It was clearly a great year for mobile marketing. Consumers are spending more than half their time online on the mobile web and smartphone conversion rates prove how lucrative that habit is for marketers: 79% of smartphone users are ‘smartphone buyers’. A lot of marketers know they should be accommodating our new, more mobile online habits, but haven’t been given straightforward advice on just how to do that.
TapSense’s second Complete Guide To Mobile Marketing, released today, answers some of those questions. The report highlights browsing and buying trends and explores where mobile marketers need to target their efforts (and budgets) in 2014. Though TapSense is on to what Gigya’s latest ebook says about data-driven precision marketing and consumer trust in social media platforms, the stats in the Complete Guide To Mobile Marketing take the form of actionable advice. For example:
- Don’t waste your time with Android apps if you’re trying to drive sales. iOS devices drive 80% of m-commerce transactions, in part because nearly twice as many iOS users (41%) as Android users (24%) earn over $100K a year.
- Put your mobile advertising budget into apps, not mobile websites. The TapSense platform registers app conversion rates coming in 3 times higher than mobile web conversions.
The report is full of listicles on mobile SEO, key performance indicators, mobile video campaigns and the types of experiences consumer cohorts expect across different social media platforms. It gives simplified definitions of conversion tracking technology and breaks down key differences between exclusive, tiered and segmented private RTB marketplaces.
Even if the advice is not ground-breaking for the most savvy mobile marketers, it’s information that needs to be shared. From a small survey of marketers, TapSense found only 36% are purchasing mobile advertising and a full 23% have no presence at all on social media. The majority (59%) are not performing app store optimizations. As Ash Kumar, TapSense CEO and CoFounder explains, “This year will be pivotal for mobile advertising, native ads and RTB from mobile publishers such as Facebook, Instagram, Twitter, and Pinterest are sure to be huge. Because mobile marketing is still new, most teams don’t have data to develop benchmark and general information on topics like Native Ads and is not widely available. We address these topics with our eBooks and our goal is to become the trusted source for information and best practices on all aspects of mobile marketing.”
TapSense does sell native advertising and mobile marketing services, but their ebook is a relatively agnostic look at trends and simple improvements marketers could initiate independently. It’s a key resource for marketers trying to make smarter mobile strategies this year. Take a look here. Follow @KATontap on Twitter