Right Brain, Left Brain Blog

98 posts categorized "Mobile"

22 May 2015

Mobile Ad of the Week: Run with Heart Foundation ‘Moving Tracks’ (Poland)

Music

More than 50% of teens in Poland don’t do any exercise and nothing could convince them otherwise. Until now, that is…

With help from Saatchi & Saatchi / Interactive Solutions, The Run with Heart Foundation has teamed up with Poland’s biggest music labels - Warner, Universal and Sony – to get teens up on their feet and running, all through the power of music.

The result is a mobile platform where teens have exclusive access to new music tracks, but here’s the catch: the song only plays when they are actually running! ‘Moving Tracks’ is a simple mobile site that recognises when a user is running and plays a never-heard-before track. Basically you stop, the music stops. Genius!

Continue reading "Mobile Ad of the Week: Run with Heart Foundation ‘Moving Tracks’ (Poland)" »

28 April 2015

Are apps all they’re cracked up to be or should we just embrace mobile web?

Mobile web adoption is growing eight times faster than desktop web adoption did in the 1990s and early 2000s. And this just goes to show how important it is to consider mobile experience when providing online content. Having a mobile optimised website therefore, is no longer an option - unless of course you want to lose a high percentage of your consumer base. In fact, a recent study showed that 57% of mobile users were found to abandon a website if it took more than 3 seconds to load.

So, if having a mobile optimised website is so important, why bother with an app? Well, we think that websites and apps offer different things to users. But rather than tell you what we think, why not read through this article, have a think about the questions we pose and decide for yourself.

App v web

It’s all about your audience

Where are your audience coming from? How do they want to consume your content and how would you like them to engage with it? These questions are key to deciding whether you should develop an app. If your audience is large and transient an optimised mobile website could be the answer. On the other hand, if you’re trying to attract a smaller (potentially more valuable) audience, or wanting to have your content available offline, an app would be a better fit. But it’s not all up to you - if developing an app, Newsstands and app stores can help to promote your content to new audiences and ultimately build your customer base. Combine this with engagement features like deep-linking push notifications, ‘Today’ widgets, badges and background loading, you can increase the chances that your audience keep checking the app and coming back for more.

 

Continue reading "Are apps all they’re cracked up to be or should we just embrace mobile web?" »

13 April 2015

Mobiles are the new showrooms

The growing ROPO phenomenon, where customers research online using their mobiles and buy offline, makes it vital for retailers to be more than just mobile-friendly. Kevin Sparks, Commercial Director at FACT-Finder shares the mobile search essentials that every retailer needs to know.

"Customers coming into a store today are better informed than the sales staff."

So says Jörg Geilgens, Client Solution Manager at IBM.

This isn’t down to poor training by retailers, but because the vast majority of people with a smartphone (88% to be precise) use it to carry out research before even entering a physical store.

This new form of retail therapy means customers visit stores on a mission to buy, having already done their browsing online. This means they are more likely to buy, making this mobile habit – called ROPO – vital to retailers.

Frau_Smartphone_unterwegs_iStock_000035376328XXXLarge

The downside is that if your online shop isn’t mobile friendly, these ROPO-ers won’t be heading your way. And that’s pretty much everyone with a mobile – do you know anyone in the UK and Europe without a smartphone?

If you want to become a real ROPO magnet, you need to be more than just mobile-friendly – you need to be mobile-optimised. This means making it as easy as possible to search for your products with a smartphone. So where do you start?

Continue reading "Mobiles are the new showrooms " »

16 January 2015

2015 Ecommerce Predictions – US and UK

According to an eMarketer report, B2C ecommerce spend in the USA will stretch to $538.9billion in 2015 (an 11.4% increase on last year). As America holds on to its title as the largest international ecommerce market, it’s no surprise that European businesses are looking to pack up and expand to the states. To help you along, we’ve listed four tactics that every marketer should be adopting in the year ahead.

