience by comparing prices, finding store locations and checking for discounts. Whilst a survey conducted by independent marketing firm IPSOS OTX found 79% of smartphone users utilise their devices in store. In Australia, retailers are already feeling the digital pinch, however trends such as these indicate that the fight for customers is only going to get tougher – as your competitors are only a click away at the point of sale. These new instore consumers experiences are therefore prime territory for marketers looking to inject a brand into a target audience’s psyche at a critical juncture in their decision making process.

Trend 3: Cross-Media Influence

Whilst mobile / second screen usage is distracting consumers, research from IPSOS OTX revealed that traditional media has a strong influence on mobile usage. According to the research conducted, 68% of consumers search on their phones as a direct result of traditional ad exposure. This research comes as no surprise, as mobile phones provide consumers with the immediacy to act upon a relevant brand message. Search is however not the only way in which consumers can act on a brand message. AR has enabled brands like CommBank to engage with consumers in interactive ways – making a simple flat print ad – a 3D experience.

As these trends show, whether it is at POS, on TV or out and about, brands, particularly retail ones, need to consider mobile as one of the cornerstones of their marketing strategy not an after thought!

More on mobile trends:

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The Changing Face of Online Advertising

Online Advertising Progress

Over the next few years the online advertising landscape will change dramatically. Consumer consumption of video, mobile and social are all starting to play a role in the way we plan and buy media however by 2015 our online media schedules will look very different to how they look today.

Video Advertising

Video advertising is one of the fastest growing segments in the online advertising market. In fact it is growing so fast Google predicts by 2015, 50% of ad campaigns will include video ads bought on a cost-per-view basis (that means that user will have choice whether to watch it or not).

Video advertising is still however in its infancy despite the fact that consumption of video by Australian consumers is significant. According to the IAB, Australians are now watching almost 1 billion videos online each month which provides a lot of opportunity for advertisers. And even though video based advertising grew by 83% year on year in Australia, total video spend by advertisers equated to 5.3% ($33.4m) of total digital advertising spend. This demonstrates just how far the industry will come in 4 short years if Google’s predictions are correct.

Whilst video advertising provides a significant opportunity for marketers it is not without its challenges. As some video channels / networks allow viewers to skip advertisements, marketers will need to provide more than a traditional TV style commercial– engagement and entertainment will be far more important in the video ad space.

Mobile Advertising

By 2015 it is anticipated that mobile internet will surpass desktop internet usage – and with that mobile advertising is expected to undergo rapid growth. In fact according to Gartner, global mobile advertising spend will total $3.3 billion in 2011 and this figure will balloon to $20.6 billion by 2015.

Like video, mobile too will bring several challenges. Small screens / ad formats will make it more difficult for marketers to communicate their message. The power of mobile combined with local however will also provide new opportunities for marketers to connect with consumers when and where it is relevant. We have already seen the power of mobile and local via Foursquare which has enabled retail brands to connect with consumers however this is the tip of the iceberg. Over the next 4 years will see significant investment from Google, Facebook and start ups in the mobile / local space, which will also result in new ad formats and opportunities for brands to target new and existing customers.

Social Advertising

In 2011, US marketers are expected to spend $3.08 billion on social network advertising, which is roughly 10% of total ad spend online and an increase of 55% from 2010. Whilst we are behind the US when it comes to digital, marketers take up of social media in Australia is on the rise so there is no doubt that social advertising will make up a larger slice of the advertising pie in the future.

McDonald FarmvilleSocial advertising doesn’t just refer to display ads on Facebook. Whilst Facebook is one of the key social channels that marketers are advertising on, the social phenomenon is giving rise to new advertising opportunities. One of the growing trends in the social space is that of social gaming. As a result we are seeing social gaming organizations like Zynga building branded experiences into games. This includes McDonalds use of Farmville to provide virtual McCafe to players so they can work at double the speed as well as Honda’s virtual billboard in CarTown to name a few.

