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:
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."
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."
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.
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: