Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
It comes as no surprise that mobile Web traffic is growing quickly, as smartphones and tablets continue to proliferate. For retailers, that trend is becoming ever more significant, as users abandon their desktop and laptop PCs to browse and, instead, shop while they’re sprawled on the couch or waiting for a train.
According to projections by IMB Coremetrics, 15 percent of traffic to U.S. retailers’ sites will come from non-desktop devices during this year’s November holiday season, representing more than 100 percent growth over the same period in 2010. Meanwhile, around 10 percent of sales are expected to come from mobile, too.
Despite rapid adoption from consumers, marketers have been slow to embrace mobile, owing in part to problems around standardization and targeting. That budget can be more effectively invested in desktop Web ads, they say.
Retailers don’t have that luxury, though. If 15 percent of consumers are on mobile, that means a portion of their customer base probably is, too. As a result, IBM suggests they should be investing in “hyper-personalized” shopping experiences, as well as collecting data to inform cross-channel marketing programs and promotions.
Lots of vendors are now touting mobile site optimization platforms, designed to help retailers and marketers keep pace with consumer behavior and deal with the device fragmentation that continues to confuse the landscape.
In addition, Google launched its own campaign this week designed to educate marketers and retailers – a.k.a. its search advertisers – about the importance of mobile optimized sites. Consumer engagement increases 85 percent when a site is optimized for mobile, Google said.
More in Media
Before AI can think for Immediate Media, it needs clean data to think with
All the will in the world won’t make an AI strategy work without clean, structured data to back it up.
People Inc. strikes Microsoft AI licensing deal as Google’s AI Overviews hit programmatic ad revenue
People Inc. has struck an AI licensing deal with Microsoft to be part of the tech giant’s pay-per-usage AI content marketplace.
How The Times is using AI to model synthetic focus groups from human audiences
The British news publisher has worked with Electric Twin to create a synthetic audience research panel based on The Times’ human reader panel.