Social games aren’t however the only trend in the social advertising space. Social behaviour will also have an impact on how ads are consumed in years to come. According to Google just like most news articles on the web today can be commented on, shared, discussed, subscribed to and recommended, by 2015, 75% of ads on the web will be “social” in nature—across dozens of formats, sites and social communities.

Like mobile and video these social advertising trends will also present several challenges for marketers. Consumer’s ability to comment, share and rate advertising will change the fundamentals of advertising. Consumer’s will have a right of reply to a brand message and this is going to provide all sorts of challenges to marketers. Whilst new social advertising opportunities like those within social gaming platforms and across social networks will mean marketers need to become more creative, to deliver more than just their message.

What other trends do you think will impact online advertising in the coming years? Share your thoughts below.

Learn more about social and digital strategy by attending the iStrategy conference in Melbourne. With digitalmarketinglab you can save 10% off the cost of your ticket by entering this code: DML10.

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Email & Social Media – Bed Buddies Not Arch Enemies

Since the explosion of social media, email marketing has been put on the endangered species list. If we venture into the wild world of email we find it is still thriving and has done so particularly since the economic downturn, however many are sceptical about its life span. The email vs social media argument has been re-ignited in 2010 with a recent Gartner report signalling bleak times for email. However a recent post on eConsultancy interviewing many of the leaders in the email field see it very differently.

So is it time to start preparing for emails devise? Hardly rather social media is probably giving email a new lease on life, giving email a new partner in crime!

So how is the landscape changing and how can marketers leverage the link between social and email to improve communication and response?

Convergence

Whilst each channel provides its advantages and draw backs – industry software leaders know that convergence is going to play a big role in the evolution of the 2 channels.

Facebook knows that email plays an important role in its future and as such is currently investing in a full webmail service – called Project Titan. Whilst Google & Microsoft are also rapidly integrating social functionality into Gmail and Outlook. These changes in functionality will mean that email becomes the start of a conversation from a brand, one which can then continue amongst a subscribers’ network and peers.

Email and Social Media IntegrationCollaboration

Social media provides email marketing with the vehicle to enable one to one communications to become many to many. Providing the ability to share content from email however is not enough. Good online content that is topical will be rewarded and discussed within the social space outside of the confines of email. The viral nature of social media provides the element that email needs to ensure this information is being given to those who will benefit from it most (not just those subscribed to receive it) – and this is what pull marketing is all about.

Database Extension

One of the most valuable tools social media provides for email marketers is the ability to gather new subscribers. Fan pages, groups etc provide brands with the notification that they have a loyal base of followers. However if these consumers subscribe to receive email information it provides the brand with the direct connection with the user to foster a deeper relationship. Advocates that are empowered with this information then become the brand vehicle and gateway to access a wider audience in the social space.

The above demonstrates that in a web 2.0 world it is not a channel fight of the titans but rather a teaming up of email and social that is going to take email marketing into the next decade as a discipline and also important strategy for your organisation.

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The SEO Merry Go Round – You Just Can’t Afford To Get Off

As 2011 steams ahead, so too is Google with their algorithm changes and innovation. In a recent interview Amit Singhal, a Google software engineer, advised Google’s innovation cycle is accelerating and the search giant is just getting started on the next generation of search. And if new releases and plans for 2011 are anything to go by, search marketers are in for a bumpy ride.

This year to date we have already seen the farmer update, as well as Google hinting that soon to follow will be an algorithm change which will lessen the weight assigned to keyword domains.
So what is the implication of some of these changes, and what else is coming?

Google FarmerFarmer Update

The farmer update, which was released in February 2011, targets the many content farms that have sprung up in the past few years. Whilst content is king, Google’s aim is to deliver quality search results and content. On that basis content sites which contain a vast amount of low quality content have seen a dramatic decline in rankings and traffic.

Implication: Despite the effect the farmer update will have on article submission as a key form of link building – it also has several other ramifications. Websites which have created content for the sole basis of ranking could also be in trouble as this algorithm change isn’t just targeting content farms. Sites which contain a sizeable amount of low quality content created for search are also in the firing line and the impact can spread far beyond penalisation of these pages. Google has indicated overall site rankings could be impacted as a result of poor content so it’s time for SEOs to get with the times and produce content which is fit for users not just spiders.

