To all my dearest-s, Happy New Year 2012!! Are you actually worrying that your text messages are unable to reach promptly before 1st January 2012 or hoping that you can text at once to all your friends, families, colleagues and etc? Heee here we are for you! =) Look for us and wait no more!
As 2012 rockets into life, Telstra is anticipating Australians to send more than 78 million text messages to each other on Near Year's Eve and New Year's Day - up 4 million on 2011.
Maryanne Tsiatsias, Telstra Director of Consumer Marketing said last year Asutralians sent 74 million SMS and 1.4 million picture messages.
"As champagne corks pop and glasses clink across the country, people will be furiously sending text and picture messages to welcome in the New Year," she said, adding 11pm - midnight on December 31 was the busiest hour for messaging," she said.
"To ensure customers can keep in touch, Telstra will be closely monitoring the performance of the network throughout the New Year period, in particular at key holiday and celebration locations.
"While customers may experience some short delays in getting calls or messages though during this period of time, we encourage them to be patient, wait a few minutes before trying again," she said.
Source: By Daily Examiner on 30th December 2011
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Friday, 30 December 2011
2012 Forecast: Mobile Marketing
Throughout the year of 2011, I believe all of us see a tremendous increase of mobiles (either in terms of mobile phone shipment, mobile phone subscribers, smartphones and etc). It then links me to a thought that "mobile" is an important tool to connect clients and me even more closely. So I suppose we should consider thoroughly of using mobile phone as a means of communication tool. Have you do so? Anyway, it's never too late! =)
Having been involved in the mobile and advertising industries for over two decades, I can say with confidence that 2011 was a banner year for the discipline. Over the past year, consumers have proven that the mobile phone has become an integral part of the shopping experience. This is creating a number of exciting new opportunities for marketers to reach consumers at multiple touchpoints throughout the buying process.
Lessons From 2011
Let’s start by taking a look back at 2011. The biggest lesson we learned is that campaigns must tie directly to return on investment. Mobile campaigns are no longer experimental: Brands have significantly increased their budgets, and with this, expectations to show ROI have also increased.
A big factor in achieving desired ROI is reach. Despite what some may think, Apple does not have a lock on market share. Mobile marketers must think beyond iOS to reach consumers on all types of devices and networks. Mobile campaigns such as Macy’s Backstage Pass proved that providing consumers with choice in the call to action (i.e. providing a QR code and an SMS short code) drives strong results. It is with these lessons in mind that we look to 2012 and where the coming year will take us.
Thinking Beyond the Click
In the coming year, we can expect more pressure to produce results from mobile campaigns. This means it is critical to think beyond a one-time transaction. In 2012 we will see more long-term engagement opportunities and learn to think “beyond the click.” There will be even more device types in the hands of consumers (new smartphones, tablets, e-readers, etc.), making it important to provide positive user experiences, rather than catering to the least common denominator.
Successful mobile campaigns have prominent calls to action and provide multiple ways to engage. Brands should consider using an SMS call to action and QR code on print advertising campaigns that point to a mobile website that can capture the customer’s information. This engages the consumer and introduces a concept of immediacy.
Social Media is Here to Stay
We can safely expect more social interaction via mobile device at the point of sale, making customer service vital. In a world where a good experience – and, unfortunately, a bad one – can end up on Twitter and Facebook in seconds, the mobile phone has become a megaphone from which customers broadcast thoughts in real time. Savvy brands can integrate mobile and social in a smart way to ensure positive customer experiences and avoid potential disasters.
More Vendors, More Promises
In such a high growth industry, we can expect more new vendors will enter the marketplace in 2012. My advice to brands and agencies is to proceed with caution. There is a lot to be said for experience when it comes to driving results. Any “two guys in a garage” startup and claim to know what they’re doing, but it’s important to ask questions and read case studies to make sure they can back up these claims beforehanding over your precious budget.
Patent Litigation Will Abound
Along with more vendors often come more “me too” technologies. This means patent lawyers will be busy in 2012. Patent infringements are continually identified and enforced, making it imperative to work with a company that has protected its industry knowledge and can keep you out of trouble.
Year of the Mobile Web
If I were to predict a breakout star for 2012, I would nominate the mobile web. As we move closer to the time when mobile web access eclipses PC web access, brands, agencies and others will realize they need a mobile Web offering that over-delivers. This has not yet happened, but we’re getting closer every day, and soon the time will come when consumers will demand it.