2015 US and UK Predictions

As mobile users tap away more than ever, and desktop use begins slowing down, we’re predicting big changes in marketing practises.

Social Ad Focus will grow

72% of all internet users are now active on social media (Bullas), and they’ve never been more targetable. With social ad algorithms now filtering demographic, geographic and social profiling, it’s quickly becoming one of the most affordable and efficient ways to reach your target audience.

We’ll see more Video Content 

2014 saw the rise of visual content marketing with infographics spreading across magazines, blogs and social media. But with the industry rapidly progressing, it could see the focus progress to video marketing as it offers a more engaging way to grasp the consumer’s attention.

Continue reading "2015 Ecommerce Predictions – US and UK" »

09 January 2015

Beyond Facebook: How to market to a new generation

Here’s a sobering thought: in the next few years, Generation Z – those born around the year 2000 – will be hitting their upper teens, entering their 20s and then embarking upon their careers. The challenge for businesses is finding a way to market to this new generation – a generation who interact with society very differently to their predecessors.

To give that some context, 81% of Generation Z use some kind of social media and have been broadly dubbed ‘Screenagers’ because they have grown up with the internet a constant presence in their lives. But the obvious routes may not necessarily be the most effective: 25% left Facebook in 2014; clearly, informed and lateral thinking is needed.

So, how can businesses reach out to individuals with an attention span of just eight seconds? The infographic below is packed with useful advice and tips…

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22 December 2014

Geo-retail to the rescue for holiday shopping

Venn

All heroes start somewhere. – Guardians of the Galaxy

The vast majority of shopping is still done in stores – which is why location now makes mobile the most potent media for advertising for retailers.

Let’s face it: Black Friday 2014 brought the blues to retailers. Even after doling out deep discounts on merchandise, retailers struggled to entice shoppers to Black Friday sales events. Spending was down 11 percent from a year earlier according to the National Retail Federation. A tiny bit of relief came with Cyber Monday results – e-commerce sales on the Monday after Thanksgiving hit $2.04 billion, up 17 percent compared to a year ago, but e-commerce only accounts for a mere 9 percent of total retail sales. The vast majority of shopping is still done in stores – which is why location now makes mobile the most potent media for advertising for retailers.

A few retailers are leading the charge in this space with interesting results. Lorna Jane, a leading retailer in women's fitness apparel uses theMomentFeed mobile marketing platform to target custom audiences on Facebook with localized ads. The ad dynamically changes based on the location of the Facebook user, allowing for content that was relevant and personal. “The goal is to help larger retailers maintain that level of personalization in a way that scales across hundreds or even thousands of locations,” says Elle Morgan, MomentFeed’s Marketing Manager.

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08 December 2014

Making sense of the selfie generation (and why it's a good thing)

Say venn

"We crashed and broke Twitter. We have made history." - Ellen Degeneres, March 2014

Millennials are called the “selfie-generation.” It might seem like a dis, but smart publishers know that it’s actually a good thing. It means millennials are self-aware, selective and smart. When we take a selfie, it becomes part of our personal brand online—the brand image that defines who we are, what we like and what we stand for. While members of previous generations would rather floss than see themselves in a video, we post selfies to Instagram and Vine constantly. We’re not afraid to put ourselves out there—and you shouldn’t be either. If you look a bit closer at the selfie generation, and take some cues from our quirkiness and self-deprecating wit, you might just let a few of us off the hook. 

Continue reading "Making sense of the selfie generation (and why it's a good thing)" »

01 December 2014

Video Marketing Trends for 2015

Video has already been an important element of digital campaigns this year, but with video consumption becoming an increasingly more popular way for consumers to consume media, it’s vital for marketers that haven’t yet jumped on board the trend to engage with their customers via the channel.

Syndacast has pulled together an infographic looking at video trends from this year and what marketers can expect heading into 2015. Check it out below:

Video trends

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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