Archive for Market

Forex Experts See Possibilities for Promoting the Market on Mobile

Forex Experts See Possibilities for Promoting the Market on Mobile 300x194 Forex Experts See Possibilities for Promoting the Market on MobileIt’s a known fact that as much as 50 percent of customers at brokerage houses are “playing the market” on mobile. Estimates are that about half use tablets or smartphones to check on prices or place trades.

Now it may be time for the brokers themselves to get hip to the possibilities of promoting their services via mobile.

In a Forex Magnates post by Ron Finberg, it was noted that “despite the synergies, mobile-based advertising is rarely cited by firms as a source of lead generation.”

Finberg thinks that may be a bad gamble.

“With conversion costs estimated at 25 percent to 50 percent lower than that of regular display advertising, Forex Magnates has been hearing more talk from brokers and app developers about the potential of mobile-based advertising,” he writes.

Lead generation for this industry is different in some crucial aspects. For most advertisers, using mobile advertising to bring visitors to a website works like any other display banner. The marketer wants to get the consumer to a destination quickly, with a minimum of friction.

“Slower to adopt customized mobile advertising though have been Forex brokers,” Finberg explains. “However, during 2014, there has been an increase of firms dipping their toes into mobile campaigns.”

One recent example was IG Markets, which has been sourced to actively purchase mobile ads to target iOS users to download its trading app.

Explaining the shift in focus towards mobile advertising, Ron Brightman, CEO of Performance Revenues, operator of a performance-based mobile advertising network, cited costs as the main reason brokers are beginning to embrace it.

“In Forex there is an opportunity for brokers to advertise in mobile,” Brightman says. “Where costs of leads can be as high as $ 50 in affiliates or traditional display networks, it is around $ 10-$ 30 in mobile because currently there is almost no competition in this vertical.”

And it’s not just cost that should lure brokers. The quality of leads is better, too.

“Brightman notes that with mobile, the “journey to becoming a lead is longer,” meaning a user needs to click a banner to reach an iTunes or Google Play download page. They then have to decide to make the download,” explains Finberg. “After downloading, installing and opening the app, a registration should appear in the form of a popup or link. Brightman summarized the result as “more friction taking place before registration, so leads become more qualified.”

But one has to pay to play.

One current drawback of these mobile apps is the availability of deposits. Few brokers provide users the option of depositing directly from their mobile devices. In an ideal world, app users would deposit directly with their connected iTunes or Google Play account. With Google and Apple taking a 30 percent cut of a transaction, that method is unworkable.

“One solution for mobile that is emerging, are synced accounts,” Finberg says. “Once a deposit method becomes verified in a trader’s client portal page, brokers typically don’t require users to re-enter details to issue additional deposits. As a result, apps can be customized to connect with web-based client deposit pages to provide in-app funding.”

Bottom line, however, is that the marketplace for trading on mobile is in its infancy. Experts predict that baby will learn to walk — then run — very soon.

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Mobile Marketing Watch » Marketing Strategy

Report: U.S. Location-Based Search, Advertising Market Thriving

Report U.S. Location Based Search Advertising Market Thriving Report: U.S. Location Based Search, Advertising Market ThrivingTechNavio, an independent tech-focused research firm, revealed in its newest report that the popularity of mobile devices and media is spurring major growth in the Location-Based Search and Advertising Market in the U.S.

When it comes to this fast-growing market, TechNavio is now projecting a healthy CAGR of 43.01 percent from 2013-2018.

Location-based services (LBS) use location, determined by a user’s mobile device, to search for and promote products and services near the user.

Location-based advertising, TechNavio explains, is largely based on the integration of three variables: What (the user’s requirement), where (their location) and now (a user’s necessity for real-time information).

In recent years, the penetration and sales of GPS-enabled smartphones and tablets have increased significantly in the US. In 2013, the US reported a penetration rate of more than 65 percent for location-enabled smartphones, and this is expected to increase to over 90 percent by 2016.

“The huge number of smartphones being used in the US acts as a catalyst for the incremental adoption of mobile LBS applications such as location discovering, friend finder and location-based advertising, shopping and networking,” explains Faisal Ghaus, Vice President of TechNavio. Consequently, enterprises have finally begun to recognize the value in offering adverts specific to their customer’s location and are adopting LBS to attract new customers.

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Mobile Marketing Watch » Marketing Strategy

Small Biz Needs to Access Big Mobile Market

Small Biz Needs to Access Big Mobile Market 300x176 Small Biz Needs to Access Big Mobile MarketHeaven help small business owners. Often strapped for resources, and confused about how to boost business via the Internet, they often feel two steps behind and a dollar short.

