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The State of Mobile Content Marketing

THE STATE OF MOBILE CONTENT MARKETING Communication is changing and changing rapidly. Consumers are awash in technology (desktops, laptops, smartphones, and tablets) that facilitates unprecedented mobility and social connectivity. And mobility is leading the charge. 2013 will be the year of mobile return on investment (ROI). Marketers have already invested the resources into experimenting with content marketing through mobile now is the time to act. How Consumers Use Mobile Devices By 2016, nearly 50% 80% of the population will use/adopt tablets by 2016. of the US population will use mobile phones, 1 Percentage of Blog Visits From a Mobile or Tablet 3 22% 56% DEC 2010 NOV 2012 69% Percentage of Email Subscribers Who Are Opening/Clicking by Device 41% 27% CLICKED OPENED Percentage of Email Subscribers Who Opened by Device (High Mobile Open Audience with 41%) CLICKED Percentage of Email Subscribers Who Clicked by Device (Mobile Views is an Obstacle to Clicking) OPENED Opportunity exists to optimize design to enhance mobile clicking. How Consumers Use Tablets and Smartphones 5 72% 52% Maps Videos 64% 84% While in a Restaurant 90% Email SMS/Text Messages 72% 88% While 56% Traveling Web Browsing Research Products 72% 63% Play Games While in a Store Desktop usage is most prevalent in the morning hours and peaks at 10 a.m. Email Open Rate by Hour & Device Mobile usage is the most prevalent in the morning and evening. Email Open Rate 100% 75% 50% 25% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Hour of Day (EST) Percentage of Time Spent on Email Message by Device (first open only)* Glanced Skimmed 21% 15% 29% 41% ----Read - - 56% 38% With a large mobile audience, ensure mobile-friendly formats. Desktop openers dwell on the message significantly longer than mobile. Mobile May Not Mean "On the Go" 6 9% 20% 22% 22% 15% 19% 18% 12% 12% 53% 51% 47% USA UK Germany 18% 14% 14% 54% Australia 59% 12% On the Go 24% 33% France Work 6% 20% Home 41% Other Brazil Mobile and Email Mobile open rates are increasing. 300% increase in Mobile Open Rates from Oct 10 to Oct 12 OCT 2010 OCT 2012 Average Order Value by Device Email Mobile email creates twice as many conversions as social activities or search. $97.39 Search Emails lead to higher order rates on mobile devices. $96.11 Social $91.86 97% of SMS Marketing and Mobile 18-29 year olds use text messaging.7 US Mobile Phone Users Who Send/Receive Text Messages by Age 30-49 92% Marketers tend to send messages based on what is convenient for them... not the customer. They are sending the majority of SMS during the weekday despite the fact that mobile usage goes up on the weekends. They are also sending the bulk of SMS at 1-2 p.m. instead individually to the consumer." 50-64 72% 65+ 34% 14.5% 15.3% 13.7% MON MON 15.6% TUE TUE 13.8% Percentage of Web Visits from a Mobile What Day of the 15.5% Week is the Most or Tablet Popular to Send SMS? ³ On average, each weekend represents approximately 15% of sent SMS messages, compared to 13% and 11% percent on Saturdays and Sundays. While the total number of 15.7% - SMS messages sent decreases on the weekend, mobile traffic increa -- 15.0% 13.3% *•15.2% SAT SAT 13.0% 14.3% SUN SUN 10.5% 14.8% Marketers should send SMS message in the evening because consumers are more likely to Average % of Traffic What's the Most Popular Time 3 & 4 Percentage of SMS Messages Marketers Send by Hour to Send SMS Messages? read them at that time. 30% 20% 10% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Hour of Day INDUSTRIES THAT SEND SMS MARKETING MESSAGES 0.6% 0.7% 0.9% 3.8% 3.3% 6.1% 6.2% 11.3% 25.1% Agencies send the most SMS messages overall, accounting for 31.2% Financial Media & Travel & CPG Services Entertainment Services Hospitability Education Technology & Manufacturing Agencies Healthcare Retail & 31.2% Non-Profit eCommerce of the industry. However, travel and hospitality have the highest consumption rate on mobile devices. 20.3% 20.6% 18.2% 17.5% 15.9% 15.2% 12.9% 11.7% 11.5% 9.7% PERCENTAGE OF MOBILE/TABLET TRAFFIC FROM SMS MESSAGES SPONSORED BY www.compendium.com www.marketingtechblog.com www.exacttarget.com Marketing TechBlog ExactTarget. COMPENDIUM" SOURCES 1 http://www.emarketer.com/Article/Smartphones-Continue-Gain-Share-US-Mobile-Usage-Plateaus/1008958 2 eMarketer Dec 2012 3 Compendium research 4 ExactTarget research 5 http://www.marketingtechblog.com/how-we-consume-content-from-brands-infographic/ 6 http://www.returnpath.com/resource/email-mostly-mobile/?utm_source=tsather&utm_medium=blog&utm_ campaign=mostlymobile Pew Internet & American Life Project, "Cell Phone Activities 2012", Nov 25, 2012 ----- ---------------- THU WED FRI ------ ----- ----- 3 ----- WED NHJ

The State of Mobile Content Marketing

shared by jlisak on Feb 19
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Stats and predictions for mobile content marketing, provided by corporate blogging platform, Compendium, and email marketing software, ExactTarget. Mobile content marketing is imperative to a bottom l...

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Compendium

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Business
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