Tablets
Tablet-based data collection tool for Healthcare
This is a really smart data collection tool that improves the overall quality of data collection in the healthcare space. Within the past year we’ve seen mobile and connected devices really begin to focus on the ROI goal of lowering costs and this is no exception. We’ll undoubtedly see more from Tonic and other players in the space in 2012 as the nexus of healthcare and mobile continually widens.
Security Concerns Impact Mobile Banking
Data from the “Mobile Payments and Online Shopping Survey” indicates that of the 29% of respondents who conduct mobile banking, the leading reason for doing so is convenience (51%) and increased security (25%). In fact, two-thirds of the consumers who use mobile banking feel completely or partially protected. However, 51% of those who do not engage in mobile banking say it is because of diminished security.
Overall, 51% of respondents believe the fraud risk is the same on a smartphone, tablet, desktop, and laptop computer. Only 19% say fraud risk is higher on a smartphone or tablet than on a desktop or laptop computer, while almost 1 in 3 consumers believe fraud risk to be lower on a smartphone or tablet. These figures differ from results of a National Cyber Security Alliance (NCSA) and McAfee study released in November 2011, which found that 51% of US consumers feel safest accessing the internet with a desktop or laptop, while just 1 in 10 feel safest using their smartphone and only 4% using their tablet.
What are you most excited about in Mobile
Good video interviews from Rob Woodbridge and some of the more forward thinking marketers in mobile. Top themes that emerged form the interview:
- People still excited about SMS. Many retailers have realized that even though it’s been around for a while, it’s been underutilized.
- The lessening of fragmentation in the market will inevitably create more opportunities. This applies to everything form devices to carrier interoperability.
- Latin America (LATAM) is a key opportunity and also a key challenge, both from a technical and best practices perspective.
- MMS. People seem exited about it, but it’s still a cloudy topic in need of more clarity
Some themes we were surprised didn’t emerge:
- Voice and gesture as a means of communication across all devices.
- Mobile transactions, e.g., Square
- All-mobile social networks
- Mobile gaming. Which has overtaken the traditional gaming consoles and appeals to a broad range of demographics.
Mobile marketing ready to take off
Mobile marketing is poised for dramatic growth in 2012, according to a survey of 501 marketing and advertising executives by AT&T, which predicts that much of the growth will be driven by smartphone applications and mobile bar codes.
Separately, a study from ReturnPath found big increases in email open rates on mobile devices, suggesting an emerging area of opportunity for email marketers.
The AT&T survey of marketing and advertising executives found that 88% of respondents expect their mobile marketing program to increase over the next year, with 43% saying they expect more mobile apps, 41% pointing to mobile barcodes, and 40% saying they anticipate more mobile banner ads. Mobile Web came next at 35%, followed by SMS messages, cited by 34% of respondents.
Overall, 66% of respondents said they expect mobile barcodes to be the main driver of mobile marketing innovation over the next year. However, security and cost remain important issues when mobile marketers consider using mobile barcodes.
The ReturnPath survey found that the volume of email accessed via mobile devices increased 34% in the six-month period from April-September 2011 compared to the preceding six-month period. Over this period, the volume of email opened via iPads surged 73%.
One of the most popular times for accessing email via mobile devices was over the weekend, when users are away from workplace laptops and PCs. Conversely, the volume of email accessed via mobile drops sharply on Mondays, when workers return to the workplace.
For Advertising, Study Says More Screens Are Better
Our two cents:
Clearly there is value in using a multi-screen approach with consumers. However, what marketers should keep in mind when reading this study is that the mere fact that a consumer viewed a brand advertisement on multiple screens means that they had increased exposure to the brand, which undoubtedly helps. When using a multi-screen strategy, we typically recommend to our clients that they create a messaging strategy based on the format the end customer is viewing the message on. In other words, you don’t simply cut and paste a bunch of :30 spots into tablets, PCs and mobile devices. Instead, marketers need to take the time to figure out which messages translate best to each device and make sure to take advantage of each device’s inherent attributes.
