Les Français apprécient les services de géolocalisation

D'après TNS Sofres, les services de géolocalisation "constituent la fonctionnalité mobile qui devrait bénéficier de la plus forte croissance au niveau mondial", et particulièrement en France, où l'engouement pour ce service est légèrement plus prononcé. L'institut révèle que 64% de nos compatriotes qui n'utilisent pas encore ces services souhaiteraient le faire (60% au niveau mondial), et que 31% des Français équipés les utilisent déjà (contre 19% au niveau mondial). Parmi ces utilisateurs, 42% s'en servent pour naviguer (cartes, GPS), localiser des restaurants ou des lieux de sortie (30%), des points d'intérêt à proximité (29%) et trouver des horaires de transports publics (20%). En revanche, les utilisateurs français de réseaux sociaux sont peu nombreux (7%, contre 13% au niveau mondial) à partager leur localisation sur ces sites.

Fusion de Bee Media et Adcentricity, 2 spécialistes du marketing géociblé sur mobile

Location based specialists aim to help advertisers create hyper-local campaigns.

Bee is a mobile shopping platform, while Adcentricity describes itself as a local marketing specialist.

The merged entity will use the Adcentricity name, with Doug Woolridge, CEO of Bee Media, remaining at the helm as the CEO.

In its new form, the firm's platform will 'allow brands to execute and respond to localised events and activities, and scale from one location to tens of thousands via a series of new and existing products'.

"The combination of local, shopper marketing, mobile, in-store radio and video networks has created a fractured landscape of thousands of smart, effective companies and media channels with limited ways to get the attention of, and adoption by, brands," said Rob Gorrie, former CEO of Adcentricity.

"Together with Bee Media, we can now offer an even more powerful platform with the ability to target and distribute addressable content across every digital channel with a location attached to it - including mobile shopping applications, which Bee Media has been quietly building over the past year."

De la pub sur Foursquare dès le mois prochain ?

AdAge has reported that the location specialist will debut a paid-media platform in June that will let merchants promote special deals.

So when users search for local specials, they can see paid ads – and these ads will be targeted using the same algorithms mine users' previous check-ins - and those of their friends - to make the results more relevant.

Foursquare is already working with brands, of course. AdAge cites a previous campaign with Walgreens to embed barcodes that users can unlock by checking in to a store and redeem for savings.

It's also worked with Coca Cola, AmEx and others.However, most existing activity has been experimental. For example, Time Out New York rolled out a Foursquare-powered leaderboard to show user preferences around its Best of New York issue.

This is the first indication of a detailed revenue generating strategy.

Mobile Entertainment - 24/04/2012

Comment optimiser son budget de communication local grâce au mobile

7 Tips for Big Brands That Want to Reach Local Consumers

National brands that add local context to their mobile campaigns can expect to see click-through ratesrise to 5% to 8%, versus 0.6% for mobile display ads without local relevance, while adding something as simple as a local phone number to a Yellow Pages print display ad has been shown to increase response rates by 40%. While there’s little doubt that local marketing helps big brands get noticed, many national companies have been slow to get onboard with these types of advertising tactics thus far. (Thirty-three percent of the top 100 U.S. brands don’t have mobile-optimized websites, and 16% have no mobile strategy.)

la suite de l'article : http://streetfightmag.com/2012/04/04/7-tips-for-big-brands-going-local/?utm_source=Street+Fight+List&utm_campaign=99e63b3f9c-Street_Fight_Daily4_4_2012&utm_medium=email 

Google partage des infos sur l'usage de l'internet mobile par les commerçants

I recently heard a radio commercial on one of my two favorite southern California country stations for GoMo, Google's initiative to help businesses build a mobile Web site and strategy. The deal offered companies Google's help in Web development and hosting space.

Some 79% of large online advertisers still don't have what Google considers a mobile-friendly site. A Google webinar Thursday supported the GoMo campaign. When asked during the webinar how many businesses on the call have built a mobile-friendly site, about 42% said yes and the remainder said no.

It turns out that 53% of Americans own a smartphone. About 95% use smartphones to search, 77% in a store, 43% while commuting to work. I am one of those 13% who pull out their smartphone to search on something during a conversation to look for a business, confirm facts, or further thoughts in a conversation.

Read more: http://www.mediapost.com/publications/article/170267/when-conversations-lead-to-mobile-searches.html#ixzz1pIIIlnh5

Exclu : les taux de clic du search local et du display local

Local-mobile ad network xAd released a treasure-trove of data from Q4 2011 this morning. The US-based information is drawn from mobile sites and apps that run its ads and the related user behaviors that xAd observes. These data are interesting in part because xAd has what is probably the largest network offering local search and display advertising outside of Google (AT&T might dispute that claim).


La suite : http://searchengineland.com/report-52-pct-of-local-mobile-search-clicks-turned-into-calls-111877

20% des visites sur un site mobile génèrent un appel téléphonique

When they want you, they want you. For some local services already optimizing their sites for mobile search and phones, the results may be off the hook. According to new data from DudaMobile in partnership with the Google-led GoMo initiative, one in five visitors to a mobile-optimized small business site leads to an immediate call to that business. DudaMobile claims half a million mobile sites on its platform. For this survey it monitored activity at 500 of its customers' mobile sites.

Google featured DudaMobile’s research and advice on mobile site optimization at its Mobile Ads Blog. The company’s data from Q4 2011 shows that in select verticals the click-to-call rates are astronomical. Leading the way is the transportation vertical with a 44% call rate, followed by pizzerias (32%), car services (28%), auto repair (22%), home repair (20%), medical services (16%), beauty and spa (13%), retail stores (12%) and restaurants (11%). When available, users will also click through to maps and directions at an average rate of 3.25% across categories.

In a new white paper, DudaMobile recommends that mobile sites keep content prioritized according to user preferences. Use the Web analytics as a starting point for ordering content, but put a premium on speed. Fast loads, bulleted-point text that is easy to read and optimized images all help the mobile user get in and out.

Keep the navigation consistent and simple, preferably relying on vertical rather than lateral scrolling. Keep Back and Home buttons apparent throughout, leverage search boxes, and try not to exceed seven links per page for navigation purposes.  

And don’t forget the basics of smartphone use. We rely on our fattest finger -- the thumb -- for much of our navigation chores. Keep buttons near the center of the screen and with white space to avoid mis-clicks. And make the clickable area around text and check boxes generous.  

DudaMobile CMPO Dennis Mink cites Compuware data that shows a majority of users have a positive impression and are more likely to buy from sites that optimize for mobile -- and that 19% of mobile users get a negative overall perception of businesses that don’t offer mobile-friendly sites.  

Mediapost.com

Steve Smith