E-mail marketers' mobile campaigns rely on iPad owners for success. More than half of mobile online sales originating from an e-mail take place on an iPad, according to Infogroup's Yesmail Interactive. More precisely, 56% of mobile online sales originating from an e-mail take place on a tablet, and 99% of those tablet sales take place on an iPad. Overall, 82% of all e-mail opens and clicks occurred on Apple devices, per the Yesmail report, which was based on data from more than 5 billion marketing e-mails sent by Yesmail in the third quarter of 2013. Only 0.3% of e-mail subscribers made purchases on Android tablets, though 41% of smartphone purchases were made on an Android device. See the btobonline report at http://www.btobonline.com/article/20131112/EMAIL13/311129996/more-than-half-of-mobile-email-sales-made-on-ipad
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, December 19, 2013
Tuesday, December 17, 2013
Celebrity Endorsements Don't Win Fans for Brands
Think a famous name touting your product or service will impress customers? Think again. Brand endorsements by celebrities and athletes are trusted less than all other methods of brand promotion, including digital ads, traditional ads and company-sponsored social media, according to a new global study by The Boston Consulting Group. Consumers put the most store in what family and friends say offline about a brand, followed by product reviews, expert opinions, and information from Google and other search engines. One reason trust matters: Brands that show their customers that they can be trusted are able to gather at least five to 10 times more information about customers to fill the Big Data marketing mill. Still, marketers must tread carefully because consumers are choosy about what info they entrust to companies, and financial and health data definitely rank higher on the privacy scale than brand preferences, age and gender. Millennials, despite a social sharing addiction, are about as concerned with data privacy as their elders. As a result, the data practices of financial institutions, social media, search-engine companies, and government arms garner more than twice the consumer concern than do branded manufacturers, airlines, hotels, cable providers or retailers offering loyalty cards. For more, see MediaPost's Marketing Daily story at http://www.mediapost.com/publications/article/212917/endorsements-dont-earn-trust-for-marketers.html
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