The Mobile Difference

July 26, 2011 § Leave a comment

The fastest growing trend in the digital world is mobile. Whether it be a mobile smartphone or tablet, mobile marketing is another channel that your brand should be preparing for, if it’s not already established in. There’s two different channels on mobile, both of which should merit a distinct strategy; Mobile websites and mobile applications. Both have their pro’s and con’s and both will expand a great deal in the next 2-5 years. The idea of the differences is tought to come by, and below both are distinguished:

Mobile Apps

  • Developed for the use in Smartphone and Tablet. This includes utility apps, game apps, shopping apps etc.
  • Once downloaded and installed, mobile apps should automatically run from the respective app-store
  • To publish a mobile app, you must get approval from the app stores e.g. You have developed an iPhone app for you brand, you now must get Apple’s app-store approval before it is released
  • Mobile apps can be integrated with native smartphone/tablet applications. e.g. A video chat app can use your phone’s video camera to function
  • Mobile apps can be exclusive. If you release an iPhone/iPad app, only those with these devices can use your apps, thus leaving Android user’s behind
  • Apps are developed to increase brand awareness, but also for the purpose of earnings per downloads from app stores
  • Sync mobile apps with all device features, such as GPS, camera, voice, RFID, address book, calendar, etc.
  • Mobils apps are tough to support and maintain after they’re installed. Plan ahead with a QA response team, and know that each new release — bug fixes — requires you to go through the entire approval process again
  • New releases of mobile apps require all existing users to uprgrade in order to use it properly

Mobile Websites:

  • Runs on the mobile browser and opens like a regular website from your Smartphone
  • No approvals from “authorities” are needed to run mobile websites
  • Runs independently from native handset applications
  • Unlike apps, every smartphone supports mobile websites, and you don’t need to create separate versions for iPhone/Droid/Blackberry.
  • Created to support the brand through another channel, and raise awareness of what the company has to offer
  • Can be integrated with Smartphone features such as GPS, offline data storage and video through browsers that support HTML5.
  • While native capabilities of the mobile device can be accessed from the web, this access is limited due to security and privacy concerns.
  • Little maintainence and support is required compared to apps, because the developer has complete access to the site. Users won’t need to upgrade versions.

Direct Message Lab provides a central platform , REACH v4,  for brands to effectively build, manage, and analyze their social, mobile and app-based marketing. For more information, check out, and follow us on Twitter, @dmlinfo.

E to M: Buying Into Mobile Commerce

June 9, 2011 § Leave a comment

There’s only seven letters in between ‘e’ and ‘m,’ so here are seven differences and trends for m-commerce.

F:  Forget about waiting until you get home to purchase that new pair of headphones. With the growth of mobile commerce, it’s now possible to purchase almost any consumer product through your smart phone.

G: Going young: The highest percentage of mobile retail users – thirty-six percent –are between the ages of 25-34, and almost two-thirds of mobile retail consumers are younger than 35.

H: Fifty-nine percent of consumers use their mobile device to perform mobile shopping from home.

I: In 2011, seventy-eight percent of retailers plan to invest in mobile.

J: Jumping ship: Eighty-five percent of consumers who have made a mobile purchase in the last year say that they expect the experience to be better than or equal to a laptop or PC.

K: Kicking old consumer habits; Seventy-three percent of in-store shoppers would rather reference their mobile device rather than ask a sales associate for help.

L: Twenty-one percent of those surveyed by Millennial Media in a June 2011 report said that they made a purchase on their mobile device within the last month.

Mobile Video Ads Will Soon Become Bullseye

June 2, 2011 § Leave a comment

Mobile video advertising is currently a rolling tide slowly making its way to the shore. It’s no surprise to hear, considering 10 percent of mobile users watch video content on any single day. So what’s the hold up? Why aren’t brands hopping on board to advertising through mobile video?

Mobile video advertising didn’t even make the 2011 Mobile Marketing Associations Top Ten Trends for 2011 — “Apps will drive advertising revenue.” But, they also state that over 85 percent of all phones shipped in 2011 will be smart phones, capable of mobile video.

According to an article on Digidaydaily, the top 10 mobile handhelds sold in the U.S. “account for just 29 percent of mobile video commercial messages viewed,” and that Verizon had the most mobile marketing video views at 44 percent, compared to AT&T’s 35 percent. This would make one imply that marketers should be targeting mobile users via text, since it is much broader and marketers can deliver MMS to over 93 percent of mobile users.

But, in 2011 Q1, it is shown that 82 percent of users notice mobile video ads. This from a report by Rhythm NewMedia, in which it also states how users consume the three different mobile video ads:

The groundbreaker of it all is that mobile video ads allow for direct-to-consumer advertising. Mobile video ads can be targeted based on buying and search habits, user location and certain user interests, and allow advertisers to target their target, per se, more efficiently. It seems that it won’t be long until advertisers will have real-time information about their target whom they want to view the ads, and pertinent information about the user during and after viewing the ad.

Direct Message Lab provides a central platform , REACH v4,  for brands to effectively build, manage, and analyze their social, mobile and app-based marketing. For more information, check out, and follow us on Twitter, @dmlinfo.

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