More consumers open emails on mobile devices instead of desktops.
In the first week of the holiday shopping season, the percentage of marketing emails opened by consumers on mobile devices rose to nearly 44.8% of the total, compared to 30.5% last year. The volume of messages opened on desktops has dropped to about 55.2% from 69.5% last year, according to the study by Knotice. The takeaway is that email marketers need to be more cognizant of structuring content so that it presents well on mobile devices.
Spending on mobile search marketing rises sharply.
For Thanksgiving weekend, spending on search was up 29% over last year, according to IgnitionOne. So far in the fourth quarter, search marketing spending on smartphone ads is up 307% over the same period last year, and spending on tablet ads is up 231%. Advertisers may be attracted to the lower costs of mobile ads, as the cost-per-click for PCs is 28% higher than for smartphones, and 36% higher than for tablets.
Mobile drives Black Friday traffic while social media has little impact.
IBM figures on Black Friday Internet sales show that mobile devices originated a sharply higher percentage of traffic this year than last year, while social media had a negligible effect, accounting for less than 1% of sales and traffic. Overall, IBM found Black Friday online sales to be up nearly 21% year-over-year.
A U.S. court lowers the bar for consumer text consent.
A District Court judge in Alabama dismissed a lawsuit against Wal-Mart for violating a law about sending marketing texts without the recipient's consent. The recipient in this case had provided Wal-Mart's pharmacy with her cell phone number in case there was a problem with her prescription; the judge ruled that this amounted to consent to receive texts.
Survey indicates a greater role for smartphones in holiday shopping.
A study by Deloitte found that 68% of smartphone owners plan to use them in some way to assist in holiday shopping this year; finding store locations, comparison shopping and getting product information were identified as the most common tasks. Smartphone owners are an attractive market, as the survey found they plan to spend 72% more on the holidays than those without the devices.
Local ads projected to lead mobile spending growth.
Media advisory firm BIA/Kelsey expects local ads to benefit from the rapid growth in mobile ad spending over the next few years. Local ads accounted for only $1.2 billion of the $2.7 billion total mobile ad spending market this year, but BIA/Kelsey forecasts that local could represent 58% of $9.92 billion spent on mobile ads in 2016.
Google update seems targeted at keyword excess and exact-match domains.
Google has launched an algorithm update apparently targeting excessive keyword use for sites with exact-match domains (EMDs), where URLs match popular search terms. Experimenting with search via the new algorithm suggests that Google now scans for repetitive keyword use that mimics the site's URL. Sites with richer and more diverse content seem to perform well.
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