2012 Surprises
Social networks will play a more important role in the way we buy and recommend products. We don’t know yet what Twitter or Facebook will launch regarding product recommendation or commerce initiatives, but we should be prepared to react to new products and make sure all our initiatives are integrated with these social networks. Will others join the race to become the killer app and be able to deliver in such a crowded category? Will price points continue to be brought down with offers of discounted product in exchange for receiving ads a la Kindle? These answers remain to be seen.
New Year’s Mobile Resolutions?
In the New Year, we should all resolve to tie CRM into our mobile programs, ensuring a deeper relationship and more relevant information to the opted-in subscriber. Think after-the-click in mobile advertising – provide a means to an ongoing relationship. Follow behavior and interest research – just because you can do something technically doesn’t mean you should. Know your customers and prospects and market to them in ways that you have the best chance to succeed.
Source: By Jeff Hasen on 28th December 2011
Having been involved in the mobile and advertising industries for over two decades, I can say with confidence that 2011 was a banner year for the discipline. Over the past year, consumers have proven that the mobile phone has become an integral part of the shopping experience. This is creating a number of exciting new opportunities for marketers to reach consumers at multiple touchpoints throughout the buying process.
Lessons From 2011
Let’s start by taking a look back at 2011. The biggest lesson we learned is that campaigns must tie directly to return on investment. Mobile campaigns are no longer experimental: Brands have significantly increased their budgets, and with this, expectations to show ROI have also increased.
A big factor in achieving desired ROI is reach. Despite what some may think, Apple does not have a lock on market share. Mobile marketers must think beyond iOS to reach consumers on all types of devices and networks. Mobile campaigns such as Macy’s Backstage Pass proved that providing consumers with choice in the call to action (i.e. providing a QR code and an SMS short code) drives strong results. It is with these lessons in mind that we look to 2012 and where the coming year will take us.
Thinking Beyond the Click
In the coming year, we can expect more pressure to produce results from mobile campaigns. This means it is critical to think beyond a one-time transaction. In 2012 we will see more long-term engagement opportunities and learn to think “beyond the click.” There will be even more device types in the hands of consumers (new smartphones, tablets, e-readers, etc.), making it important to provide positive user experiences, rather than catering to the least common denominator.
Successful mobile campaigns have prominent calls to action and provide multiple ways to engage. Brands should consider using an SMS call to action and QR code on print advertising campaigns that point to a mobile website that can capture the customer’s information. This engages the consumer and introduces a concept of immediacy.
Social Media is Here to Stay
We can safely expect more social interaction via mobile device at the point of sale, making customer service vital. In a world where a good experience – and, unfortunately, a bad one – can end up on Twitter and Facebook in seconds, the mobile phone has become a megaphone from which customers broadcast thoughts in real time. Savvy brands can integrate mobile and social in a smart way to ensure positive customer experiences and avoid potential disasters.
More Vendors, More Promises
In such a high growth industry, we can expect more new vendors will enter the marketplace in 2012. My advice to brands and agencies is to proceed with caution. There is a lot to be said for experience when it comes to driving results. Any “two guys in a garage” startup and claim to know what they’re doing, but it’s important to ask questions and read case studies to make sure they can back up these claims beforehanding over your precious budget.
Patent Litigation Will Abound
Along with more vendors often come more “me too” technologies. This means patent lawyers will be busy in 2012. Patent infringements are continually identified and enforced, making it imperative to work with a company that has protected its industry knowledge and can keep you out of trouble.
Year of the Mobile Web
If I were to predict a breakout star for 2012, I would nominate the mobile web. As we move closer to the time when mobile web access eclipses PC web access, brands, agencies and others will realize they need a mobile Web offering that over-delivers. This has not yet happened, but we’re getting closer every day, and soon the time will come when consumers will demand it.
2012 Surprises
Social networks will play a more important role in the way we buy and recommend products. We don’t know yet what Twitter or Facebook will launch regarding product recommendation or commerce initiatives, but we should be prepared to react to new products and make sure all our initiatives are integrated with these social networks. Will others join the race to become the killer app and be able to deliver in such a crowded category? Will price points continue to be brought down with offers of discounted product in exchange for receiving ads a la Kindle? These answers remain to be seen.
New Year’s Mobile Resolutions?
