Emerging mobile commerce data shows retail’s future hinges on our phones. While our industry was well aware of this trend before the pandemic, the acceleration stats are striking.
Climbing Pokémon Go revenue is mostly from in-app purchases, where players pay for digital in-game elements to accelerate their leveling up. But Pokémon Go maker Niantic is also looking to diversify its business model with other revenue streams — most notably, local advertising.
Shortly after the pandemic caused retail stores around the country to rapidly adapt their business models to address shutdowns and changes in consumer habits, CodeBroker conducted research to explore how shopping behaviors were changing.
The resulting report, Consumer Shopping Habits During the Covid Pandemic, offers insights into what has changed, which changes are likely to persist even after the pandemic subsides, and what retailers can do to protect their bottom line.
Federal courts have dictated that all mobile applications in the U.S. need to be accessible to those with disabilities, thanks to the Americans With Disabilities Act (ADA). Given these rulings and the 56 million people with disabilities in the U.S., you need to make sure your app complies with the law.
We’re seeing uneven recoveries in both localized Covid-19 outbreaks and economies across the nation. This unpredictability, coupled with new essential needs, supply chain disruptions, and business realities (stores closing, competition rising), have rendered previously effective marketing tactics virtually irrelevant. A ground-up, local approach can help brands and marketers solve for all these new challenges by reducing waste and delivering on those essentials that consumers need during these atypical times.
The median clickthrough rate for ads on Google Display Network has decreased 32% since the last quarter and is 41% lower than this time last year. These figures indicate that audiences just aren’t receptive to mobile ads despite companies’ attempts to target ad messaging to specific groups.
Mobile advertising is not going to go away — the industry is expected to surpass $240 billion by 2022. However, companies need to take a dramatically new approach to see positive returns on their investment. Here’s how to stand out from the crowd and secure better conversions with mobile ads.
While this holiday season will be unlike any other, retailers have reason to be optimistic. Holiday sales are set to rise 1% to 1.5%, with e-commerce growing as much as 35%. Consumers are expected to spend between $1.147 trillion and $1.152 trillion between November and January. Much of that spending will happen with large retail chains that have omni-channel experiences already set up, and that has smaller retailers rushing to put their own mobile strategies in place.
Given that Apple’s Limit Ad Tracking feature already renders roughly one-third of iOS users totally anonymous, drive-to-store conversion measurement has been limited at the device-level for some time. The iOS 14 update from Apple simply adds another challenge on top of what was already a difficult endeavor. For marketers who haven’t done so yet, they should take this opportunity to pivot to measurement strategies that are less reliant on the ever-shifting policies of tech giants like Apple.
With many social options put on hold, people find solace in retail therapy. Between April 2019 to 2020, the cost to acquire a user who completes a first purchase in a shopping app has decreased by more than half (50.6%), compared to the same period in 2018. Similarly, the cost to acquire a registration ($8.76) has dropped nearly 40%.
Plus, with a 40% increase in purchase engagement year-on-year — and 110% increase over two years — it’s clear conditions are positive for marketers to reach and engage a highly motivated, high-value audience.
Vungle helps mobile app developers monetize their apps through advertising and connects advertisers with mobile app media. The AlgoLift purchase will help Vungle’s advertisers better solve for attribution and optimize in-app ad spend.
Think of offerwall as a mini in-game store that lists potential tasks that a user can complete in exchange for in-game currency. The task or event could be a variety of actions such as installing another app and carrying out a specific task, completing a survey, or signing up for a service. It’s popular with engaged users who want to experience premium content by investing their time rather than money.
Game developers benefit from increased retention and the ability to engage with and monetize a user that otherwise may not have turned ROI positive — in some cases even turning them into paying users. The benefits for the advertiser are numerous.
A new survey of more than 1,400 U.S. consumers indicates that more than half are shopping less often and three-quarters are spending less at their favorite stores. That’s not surprising. What is surprising is what the research showed regarding opportunities for retailers to compete against the sheer competitive threat Amazon represents, and that includes the positive impact mobile couponing can have not just for online purchases but to drive in-store traffic as well.
The same mobile chat-based technologies that brands like Jagermeister and Snapchat have used to access focus groups on demand are now being used to help small to mid-size businesses access the same research capabilities. Using mobile chat-based applications, SMBs can generate authentic consumer insights in real-time, which makes it easier to foster community engagement during a time when businesses are struggling to reach their customers.
True hyperlocal advertising revolves around mobile location data. The intersection among time, place, device, and creative is the sweet spot that we’re aiming for here. By harnessing mobile location data, digital marketers can employ smarter audience targeting, deliver more timely and relevant ad messaging, generate more foot traffic, and measure the offline results of online marketing efforts.
If you’re looking to add location-based advertising to your digital marketing mix, here are some effective tactics that can help you boost in-store visits.
In Asia, consumers typically prefer mobile e-wallets. Various bank transfer methods are popular across Europe. And in Latin America, many consumers rely on cash to pay for online shopping. These local payment methods (or LPMs) have been previously referred to by the industry as alternative payment methods (APMs), but the reality is that they are — globally speaking — no longer the alternative. These LPMs facilitate the needs of different geographies, cultures, and domestic economies across the globe.
Yet despite the fact that most consumers across the globe rely on LPMs, we’re still seeing a lack of adoption of these payment methods by online merchants in the US and UK. But, as we dive further into the digital age, it is a matter of when, not if, the trend will need to shift. Let’s explore the unique factors driving consumer behavior, payment preferences, and how merchants can best position themselves for the future of commerce.
Companies investing in existing user engagement are smart to do so. According to mobile monetization and marketing company ironSource, the average global cost to acquire a single paid install from an individual user in 2020 is $2.24 — which adds up quickly when you start to scale into thousands or hundreds of thousands of users.
So, while it’s important to keep spending on acquisition, retention and retargeting, informed by smart audience segmentation, are perhaps even more essential to ensuring app marketers are monetizing all of their users.
Amid ongoing reports of consumer fatigue with coupons and declining coupon redemption rates, there is a ray of hope for retailers—mobile coupons. While consumers have a wide range of preferences in terms of their mobile engagement, CodeBroker’s mobile consumer research, based on input from more than 1,500 consumers around the country, offers one takeaway that applies to the masses: Mobile couponing works. There are a variety of reasons that this is the case.
A recent survey by mobile app ad firm Digital Turbine found that more than a quarter of consumers open their phones more than 75% of the time without a specific app in mind. Digital Turbine Matt Tubergen checked in with Street Fight to share how mobile app marketers can reach mobile users and the discovery tools those people are seeking.
According to a benchmark study of more than two billion app installs, recently released by the notifications and customer engagement platform Airship, users are quicker to click on notifications now than before the pandemic began. Thirty-two percent of website visits by opt-in users in March were from direct opens of web notifications, as direct open rates for mobile app push notifications reached their absolute-highest average rate in more than four years.