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A Poor Mobile Email Experience Leads 30 Percent of Consumers to Unsubscribe

More people are picking up their mobile phones and tablets to check their email inbox and that could be either good news or bad news for marketers.

On the upside, it means people are getting the message throughout the day. They can pick up their email while they’re out having lunch or waiting in line at the bank. The downside is that they have little patience for emails that don’t display properly on a mobile screen.



According to a new report from BlueHornet, a poorly displayed email would send 30.2% rushing to click the unsubscribe button. This is up from 18% last year which goes to show that are patience is waning. A year ago, mobile email wasn’t that common, so it was easy to forgive a company for not getting on board. Now, though, there’s no excuse for a poorly executed email.

With Mobile Advertising, Forget Size — It’s Holidays That Matter

In 2012, we saw a huge spike in app downloads and usage on Christmas Day. 328 million downloaded happened on December 25, as compared to the monthly average of 155 per day.

This makes sense, because many people get new mobile devices or iTunes cards as gifts, so they rush to try them out. But what about other holidays? Tapjoy asked that very question and they came up with their own answer. They tracked app usage and engagement on three holidays then compared the data to an average day from the same month.


Who knew Chinese New Year was such a killer day for mobile! As for Valentine’s Day, clearly it was all those guys rushing to buy a last minute gift for their sweetie.

Mobile Searchers Do It At Night

From multiple screens, we move to one screen and how people use their mobile devices to search. The numbers come from a new report called “Mobile Search Moments: Understanding How Mobile Drives Conversions.” It was put together by Google with the help of Nielsen and it involves data from over 6000 mobile searches.

There’s a lot of data in this report, so I’m just going to touch on a few of the more interesting slides — like this one:

mobile search

Most mobile searches are conducted in the evening. I suppose this has to do with the fact that most mobile searches are personal, not work related. (Those are happening on a PC.) You’re going out for lunch, so you search for a coupon. You’re rushing home late, so you search for pizza delivery. Once you’re settled in for the night, you search for a plumber to fix the leaky faucet, tickets to the movies, and stuff you need to buy.

68 Percent of Consumers Engage in Content Grazing — Is That Good or Bad?

I’ve been multitasking since I was old enough to ride a bike and read at the same time. That’s why I fell in love with the iPad. It allowed me to do a multitudinous mountain of other things while I watched TV at night. Recently, I picked up a new habit. When I’m working in the wee hours of the morning, I set my iPad up next to my computer so I can watch Netflix while I work on my PC.

This is Content Grazing, and according to a new study by Microsoft Advertising’s Consumer Insights (in partnership with Flamingo Research and Ipsos OTX), 68% of consumers engage in this type of behavior.

This 2013 Cross-Screen Engagement Study, states that when you look at multi-device use, there are four pathways to engagement.

New FTC Rules Push For Clear and Conspicuous Disclosures on Social and Mobile

dot-com-coverThe FTC just released an updated version of their dot com disclosures guidelines (aka rules) which was originally released in 2000. A few things have changed since then, but the FTC’s stand on “clear and conspicuous” disclosures hasn’t and that could be a problem for advertisers.

Everyone loves social and mobile, but both outlets are hampered by a lack of useable space. The FTC understands this, but they’re not backing down. My interpretation of the guidelines – find a way to make it happen or don’t post ads to mobile and social. If they start enforcing that, it’s going to be one heck of a crack down.

Here is just a portion of the instruction son how to make a disclosure clear and conspicuous:

SMART Report Year End Review Shows Healthy Growth in Mobile Ads and Revenue

skynetBy 2016 there will be more mobile devices in the world than people. Crazy, huh? The UN projects say 7.3 billion people versus Cisco’s prediction of 10 billion devices.

Looks like that will be the year the machines rise up and take over the planet. All hail Skynet!

Until then, we can look forward to a few more years of healthy growth in the area of mobile advertising. Millennial Media has the scoop in their special Year in Review edition of S.M.A.R.T..

Let’s start with the vertical explosion.

12 different verticals grew spend by over 100 percent year-over-year on our platform. Government Services led the way, and grew 860 percent (primarily driven by election spending).

Google Close to Deal With States On Street View Charges

It’s likely that Google will never be out of the woods with its Street View product. It is close to reaching an agreement with states that have ‘issues’ with how data is collected etc.

According to Bloomberg it looks like the fines are mere pennies relative to Google’s ‘bank’.

Google Inc. (GOOG) is close to an agreement to pay about $7 million to settle allegations that the company improperly collected personal data for its Street View product, a person familiar with the matter said.

The company has reached an agreement in principle with more than 30 states, said the person, who asked not to be identified because the talks are private. The resolution could be announced as early as next week, another person said.

Here is the Bloomberg TV report if interested.