In the New Year, we should all resolve to tie CRM into our mobile programs, ensuring a deeper relationship and more relevant information to the opted-in subscriber. Think after-the-click in mobile advertising – provide a means to an ongoing relationship. Follow behavior and interest research – just because you can do something technically doesn’t mean you should. Know your customers and prospects and market to them in ways that you have the best chance to succeed.
Source: By Jeff Hasen on 28th December 2011
Wednesday, 28 December 2011
UK - Mobile Shoppers Snap Up Bargains
Mobile phones are increasingly important for bargain hunters at the sales. If you wish to double or triple your sales, your text messages should then come at the right time. With the help of text message, it increases the chances of your products being seen or bought.
Post-Christmas bargain hunters have ushered mobile shopping into the mainstream, with retailers reporting a big rise in customers using smartphones to compare prices and snap up sales offers online.
Mobile traffic to the John Lewis online clearance sale has soared 119% on last year's levels and the amount of cash spent online from mobile phones was up 46% since the sale began at 5pm on Christmas Eve.
"Mobile has reached a scale now where all retailers have to take it seriously," said Jonathon Brown, head of online selling for John Lewis. "Customers' behaviours have changed. The transaction volume we've had in the last few days has surprised all of us."
As consumers swooped on discounted items – with laptops, flat screen televisions, Dyson vacuum cleaners and bed linen among the best sellers – there were 356,000 mobile visitors to the John Lewis site from the start of the sale to Boxing Day, out of a total 2.9m digital visits.
The trend was being driven by rising numbers of internet connected phones and tablet computers. By August, more than 46% of UK mobile subscribers were using a smartphone and Apple estimated that 4m-5m new iPads were turned on this Boxing Day.
During this year's Christmas shopping season, 15% of people in Britain logging on to a retailer's website are expected to have done so from a mobile device, be it a smartphone or a tablet computer, according to data gathered from the websites of 150 leading retailers by IT group IBM.
Of all online sales, 11% were made from a mobile internet connection in October 2011, according to IBM – up from 3.1% in the same month last year.
Online auction firm eBay handled 10% of transactions from phones, with one item a second selling via mobile in Britain during the peak Christmas shopping period this year. eBay predicted purchasing from mobiles would rise 150% globally, from $2bn in 2010 to $5bn (£3.2bn) by this new year's eve.
"We're seeing our mobile business grow in triple digits at the moment so mobile sales as a proportion of overall UK sales are likely to have increased significantly in 2011," said a spokeswoman for the auction site.
The eBay mobile app has been downloaded 50m times and shoppers are increasingly using it not just to bid and buy, but to do their research by checking prices before committing to a purchase.
Price comparison is emerging as a major mobile shopping activity, with retailers including Amazon, eBay and John Lewis all offering barcode scanners as part of their mobile apps.
Amazon customers can use their smartphone camera to photograph a barcode on the shelves of any other retailer's bricks and mortar outlet, then check the price against the same item in Amazon's store.
During its clearance sale, John Lewis has introduced virtual shop windows at its stores in cities including London, Liverpool and Edinburgh. Customers passing by can use an iPhone to scan the barcodes of items displayed, which calls up a link to the relevant page on the mobile website so that the purchase can be made without setting foot in the store.
"Mobile shopping is dramatically more significant this year than it ever has been before," said Richard Dodd, British Retail Consortium (BRC) head of media. "People are now carrying round access to a whole world of price and product information they couldn't have before and that means retail is an even more competitive business."
The BRC-Google online retail monitor, published in October, showed that while the rate of growth for online retail has slowed this year to about 10%, mobile is booming. In the third quarter of the year, one in ten retail searches were happening on mobile devices, with the desktop search total increasing 35% year on year compared to a 168% boom in mobile inquiries. "The most notable thing within online retailing is this really rapid increase in the use of mobile devices," said Dodd.
British shoppers are flocking to the sales, but in no greater numbers than in 2009. The number of bargain-hunters on high streets on Boxing Day was 21% higher than last year but Boxing Day 2010 was restricted by Sunday trading hours and bad weather. "It sounds impressive but basically it's mirroring where we were in 2009, and that post-credit crunch was not a tremendous year," Experian retail analyst Anita Manan said. With discounting at unprecedented levels fears persist that some of the biggest high street names are in danger of collapsing in coming days.
Source: By Juliette Garside on 27th December 2011.
Post-Christmas bargain hunters have ushered mobile shopping into the mainstream, with retailers reporting a big rise in customers using smartphones to compare prices and snap up sales offers online.
