In Uncategorized on May 15, 2013 at 12:26 am
My first reaction to a recent research report on mobile platforms was…DUH. But, as often happens, a little more reflection made me realize there was some important learning to be had.
The Adobe Digital Index reviewed more than 100 billion website visits around the world, and came up with interesting comparisons between tablets and smartphones…more specifically, the “shopping” behaviors consumers display on each platform. The basic takeaway from the study, which you can see in more detail here, is that tablets have overtaken smartphones as the shopping device of choice. Simply put, tablet use and prominence is growing; smartphones, not so much.
The results show that users look at 70% more web pages per visit using a tablet than they do when using a smartphone. That’s the “duh” part for me. Of course they do. It’s easier to click around a site when your flabby fingers have a lot more working room to find, isolate, and click on the links and, dare I say, actually read some of the words you find once you get there! (And while youth may give you a bit more dexterity and better eyesight for that purpose, it comes with less patience, so those things tend to cancel out.)
What this finally made me realze is that “mobile” is no more a single category than “broadcast” is. You wouldn’t (at least wisely) use the same tactics for a Super Bowl TV spot as you would in a gas-pump video or local radio remote. So today, smart marketers shouldn’t think they are ahead of the curve simply
In Just Thinkin', The Marketing Microscope on November 29, 2012 at 1:29 am
I came across an interesting item today- a column by Priska Neely from the NPR website. It addresses the issue of product placement, but includes the “down side” you don’t often see.
It is no longer a surprise to anyone that companies pay big bucks to get visual exposure for their brands in popular movies and television shows. One of the most often-cited examples is American Idol; it started with simple Coke cups on the table in front of each judge, but has progressed to the point where the show sometimes appears to be taking place inside one big, glitzy Coke machine.
It’s certainly an interesting topic. Quick quiz – can you remember the type of candy Kramer was eating when he dropped a piece from the observation balcony over an operating room and it wound up inside the patient? (First correct response wins a package of that candy from me!) What brand of vehicle did Jack Bauer drive during all those seasons of “24″ ? (First correct response on THAT one will have to settle for a hearty “attaboy.”)
The reasoning is obvious; what brand wouldn’t want to be the “hero” or at least bask in the glow of a cool scenario. But what about those scenes in which the pictured products are less than heroic? As the article points out, producers are largely free to use any branded products they wish without getting any special permission from the company. Do you want YOUR brand to be the alcohol of choice for a drinking airline pilot? How about a closeup of your chainsaw brand in the next slasher movie?
I find the whole topic fascinating; I have been in advertising long enough