Mobile Email Usage Experiencing Growth Spurt

Emineo Media iphone-email

With the growth of smartphones and other internet-connected mobile devices, mobile email usage is also experiencing a growth spurt. Due to the rise in mobile email viewership, both webmail and desktop email are experiencing declines in share. Emineo Media iphone-email

Mobile is not expected to replace webmail or desktop email anytime soon, though. According to email certification and reputation monitoring company Return Path, webmail is still the most popular form of email use around the world, representing 44% of all message views, followed by desktop with 33%. Mobile comes in third, with 23% of all email views occurring on mobile devices.

Return Path’s report, which analyzed email data from April 2011 to September 2011, indicates mobile email views were up 34% from the last study the company conducted from October 2010 through March 2011. Meanwhile, webmail decreased 11% and desktop email decreased 9.5%. iPad usage is largely responsible for mobile email growth. Return Path data indicates that use of iPads rose 73% during the April–September time period.

Time of day and day of week have a strong influence on where consumers view their email. Desktop usage accounts for the majority of email views during weekdays, whereas mobile emailing spikes on weekends. According to Return Path, Monday is a particularly weak day for mobile usage.

Where email is viewed is also slightly dependent on vertical industry. Email users were quicker to read entertainment, social networking and publishing emails on mobile devices, while saving messages from software firms for desktop or webmail viewing.

Research from Litmus, a small software company based in Cambridge, Mass., indicates that email access via mobile device, for the most part, has climbed since July 2010. Despite dips in November 2010 and January 2011, mobile device email usage is expanding, while webmail is in slight decline. The spikes in mobile email correspond with summer months in which consumers may be checking in on email while vacationing or spending time out of the office.

Both Litmus and Return Path research suggest that users are accessing email wherever they happen to be. Email is likely to continue to grow on more platforms, as more and more consumers embrace connected devices.

Source emarketer

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Reward Fans With Facebook Coupons

Emineo Media Facebook-Coupons

Facebook is currently testing a new coupon ad unit, according to a recent report from Inside Facebook. The ads will bring to social media users exactly what they expect from brands they friend and follow – rewards in the form of exclusive freebies and savings. Emineo Media Facebook-Coupons

How does it work? After a brand posts a coupon on their Facebook Page wall that post becomes an ad on the Facebook homepage. To obtain the ad Fans of the brand simply click on the wall post or ad after which an email is received with instructions on how to redeem the ad. The email also encourages sharing of the coupon with friends.

Advertisers can choose whether coupons are redeemable online, offline or both.

“We think this test is complementary to the other products we offer businesses and we hope to learn more about how this might work for both merchants and customers,” said Facebook, who are currently testing the coupon ads with a few select businesses.

Earlier this week a study was released by the Chief Marketing Officer Council (CMO) and social technology firm Lithium that revealed a big difference in what consumers want from social media interactions and what marketers think consumers want.

Consumers expect their loyalty, whether it be via Twitter or Facebook or some other social environment, to result in exclusive offers (67%), access to competitions and games (65%), and interaction with other customers (60%).

Chief marketing officers, on the other hand, thought that social media was all about their followers and fans being heard (41%) or finding information and news about products.

“There is a clear digital divide between marketers and what consumers expect from their brands,” said Katy Keim, Lithium Chief Marketing Officer. “We are leaving the experimentation phase of social and these survey results clearly illustrate what consumers want. Brands who provide their social customers with engaging online experiences, meaningful interactions with one another, and rewards for doing so will clearly gain a decisive competitive advantage in 2012.”

Source Bizreport

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Budget increases expected in Inbound Marketing

Emineo Media Sherpa

Marketing programs aim to deliver against three types of outcomes: increase revenue, reduce cost, and/or improve customer satisfaction and loyalty. Many organizations find that PPC, SEO and other complementary inbound marketing tactics drive results in these areas.

However, will this translate into increased budgets for these programs over the next 12 months? This week’s chart reveals the answer to that question from a survey of more than 1,500 search marketers.

Q. How will budgets for the following marketing line items change in the next 12 months?

Emineo Media Sherpa

Inbound marketing complements the way customers shop — namely, by starting online. Most organizations expect to increase marketing budgets for inbound marketing tactics. Marketers are increasingly considering these tactics to be cost-effective methods for connecting with prospects and customers.

A much smaller fraction of organizations plan to increase budgets for outbound tactics like print advertising, telemarketing and even direct mail. For many organizations, the returns on time and money invested no longer exist. Even so, organizations are not doing away with these tactics altogether, but are rather modernizing their approaches.

The traditional approach of sending mass messages to a large and varied audience is becoming increasingly less effective. Therefore, many organizations are moving to employ advanced list segmentation techniques to inject more relevancy and personalization into traditional marketing tactics.

The company website is the center of a company’s marketing plans. All lead generation activities, whether inbound or outbound in nature, drive traffic back to the site. This is why a website is commonly referred to as “the hub.”

As such, a website is arguably the greatest asset in any marketing mix. It is also one of the most expensive. Nevertheless, because of its central role, companies are prepared to invest in its design, management, performance and optimization.

To illustrate, analyzing the data by primary channel uncovered that 54-72% of all organizations — regardless of channel — plan to increase budgets for website upgrades. Additionally, most organizations plan to increase budgets for landing page optimization (LPO). LPO efforts help organizations increase the quantity and quality of visitor response to the website experience.

One other big area of investment is in the interrelated areas of social media and SEO, both major sources of a company’s inbound Web traffic. In terms of pay-per-click (PPC), a smaller percentage of organizations plan to make budget increases in this area, but no one channel stands out in relation to the others.

Segmenting the data by organization size reveals large firms, with over 1,000 employees, are stepping up spending in social media, website upgrades and search engine optimization (SEO), with social media being a particular standout.

Nearly 90% of these organizations expect to increase social media budgets, strongly indicating they see real value potential in these platforms. More than two-thirds of large- and medium-sized organizations also plan to increase PPC budgets.

Source Kaci Bower, SHERPA

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