Full article below by Stuart Elliot
The conventional wisdom deems that many consumers may become confused or overwhelmed when ads are aimed at them on different screens in multiple media. However, according to new research from Nielsen, which was commissioned by Google, marketers may benefit from such cross-platform exposure.
As part of the research, consumers visiting an interactive digital laboratory at TVCity in MGM Las Vegas –- a joint venture between the Nielsen Entertainment unit of Nielsen Holdings and the CBS Vision unit of the CBS Corporation -– were asked to look at content on a TV set, a computer, a smartphone and a tablet.
During the test, a video ad that ran 15 seconds, pitching a premium-priced sports sedan, was shown in different permutations. Some people did not see any video ads, while others saw the video ad on various combinations of screens.
According to the research report, the ability to remember the automotive brand behind the video ad – and engage with the car being advertised — increased significantly when multiple screens were involved.
For instance, the report finds, in the group that saw the video only on TV, 50 percent recalled the brand being peddled. In the groups that saw the video ad on all four kinds of screens, 74 percent remembered the brand name.
Twenty-two percent of the members of the group watching the video on TV were able to recall that the car was a four-door sedan, according to the research. When the video was watched on four screens, that figure increased to 39 percent.
Also, according to the report, people who saw the video on four screens almost always had more positive opinions about the car compared with those who watched only TV, in categories like reliability and power.
“This research demonstrates the positive incremental value of multiple exposures across multiple platforms,” says a summary of the report that Google and Nielsen plan to release on Wednesday.
The report is titled “Better Together: Examining the Incremental Utility of Cross-Media Campaigns.” Three of its authors are from Nielsen Entertainment and one is from Google.
Google has been active lately in providing marketers with information about consumer behavior as digital media become more prevalent.
For instance, a post this week on the Google Mobile Ads blog presents data about the use of tablets, PCs and mobile devices for searches during the course of a work day.
According to the data, consumers use computers and smartphones for searches throughout the work day; smartphone use increases during commuting times and in the evenings.
And the use of tablets for searches “spikes dramatically” in the evenings, according to the blog post.
“If you are an advertiser, you might be wondering which is the best screen to reach your customers on,” the post concludes. “The answer is: All of them. These screens are better together.”
Tablets: Ultimate Buying Machines
Our two cents:
The big takeaway here is that while phones still hold potential for low-involvement purchases, it’s the tablet, which is the device that ultimately leads to sales. But retailers need to take this information with a grain of salt, as tablet owners naturally appeal to shoppers with a higher household income (HHI), which means they simply have more money to spend to beging with. Furthermore, until the market has low to mid-priced tablets, we won’t truly know if the tablet makes people buy more or not. Within a year, we should be able to compare conversino rates of high-end tablets, e.g, iPads vs. the conversion rates of lower-priced tablets, e.g., Amazon Fire. Still, some of the tablet shopper attributes mentioned are quite alluring:
- Tablet shoppers tend to have a 25%-50% higher conversion rate
- They buy more, i.e., larger shopping carts
- Retailer Abercrombie, Macy’s and Gap all say they are seeing the highest percentage of conversions from shoppers using tablets
Some other interesting tidbits:
- Cosmetics chain Sephora uses the same website for tablets as it does for PC
- Many retailers are revamping both their traditional websites, rethinking the traditional point and click web models of the 90′s
- Mobile sites for many of these retailers are still seeing more traffic, but may account for less overall sales than tablets
Going Mobile: From Why to How. (Google Mobile Webinar)
Last week, we Google presented a webinar,“Going Mobile: From Why to How?” on the five fundamental components to a mobile advertising strategy to help you get started. Google Product Marketing Manager, Sonja Lee and Mobile Specialist, Angela Sherman presented key statistics surrounding the current state of the mobile landscape, particularly looking ahead into the holiday season, and presented a deep dive on the five things that every mobile advertiser should do:
1. Mobilizing your web presence
2. Set up separate mobile-only campaigns
3. Think Local with Mobile
4. Utilize mobile-unique ad formats
5. Track and optimize your mobile performance