Mobile traffic to the John Lewis online clearance sale has soared 119% on last year's levels and the amount of cash spent online from mobile phones was up 46% since the sale began at 5pm on Christmas Eve.
"Mobile has reached a scale now where all retailers have to take it seriously," said Jonathon Brown, head of online selling for John Lewis. "Customers' behaviours have changed. The transaction volume we've had in the last few days has surprised all of us."
As consumers swooped on discounted items – with laptops, flat screen televisions, Dyson vacuum cleaners and bed linen among the best sellers – there were 356,000 mobile visitors to the John Lewis site from the start of the sale to Boxing Day, out of a total 2.9m digital visits.
The trend was being driven by rising numbers of internet connected phones and tablet computers. By August, more than 46% of UK mobile subscribers were using a smartphone and Apple estimated that 4m-5m new iPads were turned on this Boxing Day.
During this year's Christmas shopping season, 15% of people in Britain logging on to a retailer's website are expected to have done so from a mobile device, be it a smartphone or a tablet computer, according to data gathered from the websites of 150 leading retailers by IT group IBM.
Of all online sales, 11% were made from a mobile internet connection in October 2011, according to IBM – up from 3.1% in the same month last year.
Online auction firm eBay handled 10% of transactions from phones, with one item a second selling via mobile in Britain during the peak Christmas shopping period this year. eBay predicted purchasing from mobiles would rise 150% globally, from $2bn in 2010 to $5bn (£3.2bn) by this new year's eve.
"We're seeing our mobile business grow in triple digits at the moment so mobile sales as a proportion of overall UK sales are likely to have increased significantly in 2011," said a spokeswoman for the auction site.
The eBay mobile app has been downloaded 50m times and shoppers are increasingly using it not just to bid and buy, but to do their research by checking prices before committing to a purchase.
Price comparison is emerging as a major mobile shopping activity, with retailers including Amazon, eBay and John Lewis all offering barcode scanners as part of their mobile apps.
Amazon customers can use their smartphone camera to photograph a barcode on the shelves of any other retailer's bricks and mortar outlet, then check the price against the same item in Amazon's store.
During its clearance sale, John Lewis has introduced virtual shop windows at its stores in cities including London, Liverpool and Edinburgh. Customers passing by can use an iPhone to scan the barcodes of items displayed, which calls up a link to the relevant page on the mobile website so that the purchase can be made without setting foot in the store.
"Mobile shopping is dramatically more significant this year than it ever has been before," said Richard Dodd, British Retail Consortium (BRC) head of media. "People are now carrying round access to a whole world of price and product information they couldn't have before and that means retail is an even more competitive business."
The BRC-Google online retail monitor, published in October, showed that while the rate of growth for online retail has slowed this year to about 10%, mobile is booming. In the third quarter of the year, one in ten retail searches were happening on mobile devices, with the desktop search total increasing 35% year on year compared to a 168% boom in mobile inquiries. "The most notable thing within online retailing is this really rapid increase in the use of mobile devices," said Dodd.
British shoppers are flocking to the sales, but in no greater numbers than in 2009. The number of bargain-hunters on high streets on Boxing Day was 21% higher than last year but Boxing Day 2010 was restricted by Sunday trading hours and bad weather. "It sounds impressive but basically it's mirroring where we were in 2009, and that post-credit crunch was not a tremendous year," Experian retail analyst Anita Manan said. With discounting at unprecedented levels fears persist that some of the biggest high street names are in danger of collapsing in coming days.
Source: By Juliette Garside on 27th December 2011.
Tuesday, 27 December 2011
Experian's digital and marketing predictions for 2012
Which form of communication performs the best? As a marketer, we all know Integrated Marketing Communications (IMC) is always a better way rather than permitting each to work in isolation. In today's world, IMC ensures the seamless of coordination and integration of marketing communications throughout the organisations.
With 2012 now just days away, the team at Experian offer their thoughts as to what the digital and marketing community can expect to see from the next year.
Search/SEO/PPC
Search is well established as the number one online source of traffic but as people’s Internet browsing habits become more diverse, search is gradually becoming less dominant as a provider of traffic.
In October 2008 40% of all UK traffic came from search, by October 2011 this had fallen to 35%. In 2012 search will remain the dominant source of traffic in the UK, but other industries will continue to erode its market share especially in entertainment and social media.
