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Weekly roundup: 5 digital marketing tips, trends and tactics

Our roundup of noteworthy insights, tips, and digital marketing trends from last week's news:

1. Mobile marketing: Over-hyped but under-utilized

Responsys senior creative content strategist Steve Olenski weighed in at Forbes.com with a compelling reminder to digital marketers — that mobile marketing, "despite all it’s continued hype and promise, has been severely under-utilized by marketers of all shapes and sizes." Olenski cites a few stats that back up the argument:

  • Mobile traffic grew ten times faster than desktop. From H1 2012 to H1 2013, mobile traffic grew 125 percent while desktop grew a mere 12 percent.
  • Mobile conversions lag behind tablet and desktop. It’s an even playing field for tablet and desktop, as both have nearly the same conversion rate. Mobile converts at a significantly lower rate: 0.3x desktop and tablet.
  • Video content drives conversions. Mass video consumption within the media and entertainment industry drives mobile conversions at a rate that exceeds desktop conversions: 1.6x. Other industries that convert relatively well on mobile include travel and hospitality at a rate of .7x desktop and eCommerce at a rate of .6x desktop.

More at Forbes.com

2. M-shopper survey: Customers will spend big, if your UX meets the bar

Steve Smith, editor of MediaPost's MoBlog, sliced and diced a new mobile shopping survey from Maxymiser, and came back with some good news — and some words of caution — for mobile marketers.

First, the good news: M-shoppers are more eager than ever to spend. Of the 1,000-plus smartphone owners surveyed, Smith writes, "the largest share of mobile shoppers (30 percent) said they were comfortable spending between $50 and $100 on purchases made on the phone. Only 18 percent restricted themselves to $50 or less. In fact, 43 percent of smartphone owners with shopping in mind said they could or would make purchases on their phones of $101 or more, with 23 percent willing to spend more than $200 on items purchased on phones."

Now for the cautionary advice: If your m-shopping experience doesn't meet expectations, "30 percent of dissatisfied m-shopping visitors will leave and go visit a competitor's site instead."

Read more at MoBlog

3. How marketers can win in hot emerging markets 

Marketers with global audiences have a tantalizing opportunity in front of them: As Marco Veremis at MarketingProfs notes, "in 2014, overall advertising spend in emerging markets (including mobile) will account for one third of global spending — overtaking the United States, currently the world’s biggest market." Great. So how can marketers cross borders and win new business? Veremis suggests three main principles:

SMS is the top marketing channel. "When identifying the most effective forms of mobile advertising, SMS marketing is the most welcomed format across emerging markets with 51 percent wanting to receive promotional messages in this way.

Users care more about content than promotions. "Marketers must be aware that consumers in emerging markets have completely different attitudes towards mobile marketing than those in the West."

Over there, the Internet is Facebook. "For many people in developing countries, the new Facebook app could be their only Web portal and, as such, marketers must bear this in mind when looking to reach these consumers."

More at MarketingProfs Daily Fix

4. Consensus study: Off-peak emails yield higher returns

Analysis of email marketing metrics are hard to take as absolute rule: after all, location, industry, and audience varies depending on the study. Marketing Charts recently combined the results of studies from MailerMailer and Eloqua to see how in-tune each marketing groups' data actually was. The charts agree on the following: emails sent during "off-peak" hours (11PM and 1AM) saw the highest open rates.

Read more at Marketing Charts

5. New survey: Big data becoming biggest missed opportunity for marketers

Scott Brinker at the Chief Marketing Technologist Blog dives into a new study by Teradata — conducted with more than 2,200 marketers at companies with $100 million or more in revenue — that shows consensus agreement on one glaring issue among digital marketers: That data represents the single biggest missed or untapped opportunity in their organizations. Roughly half (45 percent) agreed with that assessment, while 78 percent reported that they "feel pressure to become more data-driven." A few more noteworthy highlights:

  • Less than 10 percent use the data they currently have in a systematic, strategic way
  • Only 33 percent believe they work in a true data-driven marketing culture
  • Only 32 percent own/control most customer data — the rest rely on accessing data from IT or external vendors
  • That’s a bottleneck because 74% still don’t think marketing and IT are strategic partners
  • Yet 42 percent of marketers actually identify lack of process as a primary obstacle to using data in decision-making

Read more at Chief Marketing Technologist Blog

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