For more details on the Farmer update click here.

Keyword Rich Domains Under Review

In a recent video on YouTube Matt Cutts stated; We have looked at the rankings and weights that we give to keyword domains and some people have complained that we are giving a little too much weight for keywords in domains. So we have been thinking about adjusting that mix a bit and sort of turning the knob down within the algorithm, so that given 2 different domains it wouldn’t necessarily help you as much to have a domain name with a bunch of keywords in it.
Whilst Google is yet to adjust the algorithm there is no doubt that if Matt Cutts is talking about it, there is an algorithm change on its way.

Implication: This will be an interesting space to watch as Google will need to juggle how this impacts sites with keyword rich domains that are legitimate brands (not just created for the basis of ranking). Some experts believe Google may start by targeting hyphenated domains as this is a clear a signal of a spammy domain name.

Google Social Search Updates

Social Search StrategyInnovation and algorithm changes in the field of social search are high on the agenda for 2011. It has been widely publicised that social factors affect rankings and their influence is likely to increase overtime however Google is also pushing the envelope in the area of personalising results through social data. In February Google announced changes to search that will bring that will bring users more relevant, recommended results from their connections.

Implication: It is still very early days in the area of social search and there is no doubt Google has stumbled a few times and will continue to do so as they experiment. Like the impact of the farmer update, social factors will force SEO tactics to be more closely aligned with other online marketing strategies. In particular alignment across content and social media will have a significant impact on SEO outcomes in the months and years ahead.

What else do you think Google has in store in 2011?

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Online & Offline Marketing – The Perfect Couple… For A Break Up

Online and Offline Integration

As organizations are beefing up their digital strategies, one of the most challenging issues they will face it integration. As many marketing teams are divided by specialization delivering 1 consistent message can be difficult – particularly in larger organizations.

The importance of channel integration

Integration of your online and offline marketing is critical to maximize results. People no longer consider where a brand message is sourced. To them, they live their lives both online and offline without separation – it’s all just part of their everyday lives now, interwoven into one cohesive experience.

So if they online and offline activities are aligned and well coordinated effectiveness of each channel can deliver maximum impact.

Online and Offline IntegrationA case study on integration

The recent NAB break up campaign, is one great example of integration across online and offline channels.
Whether you like the campaign or not it does seem to be having the desired effect for the bank by getting consumers to switch. According to NAB, in the three-and-a-half weeks since launch the bank experienced a 20 per cent increase in new transaction account openings; a 50 per cent increase in credit card applications; a 45 per cent increase in home loan refinancing, and a 35 per cent increase in home loan inquiries. And whilst the promotional spend has been significant, campaign effectiveness is being maximized through a well planned and executed combination of online and offline activities.
Let’s take a closer look at how online and offline tactics are being utilized in combination to achieve campaign goals and to deliver a consistent message to the market.

A blended launch approach got tongues wagging

The campaign started on Twitter, carried over to print then involved a number of guerrilla marketing stunts, and subsequent release of online videos all in a matter of the first few days of the campaign. By combining engagement channels with those of reach and frequency for the initial launch, NAB captured the attention of audiences which fuelled conversation and buzz within the first few days. If social was used in isolation I doubt that NAB would have been able to gain momentum as quickly as they had by utilizing the integrated approach.

Maximising offline investment online

NAB has invested a significant amount of spend in offline advertising to reach the masses. The campaign has leveraged an array of media from billboards and outdoor, to TVC, radio and in-store promotion to gets its break up message into the market. Investment like this of course delivers strong brand awareness and hopefully some change in brand perception. However aside from this it also drives many consumers to act and this could occur offline in a branch or online.

