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Highlights from day one of MobileBeat 2014

Mobile TectonicsMobileBeat, VentureBeat’s seventh annual event on the future of mobile, is underway in San Francisco. They have a pretty powerful lineup of speakers which includes VPs and CEOs from both the retail side (Sephora, Walmart, Threadless) and platform side (Google Analytics, Facebook, LinkedIn).

There’s a lot going on, so I thought I’d take a moment to serve up some of the highlights from the conference so far.

Imagine a web without URLs

LinkedIn vice president of mobile Joff Redfern says his network is working on a way to seamlessly link up all of LinkedIn’s six different apps. Right now, if you want to hop from the regular LinkedIn feed app to the very specific job app, you have to logout, open a second app and login. Redfern wants you to be able to go from one to the other with a single click, just like you can go from one website to another on the internet. He also wants people to be able to go seamlessly from device to device.

Facebook develops ad workaround for countries with poor mobile plans

Facebook missed callFacebook tells us that 7 out of every 10 people in the world, many in high-growth countries like India, Brazil, Indonesia, Mexico, South Africa and Nigeria, are using something less sophisticated than a smartphone to access the internet. That statement makes me feel like we should start a charity run: iPhones for Indonesia. I’m pretty sure there are bigger issues in those countries than the lack of a reasonable data plan but that’s not for Facebook to solve.

If you send customer emails, you’re already on mobile

LiveIntent AdaptMobile has become one of those giant marketing monsters that both intrigues and frightens anyone running a business. It’s all about apps, right? And you have to have a coding genius on staff if you want an app, right? And I have to redesign my whole website and make it skinny, right? So it will show up on a phone? And there are different kinds of phones, so how do I know if it’s working on both iPhones and Androids. . . and isn’t there another kind of smartphone out there? And what about tablets!

At that point, most people just walk away and leave it for another day. But the truth is, if you’re sending out marketing emails, you’re already on mobile.

LiveIntent would like to point out a couple of interesting facts:

Shoot, Upload, Repeat: Vine adds loop counter and milestone markers

We haven’t talked about Vine in a while, but that’s mostly because those little, loopy videos have become so commonplace on social media. But even though the novelty has worn off, we’re still captivated by the artistry of a well-made Vine video.

Digital Insights says Vine has 40 million users and 5 Vines are Tweeted every second. The best Vines are sticky. We watch them over and over and over and now Vine is counting. Going forward, every Vine will have a Loop Counter which shows how many times the wheels on the bus have gone round and round.

Mobile video ads are on the rise and they’re not just for movies and games anymore

Summer time is movie time but according to the June S.M.A.R.T. Report from Millennial Media, the entertainment industry isn’t the only industry taking advantage of mobile, video advertising.

23% of the mobile campaigns in Q1 had a “Watch Video” action and that’s up from 17% last year. Surprisingly, Energy & Power companies delivered a large number of video ads in the first part of the year. Their goal was to drive traffic to mobile sites and for general consumer awareness. Energy & Power was also one of the biggest growth verticals in Q1 showing a 270% increase in mobile ad spend over last year.

Twitter opens app install ads to all advertisers

Twitter just opened app install ads to all advertisers. Say that three times fast.

The install ad comes with a variety of targeting options including keywords, gender, location, and mobile platform – especially important when it comes to app downloads.

The Promoted Tweet includes room for some text that you can either write or pull from your app download page. There’s a nice photo and a good sized install button.

Twitter Mobile App Install

After a user clicks to install, Twitter will show them an install complete message with a prompt to open the app. Seems intuitive but I’ve been known to download an app and then forget about it. Once you have them hooked, you want to keep the excitement going with an instant open.

Tablet commerce expected to reach 293 billion by 2018 [Infographic]

Usablenet Tablet commerce2018 may sound like the title of a sci-fi disaster movie but it’s also the year the tablet may take over the ecommerce world. Usablenet predicts the rise of the hand-held machine in their new infographic, saying tablet sales will increase five fold by 2017. That’s over 1 billion tablets and a large percentage of owners will be using those tablets to shop.

Tablet commerce is expected to reach $114 billion in 2014 and rise to $293 billion in 2018.

All of that sounds wonderful but right now only 12% of people in the US are using a tablet to access the web. Of those that do, the majority are at home relaxing on the couch or in bed. These are people who have time to research and browse. They’re willing to spend a few more minutes reading the blog post or watching the video so give them the information they desire.