By Alan Coleman on 1 Feb 2013
This morning, Wolfgang Digital CEO Alan Coleman was featured on RTÉ’s Radio 1’s Morning Ireland with Conor Brophy. To listen to the Morning Ireland show, click here - skip to 53 mins. Alan spoke about trends in mobile advertising and digital trends. Here are a few key points from the show…
- 2012 was the tipping point for mobile ad and sales revenue, and it is set to continue into 2013
- The world's leading Internet companies are all reporting surging revenues from mobile devices. Facebook recently said its mobile revenue doubled, while Google and PayPal said they managed to triple their mobile revenue.
- Important to note that mobiles ad growth is not cannibalising desk top advertising. As a result of mobile devices, people are spending more time and money online.
- Ultimately, the surge in mobile device usage is resulting in changing consumer behaviours and retailers to move in parallel with this trend.
- The biggest challenge faced by retailers in light of this trend is the fact they have so many options regarding what is the best in order to make the most of this retailing revolution.
The most critical thing for retailers to understand the changing customer purchase experience. Two notable trends include Showrooming and Dual-Screening. Showrooming Showrooming is where the consumer goes to a shop, looks and feels a product, researches and compares prices online before ultimately making the purchase online – often for a discount. Research has shown that 85% of consumers are now using their mobile devices in-store, meaning retailers cannot afford to ignore it. Instead, they should embrace change through targeted advertising, online coupons and competitive pricing for example. Search-Engine Land have some great tips on how gain benefit from Showrooming. Dual-Screening Dual-screening, which we have written about previously, is where people watching TV are often also using another device. Stats show that up to 77% of people are engaging in dual-screening. As well as directing TV ads with the target audience in mind, there are three keys is to engaging relevant and effective online advertising campaigns:
- target mobile devices
- be mindful of who is watching…
- …and potentially engaging in social media
Essentially, the TV ad generates the awareness and interest around the product/brand. The mobile device is the research engine, and provides for the most important window through which to communicate with potential customers.
How the purchase process has changed…
- Consumers tend to research their purchase at work (11am and 4pm are popular times)...
- ...they may revisit the research process on their smartphone on the way home from work...
- ...and then make the purchase in the evening – often on a laptop or mobile device such as a tablet.
Another important point to make is that we are finding that tablet campaigns are delivering up to twice the ROI to that of desktop campaigns. Reasons for this may be because tablet users tend to be early adopters and tend to have more disposable incomes. Of course, products also look great on tablets! Thanks for all the positive reactions this morning! Don't forget to follow us for Twitter to keep up with what's happening in the Wolfgang HQ!