As graph 1 suggests, Google trends depicts a significant increase in brand related search since NAB launched its campaign. And the bank is ensuring that the effort and value derived from its offline activity is not experiencing online leakage to other brands. Searches for NAB break up reveal paid search ads, which drive users directly to the branded content on a dedicated landing page. NAB has also added “break up” site links within its more general paid search campaigns to ensure consumers looking for campaign content can find it easily. Whilst this may sound obvious many brands fail to do this and a lot of the hard work and spend can be lost.

TVC & Online Video Combo

Online TVTraditional TVCs, which deliver good entertainment value, thrive in the online environment. As consumers discuss campaigns offline or even in social space users will migrate to platforms like YouTube to see what all of the fuss is about. Last year ANZ showed how additional reach and frequency can be had through leveraging TVC assets in the video space but with this campaign NAB went one better. NAB not only released TVCs on YouTube, they also created 50 break up videos for the campaign.

Combining these 2 mediums would deliver far more reach and frequency than adoption of 1 channel. TVCs with good entertainment value can create a pull effect for users to re-engage with the content online and as NAB has created additional branded content – this provides consumers with other digital assets to view and share with their network. In addition by providing access to TVCs and other video content online, NAB is also able to reach audiences who predominantly spend their time consuming media online.

Aside from the benefits detailed above, NAB has also adopted the same rationale to video based search as it has to text based search. Its unique campaign idea and media strategy has driven many to seek out the branded content on YouTube and to ensure brand leakage does not occur NAB has sponsored video’s on YouTube to appear when “break up” searches are conducted.

Watch: Online and Offline Marketing Integration

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The Group Buying Craze Down Under

The group buying space in Australia is really starting to heat up. In late January Yahoo!7 announced the acquisition of Spreets, GroupOn began its Australian assault with StarDeals and a number of brands have launched aggressive marketing campaigns to win market share. This article takes a closer look at the industry and what is in store for 2011.

The Market & Who Is Buying

According to Cudo CEO Billy Tucker the coupon market has grown from zero to a $150-200 million industry in just 10 months,” and expectations are for substantial growth in 2011 and beyond. Some of the biggest fans are working women aged 20s to 40s however it seems that these aren’t the only people buying. According to Cudo – 15% of its audience are retirees with spare cash and a willingness to try new things.

The competitor set

The substantial growth of the industry has attracted many players who are vying for a slice of the market (both local and global). As a result over a short period of time the market has become quite saturated, with more than 12 sites competing in the industry. Below is a summary of stats for some of the key industry players based on internet research:

Group Buying Site

Despite industry growth this year will no doubt sort the men from the boys. It will be a gruelling year for those in the industry – with most brands pulling out all stops to cement their position as the industry’s largest group buying site. There are some fairly big obstacles however that those in the market will need to overcome. The first is surviving in a saturated market. With over 12 players in the market the number of competitors is unsustainable. Therefore 2011 will see some of the smaller sites either acquired by those bigger sites to further grow market share or they will simply fall by the wayside. Another big obstacle is differentiation in product offering to gain a distinct competitive advantage. Whilst Cudo claims it differentiates through only providing discounts which are more than 50% off the standard retail price– the reality is that there is little differentiation that I have seen amongst the industry players. Product exclusivity will be important as will be retaining a steady flow of good quality deals and offers over an extended period of time to keep users engaged. What we may see in 2011 is that some sites may become more specialised and focus their product offering on 1 or 2 verticals ie health and beauty or dining and entertainment to differentiate amongst competitors – however time will tell.

Will Facebook & Google Spoil The Party

Facebook and Google MarketingWhen any significant internet trend emerges you can guarantee that Google and Facebook won’t be too far away. Facebook Deals is Facebook’s answer to the coupon phenomenon. Launched in Europe at the start of February, Facebook deals requires consumers to check-in to locations to receive discounts. In the UK a number of big name companies have already signed up to provide deals with more on the way. Apart from the location element there are a few differences between group buying sites and Facebook deals. The first is that discounts can relate to the simplest of products like coffee and advertising an offer to consumers is free. On the face of it, it therefore seems that Facebook Deals is more likely to kill foursquare than Group Buying sites however it also depends on how this product develops over time.

