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Majority of Email Opens Take Place on Mobile Devices Studies Show

By | Automailer, Blog, ecommerce, Mobile, Research, Web Design, Web Store, Webpage Monitoring | No Comments

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Over the last year we have seen multiple studies from firms like Experian Marketing Services and Yesmail showing an interesting and important trend: the number of people opening their emails on mobile devices continues to rise, with 50 percent or more email opens occurring on the mobile platform.

As the year comes to an end, yet another study by Return Path, yields similar findings. Their research shows that in December 2013, 51 percent of email opens happened on some kind of mobile device. The study also marks the first time ever that Return Path has observed mobile email opens getting a majority of the platform share.

Most notably, the highest percentage (62 percent) of mobile email opens occurred over Christmas, likely caused by the deluge of holiday greetings and shopping transactions made by consumers. Perhaps

Similar Findings by IBM: Online Shopping

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Further supporting this, IBM also reported having 48 percent of all online shopping traffic coming from mobile devices on Christmas day. Results are up by 28.3 percent compared to Christmas Day in 2012, while also surpassing the traffic share of last year’s Black Friday and Cyber Monday shopping blitzes. Mobile also accounted for 29 percent of all online sales on Christmas Day for IBM, showing a significant increase of 40 percent compared to last year.

Other noteworthy findings by IBM include a clear pattern—and a continuing trend—indicating more purchases happen on tablet devices, with browsing occurring predominantly on smartphones. IBM’s research shows smartphones account for more traffic compared to tablets, at 28.5 percent and 18.1 percent respectively, but account for only half as many sales, at 9.3 percent and 19.4 percent respectively.

More Shopping Traffic on iOS than Android

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Another interesting find by IBM is how iOS devices reportedly drove more than twice as much shopping traffic, compared to Android devices on Christmas Day, at 32.6 percent versus 14.8. Return Path also showed a similar disparity, this time on the email front. The market research firm found that 86 percent of mobile opens happened on an iOS device on Christmas day—58 percent of opens occurred on an iPhone, 28 percent on an iPad.

A similar study by Movable Ink also found a major imbalance between emails opened on Android and iOS mobile devices.

More Findings

It also comes as no big surprise that Return Path found that the majority of email messages on mobile devices were opened on weekends and holidays, while emails opened on traditional desktop computers spiked during Mondays. In other words, mobile opens happened when people were away from work, and desktop opens while at work.

For Internet service providers (ISPs) and email service clients in the United States, vast increases in email opens occurred on Gmail in December, which Return Path correlated to a recent change Google made to display images, which are now enabled by default.

If anything, these findings show what we’ve been telling our clients throughout the previous year, that is, not to forget to design emails for the mobile format. Mobile email opens are no longer just a trend—they’re here to stay, and will only continue to grow.

Grow your brand on Instagram

By | Instagram, Research, Social Media | No Comments

Marketing Opportunities on Instagram

At Enform, one of the most frequent questions we get from users revolves around the possibilities of using the popular photo and video sharing social network, Instagram, as a marketing tool.

Instagram is a free mobile app available on both iOS and Android (and soon Windows Phone) that allows users to take photos and videos and share them with their followers. The service is quick, easy, and fun to use, with users being able to choose from 20 image filters that they can apply to their photos, giving them a “vintage” look, reminiscent of the old 1:1 Kodak Instamatic and Polaroid images.

In 2011, Instagram added hashtags to promote the discoverability of photographs and link users with each other. It’s through hashtags and @mentions where marketers and businesses can take advantage of the platform.

One of the main reasons why marketers should consider Instagram as a marketing platform lies in its mobility. With more and more users now owning a mobile device of some sort, web usage behaviors have unsurprisingly changed, with mobile apps now getting more usage. In fact, one study shows that 40 percent of web users respond better to visual content like image and video than plain text.

Instagram, when used correctly, offers a great way to communicated with your audience whom you can build trust and credibility with; it’s a social network that allows you to show people what your business is up to in a dead simple manner.

 

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Ken Block’ss Instagram (@Kblock43), with 350K+ followers, it is one of the most popular in the automotive scene.

 

Simplicity

Taking good photos and videos isn’t easy, but Instagram allows amateurs to create beautiful and expressive photographs and videos with tools that make the process quick and simple. Gone are the days of artistic images created solely with Photoshop—Instagrams filter presets are now the way to go.

From the view of business and marketing, when an image of video grabs your attention, you can choose to like that post and/or click the account to follow it, getting updates from the account on your feed. All you need to do for your audience to do that is tell a good enough story through your visual content.

Hashtags

Just like Twitter, Instagram allows for hashtags, which can be used along with image or video posts.  The hashtags you use to describe your content are the means in which people can find or follow you.  Think of them as keywords associated with your brand or product.

Playing on Emotions

Think of Instagram as a ‘roided up version of Twitter. The microblogging concept is still there, but instead of just 140 characters, you get to market your brand and products with the use of imagery. And while many in the B2B may instantly think “product photos!” remember that it shouldn’t be just about the products you sell. Instagram is all about tapping into the feelings of people with images, whether it’s  photos of sunsets, nature, oceans, food, or whatever else is visually pleasing.

Sure, corporate adoption of Instagram may not be overwhelming, but that doesn’t mean you shouldn’t get started with the platform anyway.

Intelligence Report Highlights Rise of Emerging Markets and Importance of Giving Consumers What They Want

By | Blog | No Comments

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The intelligence community is used to a bleak view of the world, but a recent report from America’s National Intelligence Council, titled “Global Trends 2030: Alternative Worlds,” actually paints a pretty picture of the not so distant future.

The usual warnings on rogue nations and nuclear war are still present—that much hasn’t changed—but the most notable bit of information from the report revolves around the rise of the middle class around the world. Whereas Britain took 150 years to double its income per head and America went through 30 years to pull off the same feat, emerging markets India and China have done the same in a fraction of the time, and most notably, on a much greater scale.

As a result, we now see a spike in the number of people who have the means to pay for middle-class luxuries, such as a home and good education for their children.

Catering to the Needs of an Empowered Middle Class

Not surprisingly, many global brands have tried their best to address the surge in demand for consumer goods. Many brands have already raked in the profits from emerging markets, while others, such as Apple, are still in the process of tapping into this growing market—the company plans to shift its priorities to China.

Catering to emerging markets so different from the West necessitates the use of new approaches to sales and marketing.

Michael Silverstein, author of the book, “The $10 Trillion Prize” writes that companies must adapt to local circumstances when dealing with emerging markets China and India. He notes that it’s not just about providing products, but selling it in a way that appeals to the local market.

For instance, PepsiCo has released a spicy snack for the Indian market called Kurkure, a modification to their crisps which the company feels may be too bland for Indians. Apparel and accessories manufacturer Hermès has also e an exclusive line of French-made Saris in india. Likewise, Kraft released new variants to its Oreo cookies specifically blended for the Chinese market, with exotic, more oriental flavours such as green tea.

We at Enform believe that the actions of these companies demonstrate the importance of not just offering products, but actually creating and marketing products according to the wants and needs of your target audience. It all boils down to giving consumers what they want, how they want it.