Archive for Market

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

Apple, eBay, Google Marching Into The Indoor Location Market

 Apple, eBay, Google Marching Into The Indoor Location MarketAccording to ABI Research, there’s a good reason why Apple, eBay, Google, and others are all making definite moves on indoor location in 2013.

For starters, we’re looking at a $ 4 billion plus market by 2018.

ABI Research’s quarterly Location Technologies Market Data measures the uptake of indoor location technologies, mapping and new companies entering the space.

The overall market of technology installations is forecast to break the 25,000 mark in 2014, ABI says, while handsets capable of supporting indoor location will be in the hundreds of millions within two years. As a result, the major companies will start to make their moves.

“Apple’s new A7 co-processor coupled with the acquisition of WifiSLAM highlights indoor as a priority,” says Senior ABI analyst Patrick Connolly. “Both Apple and eBay have announced support for dedicated BLE beacons, a technology that is set for a huge 2014 as major IC and device OEMs make it widely available.”

“Google continues to expand on indoor mapping, and has openly discussed some of its indoor location plans at I/O,” Connolly adds. “On the Wi-Fi side, four major AP providers (Cisco, Motorola, Aruba, Ruckus) have now acquired a company in this space. It was also interesting to see Nokia retain its mapping and indoor capabilities, identifying it as a new area for future growth.”

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Mobile Marketing Watch » Marketing Strategy