Similar to Facebook, Google too is set to launch its answer to the growing trend known as Google offers. Like Facebook Deals, Google Offers will provide consumers with the ability to access deals via check-in however offers will also be accessible via Google Place pages online. So will this be a “deal breaker” for the industry? Google’s recent track record with vertical strategies hasn’t been good and unless there is a dedicated team behind it encouraging brands to get onboard and ensuring that deal content is being refreshed and updated Google Offers may fall away as so many of Google’s vertical projects have.

More about Daily Deals and Group Buying sites:

References
http://www.heraldsun.com.au/news/national/women-harness-discount-power/story-e6frf7l6-1225997072065
http://mumbrella.com.au/forgot-cudo-or-spreets-were-number-one-for-social-38641
http://mumbrella.com.au/cudo-claims-audience-lead-over-spreets-is-battle-of-the-group-buying-sites-38467
http://www.newswire.net/newsroom/permalink/6241.html

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Latest Digital Statistics Compilation Australia

Digital Media Users

Since it has been a good 6 months since I have compiled a summary of Australian digital statistics, I felt it’s a good time for us to reflect on the second half of 2010. Enjoy!

Social – Facebook Usage

1. In December 2010 there were 9,361,520 Australia’s actively using Facebook.
2. In December 2010 – users by age group were as follows – 35% or roughly 3.2 million subscribers fell into the 20 to 29-year-old category. At 21% or nearly two million users each are the 30 to 39 and 13 to 19 age bands. More than 1.2 million users are in the 40 to 49-year-old band that makes up 13% of the total. And about 732,000 people between the ages of 50 and 59 form 8% of the total. The remaining 210,000 are aged 60 and above.
3. Facebook represents almost 1 in every 5 pages viewed on the web by Australians during September 2010. Facebook’s 19.3% share swamps Google.com.au’s 7.4% share of page views.
4. The average session time for a user visiting Facebook during September 2010 was 28 minutes and 58 seconds.

Sources
http://www.theaustralian.com.au/news/features/email-is-so-passe-for-facebook-generation/story-e6frg6z6-1225981885878
http://weblogs.hitwise.com/alan-long/2010/10/12_things_you_need_to_know_abo.html

Video Content StrategyVideo

5. More than three quarters of online Australians (77%) watched video content on their computer at least once in September and a further 26% watched video on their mobile phone.
6. In October 2010, Australian video viewers consumed an average of nearly 8 hours of video.
7. Males spend a significantly longer amount of time viewing online video than females. On average, males watched just over 10 hours of online video in October, while females averaged 5.2 hours. Males also consumed a higher number of videos on average at 113 videos per viewer, compared to females at 72 videos per viewer.

Sources:
http://www.nielsen-online.com/pr/OCR_GOS-oct10.pdf
http://www.comscore.com/

Mobile

8. According to the AIMIA mobile survey, the proportion of respondents who own a Nokia or Motorola handset has declined over the last few years, while those owning an Apple handset has increased. The top handset brands of respondents this year were Nokia (41%), Apple (21%), Samsung (12%), Sony Ericsson (9%), LG (6%), Motorola (3%) and Blackberry (3%).
9. 24% of respondents used their mobile phone for banking at least on a monthly basis, compared to 19% last year.
10. 12% of respondents used their mobile phone to buy things for their mobile phone at least once on a monthly basis, compared to 10% last year.
11. 9% of respondents used their mobile phone to buy things not for their mobile phone, at least on a monthly basis, compared to 8% last year.
12. In September 2010, one third of Australians (36%) accessed the Internet via their mobile phone in the past 30 days and 13 percent accessed the Internet via a handheld media device other than a mobile.

