Twitter Advertising: New Compete study: Primary mobile users on Twitter

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Martin Maybruck‘s insight:

Twitter Says Its Mobile Users Are More Active, Engaged With Brands

mobile users are 57% more likely to compose original tweets

63% more likely to click on links

96% more likely to follow 11 or more brands

58% more likely to recall seeing an ad on the site

86% more likely to be on Twitter several times a day

157% more likely to access the site when they wake up

129% more likely to access it when they’re going to sleep

two-thirds use Twitter in front of the TV

these primarily mobile users tend to be young. 18-34-year-olds are 52% more likely to be signing in primarily via a mobile device

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More Mobile Location-Based Campaigns Seen Using Geo-Fenced & Geo-Aware Strategies

A new study from Verve Mobile [pdf] looks at trends across 2,500 mobile campaigns run on its location-based mobile ad platform in 2012, examining the different strategies

Martin Maybruck‘s insight: News Update:

A new study from Verve Mobile [pdf] looks at trends across 2,500 mobile campaigns run on its location-based mobile ad platform in 2012, examining the different strategies taken by advertisers. The study notes that 36% of the campaigns leveraged geo-aware (14%) or geo-fenced (22%) strategies in 2012, more than double the proportion from 2011 (17%). While that indicates a greater level of expertise in targeting approaches, the primary strategies remained DMA (30%) and audience (24%) targeting.

The study also analyzes how different verticals used location-based targeting, finding that restaurant (43%) and retail (32%) were the most likely to use geo-aware and/or geo-fenced strategies, while political (73%), auto (70%), and telco (69%) advertisers gravitated towards targeting based on DMA/Zip/Zip+4.

Overall, the campaigns that used location targeting were twice as effective as those that didn’t, per the report. Among the different tactics, geo-aware and geo-fence mobile programs produced the best click-through rates, while audience-targeted campaigns fared worst.

About the Data: Verve Mobile describes geo-aware and geo-fencing strategies as follows:


“Geo-aware campaigns use real-time location data to deliver specific, often dynamic, messages to the user based on their distance from the nearest retail location or proximity to a particular location.”


“Advertisers targeting users based on a set distance (often miles) from a location of interest such as a store, or physical site where known audi- ences frequently visit. Consumers outside of the geo-fence would not be served the ad because they fall outside of the location parameters. This technique is particularly useful for advertisers looking to drive foot traffic to physical store locations.”

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Location targeting more than doubles performance of mobile ads: report – Mobile Marketer – Research

Mobile campaigns leveraging location targeting outperformed non-location targeted campaigns by a factor of two times, according to a new report from Verve Mobile.

Martin Maybruck‘s insight:

Location targeting more than doubles performance of mobile ads: report & case studies

Get more news and case studies at

“The big news is that location powered mobile advertising outperforms other mobile targeting strategies by 2X,” said Tom MacIsaac, CEO of Verve Mobile, New York.

“Not only is location a must-have but it is really the key value mobile brings to the table for marketers – location targeting is the ability to reach consumers on their uniquely personal devices while they are out and about, on the go, and closer to the buying decision than ever before”

Driving foot traffic
The addition of location information in mobile advertising brings real value to users by helping them find products and services where and when they want them.

By vertical, the biggest users of location-based targeting were grocery, political, healthcare, lottery, real estate and education marketers. Automotive, restaurant, telecom, retail and travel were also heavy users.

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Jack in the Box takes mobile-first approach with redesigned efforts – Mobile Commerce Daily – Web site development

Martin Maybruck‘s insight:

Jack In The Box saw a significant amount of the traffic to its Web site coming from mobile devices and took a mobile-first approach by looking at what functions would be best in driving engagement.

As part of the new redesign, Jack in the Box hopes to increase the number of repeat visitors, while prompting them to share what they have discovered through social networks.

What do you think of their new mobile website?

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Geo-Targeted SMS Coupons case study White Castle pushes customized alerts, coupons via SMS


February 4, 2013
White Castle SMS Coupons

White Castle SMS Coupons


White Castle is building up its mobile database with a new Text2Crave service that sends out customized alerts and unique coupons to consumers when they are near a participating location.

Customers can opt-in to receive customized alerts on their mobile devices any time they are near a participating White Castle restaurant. The location-based mobile marketing strategy connects consumers to the food they crave in real time and to nearby locations.

“Mobile coupons delivered through SMS are known to have the highest redemption rates—dwarfing those of all of all other forms of distribution including direct mail, newspaper ads, mobile applications, television commercial and mobile banner ads,” said Shuli Lowy, marketing director at Ping Mobile.

“Particularly when it comes to fast food restaurants, SMS has proven to be widely effective. SMS coupons in this vertical can easily have redemption rates of 10-30 percent – especially when location targeting is added to the recipe,” she said.

Ms. Lowy is not affiliated with White Castle. She commented based on her expertise on the subject.

White Castle did not respond to press inquiries.

How it works Continue reading

Facebook to put mobile-first experiences at the core of its strategy – Mobile Marketer – Social networks

Facebook’s mobile future looks bright, with the social network reporting yesterday that mobile advertising revenue continues to grow and represented approximately 23 percent of overall advertising revenue for the fourth-quarter, up from 14…

Martin Maybruck‘s insight:

Over 60% of Facebook’s users are mobile (600 million) and they are the most active users. Mobile is their growth engine especially with their mobile ads. Have you seen ads in your mobile news stream?


If you have a business on Facebook you must have a mobile optimized website and landing pages. You can get one here starting at only $199

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Mobile Spurs Digital Coupon User Growth – eMarketer

Digital couponing has become a widespread activity among US adults, and the number of digital coupon users continues to grow, albeit modestly. Driving this increase are those consumers redeeming coupons via smartphones.

Martin Maybruck‘s insight:

The number of US mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014, driven by the rapid adoption of smartphones. By 2014, one in four mobile phone users will redeem a coupon via a mobile device.

eMarketer estimates the number of smartphone coupon users last year rose by 66%, following a growth rate of more than 100% in both 2010 and 2011.

Smartphones let users access deals on the go and have the capability to serve coupons that are highly relevant based on location, behavior and timeliness. Those who use these devices have an expanding range of options for delivery of mobile coupons, including SMS promotions, retail and manufacturer apps, coupon-specific apps, email offers and mobile barcodes. Additionally, daily deal sites and apps offering time-sensitive deals have attracted a new audience who has never before used mobile coupons.

For more Local Mobile News go to

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Optimizing Your Google+ Local Page for the Google Map App | Business 2 Community

After a brief hiatus from the latest version of the iPhone operating system, the Google Map app is back in action for iPhone users. It’s wildly popular,

Martin Maybruck‘s insight:

Google Maps App is the top rated and most used Maps App so you must know how to optimize your Google+ Local page to get the most visibility. Here’s how to optimize your Google+ Local page for the Google Maps App.

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