But for small, local businesses, going mobile-friendly is a must. Recent surveys indicate that consumers are relying on their smart phones for not only researching products and services, but buying them — and often rapidly. According to a study by Telmetrics, 46 percent of consumers use their mobile devices as their only research tool.

Look at it this way. If you’re an Iowan who adores a pair of shoes that will take a week to ship from California, location and speed are not of the essence. But if you’re looking for a plumber because the water heater died,  a roofer because a storm blew away half of your house, or a pedicure because you just got invited on a cruise — well, you want something local and you want it now.

To make the point with a riveting statistic: according to Google and Ipsos, 70 percent of mobile searchers call a business directly from their search results.

Too many small businesses are still deciding if they “need a website.” For local companies that want to survive the coming mobile-first search methodology, here are four ways to make a mark in the mobile marketplace.

1. Go local. There are tons of free local directories on which your business can be listed. You need the exposure, and you need to be on all of the freebie sites. The first thing a customer will seek is someone nearby. The second thing? Your phone number (followed by info on hours and other particulars). Can they find you via mobile — and easily and quickly? If not, you have work to do.

2. Design for quick response. Once you understand how mobile users operate, you can provide quick links and “click here to call” prompts that make it easier for a prospective customer to get in touch with you.

3. Revamp your website. Mobile search is slated to trump desktop search in a matter of months … maybe minutes, at the rate we’re moving. Make sure your online presence and website materials are designed for mobile viewing compatibility (yes, shell out the bucks to hire an expert, if you must) and make sure you are getting the best mobile exposure.

4. Keep abreast of changes. Everything you do to update your website, design for mobile, and analyze how your customers find you (and how they would like to find you) is money in the bank. Get those mobile platforms rolling now. Smartphone users are a speedy bunch. Go toe-to-toe with them to reap the inevitable rewards.

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Mobile Marketing Watch » Marketing Strategy

Evolution Coming to Content Management Market in 2014

Evolution Coming to Content Management Market in 2014 300x173 Evolution Coming to Content Management Market in 2014Global analyst firm Ovum expects the content management market to mature and evolve significantly in 2014.

According to the group’s newest projections, the enterprise content management (ECM) market is rapidly changing as platform vendors transform themselves into providers of solutions that address specific issues faced by organizations.

For the ECM vendors, this means a change of emphasis from the core, now largely standardized, features, such as document management, to other areas, such as capture and scanning and business process management (BPM) as the enablers of content-centric processes.

However, Ovum warns, the greatest changes are taking place in the delivery models and channels.

The changes come as users demand access to content anytime, anywhere, obliging the vendors to make ECM available to a wider range of organizations by delivering their solutions via the cloud.

Sue Clarke, a Senior Analyst of Information Management and author of the report, says enlightened organizations “now have highly developed and sophisticated social media strategies that involve sales, marketing, and customer service initiatives. Most vendors providing ECM technologies, particularly those in the web content management (WCM) space, include support for social content.”

“Users are now demanding access to content anytime, anywhere, and organizations need to be prepared for this,” Clarke adds. “Therefore, all ECM-related products should now provide extensive support for mobile devices, particularly rendering content in the appropriate format for the device on which it is being viewed. The capabilities should also ensure the same policies for managing access to content are applied regardless of the device being used.”

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Mobile Marketing Watch » Marketing Strategy

Frost & Sullivan: Australian Mobile Ad Market on Fire

Frost and Sullivan Australian Mobile Ad Market on Fire 300x251 Frost & Sullivan: Australian Mobile Ad Market on FireAccording to the latest projections from Frost & Sullivan with regard to Australia’s mobile advertising market, things are heating up fast down under.

Australia’s mobile advertising market is predicted to grow strongly at a CAGR of 39% from 2013 to 2018, with expenditure reaching $ 682 million in 2018.

By that time, the report reads, 70% of overall mobile advertising spend will be served on tablets, while 30% of adverts are expected to be served on smartphones.

Frost & Sullivan’s new report, Australian Online General and Mobile Advertising Market 2013, reveals that 50% of companies plan to increase their mobile advertising budget substantially compared to the prior year. 79% reported intentions to increase mobile advertising expenditure by more than 10%.

Over the last 12 months there has been very high growth in mobile advertising expenditure, fuelled by strong growth in consumer media consumption on  smartphones, but especially tablets. It is now increasingly being seen as an important part of the overall advertising strategy of both media agencies and brands.

“In the last 12 months, the Australian mobile advertising market grew strongly across all industries. “Banking & finance and automotive continue to lead the market, though retail is also seeing strong adoption,” said Phil Harpur, Senior Research Manager for Australia & New Zealand at Frost & Sullivan.

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Mobile Marketing Watch » Marketing Strategy