Robin Goad, Head of Research, Experian Hitwise
Online Video
Video is one of the fastest growing media online and in the last year we’ve seen visits to online video sites grow by 36%. There are 785 million visits to online video websites every month, and if the growth trajectory continues throughout 2012 then we expect to see a new milestone of 1 billion visits to video sites a month sometime next year.
As people consume more video content online, brands should increasingly be looking to use video as a core part of their digital strategy. Online video is a very diverse media that can be used to build brand awareness, to bring traffic to a website, as an educational tool to demonstrate a product or service, as a customer service channel, or as a way to attract a completely new online audience, and 2012 needs to be the year that brands capitalise on this.
James Murray, Marketing Research Analyst, Experian Hitwise
Mobile/Tablet
2012 is likely to be a year of consolidation rather than innovation in the mobile industry. That is not to say mobile marketers won't keeping innovating and we expect to see early plays in technology like Near-Field Communication (NFC).
However, now the hype of the iPhone 4S has settled down the focus will be on establishing standards and best practises. There is now a relatively stable environment in terms of devices and platforms, upon which mobile marketers can get down to the hard graft of making campaigns that work.
In 2012, mobile advertising will address robust impression tracking, mobile email will establish correct rendering best practises, mobile marketing will finally figure out whether QR codes are worthwhile and mobile developers will shift to developing cross platform applications.
Finally, mobile networks are likely to throttle consumer mobile data over their networks. A short term solution to their ageing infrastructure, it will cause a definitive shift in user behaviour to become less reliant on the networks and instead move towards wi-fi wherever possible. In doing so, consumers are likely to increase their use of services which leverage wi-fi data transfer (VOIP and instant messaging platforms e.g.. WhatsApp, BBM, etc), threatening the mobile network core services (Voice and SMS).
Grant Sidwell, Mobile Account Director, Experian CheetahMail
Online Advertising
In the world of online advertising, 2012 will see audience targeting become ever more important and sophisticated. Advertisers will start looking to break through the current fragmentation in online targeting and bring their customer’s online personas into the same parameters as their CRM and offline data.
That is not to say that we will see a lack of development in the tools and technology used to plan and deploy online advertising campaigns, but the real story is around who you’re targeting, not how you reach them. Brands will need to ensure that they have a deep understanding of their target audiences and incorporate all information available, creating a single customer view, to be able to effectively plan, deploy and measure the success of their campaigns
Jon Buss, MD Hitwise and Digital Advertising Services
Social Media
2012 will be the year the ‘Sponsored Stories’ ad format truly takes off. Sponsored Stories launched in 2011 and have thus far been somewhat limited in their scope. However, with the launch of custom verbs at this year’s F8, their potential has been opened up. It’s no longer just about ‘liking’, brands will soon be able to run Sponsored Stories which mention ‘reading’, ‘listening’ or any other verb that fits with the brand in question.
This will make ads more social and relevant, push up response rates and help Facebook provide even more value for brands. This in turn will make brands, advertisers and agencies realise that social and Facebook in particular needs to be treated on its own merits and no longer as an add on to search and/or display as has often been the case until now.
Will Ashton, Managing Director, Alchemy Social
Email Marketing
Despite the continual rumour that email is a dying form of communication due to the rise of social media and smartphones, the evidence tells another story and in 2012 the strength of using email as a marketing tool is set to continue growing. The increasing growth in sales and popularity of smartphones gives customers another device through which they can view their emails at any time of day or night, making email an even more accessible form of communication.
To compliment this, email is going to become even more customer centric. As our inboxes reach capacity, and with many of us having more than one email account and consuming emails on a number of different devices, ESPs will have to cut through the noise in order to stay competitive. Combined with the continuing trend of declining open rates due to sophisticated inbox ‘junk mail’ programming, emails are going to have to be able to deliver relevant content to every customer so that even on an iPhone or a secondary email account the email stands out from the rest.
However the flip-side to this is that click through rates are expected to increase, with emails that reach the consumer becoming more relevant due to improved targeting, more educated send timing, along with stronger calls to action.
Helen Taylor, Data Analyst, Experian CheetahMail
Source: By Staff Writer on 26th December 2011
With 2012 now just days away, the team at Experian offer their thoughts as to what the digital and marketing community can expect to see from the next year.
Search/SEO/PPC
Search is well established as the number one online source of traffic but as people’s Internet browsing habits become more diverse, search is gradually becoming less dominant as a provider of traffic.