Sources;
http://www.aimia.com.au/home/news/member-news/aimia-releases-sixth-annual-australian-mobile-phone-lifestyle-index
http://www.nielsen-online.com/pr/OCR_GOS-oct10.pdf

Online Shopping

13. In the past year, shoppers have spent $10 to $12 billion online, about 5 per cent of total retail sales of $250 billion.
14. Market researchers Frost & Sullivan predict that online spend will grow to $18 billion by 2014.
15. Online spending grew 12% in Australia in 2010

Sources;
http://www.smh.com.au/business/switchedon-consumers-signal-sea-change-in-retail-20110107-19iq7.html

Mobile AdvertisingOnline Advertising

16. According to the PricewaterhouseCoopers’ Media and Entertainment Outlook 2010 – 2014 report, online advertising in Australia is forecasted to grow at a compound annual growth rate of 15.4% every year for the next four years. While the same forecast for print growth is 1.9% and for free TV is 3.9%.
17. In Q3 2010, general display and classifieds advertising accounted for 26.5% and 24.6% respectively, of total advertising expenditure, while search & directories advertising comprised of the remaining 48.9%.
18. CPM based pricing continued as the dominant expenditure type with 75% of advertising expenditure allocated to CPM buys whilst 25% was on a direct response basis.
19. Finance, motor vehicles and computers & communications continue to be the dominant industries using general display advertising, comprising 44.3% of the general display spending. Motor vehicle (manufacturers) was the largest subcategory at 10.5% of general display spending for the quarter, marginally down from 10.7% in Q2 2010.

Source;
http://www.iabaustralia.com.au

Video: Digital Media In Australia – Facts & Figures

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Mobile Mania in Australia – Mobile Internet Usage Statistics

Mobile Internet Use

Last week I attended a mobile marketing breakfast held by Citrus in Melbourne. This was timely as AIMIA had also released their latest mobile study. With so many facts, figures and trends circulating it is therefore time to review and interpret just what this means for marketers.

Fact 1) AIMIA stated iPhone now represents 21% marketshare in Australia whilst a Telstra survey indicated ownership of iPhone was approx 10%.

Handset manufacturers globally and locally are very coy about releasing statistics related to handsets shipped to individual markets. As a result it is difficult to gain actual figures on handset ownership. What is however obvious from the above statistics is handset ownership of iPhone sits somewhere in the realm of 10 – 20% share in Australia. So what other manufacturers are dominating the landscape? Nokia still retains a high level of share with ownership above 40% but does seem to be slightly diminishing, whilst what is on the rise is the share of Android phones.
What this means is we have 3 to 4 dominant players which are battling for share and to quote the GM of Technology of Citrus “When creating mobile strategies don’t think handset think mobile capability”

Mobile Usage FrequencyFact 2: 40% of smart-phone users in Australia are over the age of 40 (Source: AIMIA)

Like with social media locally and globally usage of smart-phones is becoming less generational. When mobilising your site it is therefore important to consider that it may be utilised by people of all ages thus how can you best cater for an array of individuals from different age groups.

However despite greater uptake by the older generations, it seems heavier usage still exists for younger demographics as well as for males – according to the Telstra Smartphone Index.

Fact 3: 41 per cent of consumers have installed a mobile application and of those 43% have installed less than 5 apps (Source: AIMIA)

When many organizations think mobile strategy they think apps. However these statistics show that whilst many consumers are using smartphone they are not all downloading applications. And those that are, many do so in small quantities. Therefore if your budget is small you need to decide where it will be best spent. I believe these statistics really crystallize 2 things;

1) Mobilise your existing site and build an app second
2) As app development can be expensive – do your research and your numbers and ensure that if you go down the application path that you build something unique otherwise your return may be minimal.

Fact 4: Mobile eCommence has grown in some areas and has been fairly static in others.

Statistics from AIMIA showed;
• 24% of respondents used their mobile phone for banking at least on a monthly basis, compared to 19% last year.
• 17% of respondents used their mobile phone to make payments at least on a monthly basis, compared to 12% last year.
• 12% of respondents used their mobile phone to buy things for their mobile phone at least on a monthly basis, compared to 10% last year.
• 9% of respondents used their mobile phone to buy things not for their mobile phone, at least on a monthly basis, compared to 8% last year.

