Fri, 07/02/2010 – 06:56 by Yesterday Millennial Media put out its
regular SMART report, which provides a number of metrics largely about advertiser campaigns on Millennial’s network. One metric that’s getting attention is the rise of social media in the mix of “post click” actions taken by users in mobile campaigns:
Campaigns sending consumers to multiple social media sites have grown 50% since we began tracking this campaign action in January. Growth in this category is tied to the growth in lead generation campaign actions.
However the dominant “actions” sought by Millennial advertisers were “Place Call, Join/Subscribe and Submit Form.” This is lead-gen or listing building for subsequent marketing efforts.
Below are the “landing pages” or destinations for the ad creative. The dominant category was mobile websites.
Separately, Forrester (which overestimates the size of e-commerce) and Shop.org
released findings from a survey of 109 online retailers. Those findings reflected, among other things, that “74% of online retailers either already have or are developing a mobile strategy. One in five boasts having a fully implemented mobile strategy in place already.” In addition the survey found “an average investment this year for mobile of about $170,000 (and quite a bit more for large and multichannel retailers specifically).”
Yet “one in five” means that four in five don’t have a mobile strategy.
Retail is an industry well-suited to mobile. Placecast
data reflect how effective mobile marketing can be for some traditional retailers. Another datapoint released from the Forrester/Shop.org survey: 2% online retailer sales were coming via mobile devices. Though tiny, I’d say that’s not a bad number at this stage of the market.
As a general matter, multi-channel retailers are better positioned than “etailers” to benefit from mobile marketing and advertising in several ways. In a limited number of cases people will be in a retail store, confirm the product in front of them is the one desired and make an online purchase. But only a small number of trusted online retailers
with stored credit card data will benefit from this behavior (e.g., Amazon).