In October 2008 40% of all UK traffic came from search, by October 2011 this had fallen to 35%. In 2012 search will remain the dominant source of traffic in the UK, but other industries will continue to erode its market share especially in entertainment and social media.
Robin Goad, Head of Research, Experian Hitwise
Online Video
Video is one of the fastest growing media online and in the last year we’ve seen visits to online video sites grow by 36%. There are 785 million visits to online video websites every month, and if the growth trajectory continues throughout 2012 then we expect to see a new milestone of 1 billion visits to video sites a month sometime next year.
As people consume more video content online, brands should increasingly be looking to use video as a core part of their digital strategy. Online video is a very diverse media that can be used to build brand awareness, to bring traffic to a website, as an educational tool to demonstrate a product or service, as a customer service channel, or as a way to attract a completely new online audience, and 2012 needs to be the year that brands capitalise on this.
James Murray, Marketing Research Analyst, Experian Hitwise
Mobile/Tablet
2012 is likely to be a year of consolidation rather than innovation in the mobile industry. That is not to say mobile marketers won't keeping innovating and we expect to see early plays in technology like Near-Field Communication (NFC).
However, now the hype of the iPhone 4S has settled down the focus will be on establishing standards and best practises. There is now a relatively stable environment in terms of devices and platforms, upon which mobile marketers can get down to the hard graft of making campaigns that work.
In 2012, mobile advertising will address robust impression tracking, mobile email will establish correct rendering best practises, mobile marketing will finally figure out whether QR codes are worthwhile and mobile developers will shift to developing cross platform applications.
Finally, mobile networks are likely to throttle consumer mobile data over their networks. A short term solution to their ageing infrastructure, it will cause a definitive shift in user behaviour to become less reliant on the networks and instead move towards wi-fi wherever possible. In doing so, consumers are likely to increase their use of services which leverage wi-fi data transfer (VOIP and instant messaging platforms e.g.. WhatsApp, BBM, etc), threatening the mobile network core services (Voice and SMS).
Grant Sidwell, Mobile Account Director, Experian CheetahMail
Online Advertising
In the world of online advertising, 2012 will see audience targeting become ever more important and sophisticated. Advertisers will start looking to break through the current fragmentation in online targeting and bring their customer’s online personas into the same parameters as their CRM and offline data.
That is not to say that we will see a lack of development in the tools and technology used to plan and deploy online advertising campaigns, but the real story is around who you’re targeting, not how you reach them. Brands will need to ensure that they have a deep understanding of their target audiences and incorporate all information available, creating a single customer view, to be able to effectively plan, deploy and measure the success of their campaigns
Jon Buss, MD Hitwise and Digital Advertising Services
Social Media
2012 will be the year the ‘Sponsored Stories’ ad format truly takes off. Sponsored Stories launched in 2011 and have thus far been somewhat limited in their scope. However, with the launch of custom verbs at this year’s F8, their potential has been opened up. It’s no longer just about ‘liking’, brands will soon be able to run Sponsored Stories which mention ‘reading’, ‘listening’ or any other verb that fits with the brand in question.
This will make ads more social and relevant, push up response rates and help Facebook provide even more value for brands. This in turn will make brands, advertisers and agencies realise that social and Facebook in particular needs to be treated on its own merits and no longer as an add on to search and/or display as has often been the case until now.
Will Ashton, Managing Director, Alchemy Social
Email Marketing
Despite the continual rumour that email is a dying form of communication due to the rise of social media and smartphones, the evidence tells another story and in 2012 the strength of using email as a marketing tool is set to continue growing. The increasing growth in sales and popularity of smartphones gives customers another device through which they can view their emails at any time of day or night, making email an even more accessible form of communication.
To compliment this, email is going to become even more customer centric. As our inboxes reach capacity, and with many of us having more than one email account and consuming emails on a number of different devices, ESPs will have to cut through the noise in order to stay competitive. Combined with the continuing trend of declining open rates due to sophisticated inbox ‘junk mail’ programming, emails are going to have to be able to deliver relevant content to every customer so that even on an iPhone or a secondary email account the email stands out from the rest.
However the flip-side to this is that click through rates are expected to increase, with emails that reach the consumer becoming more relevant due to improved targeting, more educated send timing, along with stronger calls to action.
Helen Taylor, Data Analyst, Experian CheetahMail
Source: By Staff Writer on 26th December 2011
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