Latest Podcast



Featured Articles

Ofcom helps protect customers against unexpected roaming charges

Ofcom helps protect customers against unexpected roaming charges

UK service providers must notify customers when they connect to a different network

New rules from UK telecoms regulator Ofcom will protect customers when they use their mobile phone on a foreign network. In addition, customers will be alerted if they are inadvertently roaming, perhaps because they're near an international border.
Author: The Fonecast
0 Comments
Article rating: No rating

Global smartphone market is set for recovery, says new forecast

A new forecast from research specialists Canalys shows the smartphone market is set to recover next year. Worldwide shipments declined by 12% last year but that decline is expected to slow to 5% this year.
Author: The Fonecast
0 Comments
Article rating: No rating
Vodafone and Three plan to merge their UK businesses

Vodafone and Three plan to merge their UK businesses

New Hutchison/Vodafone network would be biggest UK operator

Vodafone Group plc and CK Hutchison Group Telecom Holdings Limited have agreed to combine their UK telecommunication businesses, respectively Vodafone UK and Three UK. The merger will create a large new network operator to compete with Virgin Media O2 and EE.
Author: The Fonecast
0 Comments
Article rating: No rating

UK mobile payment service Paym to close in March 2023

UK mobile payment service Paym will close on 7th March 2023. The service, which allowed users to make and receive payments using their mobile phone numbers, was launched in 2014.
Author: The Fonecast
0 Comments
Article rating: No rating
Qualcomm legal action moves forward in the UK

Qualcomm legal action moves forward in the UK

Which? seeks payout for Samsung and Apple smartphone owners

Consumer protection organisation Which? has been given permission by the UK's Competition Appeal Tribunal to represent Apple and Samsung smartphone buyers in a legal case against chip manufacturer Qualcomm.
Author: The Fonecast
0 Comments
Article rating: No rating
RSS

Opinion Articles

Monday, December 24, 2012

Are brands missing a trick with mobile?

Dave Katz writes:

It has been reported recently that consumer spend via mobile is on the increase this Christmas. Further confirmation has come from research indicating that 20% of the expected £4.6bn of total online shopping will be carried out using smartphones and tablets.

Dave Katz, Managing Director of Ybrant Digital UK

If consumers want to browse, research and purchase via mobile, then is it not something of a surprise that only 7% of adspend in the UK currently goes on mobile?  Isn’t that the best channel for brands to be communicating through?  The statistics above not only demonstrate how we have progressed in terms of technological growth and how we interact with brands digitally as part of our everyday lives, but they also hide the massive disparity between the investment in time from consumers on mobile device versus the money spent by brands in that same space.

Shopping on mobile has doubled in two years - almost 40% of the UK population has now shopped on a mobile at some point. However the percentage of total online adspend on mobile devices remains at around 1%. It poses the question, are brands and agencies still underestimating the power of mobile?  The basic theory of advertising is that brands seek to be placed in front of their audiences, whilst maintaining as positive an RoI as possible. Therefore if an entire medium is under- valued, there is clearly a huge amount to be made by advertisers that over-invest in that medium, ahead of their direct competitors.

This year in the UK, 16% of all search queries were made via mobile, a growth rate of 60% since 2011. This growth rate will have probably doubled by 2013, and many brands could have missed out on an obvious and rewarding mobile advertising strategy. Those that choose to ignore the growth of this medium, in a sense have failed to understand what the customer wants.

Where not stating here that mobile is the number one digital marketing channel, quite the contrary, you need a lot more tools in the toolbox to achieve the objectives of a competitive retail brand these days. But as a global mobile ad network, and from a group perspective as a global media company, our proven track record in integrated online campaigns taught us that including mobile as an important element in your plan is vital. There aren’t too many service providers out there that can say that based on experience.

It is worth considering how prominent a part of your marketing mix mobile currently is. If it is no part at all – then there is a clear opportunity. It is likely that your competitors are also not overly active in mobile either – so you have got time to steal a march on them. It is also worth considering that about 40% of all Facebook page impressions in the UK are now on mobile – so if you can find a Facebook specialist like Ybrant Digital that is also a mobile specialist (we served just under 2bn mobile ad impressions last month; and as a PMD we are certainly one of the leading experts globally on marketing in the social space) then there is an enormous opportunity to make hay right now, whilst the sun is shining. If nothing else, you might find that Santa leaves you an extra present under the tree this year.

Dave Katz is Managing Director of Ybrant Digital UK.

Print
Author: The Fonecast
0 Comments
Rate this article:
No rating

Leave a comment

This form collects your name, email, IP address and content so that we can keep track of the comments placed on the website. For more info check our Privacy Policy and Terms Of Use where you will get more info on where, how and why we store your data.
Add comment

Recent Podcasts

A podcast packed with smartphones galore... from Samsung, Sony, Microsoft and Motorola

Podcast - 10th September 2014

James Rosewell and Mark Bridge return from their summer break with a podcast full of smartphones and smart watches.

As well as products from Samsung, Sony, Microsoft, Motorola, HTC and Kazam, there's talk of Opera's new browser deal, a potential change on the UK high street... and a mobile app that connects to a Bluetooth toothbrush for improved toothpaste coverage.

Author: The Fonecast
0 Comments
Article rating: No rating

We review the CAT B100 rugged mobile phone

Podcast - 30th July 2014

Mark Bridge takes an in-depth look at the CAT B100 rugged phone from Bullitt Mobile.

The CAT B100 is designed to withstand rather more than everyday bumps and knocks - which is why Mark drops his mobile phone on the pavement, submerges it in his washing-up bowl and shuts it in the freezer.

Author: The Fonecast
0 Comments
Article rating: No rating

Microsoft cuts its mobile staff, Apple finds a new partner and Yahoo! makes an acquisition

Podcast - 23rd July 2014

We start this week's podcast with news that thousands of Microsoft's ex-Nokia employees are losing their jobs.

Other topics for discussion include the new Apple and IBM partnership, Yahoo's acquisition of Flurry, regulating mobile games, improving rural mobile coverage, BT's new phone service and some management movements.

Author: The Fonecast
0 Comments
Article rating: No rating

Florent Stroppa of OnMobile talks about the state of the mobile telecom industry, from network deals to smart wearables

Podcast - 18th July 2014

In this podcast Mark Bridge talks to Florent Stroppa from mobile value-added service specialist OnMobile about the state of the mobile industry in 2014.

They discuss the dominance of Apple and Samsung, network consolidation, the new Amazon Fire smartphone, smart wearables and much more.

Author: The Fonecast
0 Comments
Article rating: No rating

National security, phones for children, a new UK mobile network and a change of name

Podcast - 16th July 2014

This week's mobile industry podcast begins with a quick look at the UK government's emergency legislation affecting fixed-line, mobile phone and broadband traffic.

We then talk about Microsoft's plans, a new virtual network from the Post Office, Samsung's renamed app store, budget 4G smartphones, a wearable phone for children and some misleading advertising.

Author: The Fonecast
0 Comments
Article rating: No rating
RSS
123578910Last

Follow thefonecast.com

Twitter @TheFonecast RSS podcast feed
Find us on Facebook Subscribe free via iTunes

Archive Calendar

«November 2024»
MonTueWedThuFriSatSun
28293031123
45678910
11121314151617
18192021222324
2526272829301
2345678

Archive

Terms Of Use | Privacy Statement