What these statistics show us is that more convenience type transactions like banking and mobile payments are increasingly becoming important to mobile users. Whilst transacting for general goods seems to have remained rather static year on year. This could be because of the lack of m-commerce sites in Australia as many retailers still struggle to establish an eCommerce presence.

Search Engine URL SubmissionFact 5: One in five use mobile search sites like Google, Yahoo and Bing daily. (Source; Telstra Smartphone Index)

In addition to the above trends, statistics from Google suggest mobile search has tripled in the past year. Trends such as these reveal the importance of creating a mobile search strategy and in particular optimising for local search.

Fact 6: Mobile advertising expenditure will reach $76m by 2015, growing at 46% a year (Frost & Sullivan)

Mobile advertising in Australia has reached $9.1 million in 2010, small compared to the projection of the next 5 years. As it is projected that mobile internet usage will surpass desktop by 2013, organisations need to ensure they are investing their marketing budget in channels where their audiences are spending their time. In Australia we have witnessed slow uptake of shifting spend from the offline to the online space and therefore organisations who exploit the trend early will benefit from low advertising rates and higher cut-through.

Related Video: Australian Mobile Marketing

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5 Ways Local & Global Brands Are Using Foursquare

Foursquare Marketing

Locally and globally Foursquare is taking off. Whilst the platform is yet to go mainstream, its now 2.6 million users (reached in mid August) is rising fast and unlike when Facebook / Twitter growth begun – intelligent marketers are already starting to unleash the platform to achieve a range of marketing objectives. This article covers 4 different ways brands have used Foursquare locally and global to connect with their audience;

Wagamama RestaurantFoursquare For Retention: Wagamama’s (Local Example)

Wagamama is using the geo-location service to drive repeat patronage to its stores in the local market. Wagamama’s offers visitors instant offers such as a complementary soup with every main meal for every 5th check in to rewards its loyal consumers.

However it is not just repeat purchases that are giving Wagamama’s the edge. Through its marketing on Foursquare, Wagamama has access to range of real-time information about its customers including who has ‘checked in’ to its noodle bars, when they arrived, the male to female customer ratio and which times of day are more active for certain customers, who the most frequent visitors to the restaurant are etc. This provides Wagamama’s with a new level of insight into its consumers – as well as a mechanism to monitor satisfied or unsatisfied consumers.

Read more here: http://www.revium.com.au/articles/blog/using-foursquare-for-marketing/

Foursquare For PR Stunts: Microsoft (Local Example)

In June this year, Microsoft organised a mayor meet up in Sydney to promote the launch of their new Office 2010 product. 141 Foursquare users checked-in to Martin Place where the event was held. Whilst the number of individuals involved is relatively small this campaign created a buzz in the media as it was one of the first of its kind in Australia.
Read more here; http://mumbrella.com.au/141-turn-out-for-microsoft-mayor-swarm-as-vibe-gets-into-foursquare-too-28302

Foursquare For Upsell: Domino’s (UK Example)

In the UK, Domino’s credits much of its revenue growth to its investment in social media – namely Facebook and Foursquare. Domino’s launched a check-in promotion, which enabled consumers to receive a side dish when they spent £10 or more at a Domino’s store. Since it launched its ongoing Foursquare check-in promotion Domino’s have received 10,000 check-ins, 3,500 of which are unique.

Read more here: http://www.clickz.com/clickz/news/1725326/dominos-uk-uses-facebook-foursquare-drive-web-orders

Gap Foursquare EventFoursquare For Acquisition: Gap & Ann Taylor Discounts (US Example)

On the 14th of August 2010, Gap utilised foursquare to drive foot-traffic into selected stores. Titled the “The BlackMagic Event”, Gap offered patrons who checked into Foursquare a 25% discount off selected clothing. However this is not the only promotion of its kind other fashion retailers in the US have used Foursquare to drive both acquisition and retention. Ann Taylor offered 25% off to Foursquare mayors and 15% off to each customer on his or her fifth check-in. These deals are great for retailers because those Foursquare users’ friends would see that they’re checking in, giving the stores some exposure.

