Mobile app development is growing, as is mCommerce but most people are questioning what the best way is to drive a positive ROI on their investment. A growing number of retailers / restaurants / entertainment venues have found that their mobile apps are instrumental in converting customers to purchase from their store, either online or shopfront.
A mobile app has the advantage of marketing to a tangible person, not just an online persona like social media alone. An app user can generate brand loyalty and demonstrate an emotional investment in the brand if it’s done right.
“80% of iOS and Android usage is spent on apps, leaving only 20% on browser activities.” (Flurry Analytics Comscore)
A report by OBI said that 72 percent of online retailers will embrace mCommerce in their 2012 business strategy. 24 percent said they would develop a mobile website and 21 percent said they would develop a mobile app.(Dynamic Business)
Usability is a big part of mobile, the smaller the screen the more important the right UI becomes. When you are dealing with eCommerce planning, preparation and testing are key to a successful launch. Once you add mobile platforms to that mix, these things cannot be rushed and steps should not be skipped.
Designing an eCommerce or mCommerce site isn't easy, the proof is in the pudding. Even big brands with lots of research and design experience behind them, make costly mistakes. However it is a new industry that really is only just taking off, so lets learn from others before us and strive to make it better going forward.
Email newsletters or eDMs are a common component of campaign work and digital strategies, but we still find a large percentage of them are not being designed responsively.
We wrote an article about responsive eDMs a couple of months ago and the feedback was overwhelming from agencies wanting to know more, so this is a follow up.
Lets start with some basic statistics, sourced from Mailchimp research on mobile email behaviour:
Around 40% of all email opens occur on mobile devices, compared with only 32% on web.
69% of mobile users will delete emails without reading, if they are not optimised for their smartphone, another 18% will simply unsubscribe.
75% of users will have a negative perception of the brand if they can’t view the email newsletter on their smartphone.
The effectiveness of an email campaign might well hinge on it's mobile responsiveness, with more and more people opening their mail on the phone. Here are some considerations when designing responsively.
NFC technology, or Near Field Communication is not a new technology but the application of it is becoming more widespread in the finance, advertising and marketing industry, thanks mostly due to out of home devices like smart phones and tablets. This article is an introduction to the technology, how it works and how it can be used as part of a complete digital marketing strategy.
Global NFC m-payment transactions will be almost US$50 billion worldwide by 2014. 20 countries are expected to launch NFC services in the next 18 months. (Juniper Research - June 2011)
What is NFC
Difference between NFC and QR Codes
How can NFC be implemented into a Digital Strategy?
Most sites we develop now are responsive, a big contrast from only 12 months ago where most clients still hadn’t heard of the technology. It’s great to see the progression of technology responding to the market place and the demands that changing consumer behaviour has had on digital filtering through to the design and development process. However, now we move to the next step of responsive, the email newsletter.
It is estimated that over 20% of emails are now opened on a mobile device and with mobile trends going the way they are, that figure is likely to rise.
The issue is that viewing a normal email, particularly a well designed marketing newsletter on a phone can sometimes be a disappointing experience unless the newsletter can detect where it’s being read.
eDM campaigns are a frequently implemented form of marketing communication but there is a growing possibility that the message is not finding its audience if responsive criteria are not considered in the design and development phase.
Hopefully you are in full swing for 2013 and digital work is ramping up. We've noticed quite a wide range of digital pitches this year which is nice, keeps us on our toes.
I'd personally like to reiterate that we are here not just for quotes but also to discuss ideas and creative concepts with. Feel free to call up and discuss ideas and we can go over technical options, limitations if there are any and maybe alternatives you haven't thought about. We have the expertise for small projects from eDM's right up to mobile applications and custom development.
Being a pure digital production company, we spend a lot of time researching changing technologies to stay abreast of new ways of delivering ideas and campaigns and we are more than happy to share these with you. We enjoy providing a holistic approach to our development and helping to ensure the most competitive and dynamic pitches are made every time.
We are also in the process of finishing off some interesting projects in the next couple of months, which we have been given permission to showcase which we are very excited about. In the meantime we look forward to your creative briefs!
The retail world is undergoing a transformation, that is quickly responding to a change in consumer behaviour, led predominantly by the rise of mobile technologies.
A 2012 Australian Digital Study identified that 60% of online shoppers start their search with a mobile device using apps, Facebook and online ads as a trigger. (source Nielsen / PayPal study 2012).
92.9% of mobile developers surveyed by Appcelerator/IDC in 2012 predict that it is “likely to very likely” that in 2013 most retail companies will have enabled mobile commerce. Shoppers are already driving this transformation, as evidenced by 86.4% of developers predicting that it is “likely to very likely” that in 2013 most shoppers will look up a retailer’s site on their device while shopping in the store. (source: joint survey of 2,837 developers by Appcelerator / IDC, 2012)
A survey conducted on behalf of PayPal demonstrated that in 2010 $155 million was spent online using mCommerce and that figure is just set to explode. Consumers were gearing up to be ready two years ago, imagine how ready they are now.
Australia’s love affair with the smart phone means that it’s only a matter of time before mobile transactions exceed desktop transactions.
In May 2012 Google’s research indicated that 59% of mobile shoppers made at least one mCommerce purchase a month, indicating that once they start, the experience leads to a continuation of this behaviour.
It’s not all about the purchase, it’s about the overall mobile commerce experience. Consumers are using their mobile to compare products, gather information, read product reviews, frequent forums, enter a competition, scan barcodes, make an enquiry or even a complaint. The mobile shop needs to cater for the type of user behaviour that is unique to online shopping, on the move.
2012 saw a lot of existing technologies gain more traction, like smart phone applications and a boom in social media in the advertising and marketing medium. It’s fun to try and predict what the new year will bring and there are lots of eager forecasters out there, looking to track web trends in the new year. Based on our personal experiences from this year, here are the disciplines we see growing into 2013.
The term Mobile First was coined by Luke Wroblewski and basically talks about how digital strategy should think mobile first in their design and concept phase. The concept has been supported by industry specialists such as Ethan Marcotte (Responsive Design Pioneer), who believe that the way of the future is the mobile / smartphone. So what does Mobile First mean to most strategy, design and branding agencies and why is it important?
Australia currently has one of the highest penetration rates in the world for smartphones, at 52% of our population. Interestingly just a year ago it was only 37%. In the US the penetration rate is at 44% and the UK is not far behind Australia at 51%. Data supports an upwards trend as it continues to grow at an exponential rate. By 2015 smartphone usage is tipped to exceed desktop usage.
What differentiates the mobile device from the web?