According to a survey of marketing managers by Gartner, investments in mobile apps and tablet apps are among the top priorities for digital marketers in 2013. Across all business verticals, mobile apps are a key element of a customer loyalty and retention strategy that enables consumers to connect with businesses anytime and anyplace.
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We have all seen reports that smartphones penetration is rapidly rising and according to eMarketer, approximately 48% of the mobile subscribers in the US will have a Smartphone by the end of 2012. In their “US Mobile Usage Forecast for April 2012”, eMarketer indicates that a 48% penetration rate is equivalent to over 115 Million people. Since each Smartphone purchase requires a mobile data plan, leading mobile carriers such as Verizon, AT&T, Sprint, and T-Mobile have seen significant growth in data usage as consumers access the mobile internet on a daily basis to connect with websites or apps.
Because of these industry drivers, media companies and major advertisers have been pursuing co-marketing opportunities with mobile carriers that share common audience segments. For example, sponsorships may exist for major events, shows, and advertising campaigns that are designed to drive audiences to a mobile experience. Consequently, marketers need to understand the size of the audience segment that is engaging with mobile content via a particular mobile operator in order to quantify the effectiveness of a sponsorship.
To help media companies and advertisers address this mobile analytics question of sponsorship effectivness, Adobe SiteCatalyst is now providing the following new report:
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