Read more here: http://thenextweb.com/location/2010/08/14/gap-running-25-off-promotion-today-for-facebook-twitter-and-foursquare-users/

Foursquare For Brand Engagement: Jimmy Choo & Barbie (UK & US Example)
Jimmy Choo the world renowned footwear brand launched a treasure hunt on the streets of London. Rather than utilise a discount style promotion, Jimmy Choo created a social game in the real world. Jimmy Choo utilised a pair of their sneakers as a Foursquare user and these shoes checked into venues around London and the first Foursquare user to find the sneakers at the latest location would win a pair of their own. And it seems that Barbie has now followed in Jimmy Choo’s footsteps. To coincide with the launch of the new video Barbie, Mattel has launched a Foursquare scavenger hunt across 4 US states – requiring participants to complete location based tasks to win 1 of 14 prizes.

Read more here: http://mashable.com/2010/04/27/foursquare-jimmy-choo/
Read more here: http://www.thedefectorsblog.com.au/communications/barbie-doll-foursquare

There are many other campaigns launched by brands around the world click here to find out more click here –
http://www.pathinteractive.com/blog/2010/06/top-ten-foursquare-campaigns/

Watch: How to Unlock Your World with Foursquare

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On The Digital Politics Campaign Trail With Some Clever Little Lemons

Days of Digital Politics

Since my previous post it seems that both political parties have really taken their online marketing efforts up a notch. Julia Gillard’s Twitter following has ballooned in a short few months – growing to 36,000 followers, and both parties are adopting paid search to educate the Australian public about their stance on the big issues.

What however initially struck me about the marketing efforts (both online and offline marketing) of both political parties, is that political marketing hasn’t really changed over the past decade. We see the same ads on TV ridiculing the opposition and the same brash push marketing tactics that attempt to scare us into choosing 1 party over another. Well so I thought anyway.

Labour Lemons YouTube Video’s

Labour Lemons Youtube ChannelIt is refreshing to see that at least 1 party is leveraging the online channel in a way that is engaging the Australian public. The Liberal Party has decided to use YouTube as 1 of the channels in the marketing mix to market itself and they are doing so in a unique way. Liberalparty.tv has released a series of humorous and entertaining videos – featuring what they term the “Labour Lemons”.

With 3 videos released so far – the Labour Lemon video series seem to be making a few waves on YouTube. Together the 3 videos have received over 130,000 views and with the 3rd released as late as last Friday the 5th of August, this is sure to increase. These videos have outperformed the standard propaganda style marketing video content so often seen in politics and I no doubt believe given the success so far that we will probably see 1 more released before election day.

To view all of the videos in the series click here – http://www.youtube.com/user/LiberalPartyTV

Getting the most out of video

YouTube if leveraged in the right way can provide political marketers with a valuable channel to get their message to the masses. YouTube receives over 12 million unique Australian visitors per month and is obviously one of the ideal mediums for political parties to communicate their message. In this instance the “Labour Lemons” video series lends itself well to the social space – as content that is interesting or entertaining enough moves virally through popular social networks.

However I do feel there is more that the Liberal Party could be doing to gain maximum reach for their video content in the run up to the election. The first is utilising YouTube’s promotional opportunities to increase awareness and eyeballs to the content. Just last month we saw Cadbury trial a 1 day homepage buy out on YouTube – an opportunity which provides a brand with exposure to millions of Australians visiting YouTube daily. In addition the Labour Party is using sponsored video links in YouTube search results to promote its video’s on YouTube – an opportunity that the Liberal Party is yet to explore. Through greater awareness of these video’s, the Liberal Party would most likely see the viral effect treble.

Aside from online activity – it would be great to see the Liberal Party using these video’s as part of their TVCs to adopt a more integrated approach. Earlier this year we saw ANZ very successfully extend the reach of their offline “bank world” TVCs through YouTube.

With that said, I applaud the Liberal Party for trying something a little bit different and breaking the political marketing mould.

Have you seen some interesting and unique ways that either political party is leveraging the online channel? If so please share them below.

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