IAB Mobile Landscape 2015 Results

IAB Mobile Landscape 2015 Results – Melbourne
This event will reveal the findings from IAB Australia’s 3rd Annual Industry Study on the state of the Mobile Advertising Market in Australia. Find out how mobile spending is shifting, how marketing metrics are being tracked and what findings are effective. This event will include a showcase in what has shown to work in mobile creativity to help marketers stretch their current thinking on how mobile advertising can help grow their brand.

5 Tips To Capture Mobile Clicks

Most marketers are well aware by now of Mobile Love In Australia and the Mobile Marketing Trends that have changed the way we engage with our customers.

The importance of optimised web content and email for mobile devices should never be underestimated. Responsys, a leading provider of email and cross-channel marketing solutions, got in touch with us this week to share some top tips on how to make sure your campaigns are capturing mobile clicks and increasing engagement.

According to Responsys’ customer base, around 40% of emails are now opened on mobile devices, so it’s even more reason to make sure you’re not missing out on a valuable opportunity to engage with your customers.

Simon O’Day, Vice President Asia Pacific at Responsys shared 5 top tips that every marketer should remember when optimising campaigns for mobile devices and we’ve summarised these for you below:

  1. Make it easy to click – create larger buttons, design clickable sections to allow enough room for the reader to click accurately even when zoomed out.
  2. Keep it simple – Mobile users are often on the move and multi tasking so it is important to make messages clear, simple and uncluttered. Consider using graphics to help explain your content.
  3. Understand operating systems and devices – There are different mobile devices and operating systems which means messages render differently so should be targeted. Be familiar with these devices and send email which loads quickly and is clear.
  4. Reduce load time with responsive design – Hide images or insert a link to view images to give readers the option to view to reduce frustration by users with time it takes to open email or images not displaying correctly.
  5. Make it easy to scroll – Organise layouts that encourage rapid scanning but show key information. Keeping the mobile user’s interest and attention is important. Also consider including a ‘click for more’ hyperlink to entice your reader.

If you would like to get your hands on the Responsys Mobile Email Guide you can download your copy here: http://rpsys.co/mobile

Also, check out our recent article “Are Your Email Campaigns Really Mobile Friendly?” for some further email marketing tips.

What The Apple iPad Mini Means For Marketers

The Apple iPad mini launched in Australia last week. If you haven’t already seen one, it is a thinner, smaller, lighter and more affordable version of the standard iPad with all the features you love and some extra enhancements.

As you might expect there has been talk about how much it will cannibalise Apple’s standard iPad sales, despite this, we feel it’s a much more convenient and portable option for users. Even better, it can be held in just one hand. Apple fans love it and Apple haters don’t, but what does the launch of the Apple iPad mini mean for Australian marketers?

Recently we discussed the launch of the iPhone 5 in Australia and according to a release by Apple, they sold over 5 million devices just three days after its launch in the US. Samsung also recently released it’s Galaxy Note 11 while Google has the Nexus 10. All this buzz around new and improved mobile devices continues to bring us back to one obvious recurring theme for marketers. Mobile needs to be a key focus of our marketing strategies as Mobile love continues to build in Australia, with the frequent launch of new and improved devices.

When we refer to mobile, we don’t just mean mobile phones, it’s really any device with web browsing capabilities other than our desktop or laptop computer. Mobile also doesn’t just mean when you’re on the go (we’d argue that this has been the case for a long time). Even though location-based and location-aware services are still the killer apps, many of us will use mobile devices at home with the desktop computer only metres away. It’s often more convenient, interactive and also allows us to multi task (e.g watch TV and browse the web at the same time).

Smart Company shared an article yesterday where according to Net Marketshare, 10.29% of all web traffic now comes from smartphones and tablets. So it really is critical that your marketing strategy (in particular, your digital communications and content strategy) includes a focus on mobile devices. It’s also important for advertisers to step up and ensure online advertising is mobile friendly and takes full advantage of the interactive touch screen features mobile provides.

So if your website is mobile browsing friendly (with the option for users to view the full site) and your email campaign templates render nicely on mobile devices, then you are at least a couple of steps ahead in the right direction to ensure a seamless mobile user experience. Just make sure that you don’t get left behind and give disgruntled customers straight into the hands of your mobile savvy competitor.

If you want to check out the new iPad mini features for yourself, they’re available from the Apple Store and we’ve also included the iPad mini video for you below.


If you’ve got one of the new iPad mini’s, what has been your experience? We’d love to hear from you below.

Create Web Video Like A Pro

We all know by now about the power of web video and how important it is for a well-rounded content strategy. So we decided to talk to someone with expertise in this field who produces lots of video for the web. Stuart from LemonChip has kindly offered up his time to answer a few questions for us so we can share with you some practical advice for creating your own web video. (more…)

Mobile Marketing Trends in 2012

The penetration of smartphone ownership in Australia is one of the highest in the developed world and the numbers are continuing to rise. According to Frost and Sullivan, around 41 per cent of Aussies currently own a smartphone and this number is expected to hit 65 per cent in the next five years*.

For most Australians, the mobile phone is rarely out of sight, providing marketers with (more…)

It’s official, the Apple iPhone 5 is on its way to Australia!

You have probably heard the rumours over the past few months, well this week it was official, the Apple iPhone 5 has been released. Apple have announced that it will be available in Australia on September 21 and that customers can pre order from today.

We like to remain objective at Marketing.com.au, however, we also like to be honest and we can’t wait to get our hands on the new iPhone 5. If you haven’t had a chance yet to find out more about it (it’s been a busy week!), we thought we’d highlight a few of the main pros and cons for you:

Pros: 4G, faster, longer battery life and it’s thinner
Cons: new connector means it’s not compatible with older accessories and it’s a little on the pricey side

Here’s a bit more of a run down on the features you can expect:


Interesting Trends in Mobile Access in Australia

With smartphone usage in Australia estimated at a whopping 40%, if you’re not already getting serious about mobile, now may be the time.

According to Morgan Stanley research mobile internet access will be greater than access from laptops and desktop computers. And according to Google, 44% of searches last-minute gifts will be performed on mobile devices.

12.81% of all visitors to Marketing.com.au are using mobile devices. At the time of writing iPhone, iPad and Android are the top device type. I’ll post a follow up article with more detailed statistics in a few weeks when the sample is larger.

I’ve checked a few other sites and the stats range from 5% to 20%. I’d be very interested in your stats, in particular the overall percentage of mobile visitors.

These exciting figures provide great opportunity for savvy marketers, but it’s not just the mobile web where the action is. The Envato Marketplace Newsletter has 223,000 subscribers, with over 6000 new subscriptions every month. The Envato infographic itself is quite interesting, however most interesting of all is the “most frequently used mail client” being the built-in iPhone mail app client.

If you’re keen on getting into mobile, you might be interested in a group called Mobile Monday. There are chapters all around the world with groups in most Australian cities.

Image taken from Google Analytics.