O estado da mercadotecnia de contido móbil

Marketing de contidos para móbiles

Con toda a tecnoloxía dispoñible agora, o contido estase a consumir de moitas maneiras diferentes e en moitos dispositivos diferentes. Aínda que os escritorios e tabletas son grandes xogadores do xogo, os dispositivos móbiles parecen ter unha gran influencia na taxa de clics e na navegación. En 2013, a mercadotecnia de contido móbil xerará un gran retorno do investimento se se fai correctamente.

Reunimos investigacións dos nosos plataforma de blogs corporativos cliente, Compendium e software de mercadotecnia por correo electrónico cliente, ExactTarget, para amosar o impacto do marketing móbil nos últimos dous anos e o que está por vir. Cando se xuntaron todos os datos, houbo algúns descubrimentos sorprendentes:

  • As tarifas de apertura nos dispositivos móbiles aumentaron un 300% desde outubro de 2010 a outubro de 2012. 
  • O correo electrónico móbil crea o dobre de conversións que as actividades sociais ou a busca.
  • O móbil pode non significar "en movemento". O 51% dos usuarios de móbiles estadounidenses navega, busca e compra en dispositivos móbiles desde casa.
  • As visitas web nun dispositivo móbil ou tableta son as máis altas o xoves nun 15.7%.
  • As mensaxes de mercadotecnia por SMS son cada vez máis populares, cun 31.2% das axencias que usan esta táctica para aumentar o clic.

 

Cal é o estado do marketing de contidos para móbiles? Entra no xogo ou perde a oportunidade de facer clic, conversións e compromiso.

Infografía de mercadotecnia de contido móbil

4 Comentarios

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    Hey Jenn, some really interesting stats here, loving it. I asked a question around this at SES london last year, so wonder what your opinion / comment is:
    Even though you can see that conversion is up on mobile devices for purchasing and ecommerce , I wonder what the stats look like for how many open/read an email but then convert through desktop, so using more touch points for conversion (also make it hard to track?). Cheers – Russell

    • 4

      Hey Russell! Thanks for your comment. I think that’s a great question, and I would argue that my personal behavior can reflect this (looking at it on a mobile device, but purchasing on a desktop).

      I don’t have the statistics handy, but I have dealt with this question before. Here are my thoughts (more from a business psychology standpoint):

      – If you’re away from the comfort of your home or desk, I think conversions on a mobile device (purchases) are way up. We’re an age of instant gratification, and if we want it, we do it now. If we don’t want to purchase right then and there, we probably bookmark or save it in some way. However, if we don’t retain it as a viable need or must-have want, then we’ll probably forget and never return unless we keep up with our bookmarks or have a reminder. Most B2C businesses do have an email reminder if we put something in a shopping cart, but I would venture to guess that if we didn’t purchase on a mobile device then and there, we’re probably going to buy it on a desktop, or, unfortunately for the retailer, we won’t buy at all.

      – From a tracking standpoint, this is where marketing automation comes in. There are tools that allow you to track your consumers browsing habits and create a profile for the customer. If they were a prior customer, this is a lot easier to do. It can be harder if they’re not already classified as a prospect in your system.

      – Do multiple touch points make it harder to track conversions? Yes. Definitely. But does that mean it’s impossible? No – we just need advanced tools and dedicated resources to have a proper workflow in place. This is costly, but at the end of the day, it will probably help with retention and loyalty.

      So, overall, no, I don’t have the stats on conversions versus browsing on mobile and tablet, then converting on desktop, but tracking customer behavior through marketing automation should help this. Thanks! If you’d like further conversation, please feel free to reach out on Twitter: @jlisak.

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